분야
docx1. Market analysis of Canon and the Reason Why We Choose Canon.
2. The Current Camera Market Trend
3. Trend in Tourism
Ⅱ. Introduction of Product and Market Analysis
1. What is life-logging?
2. LifeCam
1) Why we need LifeCam
2) Product Information
3. Segmenting&Targeting
The new BCG Matrix
4. Positioning
5.SWOT
Ⅲ. Promotion Strategy
1. Advertising message
2. Publicizing LifeCam through Social Networking Service
3. LifeCam for Blindness
4. Alliance
5. NIKE she runs Seoul 7k
Ⅳ. Conclusion
Ⅴ. Reference
1. Market analysis of Canon and the Reason Why We Choose Canon.
Canon took the first place by 35.9% in the camera market share worldwide according to the sales report from January to November in 2012. Canon is also the best among the other camera brands in sales. Although there are many other famous camera brands such as Nikon, Sony, Olympus, Samsung, Canon has been keeping the first place of the market place in about 10 consecutive years. However, what you should not overlook is the fact that it takes the first place of camera market with interchangeable lenses. Camera with interchangeable lenses means that mirror-less camera and DSLR. Canon particularly holds a high market share of 58.9% only in DSLR camera market. The reasons why Canon drives the incessant popularity can be sum up into three. The first reason is that Canon provides reliable products with higher qualities even though they have similar specifications with other brands. In addition, Canon allows customers to take pictures of different feelings depending on their skills and wants by offering various lenses comparing to competitors. Lastly, Canon provides a complete lineup in every camera from popular camera to premium camera so that all people in different levels can afford Canon camera. Traditionally, Canon has been showing up their DSLR as their strength. Their strength, however, can poison them in the long run. Nikon, currently occupying the second place in the camera market, is constantly developing new DSLR products to surpass Canon. Olympus accounts for 70 percent of optical camera in Korea and Samsung camera has launched a ‘Smart Camera. Also, Sony and Olympus have launched mirror-less camera considering the shortcomings of DSLR:a matter of portability. Mirror-less camera market has a prospect of outstripping DSLR market sometime in the year 2015 as long as it keeps growing rapidly. Compact camera market around the world has been falling because of smartphones. Canon compact camera market is not an exception. It means that Canon’s only one way strategy which focuses on DSLR market is risky and they need to pioneer new market for this reason. ‘Lifecam’, as a small camera, can be grouped into compact camera. Therefore, it gives Canon a great opportunity to recover their compact camera market. Also, Canon launched Canon 100D recently which was the most lightweight and smallest DSLR in the world. This represents Canon’s potential for making smaller cameras while retaining high-definition of DSLR. In conclusion, we select Canon as our company in that it can ensure a number of customers with the based brand awareness and it is also seeking for the new market out of the DSLR market.(Lifecam is action/outdoor camera) Also, as it is mentioned beforehand, Canon with the technology that keeps the quality of DSLR to compact camera is considered best to develop Lifecam than other camera brands.
http://www.kickstarter.com/projects/martinkallstrom/memoto-lifelogging-camera
http://www.1001noisycameras.com/2012/10/new-memeto-tiny-automated-life-logging-wearable-camera-kickstarter.html
KAIST 전산학과 제 3회 라이프로그 관리 기술 워크샵
http://blog.naver.com/bilykid?Redirect=Log&logNo=130092569256
http://www.asiae.co.kr/news/view.htm?idxno=2013042509594182889
캐논코리아 홈페이지_ 2012년 7월 1일자
니콘)http://www.it.co.kr/news/mediaitNewsView.php?nSeq=2279254
고프로)http://crys5004.blog.me/20189034489
소니와고프로 비교)http://cafe.naver.com/gopro/2876
소니 액션캠)http://jkmediatown.tistory.com/332
http://www.etnews.com/news/home_mobile/living/2749971_1482.html
액션캠 시장의 확대)http://www.wikitree.co.kr/main/news_view.php?id=102429
액션캠어플)이고캠
카메라시장)http://blog.naver.com/ultralab?Redirect=Log&logNo=126383101
콤팩트 카메라와 스마트폰 카메라의 관계)http://www.photom.com/news_user/182069
소니와올림푸스의 합작)http://www.ddaily.co.kr/news/news_view.php?uid=105631
캐논카메라트랜드)
http://kr.aving.net/news/view.php?articleId=595579&Branch_ID=kr&rssid=naver&mn_name=news ->소형 스마트폰처럼작은일본카메라트랜드역시소형) http://bizkhan.tistory.com/2655
카메라 발전 역사)
http://blog.naver.com/choiganae?Redirect=Log&logNo=100100602429（사진)
http://navercast.naver.com/contents.nhn?rid=122&contents_id=4443
디지털 카메라)http://navercast.naver.com/contents.nhn?rid=122&contents_id=4443
http://www.spocam.co.kr
