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Bic: Business Model, SWOT Analysis, and Competitors 2023

Published: Feb 18, 2023

Inside This Article


    In this blog article, we will delve into an in-depth analysis of Bic, a renowned company known for its wide range of consumer products. We will explore their business model, examining how they create value and generate revenue in the market. Additionally, a comprehensive SWOT analysis will shed light on Bic's strengths, weaknesses, opportunities, and threats, providing valuable insights into their current position. Furthermore, we will also discuss Bic's key competitors in 2023, highlighting the competitive landscape they face in the industry. Stay tuned for a comprehensive overview of Bic's business strategy and its outlook for the future.

    What You Will Learn:

    • Who owns Bic and the significance of its ownership in the company's operations and decision-making processes.
    • The mission statement of Bic and how it guides the company's overall direction and strategic goals.
    • How Bic generates revenue and makes money, including an understanding of its key revenue streams and business model.
    • An explanation of the Bic Business Model Canvas, a visual tool that outlines the key components of Bic's business model and how they interact.
    • A comprehensive overview of Bic's competitors in the market and their relative strengths and weaknesses.
    • A detailed SWOT analysis of Bic, evaluating its internal strengths and weaknesses, as well as external opportunities and threats to its business.

    Who owns Bic?

    Bic: A Family-Owned Business

    Bic, the renowned French company known for its iconic pens and lighters, has a rich history as a family-owned business. Founded in 1945 by Marcel Bich, Bic remains under the ownership and control of the Bich family to this day.

    The Bich Family Legacy

    Marcel Bich, along with his business partner Édouard Buffard, established the company with a vision to create affordable and reliable products that would simplify everyday life. Their first product, the Bic Cristal ballpoint pen, revolutionized the pen industry with its smooth writing and long-lasting ink.

    Over the years, Bic expanded its product range to include lighters, razors, stationery, and other consumer goods. The company's commitment to innovation and quality has allowed it to maintain a strong presence in global markets.

    The Succession of Ownership

    Following Marcel Bich's death in 1994, his four children inherited the company. Each of them played a crucial role in managing and growing Bic. Bruno Bich, the eldest son, took over as Chairman and CEO, leading the company through a period of significant expansion and diversification.

    Under Bruno's leadership, Bic extended its product portfolio and ventured into new markets, including office supplies, shaving products, and promotional items. The company's commitment to sustainability also became a core focus, with initiatives such as eco-design and responsible sourcing.

    Bic Today: A Family Tradition

    Today, Bic remains a family affair, with the Bich family actively involved in the company's operations. Bruno Bich's daughter, Marie Bich, has followed in her father's footsteps and joined the management team, ensuring the continuity of the family legacy.

    The family's commitment to the core values established by Marcel Bich remains unwavering. Bic continues to prioritize product quality, affordability, and innovation, while also embracing sustainability and social responsibility.


    Despite its global reach and recognition, Bic has stayed true to its roots as a family-owned business. The Bich family's dedication to their father's vision has propelled the company forward, allowing it to thrive in a competitive market. As Bic continues to evolve, one thing remains certain: the legacy of the Bich family will continue to shape the company's future endeavors.

    What is the mission statement of Bic?

    Bic's Mission Statement: Simplicity, Accessibility, and Sustainability

    Bic, a leading multinational company, is widely known for its iconic line of stationery products, lighters, and shavers. With a rich history dating back to 1945, Bic has consistently aimed to simplify the lives of its customers through innovative, affordable, and reliable products. The company's mission statement revolves around three core pillars: simplicity, accessibility, and sustainability.


    Bic's mission is to create products that are simple and intuitive, making them accessible to a wide range of consumers. The company believes that simplicity fosters efficiency and enhances the overall user experience. By focusing on simplicity, Bic aims to make their products easy to use, reducing complexity and eliminating unnecessary features. This approach ensures that customers can effortlessly incorporate Bic products into their daily lives, whether it is writing with a Bic pen or lighting a Bic lighter.


    Bic strongly believes that everyone should have access to high-quality products at affordable prices. Their mission is to deliver value to customers by offering a diverse range of products that cater to various needs and budgets. Bic's commitment to accessibility extends beyond their product offerings. The company actively strives to make their products available in multiple distribution channels, ensuring that customers can easily find and purchase Bic products in their local stores or online. Additionally, Bic actively engages in corporate social responsibility initiatives to provide access to education and support various community programs.


