Today, segmentation is a crucial marketing strategy for nearly all successful organizations. Market segmentation is the process of dividing a market into meaningful, relatively similar, and identifiable segments or groups. The target market of Canon's photography products can be divided into two major segments; Demographic segmentation & Psycographic segmentation. Individuals and families using photography to illustrate & capture their important moments are grouped under Demographic segmentation; it uses the common bases of age, gender, income, ethnic background, and family life cycle. Professional photographers and highly-skilled amateurs are grouped under Psyocographic segmentation; I think so because its basis follows the following variables: Personality, Motives, Lifestyles, and Geodemographics.
Canon finds the way to satisfy the needs of its different customers. And in all market segments they are seeking:
a simple-to-use & well-conceived camera
a camera with quick menu system
a camera with view finder
a camera with perfect LCD
a camera with high mega pixel
cameras with various sizes and weights
a camera with high ISO performance
a camera with high-quality HD video solution
a camera with accurate color and saturation
a camera with color modes
a camera with good battery life.
Canon continues to enhance current products, and develop advanced new technologies that allow them to venture into new areas of the marketplace to better serve consumer needs. Canon has rapidly expanded users in both the segments. Canon's EOS Digital cameras all have several different features to allow users to choose the best cameras for themselves. "EOS DIGITAL: evolution for everyone"
The entry-level digital cameras:Canon EOS 600D - With class-leading 18-megapixel resolution, user-friendly design, and the entire EOS family of lenses and accessories at your disposal, the EOS 600D lets nothing stand in the way of your photography. Canon EOS 1100D - Advanced, compact and affordable: your first steps into the world of DSLR photography, made simple with Canon EOS 1100D.
The professional digital cameras:Canon EOS 1D Mark III - Offers a massive 21.1-megapixel, full-frame 36 x 24mm* CMOS sensor, extremely low noise, Capture fine highlight details, blazingly fast burst shooting, abundant customization. Canon EOS-1D Mark IV - Offering a comprehensive combination of speed, accuracy and image quality, the EOS-1D Mark IV is the perfect choice for professional photographers and subjects on the move.
Canon meets the cunsumers' needs with solutions to the problems to insure that they are happy and satisfied with the solutions presented to them. Therefore it's clearly seen that Canon is DOMINATING the top DSLR market share. Nikon has NOTHING on Canon! ^___^
Canon India announced the launch of 29 consumer digital imaging products to widen its product portfolio in India. This launch would help to further accelerate the industry's transformation in terms of product innovation, technology and availability.
Canon unveiled:
six compactcameras from the PowerShot range
three lifestylecameras from its IXUS range
six HD Camcorders
two Digital SLR from the EOS range
one Selphy photo printer
four next generation Lenses.
Canon India also launched:
four new inkjet all-in-one
one Single function inkjet printers from the PIXMA series.
In the printing category:The event also saw the launch of the latest technologies:
New sensor technology called ‘HS’ system in its cameras. With an in built DIGIC IV processor, the High Sensitivity technology captures clearer and sharper images with enhanced colour reproduction even in low light conditions. The HS system features across the professional, prosumer and consumer category cameras.Canon has a wide range of HD cameras in its digital camera and camcorder category catering to the demand of this technology. These videos when connected to HDMI cable or a widescreen give stunning results and make you a part of the moment.
The introduction of the GPS technology in digital cameras
It automatically tags photos with time and locations. The location of the photographs can also be viewed on a map by using special bundled software. The SX 230 HS, is the first PowerShot to come with GPS technology that automatically tags photos with time and locations. Backed up by Canon's HS SYSTEM with a 12.1 Megapixel CMOS and DIGIC 4 Image Processor improves shooting in low-light situations without the need for a flash and lowers noise levels at higher ISO settings.
With Hindi as India's national language, Canon’s introduction of easy-to-use Hindi language feature in cameras will help capture the growing market for digital cameras. For this, PowerShot A800 offers this compelling feature to introduce more people to the world of technology and cameras. This will enable new camera users with a chance to experience, experiment and enter the exciting world of photography.
