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MARKET SUMMARY

1.1 Market definition and presentation

The pen market represents the main segment of the writing market and covers sales of sub-products such as ballpoint pens, fountain pens, writing markers, and rollerblades.

The history of the pen goes back to 1865. Ever since then, and up until today, it is a common good which is sold and used globally, with a constant stable demand. Nevertheless, as we are approaching an ever increasing integration of technology, it is plausible to assume that the intrinsic features of the pen will be re-invetnted. For instance, we designate one part of this study to talk about smartpens, which are connected to an electronic device such as a tablet. 

The pen market is highly fragmented when measured by number of pen retailers, with many different brands, sizes, shapes, and characteristics. Sales mostly occur in super-or hyper-markets, or at stationary shops. E-commerce represents only a small fraction of the distribution market share. Nevertheless, there exists giants in this industry, such as Bic, Staedtler, and Pilot, which contribute to a highly concentrated market when measured through sales. 

Although the pen industry remains relatively slow with regards to innovation, new trends are becoming increasingly important, and include for example organic products.

DEMAND ANALYSIS

MARKET STRUCTURE

ANALYSIS OF THE OFFER

RULES AND REGULATIONS

POSITIONING OF THE ACTORS

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in 40 pages
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Analysts

chargé d'études économiques, Xerfi

Hugo Schott

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Associate Consultant

Mathieu Luinaud

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PhD Industrial transformations

Robin Charbonnier

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Analyst

Pierre Doussau

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President Ross Alumni Club France

Arnaud Walter

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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Consultant

Pierrick Cudonnec

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Project Finance Analyst, Consulting

Maelle Vitry

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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EDHEC

Imane Essadiq

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Auditeur

Vincent Defrenet

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Eva-Garance Tison

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Market Research Analyst

Michela Grimaldi

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Market Research Analyst @Businesscoot

Azelie Prigent

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Cantiane Gueguen

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Consultant

Jules Decour

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Alexia Vacheron

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Emil Ohlsson

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Anna Oeser

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Gabriel Salvitti

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