Wednesday, December 2nd, 2015
Its engineers couldn’t keep pace with the design requirements of its customers and, as a job shop, it couldn’t exploit any process or cost efficiencies. In fact, customization was putting the Dale, Ind.-based manufacturer out of business.
To turn itself around, Thermwood cloned the advertising techniques of leading PC makers and adopted a radical – for it – marketing approach that flies in the face of what many gurus are preaching today: Thermwood shifted to a standardized product line.
Thermwood’s top-to-bottom marketing overhaul has pulled the company back from the brink after fundamental changes in its business had pushed the company close to extinction.
Custom product, low profit