Marketing plan for canon digital camera

Canon is most renowned for its digital SLR cameras.

Marketing plan for canon digital camera

The Business Solutions division offers print and document solutions for small and medium businesses, large corporations and governments. These include multi-functional printers, black and white and color office printers, large format printers, scanners, black and white and color production printers, as well as software to support these products.

Lesser known Canon products include medical, optical and broadcast products, including ophthalmic and x-ray devices, broadcast lenses, semiconductors, digital microfilm scanners, and Handy Terminal Solutions.

Canon's operations worldwide are guided by the company's kyosei philosophy--living and working together for the common good. Our 72, employees respect this ideal as we bring more pleasant working conditions to the office, a better quality of life to individuals, and greater productivity to industry through innovation in cameras, business machines, and optical products along with our dedication to customer satisfaction.

Year in and year out one of the top 10 companies receiving U. In addition to a recent incursion into the production of personal computers, Canon also manufactures and markets binoculars, calculators, electronic typewriters and word processors, and medical, broadcasting, and semiconductor equipment.

Early History The history of Canon dates back towhen a young gynecologist named Takeshi Mitarai worked with some technician friends to develop cameras; to do so they founded Precision Optical Instruments Laboratory in Roppongi, Minato-ku, Japan. Their first major invention had applications that ranged far beyond the medical field.

In Mitarai and his colleagues developed Japan's first millimeter camera, closely patterned after the German Leica millimeter camera, the industry standard. They named it the Kwanon, after a Buddhist figure representing mercy.

In Precision Optical made a significant contribution to Japanese medical imaging technology when it developed the nation's first indirect x-ray camera, which played a major role in preventing spread of tuberculosis in Japan.

When Japan went to war with the United States, the Japanese economy was entirely given over to supporting the military.

Marketing plan for canon digital camera

The company barely survived World War II. It was unable to manufacture its mainstay millimeter cameras for the duration of the war, and only Mitarai's tireless efforts kept it afloat in the economic desolation that followed Japan's surrender in With raw materials rationed and capital scarce, Mitarai had to scramble just to keep his production lines going and the company's finances in order.

He also drilled into his workers the importance of producing high-quality products, but his most important move may have been persuading the Allied occupation forces to stock Precision Optical cameras in their post exchanges and ships' stores.

This arrangement laid the groundwork for Canon's later success as an exporter; U. Another international breakthrough for Canon occurred in the early s, when news photographers covering the Korean War found that the best Japanese lenses were every bit as good as German lenses. The export market began to open up, and Canon prospered throughout the decade.

The company created a U. In Canon added an 8-millimeter movie camera to its product lines, and in it became the first company in the world to manufacture an 8-millimeter camera with a built-in zoom lens.

Diversified into Business Machines in the s By the early s Canon had become the dominant Japanese producer of middle-priced cameras, leaving the higher end of the market to Nikon.

The company continued to grow, more than tripling in size between and In it ventured into business machines when it introduced the Canola electronic calculator, the first in the world to use the now-standard ten-key keypad. In Canon and Texas Instruments produced the Pocketronic, the first all-electronic hand-held calculator.

After entering the photocopier market in with the CanofaxCanon became an innovator in the field when it introduced its first plain-paper copier in Until that time Xerox had dominated the copier market with its own process, known as xerography.

Canon's diversification moves were significant enough to prompt a name change; "Camera Company" was dropped from the name in and the company became simply Canon Inc.


In spite of the company's engineering successes, however, Canon was plagued by weaknesses in marketing strategy in the late s and early s. Although it was a part of the spectacular overall penetration of the U.

It also frittered away its technical advances by failing to exploit their sales potential before rivals could catch up to them. This problem affected its copier lines as well as its calculators. In it developed the "liquid dry" copying system--so named because it uses plain paper and liquid developer but turns out dry copies--but doubted its own marketing strength and feared that competitors would infringe on its patents.

Therefore, instead of selling the system itself, it licensed the technology to other manufacturers, effectively wasting its earnings potential. These mistakes hindered Canon's financial performance, and in it failed to pay a dividend for the first time since World War II.

Marketing plan for canon digital camera

He won approval from Mitarai, who was still chairman and president, to change management and sales practices. Under Kaku, Canon began to streamline its operations and chain of command and market its products more aggressively. In the company introduced its revolutionary AE-1 millimeter camera, which used a microprocessor to focus automatically and set the length of exposure, with an advertising blitz led by television commercials featuring tennis star John Newcombe.

According to Fortune, January 12,by the AE-1 had become so popular that one industry analyst called it "the Chevrolet of the 35mm market.

In Kaku was named president of the company, succeeding Mitarai, who remained chairman.The Canon EOS 6D Mark II is the company's latest full-frame DSLR aimed at advanced amateurs and enthusiasts, and even professionals looking for a second Canon DSLR body.

Marketing Mix of Canon analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Canon marketing strategy.

The article elaborates the pricing, advertising & distribution strategies used by the company. Marketing Plan For The Digital Camera Industry Words | 16 Pages. James Cook University SMART CAMERA COMPANY BUSINESS PLAN SUBMITTED BY: RONI TOM PHILIP () AMARJIT SINGH () QI LU () EXECUTIVE SUMMARY The digital camera industry is growing at very fast pace.

May 08,  · Canon knows that in the digital age, you probably already have a camera — and it's in your smartphone.

Kodak - Wikipedia

But now, the company that made its name as a legacy camera brand by marketing . The increasing demand for the mobile phone is considered to be serious threat to the digital camera industry however the digital camera industry has preformed well during and up the move.

Data Monitor () forecasted the digital camera market revenue up to $ 31 billion for /5(7). The Eastman Kodak Company (referred to simply as Kodak) is an American technology company that produces imaging products with its historic basis on photography. The company is headquartered in Rochester, New York, and is incorporated in New Jersey.

Kodak provides packaging, functional printing, graphic communications and professional services for businesses around the world.

Canon EOS 5D Mark IV Review