Marketing Parker Pen Strategy

Parker write HistoryGeorge Safford Parker, the founder, had previously been a sales doer for the John Holland Gold Pen Company. He received his first fount pen related patent in 1889. In 1894 Parker received a patent on his well-situated Curve feed, which was claimed to draw excess sign back into the pen body when the pen was not in use. The Lucky Curve feed was used in various forms until 1928. a Parker confines Ball-point Pen From the 1920s to the 1960s, before the development of the ballpoint pen, Parker was either pattern one or number two in foundationwide paper instrument sales.In 1931 Parker created the Quink (quick drying ink) which eliminated the need for blotting. In 1941 the company real the well-nigh widely used model of reverse lightning pen in history (over $400 million worth of sales in its 30 year history) theParker 51. Manufacturing facilities were set up over the years in Canada, unite Kingdom, Denmark, France, Mexico, USA, Pakistan, India, Germany (Os mia-Parker) and Argentina. Parker pens were frequently selected (often as favorite pens of the signers) to sign important documents much(prenominal) as the World War II armistices, and commemorative editions were sometimes arrive atered.Quink refillsThe company bought retailer and catalog company Norm Thompson in 1973, and then sold it off in 1981. In 1976 Parker acquired Manpower just as the temporary staffing market place was surging. In time Manpower provided more revenue than the pen business. A 1982 spinoff, Sintered Specialties, Inc., became SSI Technologies, a manufacturer of automotive sensors. A management buyout in 1987 moved the company headquarters to Newhaven, East Sussex, England which was the original location of the Valentine Pen Company previously acquired by Parker. In 1993 Parker was acquired by the Gillette Company, which already own the Paper Mate brand, one of the best-sellingdisposable ballpoints.Gillette sold the pen instruments division in 2000 toNewell Rubbermaid, whose own Stationery Division, Sanford, became the largest in the world owning such(prenominal) brand names as Rotring, Sharpie, Reynolds as well as Parker, PaperMate, skimmer and Liquid Paper. In July 2009 the 180 workers at Parker Newhaven got notice that the factory was to be shut down and the production moved to France.On 18 August 2009 Newell Rubbermaid Inc. proclaimed that Janesville Wisconsin would close the remaining operations tied to Parker Pen and eliminate 153 jobs. The company said This decision is a response to structural issues accelerated by market trends and is in no way a reflection on the loftyly valued work performed by our Janesville employees over the years. Newell Rubbermaid stated it leave alone offer transitional employment services as well as severance benefits. More recently, Parker has abandoned traditional retail outlets in northwesterly America. While some Jotter pens may be found in retailers such as Office Depot, what little remains o f the Parker line has been moved into upmarket luxury retailers, abandoning the entry level market.SWOTSWOT analytic thinking is a structured plan method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a protrude or in a business venture. A SWOT analysis can be carried out for a product, place, industry or person. It involves specifying the heading of the business venture or project and identifying the internal and external factors that be favorable and unfavorable to achieving that objective. The technique is credited to Albert Humphrey, who led a conference at the Stanford Research Institute in the 1960s and 1970s use data from Fortune 500 companies. The degree to which the internal environment of the degenerate matches with the external environment is expressed by the concept of strategic fit.Mission statementA explosive charge statement is a statement of the purpose of a company, organization or person, its reason for existing. The mi ssion statement should guide theactions of the organization, spell out its boilersuit goal, provide a path, and guide decision-making. It provides the framework or context at bottom which the companys strategies are formulated. Its like a goal for what the company wants to do for the world.For most of a century we will instauration the worlds most diverse and advance(a) range of pens. We shall engineer the most innovative and unique pen the world has ever seen (thus irritating hell out of Sheaffer). Then, decades later, while the Chinese are still making are still making the an authentic sport of the pen and selling it for $30, well sell a copy of the cheap copies that pile made back in the forties and sell it for hundreds of dollars.Vision StatementsVision Statements also mold the organizations purpose, but this time they do so in terms of the organizations determine rather than bottom line measures (values are guiding beliefs most how things should be done.) The vision st atement communicates both the purpose and values of the organization. For employees, it gives direction about how they are expected to behave and inspires them to give their best. Shared with customers, it shapes customers understanding of why they should work with the organization.Marketing Process Parker Pen selling product Duofold autopsy sonnet Ingenuity UrbanDuofoldEmblem of excellence Since, 1921 Duofold has been iconic of the stunning craftsmanship andheritage of Parker. finished in precious metals, Duofold offers an exceptionally comfortable and luxurious writing run through thanks to its durable solid gold nib. Parker Duofold the reference in fountain pen. postmortem examinationPrestige personified Flawlessly crafted using precious metals and a solid gold nib, Parker Premier is a prestigious, yet still contemporary choice with its modern, all-black design. Comfortable, precise and hand-assembled,Parker Premier offers an exclusive fine writing experience praisePoetry in motion Timeless and elegant, praise is hand assembled and checked for flawless quality. The solid gold nib gives high precision and exceptional writing comfort for every occasion, coupled with a stylish and classic design. Available in a range of finishes, the Sonnetis a work of beauty, emblematic of Parker craftsmanshipInqenuityInnovative design Welcome to the new generation in pens. Innovative and modern, Parker Ingenuity intuitively adapts to your writing style in seconds for an effortlessly smooth, easy glide feeling, thanks to the latest Parker 5THTM engineering science. The dynamic, standout design is chastise on-trend, making itthe perfect accessory to travel with you anywhereUrbanRewriting the RulesUrbans dynamic curved design offers a bold modern look that dares to be noticed. With a righteous steel nib, designed for both left and right hand writers, and Rollerball FreeInk Technology for an effortlessly smooth and confident writing experience, your inspiration is never boil down short with Urban.