Canon Marketing Project

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KIIT School of Law

PROJECT REPORT
ON

SUBJECT: SERVICE MARKETING
Guided by Prof. S S Mohanty

Submitted by
P Sri T Krishna
BBA LLB Sec. B, 1182072, 2nd SEM

Introduction: About Canon Incorporation
Canon Incorporation is a Japanese multinational company that specializes in manufacturing imaging and optical products worldwide. The company manufactures many products like cameras, lenses, camcorders, photo printers, office network multifunction devices, laser printers, laser multifunction devices, solution soft wares and many more Industry & Business products. Canon`s headquarters is situated in Ohtaku, Tokyo, Japan. The company was founded on 10th of August in the year of 1937. The company was founded by Takeshi Mitarai, Goro Yoshida, Saburo Uchida and Takeo Maeda in Tokyo, Japan. When the company was founded its name in 1934 was Kwanon named by Goro Yoshida and later in 1947 the name had changed to Canon Inc. The present Chairman and CEO of Canon Inc. is Fujio Mitarai. The company`s first product was Kwanon (1934) the Japan` First 35 mm focal-plane-shutter camera produced in prototype form. The company has three divisions; Consumer Business Unit, Office Business Unit and Industry & Others Business Unit. The divisions have spread their products in the following manner; Consumer Business Unit: Digital SLR Cameras, Compact Digital Cameras, Digital Camcorders, Lenses for SLR Cameras, Compact Photo Printers, Multifunction Inkjet Printers, Inkjet Printers, Commercial Photo Printers, Multimedia Projectors, Image Scanners, Network Cameras and Broadcast Equipment. Office Business Unit: Office Network Multifunction Devices, Laser Printers, Lase Multifunction Devices and Solution Software, Toner Cartridges, Digital Production Printers and Large-Format Inkjet printers. Industry & Others Business Unit: LCD Lithography Systems, Semiconductor Lithography Systems, Ophthalmic Equipment, Digital Radiography Systems, Document Scanners, Color Label/ Card printers, Personal Information Products, Handy Terminals, Components, Die Bonders, Organic LED Panel Manufacturing Equipment and Vacuum Thin-Film Deposition Equipment. The company`s foundation rise from guiding principles of San-Ji (Three selfs) that have been passed down since Canon was founded they are; Self-motivation, Self-management, Self-awareness. These Three Selfs continue to serve as the company`s most important guiding principles. Vision & Mission (2011-2015): Canon Inc.

VISION
Simple advanced solutions freeing people to live their dreams and lead enriched lives at home and at work. & to be a group of service creation companies that practices the principle of customer focus with a global perspective. MISSION

To provide optimal value through marketing innovation that enhances security and peace of mind and supports creativity in all areas of life, work and society.

Canon Incorporation has a DNA. It`s called Canon`s Corporate DNA: Canon had been developing Excellent Global Corporation Plan since 1996 when Fujio Mitarai became the Canon`s 6th company president. as three Phases till now Phase I (1996 - 2000), II (2001 - 2005), and III (2006 - 2010) which led the company to aim to the world`s No.1. Now the company is ready with its Excellent Global Corporation Plan Phase IV for the next 5 fiscal years 2011 – 2015.

The history of the company started with the enterprising spirit to make the world`s best camera. THE TIMELINE OF HIGHLIGHTS & MILESTONES
1933: Precision Optical Instruments Laboratory was established. 1934: Kwanon Camera prototype developed.
1936: Hansa Canon Camera Introduced.
1937: Precision Optical industry, Co., Ltd. was founded.
1941: Japan`s first Indirect X-ray Camera Introduced.
1947: The company name changed to Canon Camera Co., Inc.
1955: New York branch office opened.
1957: Sole European distributor, Canon Europa, established.
1961:...
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