A business making high-quality ball-point pens faces a number of challenges next year. It is concerned with the slow-down in the Europe, Australia and the US economies, together with a growing shift to the use of laptops and tablet devices by young people, which is likely to damage its long-term viability. It is in this context, what should the ball-point pens manufacturer do? Should he close this business and start something else? How should he respond to these two external challenges? Explain with reasons