Mar-Lee Companies

Situation:

Mar-Lee Companies was experiencing declining profits due to foreign competition and economic pressures. They needed to attract new customers in emerging growth markets to increase profitability and valuation.

Approach:

IntelliSource research revealed the major source of Mar-Lee’s revenue had extremely tight margins that did not translate to profitability and growth. IntelliSource identified Mar-Lee’s expertise in automation as a competitive differentiator and rebranded the company pivoting their position from a low-margin volume manufacturer to a strategic partner investing in automation upfront to lower lifetime manufacturing costs for customers while enjoying a higher margin. IntelliSource produced a professional video highlighting the automation and rebranded the break-even “Technology Center” “Mar-Lee Medical” under a cohesive company brand targeting more profitable markets.

Results:

Mar-Lee’s transition from high-revenue low-profit volume business to high-margin strategic partnerships resulted in double-digit growth in profits for five consecutive years. The “Extreme Automation” video and brand captured the attention of global corporation Texen who went on to acquire Mar-Lee in a highly successful exit.