Marketing Audit Approach
Canon Inc. was founded in 1933 and headquartered in Tokyo, Japan. Canon has become one of the world's leading manufacturers of electronics, primarily optical electronics. Canon brand is a registered trademark in more than 200 countries and regions worldwide. Regional marketing headquarters oversee operations across Canon's global sales network: Canon U.S.A. in North and South America; Canon Europe in Europe, Africa, and the Middle East; Canon China in Asia outside of Japan; and Canon Australia in Oceania. Canon is one of the top 10 companies receiving U.S. patents.
Products/Services
Current, the demand for digital cameras has rapidly expands both in the United States and globally. The market consumption volumes rose significantly over the past years and generated total revenues of $42.08 billion in the year 2004 (www. Datamonitor.com).
Canon has a history of innovation that has brought it a leadership position in the technology industry. Canon manufacture cameras, including compact, digital, camcorders, projectors, SLR, business machines, including copiers, printers, scanners, fax machines and related products, optical products, including production, medical and broadcasting equipment, and digital radiography systems. Furthermore, Canon brand is a register trademark in more than 200 countries and regions worldwide.
Customer
In regard to business machines such as optical products, medical and broadcasting equipment, and digital radiography systems, Hewlett-Packard is one of Canon's biggest customers. In 2003, Canon generated approximately 20% of its net sale ...