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Wiki Home Recent Changes Pages and Files Members Manage Wiki Search Wiki All Pages 1 2 3 4 5 6 7 - clipboard 8 - Consolidation Assignment Questions Draft Report MBA Charts Tutor template Words Count: 3900 Introduction Tombow Pencil Co. Ltd. is a Japanese writing instrument manufacturer founded by Harunosuke Ogawa in 1913. Tombow and its main competitior- Mitsubishi accounted for about 70% pencil market share before 1963. After that, Tombow began to expand its product line beginning from ballpoint pen. Tombow mainly sold products through stationery stores which are the crucial outlet for writing instrument industry. It served these stores the sales agent and 38 its own branch offices. In addition, Tombow actively responded new market requirement. Tombow’s faced the serious contradiction between sales and production. Tombow had two types of new products, one was with little engineering content, the other was scientifically engineered. Its typical product development project is Object EO. The theme of this project is “low price/highdesign”. Tombow hoped through it to improve profit margins by design and to build volume by its attractive appearance. As its main product, Tombow produced 2 types of pencil—wood-cased standard and fashion types. In 1991, its standard pencil accounted about only 23% of its catalog, The rest 77% were all fashion types. Tombow transfered the pencil lines from theTokyofactory to Shinshiro adjoining the headquaters. Tombow produced Object EO by vendors but it took charge of all production affairs such as managing vendors, trouble shoot. The lead time of most Object EO product is 3 months. Competitor and Environment

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