Turnaround Case Study - Mismarketing Mishap Michael Koeppel · February 15, 2016 Marketing and sales deficiencies nearly scrapped a second-generation manufacturing facility. The Background: The second-generation, precision component manufacturer was built through a combination of word of mouth and customer loyalty. Starting as a small family business, its volume increased rapidly and it grew into a mid-sized company of 100+ employees with an international reach. The company favored a hands-on approach, ignoring the need for formal training, Six Sigma process improvements, technological advances, and development of executive capacity. The Problem: The company had customer and industry concentrations. Nearly 80% of sales were concentrated in three core customers, serving a single industry –

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