This case is made to be interviewer-led. Therefore the interviewer should guide the interviewee through the interview.
The information given allows the interviewer to challenge the candidate with other questions that are not mentioned here.
Incos is a global manufacturer of writing products with divisions in North America, Europe and South-East Asia. Their global sales are $60 m and their profits amounted to around $30 m. Their European division who manufactures and sells disposable pens is experiencing flattening sales and a decreasing profit.
The client hired you to help him come up with suggestions to get profits back on track.