Econo Ball Pen: A Case Study on Company’s Market Failure

6. Strengths
1. Previous market leader
2. Reasonable pricing
3. Trusted brand
4. Easy to carry
Weaknesses
1. Only few variety of pen
2. Focused on other business
3. Weak marketing team
4. Lack of innovation
5. Problem on shelf life
6. Marketing myopia
Opportunities
1. Can be market leader again
2. Redesign of marketing team
3. Innovative product
4. Change in marketing strategy
5. Improve quality
6. Expand internationally
Threats
1. Price increase of raw material
2. Oil gel ink is becoming popular
3. Market saturated with competitors
4. Test and demand of customer has been
changed
5. Much quality product in market

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