Quality strategy and

Value Creation
01 Product and company
Introduction

AGENDA
02 Competitor Qualities

03 SWOT Analysis

04 3 Circle Venn Diagram

05 Competitive Action

06 SIPOC Analysis
Product selection:
Whiteboard (Dry Erase) marker:
Whiteboard markers are widely used in daily life from school to major life-oriented events. It is
vital to get a better marker every time a user utilizes the product. The ergonomically shape and
ink composition make a significant difference which is directly related to holding the long-term
consumer market.
Video Title:
Manufacturing Process of Whiteboard Marker Pens in Korean Ink Pen Factory
Video link:
https://youtu.be/3pJ7pLJ_rro?si=6uwdTFgpn0x7ZScK
Top Competitors/Manufactures
1. Sharpie
2. BIC
3. Pentel
4. Crayola

Our Manufacturer Choice:

Company profile: EXPO is a renowned
manufacturer of high-quality whiteboards, offering a
comprehensive range of products tailored to meet the
needs of various professional and educational settings.
Established with a commitment to innovation and
excellence, EXPO has emerged as a leading player in the
industry. It is a business unit of Newell Brands.
Purpose:
 To evaluate a company’s competitive position
 To develop strategic plans.
 To have fact fact-based look at the current situation.
 To be familiar with the company’s hidden factors. For example
Strengths, weak points, and improvements.

SWOT Analysis
SWOT Analysis for EXPO
Strengths Weaknesses
• Refillable Ink markers • Limited Innovation
• Brand recognition
•
•
Distribution Network
Cost- effective
S W •
•
Smudges after erasing
Limited online product range

Opportunities Threats
•
•
Variety packaging
Eco-friendly initiatives
O T •
•
High Competitive Market
Technology advancements
• Marketing campaign • Non-trademark products
• Expanding product line • Counterfeit products
What Competitors do Well?
Competitor Uniqueness
Sharpie • Consistent Quality
• Strong Market Acquisition

BIC • Affordable Products

• Environmental Initiatives

Pentel • Premium user experience

• Timely Innovation

Crayola • Brand Heritage trust

• Product target to market segments
What Competitors do Short?
Competitor Shortage
Sharpie • Traditional product range dependency
• No user-oriented innovation

BIC • Limited Innovation

• Underestimated quality

Pentel • Low consumer rate

• High production cost

Crayola • No broad market acquisition

• Primarily focus on kid usage
What Competitors do better than Expo?
Competitors Strength
Sharpie • Durability
• Product Performance

BIC • Global Presence

• Affordability

Pentel • Better user experience

• High-end Professional products

Crayola • Eco- friendly products

• Non-toxic Products
 What EXPO do better than Competitors?

Smooth Ink Flow Refillable Markers Global Distribution market Multi-surface compatibility

Competitive Prices Better material

Customer Top Wants/ Needs
NEEDS WANTS

Smooth Writing Refillable Markers

Easy Erasing Low odor marker

Non- toxic Ink Multi-surface compatible

Durability Vibrant Colors

Competitive Advantage Analysis
Customer
STRENGTH Need/Want Where are we going to
•play?
COMPETITIV

• Refillable Ink markers

E ADVANTAGE
Environmental Approach
1. Refillable • Reusable Marker
• Brand recognition • Products according to niche
• Distribution Network Markers • Quality preference
2.Cost + Quality
market
• Cost- effective
• Faster production methods

Table-stakes Vulnerabilities
Environmental Regulations
Quality
Cost- Benefit Management
Competitive Price

How we are going to win?