Quote from Mr. Kensaku Konishi (President & CEO of Canon India) said: “Canon is committed to launching technologically advanced products to make the consumer photography experience easier and more enjoyable. The technologies launched today such as the “HS system” which allows users to take clearer pictures even under low light conditions , the “Intelligent Touch system” which allows relevant keys to light up on command, the first “Hindi Language” support for digital camera menu functions, all of them are aimed to bring the joy and ease of photography to every Indian.”
Here are two videos launching
the lastest EOS Cameras &
single function Inkjet PIXMA Printer
About Canon Inc Canon Inc. is a global leader with total revenue of about US$ 44 billion in 2010, in photographic and digital imaging solutions. Its global network now includes 300 companies, employing around 200,000 people. Five Technology ‘imaging’ engines of Optical, Electro photography, Bubble Jet, Semiconductor and Display drive Canon’s cutting-edge technology products. Canon is the world leader in office automation and digital imaging technologies. The company is dedicated to the advancement in technology and innovation and commits 10% of its total revenue each year to R&D. Canon is ranked 33rd on the Best Global Brands for the second consecutive year in Business Week's 100 Best Global Brands and amongst top 200 on the Fortune Global 500 in year 2009. Canon has consistently remained as one of the top 3 global companies to have earned the most number of patents over the last decade. Guided by its kyosei philosophy, which focuses on "living and working together for the common good”, Canon delivers high performance and user-friendly products and solutions to improve efficiency both in the office and home environment. More information is available on www.canon.co.in
Canon in India
Canon India touched down 49% growth and has achieved revenue of Rs 1257 Crores during calendar year 2010. Revenues in 2009 were 840 Crores, a 27% growth over 2008. Canon focuses on multiple market segments of consumer, B2B, Govt & Commercial. Canon’s product portfolio extends over a vast variety of photocopiers, multi-functional peripherals, fax-machines, printers, scanners, All-in-ones, digital cameras, camcorders and multi media projectors, cable id printers, semi conductors and card printers.
Canon India Pvt. Ltd. is a 100% subsidiary of Canon Singapore Pte. Ltd.,a world leader in imaging technologies. Set up in 1997, Canon India markets over 140 comprehensive range of sophisticated contemporary digital imaging. The company today has offices in 7 cities, warehouses in 13 cities across India and employs over 800 people. Canon has over 380 primary channel partners 13 National Retail Chain partners, over 4000 secondary retail points including 270 National Retail Chain store partners & 33 Canon Care Centers. Canon products are available in over 400 towns in India.
Canon brings a technological edge with its Full HD Movie Print that allows consumers to capture and print favourite moments from Full HD Movies. The other highlight is the Intelligent Touch System for inkjet printers allows relevant keys and controls to light up intuitively on the top cover during printer operation. The Wi-Fi connectivity in printers allows easy wireless photo printing from mobile phone, iPod Touch, iPad and Android devices. :)
Integrated Marketing Communications (IMC) is the careful coordination of all promotional messages for a product or a service to assure the consistency of messages at every contact point where a company meets the consumer.
Canon launched a campaign of "Your Second Shot" which is a strategy of sales promotion [marketing activities-other than personal selling, advertising, and public relations-that stimulate consumer buying and dealer effectiveness]. It allows customers to try the new product of PowerShot digital cameras with real experience. Canon's goal is to drive consumers to the microsite, as well as to educate them about the Canon HS System [a technology used to enhance image quality in low light situations without the need for a flash], and also to deliver on the promise of a good shot. Canon wants to increase awareness and appeal of the HS System and showcase true consumer benefit and deliver on the promise of a good shot.
The campaign highlights a real-life young couple who traveled to Barcelona to take a photograph at the café where the woman's parents first met. The photo they took didn't come through, so Canon is sending them back to Barcelona to recreate it with a PowerShot digital camera.
