Here's a good idea for commercial printers: Examine your customer base and find a common theme of company types based on profitability. Then brainstorm ideas to further expand your firm's usefulness for this new niche client base - software, inventory management, design or other specializing services. Fire (or phase out) current customers that are not in this new niche and begin marketing your firm to others that fit the profile of this specialized niche.
Basically, that is what Fetter Printing Company announced today. The company has overhauled its management structure and focus - walking away from some of its traditional lines of business in order to focus on others in which it can be a market leader.
Fetter plans to focus primarily on
- printing labels and creating information management and logistic solutions for the paint and coatings industry
- the creation and distribution of customized sales materials for the health insurance industry.
Both require a high degree of specialized tools and software. The company has long been profitable in the commercial printing industry, but after a thorough review of their business and future trends a change was needed.
"Our growth in this market and the increased complexity of the services requested by large corporate clients require dedicated resources," said Terrence R. Gill, Jr., recently named President and Chief Operating Officer of the company. "In the future we will not be everything to everybody but something special to those who choose to partner with Fetter. We intend to become the market leader in printing and packaging supply chain services for the paint and coatings industry, in particular."
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