ABC Office Supply Company has been in operation for over 50 years and was the predominant office supply company in Hong Kong during that time. Approximately 80% of ABC’s business is based on providing materials to other businesses. Only 20% comes from walk-in or individual customers.Nowadays, low-cost and online-based office supply providers are cutting into ABC’s market share. The findings of a recent customer survey indicate that ABC has an image of being outdated and pricey. However, survey customers did highlight that ABC’s customer service is above average.The management of ABC is facing a tough time and deciding what and how to rejuvenate its image.