The target demographic for this has been 18-to-49 years of age because the campaign has casted a wide net with stories that would appeal to anyone. So with that, Canon created a microsite and placed banner ads on various technology and consumer websites. Print ads has appeared in Parents magazine and as well as Teen Vogue magazine.
Canon has consistently focused on the realization of high picture quality as the performance of cameras and other recording equipment becomes more and more sophisticated. And Canon made its products suitable to be classified as "Consumer" and "Business" products. Major developments in the technology of photography have resulted from advances in optical and image recording technologies. Today's technology allows users to capture specific moments and realistically duplicate spatial effects and hues. Canon believes that imaging can do much more than just give a visual record of things; it can bring life to people's important memories.
blur
focused
Canon's role is to help people relive their lasting memories as they saw it in their mind's eye instead of simply making a faithful reproduction of the scene.
Canon has been consistently involved in technological development that spans both the input and output of recorded information, and this is why the company is able to provide optimized services even within new network environments. "Canon is now aiming for a future in which people are able to realistically reproduce their thoughts and dreams at will through images and information, spanning time and space to facilitate creative fulfillment."
Canon, through its continual pursuit of imaging technology, aspires to contribute to the advancement of society by expanding the dimensions and possibilities that are contained in images and information.
Sales promotions are strategies where in an incentive is offered to the consumer to impact sales in the short term; an activity designed to boost the sales of a product or service and advertise an offer to the consumer to give them a reason to buy. It offers consumers an incentive to buy, either by lowering price or adding value. Sales Promotion usually encourage repeat purchases, larger purchases, promote new-product or attract new customers. Marketers often use generalized marketing materials such as coupons, discounts, member gifts, etc. You might think Canon's Cameras are expensive, even as a Canon fan, but coupons can really offer us a lower price and are increasingly available over the Internet and in sores!
Canon is able to offer discounts & coupons, hand out information regarding new products, and also provide "Gift with purchase" or "free shipping". "Gift with purchase", is a very common promotional technique. It is also known as a “premium promotion” in that the customer gets something in addition to the main purchase. "Free shipping" also very common.
LAKE SUCCESS, N.Y., March 24, 2011 - We continue to monitor and analyze the recovery and rebuilding efforts in the areas impacted by the earthquake and tsunami in Japan. We are carefully assessing the situation, and its impact on production and operations.
The U.S. Customs and Border Protection (CBP) has announced that it is carefully monitoring and assessing the potential for radiological contamination. It is using several types of radiation detection equipment in air and sea ports, mail facilities, and elsewhere to scan cargo. CBP notes that it uses radiation equipment and operational protocols to resolve any safety risks. More information is available at http://www.usa.gov/Japan2011.shtml. We will post updates regarding safety, recovery and rebuilding efforts, as necessary. We thank everyone for their continued concern and support.
It's Easy to take a great photograph during the day with a little solar assistance. But at night, have you ever had a great moment that was lost because the photograph didn't turn up? Or have moments in low-lightand photographs don't turn out as great as you want them to be? Canon Inc. is on a mission to help real people recapture these moments with the HS SYSTEM. They have an ongoing project to help recreate and recapture these moments called Your Second Shot with a Canon tecnology designed for shooting in low-light - the HS SYSTEM. With this project, they're putting it to the test. From a couple's adventure in Barcelona, Spain to a bet involving a mecanical bull, Canon is giving real people their moments back beacause Canon believe's "great stories shouldn't get lost in the dark."
Canon's Your Second Shot Commercial
Canon Inc. invites their consumers to try their HS SYSTEM, which is designed for shooting in low-light situations to capture clear, vivid photographs. Canon Inc. hopes to bring people an unforgetable experience in this campaign. Also, the entire campaign will be shot with their EOS Digital SLR camera and EF lenses. This idea of "Your Second Shot" is very creative, and really smart. Your Second Shot encourages consumers to share their photography and experience. Canon Inc. cameras brings together supporters of Canon throughout the world.
