"A Case Study on Montegrappa: How a Pen Might Be Able to Change The World" by Shravan B Nair

Montegrappa Case Study:

Montegrappa is a luxury pen manufacturing company based in Italy. They opened their business during the World War, and pride themselves on being the pen of choice for many important events.

 

Problems:

 

• o   Too many employees
• o   Fixed mindset
• o   Resistive to change
• o   Not globalised
• o   Product has a chance of being obsolete
• o   Fixed market audience
• o   Lack of a Massive Transformative Purpose (MTP)
• o   Lack of diversified products
• o   Lack of technological usage

 

Solutions:

1. Montegrappa should try to hire staff on-demand. It is hard to do in a field that specialises in a certain aspect like Montegrappa does, but there is a way to combat this issue. Montegrappa should allow different engineers and designers around the world to submit their ideas of pen designs. If Montegrappa likes one of them, the designer will be called and can work on a contractual basis on the pen and finish it. Aside from reducing costs and liability, it also increases the global power and influence of Montegrappa. Some of the current staff could still stay back as experts to judge the quality of the pen made.

2. Montegrappa needs to have a MTP, and they need to follow it deliberately and diligently. They have an MTP of sorts: “love writing”. This could evolve into the brand philosophy, and Montegrappa could try to share the love of writing with an audience. To do this, they could host workshops and webinars talking about the importance of writing. In this way, they also build a community around them, and engage with their audience.

3. Montegrappa should consider releasing different products, especially technological ones. This could include logo-making, graphic-designing, UN resolution-drafting, and so much more. The doors are open.

4. Along with this, to keep the pen tradition alive, Montegrappa could try making specialised and customisable touch-screen smart-pens. This would be a small area in the market, improving chances of success. Moreover, it is something that could be used extensively in the future, removing the concerns about their pen tradition becoming obsolete

5. Montegrappa can also try to innovate the market like Pilot. They could try investing in a technology that builds invisible ink for governments, or an ink that can be reused. This would set them apart in the market and help them to bring about massive change in the writing industry.

6. Lastly, Montegrappa should try to appeal to a market of middle-class users to increase sales and brand-popularity. This could be done by reducing prices, increased marketing, increased cultural heritage-sharing, etc. This will give Montegrappa a personality that cannot be set aside.