- Q¡G How does the company use and allocate the funds?
A¡GIn the beginning, we focused on the machines and other equipment. We put more capital in marketing TENNY.
- Q¡G What principles does Tenny hold to operate the company?
A¡G Now, more and more people use computers to deal with the files and documents, which result in fewer opportuity to use pens. To preserve the local tradition and encourage people to write more, I use “Fantasy, Insistence and uncovention” as a campaign slogan to attract young people and those professionals.
- Q¡GWhat are the main products?
A¡GOur major products are pens, followed by rollerball pens and ballpoints. We focus on exquisite appearance and materials, and the price is between 2,000 and 6,000 NT dollars. We name the pens by its appearance and design, and the pens are targeted at professionals, at the age between 30 and 45.
- Q¡GHow does pens help Tenny make money?
A¡G60% of the products are for export, while the other 40% are for import. Ways of marketing are fixed price consignment in department stores, specialty store selling; we even promote our brand products via the Internet and trade shows.
- Q¡G What are the procedures for making pens? What equipment is needed?
A1¡GMilling machine, CNC lathe, bench lathe, rollers, polishing machine.
A2¡Gcut the acrylic board into long strips, grind the board into elongated cylindrical bars with grinding machine, make the groove for the future assembling with a CNC lathe, better the unperfect parts using table lathe manually, put the finished cylindrical bars into the rollers to smooth the coarse parts, and then use the polishing machines to make the bars smoother.
- Q¡G Any changes between the emploer and employees?
A¡GIn recent years, the staff always have a bad attitude to think the boss can’t lose them. They even think without them the company will not be running. Therefore, as a boss, he has to think a way to find out a balance between staff and himself.
- Q¡GDo ideas come from the company’s team or outside?
A¡GWe do the research and develop our own ideas by ourselves.
- Q¡G How do you market the pens?
A¡G40% for domestic use and 60% for export to Western countries.
- Q¡GWhat are the product strategies?
A¡G (1)Pricing : most products are between 2000~6000
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(2)Consumer targeting : professionals at age 30~45
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(3)Customize : engraving on the pens.
- Q¡GWhat are the marketing methods?
A¡G (1)The Net : increase the publicity
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(2)Pen stores : provide information for clients
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(3)Department stores : products on consignment
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(4)Expo : increase the publicity
- Q¡G What are the strategies of promoting?
A¡GWe don’t usually do the promotions. However, we give the customers bonus points when they shop online.
- Q¡G How does the company conduct the in-house training?
A¡GThe mentors pass down the experience to the staff and it takes about 2~3 years to be familiar with the products.
- Q¡GWhat is the key to successfully operating the company?
A¡GPerseverance and pursuit the perfection.
- Q¡G How well has the pen industry been developed?
A¡GNow people use technology to send message more than the pens, and the government has no policy in this field.
- Q¡GWhat competences does Tenny Co. have?
A¡G Our products can be sent as gitfs to match the receiver’s social status. The problem we are facing is people use pens less often. So , we adopted some ways to encourage the development of pen industries such as encouraging people to write with pens , actively participating in both domestic and international expositions to inceases the publicity and setting up relevant websites.
- Q¡G What kind of help do you hope to get from the government?
A¡GThe government should establish more detection units for pens to boost the consumer’s confidence. But we can’t just rely on the government. What we have to do is to open more markets and look for the new clinets by ourselves, which is a challenging task and would gives us a sense of achievement afterwards.
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