The following is a summary overview of damage reported at Canon Inc. operating sites and Canon Group companies in Japan as of 15:00 JST on Sunday, March 13, 2011.
The Company continues working to ascertain damages and determine when operations can resume.
With regard to Canon offices, plants and Canon Group companies in Japan, there have been reports from several sites of power outages, damage to buildings and stoppages in production equipment.
Below is an overview highlighting damage, production outlooks, etc., for sites in northern Honshu (the area hardest hit by the earthquake).
The earthquake had the greatest impact on the following three Canon Inc. operation sites and five Canon Group companies
Damage was significant at Canon Inc.'s Utsunomiya Office and Fukushima Canon Inc.
While the earthquake had a slight impact on Canon offices, plants and Group companies in the western half of Honshu, there have been no injuries and no significant damage to buildings or equipment. Accordingly, operations are scheduled to resume as usual beginning Monday, March 14. Additionally, the Company is now working to determine potential impacts in the future.
In the event that production operations may be suspended for one month or more, the Company will consider making use of alternate sites that were not damaged by the earthquake as a means of continuing production.
Note: Revised to reflect latest changes in circumstances
I worked all weekend and it just so happened that i had a meeting Sunday morning. I work in retail (Express) and so I know first hand how important it is to: know the product your selling, how to assist a customer, and how to give customers a great shopping experience. I learned at my meeting how to approach a thief without accusing nor embarrassing them, how to further sell our CC (Express Credit Card) and how to greet and assist our customers. At Express we value customer service. And to prove it we are knowledgeable in our products, able to assist making the customers comfortable, and able to prevent most shrink lost by being aware that anyone can steal at any moment which is why customer service is key because no one wants to get caught. My experience, not as a retail sales associate but as a customer, at Best Buy on Sunday afternoon happened with David, a sales associate at the Cameras & Camcorders section of the store. First of all Best Buy has the worst floor layout ever! 0.0 It was type annoying getting to the section. Then I had to hunt down David because there was no one there who could help me. I tried making myself look lost so someone could approach me but that didn't work I had to ask (they would have lost me as a customer). My company is obviously Canon Inc. so I said to David "I'm writing a blog about Canon Inc. cameras and this blog entry is about retailing. Can you help me get information I need?" He was nice and said "Sure, name's David what are your questions?" I had to ask him "Which would you say is the most popular camera you guys sell here?" He said well not because you're blogging about them but Canon seems to be a favorite here for the 3 years I've worked here. It's popular with families and amateur photographers. Nikon comes in second." That statement made my day but that was just statistics according to him. I asked him if he can show me how one of Canon's professional cameras work. They called him a camera and camcorder specialist yet he couldn't explain to me how to set the white balance nor the aperture and shutter speed modes which are simple photography basics. So he failed at the "knowing your product" part. This was a fun project to do. And it helps me realize that how I sell matters to customers. My retailing skills will only get better and it shall be seen with how many regulars I get. So far I have 2 regulars who ask for me all the time. I had them both open up CC's and hhey always purchase an outfit or more with me. I am proud to say I work at Express and I can sell! ^_^
TOKYO, March 14, 2011—In response to the damage sustained by the Canon Group due to the major earthquake that struck Japan on March 11, Canon Inc. has established an Earthquake Disaster Recovery Task Force (Task Force Chief: Chairman & CEO Fujio Mitarai; Task Force Assistant Chief: President & COO Tsuneji Uchida; Executive Director: Executive Vice President and CFO Toshizo Tanaka) and begun taking related measures. The Task Force today issued the following instructions toward the promotion of swift response measures. 1. The prompt review and drafting of comprehensive recovery plans, spanning development, production and sales operations, for relevant operating sites, primarily by persons in charge of each business (chief executives/group executives). The Company's headquarter divisions will provide full support for this effort. 2. With regard to Canon Inc. operation sites and Canon Group companies for which production operations may be suspended for one month or more, the Company will also consider making use of alternate sites that were not damaged by the earthquake as a means of continuing production. Below is an overview of the latest impact of the earthquake on Canon operations in Japan as of 15:00 JST on Monday, March 14, 2011.
