Xin Liu (Nancy)
Qinming Ge (Keliven)
Peng Li (Arthur)
Haun Long (Cherry)
Now, Avirl endorses Canon！
History
• In 1937, founded as a camera company
Personal
Digital
Products
Canon
Office
Equipments
Industrial
Equipments
• Canon’s 4 Stages for Development
Canon of Image
Canon of Information
Canon of Technology
Canon of Social Ecology
• Canon’s guidelines for management is coexistence of
man and nature
Industry Analysis
Current Situation—Old structure was
completely broken.
•
•
•
•
•
•
Minolta
Pentax
BenQ
Kodak
Monopolization of Nikon and Canon
Samsung, Olympus, Sony
Existing Problems
• High failure rate brought about low satisfaction
• Complaints against seven problems
Complaints Against Seven Problems(%)
Poor
quality of
shooting
CCD
25.11
11.47
After-sales Abnormal
service
screen
9.58
8.71
Price
fraud
8.73
High
Telescopic maintenance
lens
costs
6.24
5.92
Future Trends—Demand for high
definition digital cameras
• Analyze and determine the trend of the market
• Provide more advanced products and better service
• Contribute to economic development and social
prosperity
Strengths
Excellent Brand
Image
Diverse
Operation
Principle
•
•
•
•
R&D
Cell Production
‘You Can’
Symbiosis
• American-style
• Japanese-Style
Weakness
• Plain Figures
• Complex Function
• Continuous Lawsuits
Opportunities
• Prosperity of Digital Camera Market
• Combination With Relative Technology
Threats
• Intense Competition
• Risks of Globalization
Globalization
• Sets up district sales headquarters in Asia, Europe,
America.
• Owns 219 subsidiary companies
• Employs about 118,499
Globalization (Continued)
• Ranked at the 35th position in the top 100 global
brands list
• Named as the 46th one in the World’s Most Admired
Companies 2007
• The ranking of 170 for revenues and of 114 for profits
in the Fortune Global 500
• Got the ranking of 102 as for the market value in the
global 500
Global Challenge
• Challenge from competitors: Nikon, Sony, Samsung,
Olympus and Fuji, especially for Nikon and Sony
• Challenge due to cultural difference
Strategies in Globalization
• Core competitive power----advanced technology
emphasizes much on R&D and patents
• A perfect set of services
provides services running through the whole
process
• Corporate philosophy----Kyosei
 contribution to both environment and society
 localization
Overview in Overseas Market
Europe/Africa
/Middle East
Japan
America
Asia
Oceania
Competitors
• In our case, there are two main local competitors,
Nikon and Sony
• In addition, there is also a traditional competitor , Leica
Two main kinds of camera
• Pocket-sized digital camera
• Digital single-lens reflex camera (DSLR)
Nikon
• The strongest rival for
Canon in camera
industry
• A pure camera provider
• The marketing strategy for
competing with Canon
is “Tianji Racing
Horses”
• Cheapest DSLR--D40
• Market share increase
Nikon coolpix P6000
New functions
• GPS (Global Positioning
System)
• Wired LAN connectivity
• Fix new speedlight
Sony
• A famous company with
diversified management
• Purchased the old famous
camera producer Konica
Minolta
• Fully engaged in
the field of high-end
DSLR
• Cooperated with CarlZeiss
Leica
• A camera and lens
provider, found in
Germany
• Its digital process
• Leica cooperates with
Panasonic
Leica M8
• How much of M8?
• Leica is so classic that it
represents for people’s
social status, and even
can be a kind of highvalue collections.
• The performance of M8
• Leica should decrease
the price
Recommendations
Short-term
Quality
Figures
Technology
Superstar
Products
Long-term
Build a
Perfect
Service
System
Build Good
Relationship
with local
government
In Newly
Open
Markets
Build good
Relationship
with
International
Organization
s
Conclusion
Continues to
Take
Advantages of
Its Strengths
Improves and
Modifies Its
Weakness
Keep the
No.1
Position in
Digital
Camera
Market