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Shaheen Ballpoints: a project of the Shaheen Group[1]

Manqoosh ur Rehman (School of Business & Economics, University of Management & Technology, Lahore, Pakistan)
Sarwar M. Azhar (School of Business & Economics, University of Management & Technology, Lahore, Pakistan)

Publication date: 7 October 2014


Subject area

Strategic Management, Strategic Marketing Management.

Study level/applicability

Bachelors, Masters.

Case overview

Shaheen Ballpoints is a project of Shaheen Group of Industries who, apart from manufacturing and marketing writing instruments, are engaged in diversified businesses of sanitary fittings, sanitary tiles, baby diapers and plastic films. Launched in 2001-2002, Shaheen Ballpoints had to compete against established ballpoint pen brands in a growing market. Shaheen Ballpoints believed that by setting out new standards for technology and packaging being used in the writing instruments industry, they would be able to compete with these giants. Shaheen Ballpoints experienced a mega launch of its ballpoint pens range in 2002. The wholesale market of Pakistan welcomed Shaheen Ballpoints quite generously and they paid in advance for their stocks which, generally, was not a norm of the writing instruments industry of Pakistan. However, soon after its launching, Shaheen Ballpoints realized some of the technical and marketing issues in its systems and had to pull all its stock back from the market just after six months of its launch. All the major resellers avoided Shaheen's stocks which was a major setback for the Shaheen Group. They re-launched the ballpoints in early 2004.

Expected learning outcomes

It is expected that the students will be able to understand the: issues associated with using the diversification strategy to grow the business; strategic implications of challenging the established industry norms and practices; and channel relationships within the industry and the need to tune-up the channel relationship strategy according to the varied nature of diversified businesses.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.



ur Rehman, M. and Azhar, S.M. (2014), "Shaheen Ballpoints: a project of the Shaheen Group[1]", , Vol. 4 No. 4.



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Copyright © 2014, Emerald Group Publishing Limited

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