While the level of damage differs at each Canon Inc. operation site and Canon Group company located in northern Honshu (the area hardest hit by the earthquake), beginning today, the Company is earnestly taking action to realize the earliest possible start of operations. At this time, however, concrete schedules for when production may resume have yet to be determined.
As for Canon plants and Group companies in the western half of Honshu, while operations resumed as usual today (Monday, March 14), the Company is now working to ascertain whether or not there will be any impact on production at each location.
With regard to the Japanese government's requests for cooperation in conserving electricity, in addition to the energy-saving measures Canon promotes as a matter of course, the Company has also called on its employees to make every effort to conserve electricity in their homes.
Canon U.S.A. offers its heartfelt condolences to everyone affected and displaced by the earthquake and tsunami in Japan. This is a terrible tragedy and our thoughts and prayers go out to the people of Japan, our colleagues and extended families.
I found this article and I wanted to share this with you. i choose Canon cameras over any other brand! So it puts a smile to my face because both Canon's Power Shots beats Nikon's Coolpix and Canon's EOS Rebel beat both Nikon's D7000 & D3000! In you're face Nikon! ^_^
| By Allison Johnson, DigitalCameraReview.com Editor |
Our monthly roundup of the most-viewed cameras is back and it's the much-talked-about Panasonic GF2 making a splash. It debuted on the list after we published a fairly positive review, and it garnered the most page views in February. The long-time reigning champ, the PowerShot SX20, is knocked off the list after many months at the top.
Per usual, if you need some help choosing a camera, you can post questions and get feedback from the Digital Camera Review online community by registering for our forums. If you're ready to buy, check out our What Camera Should I Buy? forum. If you need help with your current camera, take a look at our brand-specific forums.
1. Panasonic Lumix DMC-GF2 (first time on the list) – The Panasonic GF2 makes its debut on our list in the number one position. The GF2 is the successor to the GF1 Micro Four Thirds camera, adding a touch screen to an already capable feature set.
2. Canon PowerShot S95 (previously #4) – The Canon S95 gets a slight boost up from fourth place into second. It's getting some well-earned attention for great image qualiity, flexible shooting options and good performance in low light conditions.
3. Canon PowerShot SD1400 IS (previously #1) – The PowerShot SD1400 slips a couple of places into third. It's still garnering a lot of views for its solid 28mm wide angle lens and good image quality.
4. Nikon Coolpix P100 (previously #3) - Nikon just announced this ultrazoom's successor, but the P100 maintains a spot in the top five. It features a long 26x zoom lens, a 3.0-inch articulating monitor and a 10.3 megapixel backside-illuminated CMOS sensor.
5. Canon EOS Rebel T2i (previously #2) – The T2i remains in Canon's entry-level lineup after the announcement of the T3i. The T2i still packs a powerful punch with an 18 megapixel CMOS sensor and full 1080p HD video recording.
6. Panasonic Lumix DMC-ZS7 (previously #5) – The multi-tasking ZS7 offers an in-camera GPS chip and an excellent 12x optical zoom.
7. Nikon D7000 (previously #7) - The D7000 holds steady at number seven. It was an easy pick for a DCR Editors' Choice award, offering a 16.2 megapixel DX format sensor, a new 2016-pixel metering system and a 39-point AF system.
8. Canon PowerShot SX30 IS (previously #6) – You have to give the SX30 credit for its 35x optical zoom lens. Outside of that it offers 720p HD video and a flip-out LCD. Despite its feature-richness, image quality fell slightly flat.
9. Nikon D3000 (previously #9) –The D3000 stays in our top ten round up well after the introduction of its D3100 successor. It hangs in there with a 10.2 megapixel DX format sensor, 3 fps continuous shooting and an 11-point AF system.
