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INTRODUCTION

PRESENTATION OF THE BIC GROUP
BIC produces and commercializes stationery products, lighters, shavers, water sports items (BIC sports), and services with promotional items (BIC GRAPHICS). It is a multinational group settled in 160 countries, with more than 8400 employees and 24 manufacturing facilities. More than 3,200,000 retail outlets shops offer BIC products.
Bic was created in 1953 after Marcel BICH bought and improved a license which led to the creation of a disposable pen. From 1954 to 1957 the company entered foreign markets, primarily by creating subsidiaries and acquiring companies. BIC Italy and BIC Brazil were created in 1954 and 1956, and the company acquired England’s Biro Swan Company in 1957. In 1958 BIC bought the Waterman Pen Company in Connecticut, marking BIC’s first entry into North America. The company introduced its BIC pens to the US market the following year. BIC diversified in 1971 when it bought Flaminaire, a French maker of traditional lighters.

In 1973 the company introduced its first disposable BIC lighters with the popular advertising slogan “Flick your BIC.” Disposable razors entered BIC’s product basket by its single blade razor in 1975. Fashion house Guy Laroche joined the BIC family in 1979. In 1992 the company acquired Wite-Out Products, a US manufacturer of correction fluid. Marcel Bich stepped down as chairman and CEO in 1993, and was succeed by Bruno his son. BIC added the Tipp-Ex brand, Europe’s leading correction fluid products, in 1997. That year it also acquired Sheaffer, a worldwide manufacturer of upscale writing instruments.

BIC restructured Guy Laroche in 2000 to make it more profitable and late that year, BIC sold the outfit company to Rech International, a European fashion group. Expanding its shaving product line, BIC introduced its three-blade men’s razor, Comfort 3, in early 2003, eventually gaining 15% of the US market. In 2004 it launched...