Jun Terui is CEO of Sanchemipha Co Ltd. , a manufacturer of consumer chemical products located in Sendai, Japan. In the aftermath of the 2011 Japanese tsunami and earthquake, the company faced the issue of not having enough knowledge and expertise to provide higher quality standards to their customers. Sanchemipha had acompetitive advantage in their industry of operation. It also had excess capacity due to lost customers from the Japanese earthquake. In order to increase orders and minimize excess capacity, Sanchemipha must come up with a plan to improve quality standards.