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the company isn't penalized, the shareholders are. The shareholders were holding stock set at a price felt it be appropriate for the earnings forecast. When the actual earnings beat the forecast then shareholders are usually rewarded by seeing their stock value rise to meet new valuations. When earnings fail to meet expectations then the stock price must fall to come in line with the real earnings, thus penalizing the shareholder.
At least that is the theory. Quite often you'll see share prices rise with bad news and fall with good news. The news reported by the journalists on tv and radio should be taken with a grain of salt as it is usually the news behind the news that really moves share values.
Oh, and BTW while you don't see any immediate penalty for the incorrect forecaster it is important to note that their jobs and income rely on their accuracy. If they are consistently wrong they'll be looking for a new job soon.
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Getting knocked down is no sin, it's not getting back up that's the sin
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