10. Canon PowerShot G12 (previously #8) - Canon's flagship PowerShot hangs on to the last position with its class-leading image quality, 28mm wide angle lens and 2.8-inch flip-out LCD.
Consumer Decision Making is a process used by consumers when buying goods or services. When capturing a surprise wedding engagement on Valentine's Day or a friend's birthday celebration in a dimly lit lounge, a high-performance camera with extraordinary features is essential to enhance the ambiance of these moments. Canon continues to improve the image quality and operability (use) of its interchangeable lenses for SLR Cameras by incorporating various advanced technologies, including large aperture spherical lens, Image Stabilizer, and multi-layered Diffracting Optical element technology. Need recognition, internal and external information search, evaluations of alternatives, and purchase is all provided in Canon's stylish, sophisticated cameras that ensure ownership satisfaction, which concludes with postpurchase. Canon has set up Quick Response and Repair Centers to provide prompt repair of digital cameras. Canon will also oversees its own regional sales while cooperating closely with product development teams, listening closely to customer comments which are then reflected in Canon products. Canon manufactures and delivers high-quality products to customers when and where they need them - in response to the expectations of customers.
"Canon's core philosophy when launching a camera product is to discover new and innovative ways to redefine the photographic experience." said Yuichi Ishizuka. "Consumers are always looking for the most advanced technologies and these new SLR models combine the high-level features and overall functionality the end-user has been seeking." Canon strives to deliver services and solutions that create trust and keep customers coming back.
Canon’s EOS Rebel T3i &Canon’s DIGIC 4 Image Processor
The EOS Rebel T3i has an 18.0 Megapixel CMOS (Complementary Metal Oxide Semiconductor) sensor that captures images with exceptional clarity and tonal range and offers more than enough resolution for big enlargements or crops. This first-class sensor features many of the same new technologies as used by professional Canon cameras to maximize each pixel's light-gathering efficiency. Its APS-C size sensor creates an effective 1.6x field of view (compared to 35mm format).
The Canon DIGIC 4 Image Processor dramatically speeds up the entire EOS Rebel T3i DSLR's camera operations for intuitive operation and offers improvements in both fine detail and natural color reproduction. It works in concert with the EOS Rebel T3i DSLR's CMOS Image Sensor to achieve phenomenal levels of performance in nearly any situation.
Canon India closed at revenues of Rs. 850 crore in 2009, with 27 per cent growth over 2008
Canon emerged as the No. 1 in scanner category with 49% market share.
Canon is now a market leader in the laser printer segment as well with 41% market share.
Canon India further consolidated its market presence in India with a market leadership in DSLR category with 54% share, Photo printer category with 60% share, SLR category and 31% in copier MFD category.
Canon launched the “Press photographers” photo contest across Delhi, Mumbai, Chennai and Kolkata. Over 300 media photographers participated in the same.
Canon organized 55 photography workshops training 70,000 people across 55 cities.
Canon’s Original Ink Centres touched 500 outlets across the country.
General Highlights 2009
Canon made a pioneering move in the printing industry with the launch of ISO certified standard of printing ‘images per minute’ ‘ipm’. Canon launched 24 new printing and imaging products at the same event and also announced its foray into the surveillance business.
Canon introduced 23 New ‘Smart’ Cameras & Camcorders with Latest Technology .
Canon organized a 15 day workshop on photography especially for the young photography enthusiasts during the summer vacations in leading schools of Gurgaon
Canon launched the ‘I can with Canon’ campaign that rides the theme of empowerment to a Canon customer
Awards and Recognitions in 2009
The list of product awards received in 2009 are as follows:
Canon launched on a course intended to bring about sound growth by reinforcing established businesses and support new challenges. However, changes in worldwide financial and economic markets caused the Company to make a major change in course from the pursuit of sound growth to the securing of improved management quality. Canon is continuing to make steady progress in improving its management quality through five key Strategies.
5 Key Strategies
1. Achieving the overwhelming No.1 position worldwide in all current core businessesExpanding business operations through diversification
3.
