Canon SWOT Analysis, USP & Competitors

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SWOT Analysis of Canon with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Canon

Parent Company

Canon Inc

Category

Consumer Electronics

Sector

IT and Technology

Tagline/ Slogan

Delighting you always; See impossible

USP

Canon is one of the leading DSLR and camera manufacturer in the world

Canon STP

Segment

Electronics Semiconductors and Home appliances

Target Group

Upper middle and upper class individuals

Positioning

Canon is positioned as a leading electronics company which delights the customers with its innovative offerings

Canon SWOT Analysis

Strengths

1. Canon is one of the leading electronics brand in the world

2. Canon’s wide portfolio includes digital cameras, DSLR’s, camcorders, photocopiers, printers

3. The company has over 180,000+ employees

4. The brand is present on the Tokyo Stock Exchange and also NYSE

5. Canon focuses on advertising through TVCs, print ads, online ads and billboards

6. Some of its leading digital camera brands are Canon PowerShot, Canon Digital IXUS, Canon EOS etc

7. It has been recognized as one of the leading environmental friendly companies in the world

8. Sponsorship has been done by Canon is football, motorsport etc

9. The company also indulges in CSR activities

Weaknesses

1. Intense competition means limited market share growth for Canon

2. Fake replicas & imitation products causes loss and hurts the brand image

Opportunities

1. The brand can focus on growth of technology

2. High purchasing power of the people can boost the business for Canon

3. Tie-up with leading mobile companies with which their cameras can be integrated

4. Global expansion into emerging economies can boost Canon’s business

Threats

1. High competition can decline Canon’s market share

2. Being a global brand, economic crisis and currency fluctuations affect margins

3. Counterfeit goods - a major threat to manufacturers of branded electronics like Canon

4. Availability of cheaper technology in local markets

Competition

Competitors

1. Nikon

2. Casio

3. Kodak

4. Sony

5. Pentax

6. Panasonic

7. Fujifilm

8. Olympus

9. Samsung

10. HP Hewlett-Packard


The table above concludes the Canon SWOT analysis along with its marketing and brand parameters.

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