    Recognizing the importance of environmental stewardship, Bic places a strong emphasis on sustainability in their mission statement. The company is dedicated to minimizing its ecological footprint by integrating sustainable practices throughout their entire value chain. Bic focuses on sustainable sourcing, reducing waste, and implementing eco-friendly manufacturing processes. They also prioritize product durability and longevity, aiming to create products that are built to last. By prioritizing sustainability, Bic is committed to ensuring a better future for both their customers and the planet.

    In summary, Bic's mission statement revolves around simplicity, accessibility, and sustainability. By creating simple and intuitive products, making them accessible to all, and prioritizing sustainable practices, Bic aims to enhance the lives of their customers while minimizing their impact on the environment.

    How does Bic make money?

    Overview of Bic's Revenue Streams

    Bic, a renowned consumer goods company, generates its revenue through various streams. Let's delve into some of the primary ways in which Bic makes money.

    Writing Instruments: Pens, Pencils, and Markers

    One of Bic's core revenue drivers is its wide range of writing instruments, including pens, pencils, and markers. Bic has successfully established itself as a leader in this space, offering high-quality products that cater to different consumer needs and preferences. These writing instruments are sold to individuals, businesses, educational institutions, and other organizations globally. Bic's extensive product portfolio ensures a diversified revenue stream within this category, spanning from affordable disposable pens to more premium and specialized writing instruments.

    Shavers and Razors

    Bic's shavers and razors division is another significant contributor to the company's revenue. Known for their affordable prices and reliable performance, Bic's shaving products are widely popular among consumers. Bic offers both disposable and reusable razors, appealing to a broad customer base. Additionally, the company also manufactures and sells related shaving accessories, such as shaving creams and gels, further expanding its revenue potential within this market segment.


    Bic's iconic lighters have become synonymous with convenience and reliability. With a strong market presence, Bic's lighters are in high demand globally. These lighters are not only used by smokers but also find utility in various settings, such as camping, outdoor activities, and household needs. Bic's lighters are often preferred due to their safety features, durability, and wide availability. The sale of lighters constitutes a significant portion of Bic's revenue, making it a crucial part of the company's business model.

    Stationery and Office Products

    Bic's product offerings extend beyond writing instruments and encompass a wide range of stationery and office supplies. From sticky notes and correction tapes to glue sticks and desk accessories, Bic provides an array of products that cater to the needs of students, professionals, and businesses. This segment contributes to Bic's revenue through the sale of these essential office items, capitalizing on the brand's reputation for quality and affordability.

    Licensing Agreements

    In addition to its core product categories, Bic also generates revenue through licensing agreements. Bic licenses its brand name and logo to various manufacturers and retailers, allowing them to produce and sell products under the Bic brand. These licensed products can include anything from apparel and bags to electronics and household goods. By leveraging its brand equity, Bic earns royalties and fees from these licensing arrangements, further diversifying its revenue streams.


    Bic's ability to generate revenue across multiple categories underscores its strength as a diversified consumer goods company. Through its writing instruments, shavers and razors, lighters, stationery and office products, as well as licensing agreements, Bic continues to thrive in various markets. By consistently delivering high-quality, affordable products, Bic maintains its position as a trusted brand, ensuring sustained revenue growth and customer loyalty.

    Bic Business Model Canvas Explained

    What is the Business Model Canvas?

    The Business Model Canvas (BMC) is a strategic management tool that allows organizations to visualize and analyze their business model. It was developed by Alexander Osterwalder and Yves Pigneur in their book "Business Model Generation." The BMC is widely used by startups, small businesses, and established companies to understand, communicate, and improve their business models.

    Understanding the Bic Business Model Canvas

    The Bic Business Model Canvas is a specific application of the BMC tailored for Bic, a leading global manufacturer of stationery products, lighters, and shavers. The canvas helps Bic identify key elements of its business model and develop a holistic view of its operations, customer segments, value propositions, and revenue streams.

    Key Components of the Bic Business Model Canvas

    1. Customer Segments: This section of the canvas outlines the different types of customers Bic serves. Bic targets both individual consumers and businesses with its diverse range of products, including pens, lighters, and razors. By understanding its customer segments, Bic can tailor its marketing and product development strategies to meet their specific needs.

    2. Value Propositions: Bic needs to clearly articulate the unique value it offers to its customers. This section highlights the key benefits and advantages that Bic's products provide, such as affordability, reliability, and convenience. By focusing on its value propositions, Bic can differentiate itself from competitors and attract loyal customers.