Identifying new business domains and accumulating required technologies
4.
Establishing new production systems to sustain international competitiveness
5.
Nurturing truly autonomous individuals and promoting effective corporate reforms
In 2009 Canon has been ranked amongst top 10 employers in India in the Business Today ‘Best Companies To Work For In India’ survey. Canon has long delivered to the market an extensive range of imaging products. Canon Image Lounge was launched in 2008 in Gurgaon, Mumbai and Bangalore for customers to get a touch and feel of Canon products. The lounges provide a comprehensive display of Canon’s vast range of offerings and display over 101 consumer imaging products for consumers to simply look, feel and experience without the compulsion on buying. Special photography workshops and other customer engagement programmes are being held in these lounges. Canon has threeBusiness Solutions Lounge for B2B customers in Gurgaon , Mumbai and Bangalore showcasing business applications alongwith seminar rooms for business workshops.
Since Canon Inc. is larger that just cameras, Canon's target market is world wide, to any race, and to any gender. So to be specific, i'll tell you bout the field of Professonal Photography. Canon's digital SLR and EOS has thrown a good competition to all its competitors.
Their lightweight yet robust mid-range SLR and EOS cameras complement a reliable flash system and shutter speed that is key to successful Events or Wedding Photography. Combined with the additional Speedlite battery pack most lighting and power issues will be eliminated, allowing the photographer to concentrate on capturing the action. However, to really stand out from the crowd, Canon uses the latest WiFi adapters to instantly transmit images to a print station or a projector to display images as you shoot. This will identify you as a true professional. Capturing and reproducing stunning detail with confidence, whatever your field is in Photography. Canon also has cameras out there for just point and shoot people that would like high quality photographs.
Canon's digital SLR or EOS has followed all the marketing techniques during its product launch. For example Canon understood that their digital cameras falls in niche marketing and the target audience varies. Moreover, the main thing to bring its product into the lime light is to apply the right strategy model and promotion. Target Audience plays a very important role in marketing strategy and Canon markets its cameras in various ways. People want what celebreties want and people want to take great pictures like celebreties. So Canon advertises its cameras with celebreties in comercials, by simply showing their product in an eye capturing magazine ad that photographers (ametures and experts) would get, and by having posters in stores where people would purchase a camera. In the marketing environment, Canon strives to be on top and succeeds when they reach its target market to buy their product.
The corporate philosophy of Canon is kyosei. Which would be defined as “Living and working together for the common good,” but Canon’s definition is broader: “All people, regardless of race, religion or culture, harmoniously living and working together into the future.”
The principles of Kyosei formed the basis of framing several policies and management concepts. Under Canon's corporate philosophy of kyosei, the range of Canon's social and cultural support activities has expanded to cover such areas as humanitarian aid and disaster relief, conservation of the environment, social welfare, local communities, education and science, and art, culture and sports. In the past several years, many parts of the world have suffered natural disasters. In response, Canon has made and collected monetary donations, while its employees have volunteered in a range of support activities, including visiting afflicted areas to offer assistance. In its activities, Canon's support provides ongoing assistance to people and organizations in need. Canon will continue to make the best possible use of the resources it has built up over many years, such as its personnel, capital, technologies and foundation, working as a good corporate citizen to tackle problems and contributing to a society in which all people can live their lives to the fullest.
Canon's corporate philosophy guided the company's operations and its behavior toward its employees, partners, customers, competitors, environment and the communities in which it operated. By practicing the philosophy, Canon was globally recognized as one of the most socially responsible corporate citizens.
Corporate planning has long been used by Canon Inc. One of the reasons for the excellent performance of the company is the quality of the strategies which was formulated through its corporate planning process. Intensive planning involving in-house development and resource structure strengthening is associated with the introduction of every new product. The corporate plan has two parts: the long-range strategy and the medium-range plan. The management uses a computer simulation to model future results of their long-range strategy and medium-range plans as it also puts together other sub-systems of the total corporate plan. Canon's strategies have been very effective in balancing growth of market share with profitability. Cannon's strategic challenges involved identifying the markets in which it intended to compete and developing competitive advantages to allow the firm to balance market share and profitability growth within these markets.
