RIZAL TECHNOLOGICAL UNIVERSITY

“PARKER PEN COMPANY”

CASE STUDY ANALYSIS

Submitted by:
Sherren Marie F. Nala

December 10 , 2019
Prof.
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TABLE OF CONTENTS

I.Time Frame

II.Perspective

 Top Management

 Consultant

III.Statement Of the Problem

IV.Objectives

V.Areas of Consideration

 Swot Analysis

 Computations

VI.Alternative Courses of Action (ACA)

VII.Recommendation

VIII.Action Plan
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I. TIME FRAME

The Parker Pen Company was born in 1888 when George Sta ord Parker
tried to repair some fountain pens that were leaking and in the process began
to manufacture his own pens. Six years later in 1894, Parker Pen won the
patent of the "Lucky Curve" feed, which was claimed to draw excess ink
back into the pen body when the pen was not in use. This technology
remained the di erentiating factor for Parker pens until the arrival of the
Duofold in the 1930s. 1 2 The forty years period ranging from 1920s to the
1960s, in the pre ballpoint pen era, was the golden period of Parker Pen's
reign when it consistently ranked either number one or number two in
worldwide writing instrument sales. In 1931 Parker Pen created 1Key words
and phrases. Parker Pen, fountain pen, ball-point pen. 2This study was
conducted for completion of the group project for Strategy Execution. 1 the
Quink (quick drying ink) which eliminated the need for blotting and led to
the de- velopment of the most widely used pen in history Parker 51 which
generated over $400 million in sales. A Parker pen stood for quality,
prestige, tradition, steadfastness and strength highlighted by the fact that
Parker pens were the pen of choice to sign impor- tant documents in
history such as the World War II armistices. Parker Pen expanded its
business and by 1980s the company had extended up to 154 countries. The
company adopted globalization strategy to establish market presence.
However the execution of this strategy was unsuccessful; the managers
failed to create proper marketing strategies that would have made them
compete in international mar- kets with inexpensive products from other
parts of the world. In 1993 Parker Pen was acquired by the Gillette
Company, which already owned the PaperMate brand, one of the best-
selling disposable ballpoints. In 2000, Gillette sold the writing instruments
division to Newell Rubbermaid, whose own Stationery Division, Sanford,
became the largest in the world owning such brand names as Rotring,
Sharpie, Reynolds as well as Parker, PaperMate, Waterman and Liquid
Paper. In recent years, Parker Pen has abandoned both the entry level market
as well as the traditional retail outlets in North America and moved into up-
scale luxury retailers.
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II. PERSPECTIVE

Top Management

Consultant
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III. STATEMENT OF THE PROBLEM

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IV. OBJECTIVES
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V. AREAS OF CONSIDERATION

SWOT Analysis
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Computations
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VI. ALTERNATIVE COURSES OF ACTION (ACA)

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VII. RECOMMENDATION
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VIII. ACTION PLAN