The reason is that such companies have adopted effective strategies than relying on raw money power and propaganda. The lack of sensible strategy and the failure to use technology, combined with obsolete methods of marketing seems to be the bane of many companies who are not able to make a successful thrust in the market. Most ideas are either short sighted or serve only the immediate purposes of the company. Lack of professionalism is very evident in the management of many companies that has great potential. A very important aspect of business that still is a gray area for many business organizations is effective customer management.
This report focuses on different aspects of Canon brand digital imaging products famously known digital cameras. This report covers the history of the company, its corporate philosophy, mission statement, evolution of the company through different stages. Description of company's main product share in global and UK markets, mass communication and marketing strategies on Canon are also discussed in this report. In addition this report also reviews relationship of company's communication mix with its success and marketing efforts. Furthermore a 12 months communication plan is also suggested to Canon to enhance their public image, brand loyalty and market share.
This report further focuses on the development of long term business strategy for the growth of Canon cameras in suggestions.
2.0 Corporate Brief:
More than 60 years of experience and know-how,
"Canon started out as a company with a handful of employees and a burning passion. That company soon became a world-renowned camera maker and is now a global multimedia corporation. However, the origins of our success remain unchanged: the passion of our early years and technological expertise amassed over more than 60 years. 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." 2
Canon is a world-leading innovator and provider of imaging and information technology solutions for both home and office environments. Canon (UK) Ltd. is the UK marketing and sales operation for the US$33 billion global company based in Tokyo, Japan. In the UK and Ireland Canon employs over 2,000 people in various locations (Canon Inc., 2006).
3.0 Canon History:
History of Canon in the digital camera market Canon's success in the digital camera market was not built overnight. The company's first internally developed model, the Power Shot 600, was announced