Parker Pen Case Study
1. Problem Statement
Short-term
This particular case deals with a number of subsidiary marketing problems of PARKER, a writing instrument company, which ultimately converge into a major marketing problem. The designer of this case also has a specific objective to attain out of this case study. Wrong selection of marketing strategy by the new CEO of PARKER (Mr. Paterson) was the principal problem of this case. There are a number of subsidiary problems associated with this.
Long-term
The global strategy orientation plans failed in the long run of the company for the past two decades and now the re-establishment of a global strategy with multinational decentralization approach is needed. By which way can the company regain its primary position in the global market with a multinational marketing approach once again and retain the traditional qualities of the brand?
In stating the problem(s) be specific, concise, and to the point.
The root of all managerial and marketing problems is the ill-defined framework and biases in the decision–making procedure derived from the CEO of the company James R. Peterson.
Identify and list the “symptoms” to the problem and Key Facts of the Case
The adaptation of a unified global marketing approach can be explained as a self-reference criterion (SRC) mistake of the CEO due to his former experience.
Many companies involved in global marketing, do not rigidly centralized all their marketing effort, due to the huge variety in the culture of different region. In some cases companies made little or few adjustments in their standardized global effort to meet the requirements of different environments. But Mr. Peterson and his strategy had the rigidity in following centralized packaging, pricing, and promotional materials. This rigidity was not accepted by the customers of different culture.
Pursuing the market and products of lower-end in addition to higher-end products was a devastating re-positioning
Short-term
This particular case deals with a number of subsidiary marketing problems of PARKER, a writing instrument company, which ultimately converge into a major marketing problem. The designer of this case also has a specific objective to attain out of this case study. Wrong selection of marketing strategy by the new CEO of PARKER (Mr. Paterson) was the principal problem of this case. There are a number of subsidiary problems associated with this.
Long-term
The global strategy orientation plans failed in the long run of the company for the past two decades and now the re-establishment of a global strategy with multinational decentralization approach is needed. By which way can the company regain its primary position in the global market with a multinational marketing approach once again and retain the traditional qualities of the brand?
In stating the problem(s) be specific, concise, and to the point.
The root of all managerial and marketing problems is the ill-defined framework and biases in the decision–making procedure derived from the CEO of the company James R. Peterson.
Identify and list the “symptoms” to the problem and Key Facts of the Case
The adaptation of a unified global marketing approach can be explained as a self-reference criterion (SRC) mistake of the CEO due to his former experience.
Many companies involved in global marketing, do not rigidly centralized all their marketing effort, due to the huge variety in the culture of different region. In some cases companies made little or few adjustments in their standardized global effort to meet the requirements of different environments. But Mr. Peterson and his strategy had the rigidity in following centralized packaging, pricing, and promotional materials. This rigidity was not accepted by the customers of different culture.
Pursuing the market and products of lower-end in addition to higher-end products was a devastating re-positioning