'Marketing Parker Pen Strategy\r'

'Parker spell HistoryGeorge Safford Parker, the founder, had antecedently been a sales agent for the fanny Holland Gold Pen Company. He true his first flood create verbally cerebrate patent in 1889. In 1894 Parker reliable a patent on his â€Å" prospered crease” feed, which was claimed to draw excess ink back into the pen body when the pen was not in use. The Lucky Curve feed was apply in different forms until 1928. a Parker Frontier Ball-point Pen From the mid-twenties to the 1960s, before the development of the ballpoint pen, Parker was both good turn one or number two in humankindwide physical composition instrument sales.In 1931 Parker created the Quink (â€Å"quick drying ink”) which eliminated the invite for blotting. In 1941 the corporation developed the to the mellowest stagecoach widely used model of springiness pen in history (over $ cd million worth of sales in its 30 year history) theParker 51. Manufacturing facilities were set up over t he years in Canada, unify Kingdom, Denmark, France, Mexico, USA, Pakistan, India, Germany (Osmia-Parker) and Argentina. Parker pens were frequently selected (often as favorite pens of the singularityers) to sign important documents such(prenominal) as the globe War II armistices, and commemorative editions were sometimes nominateed.Quink refillsThe bon ton bought retailer and catalog gild Norm Thompson in 1973, and then exchange it off in 1981. In 1976 Parker acquired manpower just as the temporary staffing merchandise was surging. In time Manpower provided much revenue than the pen line of hammer. A 1982 spinoff, forge Specialties, Inc., became SSI Technologies, a manufacturer of automotive sensors. A management buy discover in 1987 move the company headquarters to Newhaven, East Sussex, England which was the original mend of the Valentine Pen Company previously acquired by Parker. In 1993 Parker was acquired by the Gillette Company, which already have the Paper Mat e brand, one of the best- sell(predicate) disposable ballpoints.Gillette sold the indite instruments variableness in 2000 toNewell Rubbermaid, whose own Stationery Division, Sanford, became the largest in the world owning such brand call as Rotring, Sharpie, Reynolds as well as Parker, PaperMate, Waterman and Liquid Paper. In July 2009 the clxxx 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. announced that Janesville Wisconsin would be quiet the remaining operations tied to Parker Pen and eliminate 153 jobs. The company said: â€Å"This termination is a response to structural issues intensify by market trends and is in no way a reflection on the highly valued work performed by our Janesville employees over the years.” Newell Rubbermaid stated it will offer transitional employment services as well as severance benefits. to a greater extent recently, Parker has aban doned traditional retail outlets in North America. While some Jotter pens whitethorn be found in retailers such as Office Depot, what little frame of the Parker line has been moved into upscale â€Å" luxury” retailers, abandoning the entry level market.SWOTSWOT compendium is a structured planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. A SWOT analysis can be carried out for a product, place, industry or person. It involves specifying the objective of the business venture or project and identifying the interior(a) and immaterial factors that are favorable and critical to achieving that objective. The technique is credited to Albert Humphrey, who led a convention at the Stanford Research found in the 1960s and 1970s utilise data from Fortune 500 companies. The degree to which the internal environment of the firm matches with the external environment is expressed by the purpose of str ategic fit.Mission affirmationA mission bid is a statement of the purpose of a company, organisation or person, its reason for existing. The mission statement should guide the actions of the organization, spell out its overall goal, provide a path, and guide decision-making. It provides â€Å"the material or context within which the companys strategies are formulated.” Its like a goal for what the company wants to do for the world.For virtually of a cytosine we will design the worlds most respective(a) and innovative 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 lull making are still making the an authentic version of the pen and selling it for $30, well sell a copy of the tawdry copies that people made back in the forties and sell it for hundreds of dollars.Vision StatementsVision Statements also lay out the organizations purpose, bu t this time they do so in terms of the organizations values instead than bottom line measures (values are directive beliefs about how things should be done.) The vision statement communicates both the purpose and values of the organization. For employees, it gives advocate about how they are expected to serve and inspires them to give their best. Shared with customers, it shapes customers understanding of wherefore they should work with the organization.Marketing Process Parker Pen selling product: Duofold Premier Sonnet inventiveness UrbanDuofoldEmblem of excellence Since, 1921 Duofold has been iconic of the stunning cunning and heritage of Parker. Finished in unusual metals, Duofold offers an exceptionally puff of airable and luxurious writing experience convey to its durable square(p) gold nib. Parker Duofold †the reference in fountain pen.PremierPrestige personified Flawlessly crafted using precious metals and a solid gold nib, Parker Premier is a prestigious, yet still contemporary woof with its modern, all-black design. Comfortable, precise and hand-assembled,Parker Premier offers an exclusive amercement writing experienceSonnetPoetry in motion unending and elegant, Sonnet is hand assembled and checked for unflawed 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 Sonnet is a work of beauty, emblematic of Parker craftsmanshipInqenuityInnovative design Welcome to the hot generation in pens. Innovative and modern, Parker adroitness intuitively adapts to your writing style in seconds for an effortlessly smooth, easy glide feeling, thanks to the latest Parker 5THTM technology. The moral force, standout design is right on-trend, making it the perfect accessory to travel with you anywhereUrbanRewriting the RulesUrbans dynamic curved design offers a heroical modern look that dares to be noticed. Wit h a stainless 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 cut myopic with Urban.\r\n'