Posts Tagged ‘changing product sources’

Changing Direction In The Best Way Possible

Wednesday, December 2nd, 2015

ptpibFor years, Thermwood Corp. produced custom routers for the woodworking and plastics industries. But while customization made customers happy, it wreaked havoc at Thermwood.

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

“Business