Canon Marketing Plan

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Canon

MARKETING PLAN

April 15th 2012

Table of Contents

Statement of Confidentiality & Non-Disclosure3
EXECUTIVE SUMMARY4
1. SITUATION ANALYSIS5
1.1 Industry Analysis5
1.2 Sales Analysis6
1.3 Competitive Analysis8
1.4 Customer Analysis11
1.5 SWOT Analysis11
2. OBJECTIVES12
2.1 Corporate Objectives12
2.2 Marketing Objectives12
3.1 Market Segmentation Strategy13
3.2 Targeting Strategy13
3.3 Product Life Cycle14
3.4 Potential Strategies14
3.5 Core Strategy15
4. MARKETING PROGRAMS17
4.1 Marketing Mix17
4.2 Loyalty Programs20
4.3 Customer Service & Support20
4.4 Market Research20
4.5 Trust and Credibility20
4.6 Trade Promotions20
5. IMPLEMENTATION PLAN21
5.1 Product Design and Development21
5.2 Marketing & Sales22
5.3 Distributors25
5.4 Resource Requirements26
5.5 Scheduling26
6. PERFORMANCE EVALUATION AND MONITORING28
6.1 Monitoring Ad Campaigns28
6.2 Sales Analysis30
6.3 Profit and Loss Statements31
6.4 Customer Profiling31
6.5 Salesforce Evaluation32
7. FINANCIAL INFORMATION34
7.1 Financial Capsule34
7.2 Financial Assumptions34
7.3 Budget34
7.4 Sales Projections (5 years)36
8. CONTINGENCY PLANS38
8.1 Symptoms of Failure38
APPENDICES39

Statement of Confidentiality & Non-Disclosure

This document contains proprietary and confidential information. All data submitted to the Board is provided in reliance upon its consent not to use or disclose any information contained herein except in the context of its business dealings with Canon. The recipient of this document agrees to inform its present and future employees and partners who view or have access to the document's content of its confidential nature.

The recipient agrees to instruct each employee that they must not disclose any information concerning this document to others except to the extent that such matters are generally known to, and are available for use by, the public. The recipient also agrees not duplicate or distribute or permit others to duplicate or distribute any material contained herein without Canon's express written consent.

Canon retains all title, ownership and intellectual property rights to the material and trademarks contained herein, including all supporting documentation, files, marketing material, and multimedia.

BY ACCEPTANCE OF THIS DOCUMENT, THE RECIPIENT AGREES TO BE BOUND BY THE AFOREMENTIONED STATEMENT.

EXECUTIVE SUMMARY

The corporate objective is to make Canon a truly excellent company that is admired and respected the world over, and to strive to join the ranks of the world's top 100 companies in terms of all major business field. In terms of the current digital camera market, Canon is still in fierce competition. We have several main competitors such as Nikon and Sony, and experience the competition based on the following attributes such as price, design, quality, and features. Some players have withdrawer the digital camera market because of their backward innovation. We obviously have our outstanding R&D Department as competitive advantage in this aspect, and we also should continue to develop new innovation

Canon focused on strengthening product competitiveness along with the changing times, stepping up efforts to digitize its products to deliver new value in an increasingly networked world. The company also improved its corporate financial health through various management reforms across all Canon Group businesses and divisions.

The new product----Power Shot SD4500 is digital compact camera with a slim, stylish camera body. It has the following features 1. 10.0 Megapixel back-illuminated CMOS sensor combined with the DIGIC 4 Image Processor create Canon's HS SYSTEM for improved low light performance and better image quality. 2. 1080p HD movie...
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