Uniball
1. Company
1.1 Introduction
Uniball Mitsubishi Pencil Company (here in referred to as Uniball) is established in 1887 and incorporated in 1925. It first started in 1966 with their first launched water-based roller ball pen. It went into research and development to further improve and expand their variety of products such that to satisfy various needs of different segments of the market and maintain their quality of products.
Uniball introduced their mission statement, which shows their desire and dedication in providing the best service to their customers through their improvements in their quality of products. 1.2 Mission Statement
Uniball’s mission statement: ‘The Best Quality is The Best Service’. This shows the emphasis of the company to focus on the quality of their product to serve their customers better.
This mission statement allows them to stand out in comparison to the other competitors in the market through their efforts in fulfilling customers’ satisfaction. They met up to the customers’ expectations and kept their promise in providing the best quality service by improving and widening the variety of their products.
1.3 Company Business Portfolio
Uniball is in a highly competitive and high growth market, thus making them positioned in a star-product situation. In this situation, they are able to enjoy a constant smooth flow of economies of scale (EOS) such that allows them to maintain their profitability. They are able to gain or expand their share in the market through their constant upgrading and improvements in their products. They are constantly making efforts through marketing strategies and research and development to adapt and maintain their competitiveness in the market.
1.4 Company Marketing Strategy
Uniball’s current marketing strategy focuses on 3 aspects: to secure the core product range, to introduce the new products to the market and to develop the presence in the new markets. The company is adopting a focused
1.1 Introduction
Uniball Mitsubishi Pencil Company (here in referred to as Uniball) is established in 1887 and incorporated in 1925. It first started in 1966 with their first launched water-based roller ball pen. It went into research and development to further improve and expand their variety of products such that to satisfy various needs of different segments of the market and maintain their quality of products.
Uniball introduced their mission statement, which shows their desire and dedication in providing the best service to their customers through their improvements in their quality of products. 1.2 Mission Statement
Uniball’s mission statement: ‘The Best Quality is The Best Service’. This shows the emphasis of the company to focus on the quality of their product to serve their customers better.
This mission statement allows them to stand out in comparison to the other competitors in the market through their efforts in fulfilling customers’ satisfaction. They met up to the customers’ expectations and kept their promise in providing the best quality service by improving and widening the variety of their products.
1.3 Company Business Portfolio
Uniball is in a highly competitive and high growth market, thus making them positioned in a star-product situation. In this situation, they are able to enjoy a constant smooth flow of economies of scale (EOS) such that allows them to maintain their profitability. They are able to gain or expand their share in the market through their constant upgrading and improvements in their products. They are constantly making efforts through marketing strategies and research and development to adapt and maintain their competitiveness in the market.
1.4 Company Marketing Strategy
Uniball’s current marketing strategy focuses on 3 aspects: to secure the core product range, to introduce the new products to the market and to develop the presence in the new markets. The company is adopting a focused