Marketing plan for canon assignment

For example, Motion Detection, Face Detection, ‘-Contrast, etc. Weaknesses As Canon has invented a lot of new developments, they have to do lots of researches on these developments. So, Canon may need to spend a large amount of cost on these researches. Environmental Forces Competitive Force The competition faced by Canon is oligopoly competition whereas it dominates the chital camera market with other big camera manufacturer like Sony and Panasonic. Regulatory Forces With the enforcement of patent law, the advanced technological development of Canon can be protected.

The safety regulation enforced by the government protects the consumers. Social Forces Demographics: For that generation X customers, they have not much demand on the design and additional functions but a simple camera with easily manageable process. The less is the functions, the greater the appeal to them. Culture: The teenagers in Hong Kong like to change camera frequently. It may due to the trend mongo teenagers is changing camera is a symbol of trendy. Economic Forces The economic status has a great impact on the whole consumer environment.

Powers E series are suitable for them. Product Analysis Digital Camera are classifying as Shopping Goods. Consumer always compares several alternatives on criteria, such as price, quality, or style. From consumer’s point of view, Canon is Dynamically Continuous Innovation which advertises points of difference and benefits to them. For example, the brand has three special lines, which are Digital AXIS(for user friendly), Powers(for semiprofessional) and GOES(for professional). Customer can choose their DC according to their needs.

Therefore, Canon provides various products for customer so as to satisfy different customers’ wants and needs. Canon AXIS stay at Maturity stage in the Product Life Cycle. They do a lot to improve their products quality to prevent AXIS go into the decline stage. For the Product Functions and Designs, the brand always do research and development. Therefore, it has some special functions and features which other brands do not have. Firstly, it has New DIGIT 4 Digital Image Processor, which possesses high algorithm power capable of processing massive and complex image data in a shorter time span.

When the company argent the youngsters group, she can notice that their desires in the Canon design, which can reflect their personalities, are similar to the trend followers’ ones. For that reason, Canon can save the researching cost in the planning phrase and the promotion cost in the implementation phrase by taking the same marketing actions on both groups. As time changes, the society and living standard of Hong Kong people will change too. Keeping her eyes open and watch out for significant movements in the market segments are the responsibility of the marketing department and the key of success for Canon.

Based on Product Analysis: 1 . Ease of usage: New functions such as the Motion Detection and Color Accent function are innovative and impressive. However, there are several barriers. It takes time for new-users to read the manual in order to fully utilize the camera. In addition, the modern technology only attracts customers with special interests. Canon should put effort on investigating more user-friendly products and collect more feedbacks during the Idea Generation process for next products. To ease the give in-depth demonstrations of products through video-clips. Questionnaire