Parker Pen Company

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Written by:

Aaron A


Date added:

January 18, 2016








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9 / 2439


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In the earlier years of its existence, the company worried to reinforce its expertise in fine writing instruments manufacture, so that in 1920’s it was clear enough its product will be recognized as a high-quality/stylish/innovative/status symbol/ high-priced pen, thus demonstrating the company had a differentiated product that if well matched with a correspondent customer profile, it would translate in great benefits for both company and customer...
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Peterson, who would be responsible to face the challenges the environment was setting on the company: on one hand, the company felt content with the weakened dollar, given that most of the company’s sales were abroad (about 80 per cent), the profits derived from those sales represented even big profits when translated to local currency; but on the other hand, shift in the company’s market was putting some trouble to it: Japanese’s mass market, cheaper, and disposable pens were stealing attention from Parker Pen, as well as other brands as Paper Mate, Bic, Pilot, and Pentel, which cost market share to the company...
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