    3. Channels: Bic relies on various channels to reach its customers and deliver its products. This includes both traditional distribution channels, such as retail stores, as well as online platforms and e-commerce websites. The channels section of the canvas helps Bic optimize its distribution strategy and ensure its products are easily accessible to customers.

    4. Customer Relationships: Bic aims to establish and maintain strong relationships with its customers. This section explores the different types of interactions Bic has with its customers, whether it's through direct sales, customer support, or loyalty programs. By nurturing positive relationships, Bic can enhance customer satisfaction and loyalty.

    5. Revenue Streams: Bic generates revenue through the sale of its products. This section outlines the different sources of income for Bic, including product sales, licensing agreements, and partnerships. By understanding its revenue streams, Bic can make informed decisions about pricing, product development, and investment opportunities.

    6. Key Activities: This section of the canvas identifies the core activities that Bic must perform to deliver value to its customers. These activities may include manufacturing, marketing, research and development, and customer service. By focusing on its key activities, Bic can optimize its operations and improve overall efficiency.

    7. Key Resources: Bic requires various resources to operate effectively. This section highlights the key assets and capabilities that Bic relies on, such as manufacturing facilities, distribution networks, and intellectual property. By identifying its key resources, Bic can allocate them efficiently and leverage them to gain a competitive advantage.

    8. Key Partnerships: Bic collaborates with strategic partners to enhance its business model. This section identifies the key partnerships that Bic has established, such as suppliers, distributors, and retailers. By nurturing these partnerships, Bic can expand its reach, access new markets, and leverage the expertise of its partners.

    9. Cost Structure: Bic incurs various costs to operate its business. This section outlines the different cost elements, such as manufacturing costs, marketing expenses, and overhead costs. By understanding its cost structure, Bic can identify areas for cost optimization and ensure its business remains financially sustainable.


    The Bic Business Model Canvas provides a comprehensive framework for understanding and improving Bic's business model. By analyzing each component of the canvas, Bic can identify opportunities for growth, enhance customer satisfaction, and optimize its operations. The canvas serves as a valuable tool for strategic planning, decision-making, and innovation within Bic's organization.

    Which companies are the competitors of Bic?

    Direct Competitors

    Bic, a renowned multinational company, faces stiff competition from several direct competitors in the market. These companies offer similar products and services, targeting the same consumer base. Some of the major direct competitors of Bic include:

    1. Pilot Corporation: Pilot Corporation, commonly known as Pilot, is a Japanese manufacturer of writing instruments, stationery, and other office supplies. They are well-known for their high-quality pens, markers, and mechanical pencils. Pilot has established a strong presence globally, directly competing with Bic in various product categories.

    2. Staedtler: Staedtler is a German company specializing in the manufacturing of writing instruments, art supplies, and office products. They offer a wide range of pens, pencils, and markers known for their exceptional quality and precision. Staedtler competes directly with Bic, particularly in the art and drawing supplies market.

    3. Faber-Castell: Faber-Castell, a German company with a rich history dating back to 1761, is a leading manufacturer of writing instruments and art supplies. Their products are known for their durability, innovation, and eco-consciousness. Faber-Castell poses a significant competition to Bic, especially in the premium pen and pencil market.

    Indirect Competitors

    Apart from direct competitors, Bic also faces competition from various indirect competitors who offer alternative solutions to meet consumers' needs. These companies may not produce the exact same products as Bic, but they cater to similar consumer demands. Some notable indirect competitors of Bic include:

    1. Crayola LLC: Crayola LLC, a subsidiary of Hallmark Cards, is a well-known American company specializing in art supplies, particularly crayons, markers, and colored pencils. While their products are primarily targeted towards children, Crayola also offers a range of products for adults. They indirectly compete with Bic, especially in the marker and coloring segment.

    2. The 3M Company: The 3M Company, often referred to as 3M, is an American multinational conglomerate that produces a wide range of products, including office supplies and stationery. They offer various adhesive tapes, sticky notes, and other office essentials that indirectly compete with Bic's product line.

    3. Sharpie: Sharpie, a subsidiary of Newell Brands, is a popular American brand known for its permanent markers, highlighters, and other writing instruments. Sharpie products have gained a strong following among artists, students, and professionals. Although their focus is on markers, Sharpie competes indirectly with Bic in the writing instruments market.

