Every day, BIC sells and manufactures more than 22 million stationery products around the world, 4 million of lighters and 11 million of shavers. It is one of the leaders for stationery products and the number one manufacturer of ballpoint pen. In 2005, BIC reached the incredible amount of one hundred billion ballpoint pens sold.
BIC is a French company, created in 1953 by the baron Marcel Bich. BIC is an easy to remember diminutive of its creator name. It is specialized in plastic construction. Invented by the Hungarian Laslo Biro, the ballpoint pen concept was reused by the baron Bich. He put on the European market its famous point BIC in the beginning of the fifties.
The idea of BIC was to offer an unsophisticated product with an affordable price for everybody, reliable, with a good quality and cheap enough to be a disposable product. Its products are universal and easy to use. It is part of thousands of consumers' everyday life. Nowadays, BIC fame is such a way that counterfeit exists everywhere in the world.
[...] BIC is an easy to remember diminutive of its creator name. It is specialized in plastic construction. Invented by the Hungarian Laslo Biro, the ballpoint pen concept was reused by the baron Bich. He put on the European market its famous “point in the beginning of the fifties. Its first model is the Cristal” (see the picture below). The idea of BIC was to offer an unsophisticated product with an affordable price for everybody, reliable, with a good quality and cheap enough to be a disposable product. [...]
[...] -The choice of convenience products with a low profitability brings a low unitary margin and has consequences on BIC turnover. -Until 2004, BIC was absent in Asia concerning the place of production. As a matter of fact, the penetration of this market was quite difficult. Distinctive competences: We can assert that the greatest strength of BIC is its popularity around the world, among its customers and also its suppliers. Its fame and success is due to its first business idea, which was to commercialize affordable and disposable products. [...]
[...] The lighter activity is a ballast business because it has a good value but is not supported by investment. Finally, the heartland business is overall the writing activity, and also the Bic sport products. Those businesses need investments. Section Relationship between the different models and findings Bic benefits from a good reputation as shown in PESTEL and Five Forces analyses. Indeed, Bic Company takes advantage in the negotiations with the retailers and in consumer perception which are two important elements in the saturated and very competitive markets the company operates. [...]
[...] The stationery products could be replaced by laptops or palms. But we can underline that this is a minor risk due to the importance of writing in our societies. Moreover, the switching-cost would be high and cannot be within most people's budgets. Legal factors: - Different rules depending on the countries can be a problem when a company wants to widen in other countries. For example environmental laws are quite different in each country. SWOT Analysis SWOT means Strengths, Weaknesses, Opportunities, and Threats. [...]
[...] Offensive strategy regarding to shaver business in order to improve competitiveness. - Place: Investment in new market places like Asia, China, east Europe, in order to have a better penetration in those markets and avoid tariffs, and transport costs. Try to give a new interest for products which have a lack of dynamism into their markets. - Section Bibliography and appendices Bibliography and references Textbook: - John Mc Gee, Howard Thomas, David Wilson (2005) Strategy: Analysis and Practice, McGraw Hill Education Websites: - http://www.outsourcing - http://www.bicworld.com - http://www.capital.fr - http://fr.biz.yahoo.com - http://www.trumpuniversity.com - http://www.ftse.com Appendices “Children Resistant” standard This document is a question and answers about “child resistant” standard taken from Bic website: http://www.bicworld.com/inter_en/safety/pdf/QA_position_BIC_20OCT06_en.pdf. [...]
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