Applied Strategic Management a Strategic Analysis of Canon

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Applied Strategic Management

A Strategic Analysis of
Canon

word count :

Executive Summary

Canon has around 77 years of history and it is full of ups and downs, highs and lows, for which it is what we would expect in such a high innovative company. Over the years, Canon has been introducing various types of products over the years and gradually became the leader in imaging markets. When people think of buying a camera, first brand pops out in their head is “CANON”.

TABLE OF CONTENTS
1. Introduction
2. Look at the Business of Canon
3. Environmental factors
1. PESTEL Analysis
2. Porter’s five forces Analysis
4. Major Competitors
1. Imaging Industry
2. Business Machines Industry
5. Value Chain Analysis
6. SWOT Analysis
7. Ansoff Matrix
8. Future Strategic Direction
9. Recommendation
10. Conclusion

1.Introduction
Canon’s enterprise started in a small laboratory dedicated to making high-quality cameras was set up in a simple apartment room in the Roppongi area of Tokyo. In 1934, the first prototype of Canon’s enterprise was built and was named Kwanon. The following year, in 1935, Japan's first-ever 35mm focal-plane-shutter camera, the Hansa Canon, was born. Two years later, Canon Inc was founded in 1937 in Japan.

After the first visit by the Canon’s first president, Takeshi Mitarai in America In 1950, Takeshi Mitarai believed that doing business with the world would lead to big success of Canon. 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. Few years later, Canon made a big step forward and to expand its market in Asia, Canon Hong Kong Company Limited (CHK) was then established and responsible for sales, marketing and service of all Canon products in Hong Kong, Macau, Taiwan, Philippines and Mongolia. Now, Canon is everywhere.

Other than cameras, Canon took further steps towards diversification by adding electrical, physical and chemical technologies to its optical and precision technologies. Canon entered the office equipment market with the world's first 10-key electronic calculator. 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. Canon took on the challenge of developing Japan's first plain paper copying machine, which it introduced in 1970, and the world's first inkjet printer BJ-80 in 1985. Canon keeps changeling on new markets and never stop innovating new products.

With over 70 years of experience in imaging products manufacturing, Canon’s global revenue currently stands at US$34.9 billion (as of 31 December 2009). The extensive resources it devotes to research and development has made Canon one of the U.S. imaging industry’s top technology patent-holders, and the only manufacturer across the globe to offer both input and output device solutions to the world’s various imaging needs.   

CHK adheres to Canon’s corporate philosophy, kyosei, which in essence motivates the company with its staff to proactively strive for harmonious coexistence with other citizens through participation in various social, charitable and environmental activities. From year 2005, the Hong Kong Council of Social Service has awarded CHK the Caring Company Logo in recognizing CHK’s continuous efforts contributed to the local community. Furthermore, CHK also endeavours to adopt internationally recognized management systems, having become certified in conformance with ISO 9001, ISO 14001 and OHSAS 18001 in 2003, 2004 and 2005 respectively. CHK is certified to COPC-2000 CSP Standard in 2006. 

Being a responsible manufacturer, Canon leads to be the first in global to set up its own Canon Toner Cartridge Recycle Factory located in Japan,...
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