    It is worth noting that while Bic faces competition from these companies, it has managed to maintain its status as a market leader through its innovative product offerings, brand reputation, and global presence.

    Bic SWOT Analysis


    1. Brand Reputation: Bic is a well-established and recognized brand worldwide. With a history dating back to 1945, Bic has built a strong reputation for producing high-quality and reliable products.

    2. Diversified Product Portfolio: Bic offers a wide range of products, including pens, lighters, razors, and stationery. This diversification allows the company to cater to different consumer needs and preferences, reducing its dependence on a single product category.

    3. Cost Leadership: Bic has been able to maintain a competitive advantage by focusing on cost leadership. By optimizing its manufacturing processes and economies of scale, Bic is able to offer its products at affordable prices, attracting price-sensitive consumers.


    1. Lack of Innovation: While Bic has a strong presence in the market, the company has been criticized for its lack of innovation. Bic's product offerings have remained relatively unchanged over the years, which may hinder its ability to capture new market segments and maintain customer interest.

    2. Dependence on a Single Distribution Channel: Bic heavily relies on retail stores as its primary distribution channel. This dependence may limit the company's reach, especially with the growing trend of online shopping. Bic needs to explore and invest in alternative distribution channels to stay competitive in the changing retail landscape.


    1. Growing Demand for Sustainable Products: With the increasing awareness of environmental issues, there is a growing demand for sustainable and eco-friendly products. Bic can capitalize on this trend by developing and promoting environmentally friendly alternatives, such as recyclable pens and lighters.

    2. Expansion into Emerging Markets: Bic has the opportunity to expand its presence in emerging markets, where there is a growing middle class and increasing disposable income. By adapting its products to cater to the specific needs and preferences of these markets, Bic can tap into new customer segments and drive growth.


    1. Intense Competition: Bic operates in a highly competitive market, facing competition from both established brands and new entrants. The presence of well-known competitors such as Parker and Zippo, along with private label brands, poses a threat to Bic's market share and profitability.

    2. Counterfeit Products: Bic has faced challenges with counterfeit products, especially in regions where intellectual property rights enforcement is weak. Counterfeit products not only impact Bic's revenue but also damage its brand reputation. Bic needs to invest in robust anti-counterfeiting measures to protect its market share and brand integrity.

    Key Takeaways

    • Bic is owned by the Bich family, who founded the company in 1945 and still own a majority stake today.
    • The mission statement of Bic is to "provide simple, inventive and reliable solutions for everyone, everywhere, every time."
    • Bic makes money primarily through the sale of its core products, such as pens, lighters, and razors, which are widely used and recognized worldwide.
    • The Bic Business Model Canvas helps to explain the key elements of Bic's business model, including its value proposition, customer segments, channels, and revenue streams.
    • Bic faces competition from various companies in different industries, including writing instruments (such as Pilot and Staedtler), lighters (such as Zippo), and razors (such as Gillette and Schick).
    • In terms of a SWOT analysis, Bic's strengths include its strong brand recognition and wide product range, while its weaknesses may include limited diversification and potential vulnerability to market trends. Opportunities for Bic may lie in expanding into new markets or product categories, while threats may include increased competition and changing consumer preferences.


    In conclusion, Bic is a company that is widely recognized for its diverse range of products, including pens, lighters, and razors. As for ownership, Bic is a publicly traded company, meaning it is owned by its shareholders.

    The mission statement of Bic revolves around providing simple, reliable, and accessible products for everyone, aiming to enhance everyday life. This mission statement drives the company's commitment to producing high-quality products that are easy to use and accessible to people worldwide.

    Bic generates its revenue through various channels. Primarily, the company makes money by selling its products directly to consumers through retail stores and online platforms. Additionally, Bic also engages in licensing agreements, allowing other companies to use its brand name on their products in exchange for royalties.

    To better understand Bic's business model, one can refer to the Business Model Canvas. This framework highlights the key elements of Bic's operations, such as its value proposition, customer segments, distribution channels, and revenue streams. It provides a comprehensive overview of how Bic creates, delivers, and captures value in the market.

    In terms of competition, Bic faces several rivals in the market. Some of the notable competitors include companies like Pilot Corporation, Faber-Castell, and Papermate. These companies also produce writing instruments and related products, competing for market share and consumer preference.