Competitor Strength
• Strategic Market research
• Non-toxic product
• Resource Allocation
• Professional product
• User-oriented • Eco-friendly material
products usage
 SIPOC COMPONENTS:
ANALYSIS • Supplier and Customer may be Internal/ External To
the organization.
• Inputs and Outputs may be Material, Information, and
A tool that summarizes the inputs &
Services.
Outputs of one or more processes in table
form. Purpose :
The main focus is to find the relationship between
Acronym: Inputs and Outputs
S Supplier
Supplier Input Process Output Customer
I Input
P Process
O Output
C Customer

Also known as COPIS

 SIPOC Diagram- EXPO
Suppliers Inputs Process Outputs Customers

• Plastic • Upper body Plastic • Finished • Wholesalers

• Ink • Tip body plastic product • Education
• Packaging • Tip • Wrap Waste • Business
• Tip • Machine • Package • individual
• labor customer
• Wrap

Material Injection Wrap &

Assembly Ink Filling
Mixing Molding Packaging
 SIPOC Analysis – EXPO Markers
SUPPLIER INPUT PROCESS OUTPUT CUSTOMER

Production Planner Demand Forecast Production schedule Material Planning Production Team

Production Team Machine/ Man Equipment readiness Production schedule Raw material
Provider

Raw Material Plastic Granules Delivery Inspection Material pass Production

Provider Inventory

Inventory Raw material Measure & Mix Correct Composition Machine Silos

Stage 01 Pre-Process
 SIPOC Analysis – EXPO Markers
SUPPLIER INPUT PROCESS OUTPUT CUSTOMER

Machine Silos Plastic Granules Heat Heated Granules Injection Molding

Injection Molding Heated granules Injection Molding Marker Caps Storage bin
01
Injection Molding Heated granules Injection Molding Marker Barrel Storage bin
02

Storage bin Marker barrel Wrapping Wrapped Barrel Conveyer belt

Conveyor belt Wrapped barrel Sorting Separated Marker Cartoon box

Manpower

Stage 02 Production
 SIPOC Analysis – EXPO Markers
SUPPLIER INPUT PROCESS OUTPUT CUSTOMER

Cartoon box Wrapped barrel Ink Fill Filled barrel Hold at machine
Ink

Injection molding 03 Plastic granules Heat & Press Tip Body Assembly machine

Tip body Assembly Lower section Assembly machine

Assembly machine Reservoir 02
Assembly machine Lower section Assembly Half marker ready Assembly machine
02 Midsection 03
Assembly machine Half ready marker Pressing of tip to Complete lower body Transportation line
03 Tip lower body

Stage 03 Assembly
 SIPOC Analysis – EXPO Markers
SUPPLIER INPUT PROCESS OUTPUT CUSTOMER

Transportation line Complete Lower Assembly with filled Marker assembled Converter belt
body body

Conveyer Belt Assembled marker Assembly with cap Complete Marker Storage Bin

Storage Bin Marker Sorting and Separated markers in Manpower

Manpower separating the bucket

Manpower Marker Packaging Packed set of markers Large Cartoon box

Packaging Cartoon

Package Marker Testing OK pass Marker Inventory &

Inspector Storage

Stage 04 Packaging
nclusion

WITH THE OPTIMIZED SIPOC

A N A LY S I S , W E C A N F I N D VA L U E -
A D D E D A N D N O N - VA L U E - A D D E D S T E P S
T H AT A R E I N V O LV E D I N T H E W H O L E
P R O C E S S , W H I C H H E L P S M I T I G AT E T H E
E X T R A E F F O RT TO A C H I E V E T H E
GOAL.

B Y P E R F O R M I N G A S W O T A N A LY S I S , I T
B E C O M E S E A S Y TO M A K E D E C I S I O N S
S T R AT E G I C A L LY. S W O T A N A LY S I S
A L S O H E L P S TO F I N D T H E S TA G E O R
P R O C E S S T H AT S H O U L D B E I M P R O V E D
ON AN URGENT BASIS.
References
1. Expo marker (About us). Source
About Us | EXPO (expomarkers.com)

2. Beautiful Work on YouTube (July 2023). Manufacturing

Process of Whiteboard Marker Pens in Korean Ink Pen
Factory.
Manufacturing Process of Whiteboard Marker Pens in Korean
Ink Pen Factory (youtube.com)
Copyright(C) 2023. Beautiful Work. all rights reserved.

3. Professor Cogdell, Nelsy, Mahika, Rachel “An Expo-se

on materials”
Expo Marker — Design Life-Cycle
ANY QUESTIONS?