Canon SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of Canon analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Canon SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Canon to benchmark its business & performance as compared to the competitors and industry. As of 2020, Canon is one of the leading brands in the IT & Technology sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Canon competitors and includes Canon target market, segmentation, positioning & Unique Selling Proposition (USP).

Canon SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Canon Brand Analysis
Parent Company

Canon Inc


Consumer Electronics


IT & Technology

Tagline/ Slogan

Delighting you always; See impossible


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

Canon STP
Canon Segmentation

Electronics Semiconductors and Home appliances

Canon Target Market

Upper middle and upper class individuals

Canon Positioning

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

Canon SWOT Analysis
Canon Strengths

Below are the Strengths in the SWOT Analysis of Canon:

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

Canon Weaknesses

Here are the weaknesses in the Canon SWOT Analysis:

1. Intense competition means limited market share growth for Canon

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

Canon Opportunities

Following are the Opportunities in Canon SWOT Analysis:

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

Canon Threats

The threats in the SWOT Analysis of Canon are as mentioned:

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

Canon Competition

Below are the top 10 Canon competitors:

1. Nikon

2. Casio

3. Kodak

4. Sony

5. Pentax

6. Panasonic

7. Fujifilm

8. Olympus

9. Samsung

10. HP Hewlett-Packard

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Canon. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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