    Lastly, conducting a SWOT analysis for Bic reveals the company's strengths, weaknesses, opportunities, and threats. Bic's strengths lie in its strong brand recognition, extensive product portfolio, and global presence. However, weaknesses such as dependence on a few product categories and potential vulnerability to economic fluctuations should be considered. Opportunities for Bic include expanding into emerging markets and diversifying its product offerings. Nevertheless, threats like intense competition and changing consumer preferences pose challenges to the company's growth.

    Overall, Bic remains a prominent player in the consumer goods industry, driven by its commitment to simplicity, reliability, and accessibility. With a solid business model, strong competitors, and opportunities for growth, Bic continues to evolve and adapt to meet the needs of its customers worldwide.


    What are the 4 pillars of SWOT analysis?

    The four pillars of SWOT analysis are:

    1. Strengths: These are the internal attributes and resources of a company that give it an advantage over competitors. Strengths can include factors such as a strong brand, skilled workforce, superior technology, or efficient processes.

    2. Weaknesses: These are the internal factors that put a company at a disadvantage compared to its competitors. Weaknesses can include factors such as limited financial resources, outdated technology, lack of skilled employees, or inefficient processes.

    3. Opportunities: These are the external factors or trends in the market that can be advantageous for a company. Opportunities can include factors such as new emerging markets, technological advancements, changes in consumer preferences, or favorable government policies.

    4. Threats: These are the external factors or trends in the market that can negatively impact a company's performance. Threats can include factors such as intense competition, changing market trends, economic downturns, regulatory changes, or disruptive technologies.

    What are the 5 elements of SWOT analysis?

    The 5 elements of SWOT analysis are:

    1. Strengths: Internal factors that give an organization an advantage over its competitors. This could include resources, capabilities, skills, or any other positive attributes that set the organization apart.
    2. Weaknesses: Internal factors that put an organization at a disadvantage compared to its competitors. These could be areas where the organization lacks resources, skills, or capabilities, or any other negative aspect that hinders its performance.
    3. Opportunities: External factors that could potentially benefit the organization. These could include market trends, emerging technologies, changes in regulations, or any other favorable factors that the organization can capitalize on.
    4. Threats: External factors that could negatively impact the organization. These could include competition, changing consumer preferences, economic downturns, or any other factors that pose risks to the organization's success.
    5. Trends: These are external factors that are shaping the industry or market in which the organization operates. Trends can include technological advancements, demographic shifts, market demand changes, or any other factors that are influencing the industry.

    What is the SWOT analysis for problem identification?

    SWOT analysis can be used as a tool for problem identification by assessing the strengths, weaknesses, opportunities, and threats related to a specific problem. Here is an example of how SWOT analysis can be applied for problem identification:


    • Identifying the strengths related to the problem can help determine any existing resources or capabilities that can be leveraged to address the problem effectively.
    • It allows the identification of internal factors that can contribute positively to problem-solving.


    • Recognizing the weaknesses associated with the problem can help identify any internal factors that may hinder problem-solving efforts.
    • Understanding the weaknesses can enable the development of strategies to overcome them and minimize their impact on the problem.


    • Identifying opportunities related to the problem can help determine external factors that can be utilized to address the problem.
    • Recognizing opportunities allows for the exploration of potential solutions that can take advantage of favorable external circumstances.


    • Recognizing threats associated with the problem can help identify external factors that may pose challenges or obstacles to problem-solving.
    • Understanding threats allows for the development of strategies to mitigate their impact and prevent potential setbacks.

    By conducting a SWOT analysis for problem identification, individuals or teams can gain a comprehensive understanding of the problem's internal and external factors, which can then inform the development of effective problem-solving strategies.

    What is the 4 SWOT analysis?

    The 4 SWOT analysis refers to the four components included in a traditional SWOT analysis. They are:

    1. Strengths: These are the internal factors that give an organization an advantage over its competitors. They can include resources, capabilities, expertise, brand reputation, or any other positive attributes.

    2. Weaknesses: These are the internal factors that put an organization at a disadvantage compared to its competitors. They can include lack of resources, skill gaps, poor infrastructure, or any other negative aspects that can hinder the organization's performance.

    3. Opportunities: These are the external factors in the business environment that can be leveraged by an organization to its advantage. Opportunities can arise from market trends, technological advancements, changes in regulations, or any other external factors that can create favorable conditions for the organization.

    4. Threats: These are the external factors that have the potential to harm or disrupt an organization's operations. Threats can come from competition, economic downturns, changing customer preferences, new regulations, or any other external factors that pose risks to the organization's success.

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