1. Canon and the Digital Camera Industry
(1)Brief History
Canon was founded in 1937, starting as a camera making company. Today, 83 years later from the foundation, Canon took the second place among Asia’s top 1000 brands following Sony of the first place. In Asia, Canon’s brand power already surpassed those of Nike, Google and Coca-Cola. Canon’s mission is Coexistence which means ‘
B type. 23살, 대학생 이모양과의 Laddering Interview.
(소니 사이버샷 사용자)
Q: 디카를 구입할 때 본인이 가장 중요하게 고려하는 점은 무엇인가요?
A: 디자인이요.
Q: 왜 디자인이 중요하다고 생각하세요?
A: 어차피 디카야 거기서 거기라고 생각하고, 디카는 손에 들고 다니는 거니까 디자인이 예뻐야 된
digital continuously until digital wins film.
d. Excessive investing budget only to one part.
After releasing Sony’s Mavica, Kodak took over four companies and invested $5 billion. We don’t know exactly from the paper why it did, but we guess it intended to research technologies about a digital camera to catch up Sony.
But Kodak’s choice was wrong because it spent excessive budget an
Digital Camera
Sales of Sony’s compact digital cameras decreased 6% of 22 million units in the year 2008. Nevertheless, Sony retained its position with the market share of 21%. (2009)
Sony released a number of new models designed to respond to a variety of customer needs. And Sony has α series which is high-end SLR cameras. Sales of Sony digital α series amounted to 1.15million units, app
(3) Differentiation strategy
- Technique differentiation
- Product differentiation
- Production differentiation
We're trying to position our produnt through technique, product, production centered differentiation.
this product have functions which to send email or personal homepage, to edit photo using digital camera (doesn't need to use a computer). These are functions of the digital