Canon
MARKETING PLAN
April 15th 2012
Table of Contents
Statement of Confidentiality & Non-Disclosure 3
EXECUTIVE SUMMARY 4
1. SITUATION ANALYSIS 5 1.1 Industry Analysis 5 1.2 Sales Analysis 6 1.3 Competitive Analysis 8 1.4 Customer Analysis 11 1.5 SWOT Analysis 11
2. OBJECTIVES 12 2.1 Corporate Objectives 12 2.2 Marketing Objectives 12 3.1 Market Segmentation Strategy 13 3.2 Targeting Strategy 13 3.3 Product Life Cycle 14 3.4 Potential Strategies 14 3.5 Core Strategy 15
4. MARKETING PROGRAMS 17 4.1 Marketing Mix 17 4.2 Loyalty Programs 20 4.3 Customer Service & Support 20 4.4 Market Research 20 4.5
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Advanced Smart AUTO now identifies 28 shooting scenes, making automatic shooting even more intelligent.
4. Shoot slow motion video with the Super Slow Motion Movie function and playback at 30 fps.
5. High-Speed Burst mode for capturing sports and action shots.
6. Cool new features like Best Image Selection and Handheld Night Scene, give you greater flexibility when shooting your favorite images.
We select the followings as our target markets:
1. The young who have received higher education, and are interested in new technology innovation, as well as pursue individualistic.
2. The middle-aged people(always the female), who have established their occupation and their social status. They purchase digital camera mainly to record their daily life.
Distribution channel is the link connecting manufacturers and consumers; Canon is beginning with "channel flat" to quickly increase market share in China. We select one-level selling method which means that directly through the agents or retailers delivering superior service to consumers.
1. SITUATION ANALYSIS
1.1 Industry Analysis
1.1.1 Market Characteristics
Canon has occupied nearly half of the Chinese digital camera market with appropriate 14.5% market share. And our target market China, as a large population of more than 1.3 billion, is developing rapidly recent years. There is no doubt for Canon continuing to regard the large Chinese market as a main potential development
PetSmart is one of the largest specialty pet retailers of service and solutions for the lifetime of pets. More than 1008 stores are open in the United States and Canada that provide pet foods and supplies that are priced reasonably. PetSmart provides all types of services for pets including pet training, pet grooming, pet boarding and adoption services. In addition to providing impressive value PetSmart has the broadest, deepest product range in the industry, including thousands of products exclusive only to PetSmart. Every year PetSmart takes care of the grooming for hundreds of thousands of pets in what PetSmart calls its PetSmart Salons. These animals are groomed and pampered by stylist who have
This paper is intended to shine a light onto distribution channels, both direct and indirect, as well as, provide a better understanding of channel levels. It will also deal with the different channel organizations, including conventional, horizontal, vertical and multichannel marketing systems.
young people who could be staffing our research labs or starting a new business, who
For my research assignment “The shopping trip” I decided to purchase a Camera as a mystery shopper. The stores I chose for shopping was best buy, the source and future shop. Here I am going to talk about my sale experience with two stores: best buy and The Source. The reason of selecting these stores is that I had a different experience on both stores and there was lot of things to analyse and contrast between salespersons.
The younger generation has many things to offer when it comes to making new inventions or to make vast
The Millennials: This generation grew up in an era with many technological advances, along with the creation of new social networking sites; therefore,
Truly digital, this generation is used to gathering and processing information in a snap, although interest in it wanes in a flash also. A majority – well over fifty percent – want to start their own company. Some see this generation as being more like the Traditionalists (1900-1945) because of the recent recession they lived through, as well as the concern for a safe future environment (think of the recent wars, and terrorist attacks). Time will tell on this one, but I am sure the market research professionals will have this generation detailed before you know
young, so focusing on the younger generation as a stepping stone will set the tone for the
Rear screen projection was used in the background of certain shots, as well as the use of extreme close-up shots. The use of new and experimental lenses was common for the making of this movie so as to remove many of the common restrictions and limitations of the camera. Unconventional lighting and super-speed film was also used in many of the
There are over 1.1 million men and woman amateur and pro bodybuilders alone in the United States. The IFBB has competitors age ranges from as young as 16 years to as old as 83 within a range categories for competition, The NutiBullet Pro is a necessary tool to assist the competitors in preparing for competitions fulfilling a need for a quick, convenient and easy way for bodybuilders to create their protein shakes, whey smoothies or one of their required 6 to 7 meals a day.
1.8). It was this idea that grew into a new way of watching videos, this paper will
Digital camera market has enjoyed tremendous growth since it was introduced in the photographic industry. Starting in 1998, price has been falling rapidly. In addition, the development of CMOS allowed digital camera to not only capture professional market, but also enter consumer market. It was estimated that in 2006 forecast would peak with 63% penetration rate for digital cameras in the US. After 2006, the growth rate was expected to fall negative.
The introduction of smart phones and tablets have change the gamers’ way on playing video games. These new gadgets allow people to be 24-7 connected on the internet and the amount of games available online that can be play on a telephone or a tablet is huge. Therefore, mobile device gaming is a segment with a fast growth rate at the moment, though the world is in a recession.
Part of individuals selects Canon because it has a prominent reputation in industry for years. Consequently, we should concentrate in particular on the useful functions without much unnecessary design in our digital SLR cameras.
By the 1950’s, Canon attained the title of leading producer of cameras in Japan. Since that time, Canon has made it a point to expand and diversify their company as much as possible. They are able to accomplish this primarily through a strong Research and Development program. Through this program, Canon has explored many different technologies such as home electronics and x-ray