The strategic planning¹ process at Canon appears to have relied on a SWOT analysis² to identify opportunities and threats, and the internal strengths and weaknesses of the firm that would allow it take advantage of the opportunities and avoid the threats.
In 1996-2000, Canon’s focus on total optimization (making the most of its products) and profits, and a strong financial structure through cash flow management and the selection and concentration of business areas, a new corporate mindset was set. In 2001-2005, Canon aimed to become No.1 in all major business areas, so Canon kept the company in step with technological trends and strengthen product competitiveness through such measures as a shift to digital products. In 2006-2010, Canon aims to further strengthen its business constitution through such efforts as total supply chain management. Through the plan, Canon strives to become a truly excellent global company, joining the ranks of the world's top 100 companies.
¹Strategic Planning: The managerial process of creating and maintaining a fit between the organization’s objectives and resources and the evolving market opportunities.
²SWOT Analysis: Identifying internal Strengths (S) and Weaknesses (W) and also examining external Opportunities (O) and Threats (T).
Brief History
It started in 1933 with a small laboratory dedicated to making high-quality cameras set up in a simple apartment room in the Roppongi area of Tokyo. At the time, all high-quality cameras were European. Canon Inc. was founded August 10, 1937. Canon started out as a company with a handful of employees and a burning passion. However, the origins of its success remains unchanged: "the passion of our early years and technological expertise amassed over more than 60 years." After its founding, Canon worked hard in 1941 to diversifying itself with the introduction of Japan's first indirect X-ray camera and other products. In 1955, Canon made its first step into the global market with the opening of a U.S. office in New York City. In 1957, Canon set up its sole European distributor, Canon Europa, in Geneva, Switzerland. By 1967 exports already topped 50% of the company's total sales. In the 1960s, the company took further steps toward diversification with their electrical, physical and chemical technologies to its optical and precision technologies. In 1967, the management slogan "cameras in the right hand, business machines in the left" was unveiled and in 1969 the company changed its name from "Canon Camera Co., Inc." to "Canon Inc." By 1970, Canon grew to 44.8 billion yen in sales and more than 5,000 employees. But Canon fell on hard times. Like with every company, with every climax comes a downfall. So by the mid-1990s, the business division system that had been in place since the 1970s was showing signs of wear and Canon also carried debt of more than 840 billion yen. With this, it only meant that the company had to improve its "financial constitution." Fujio Mitarai became Canon's 6th company president in 1995, and in 1996 the Excellent Global Corporation Plan was launched. Transforming the corporate mindset from "partial" to "total" optimization and from a focus on "sales" to a focus on "profits", the new plan was the start of the innovations that characterize today's Canon Inc.
Mission Statement
Canon has successfully maintained a healthy business constitution through such efforts as thoroughly strengthening our supply-chain management, enabling us to make great strides towards the realization of a real-time management structure that allows the company to promptly respond to sudden changes in the global economic changes. While working to further raise management quality, Canon will strive to meet new challenges. Canon seeks to grow and prosper over the next 100, or even 200 years, and is committed to becoming a truly excellent global company who's admired and respected by the world. Canon will continue using its technologies to benefit people as it pursues its objective of becoming a company that is loved by people throughout the world.
The entry-level digital cameras: Canon EOS 600D - With class-leading 18-megapixel resolution, user-friendly design, and the entire EOS family of lenses and accessories at your disposal, the EOS 600D lets nothing stand in the way of your photography. 
The professional digital cameras: Canon EOS 1D Mark III - Offers a massive 21.1-megapixel, full-frame 36 x 24mm* CMOS sensor, extremely low noise, Capture fine highlight details, blazingly fast burst shooting, abundant customization.
