Canon SWOT Analysis, Competitors & USP

Posted in IT & Technology, Total Reads: 12583

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. Canon is one of the leading brands in the IT & Technology sector. The table below also lists the top Canon competitors and elaborates Canon market segmentation, target group, positioning & Unique Selling Proposition (USP).

Canon SWOT, Competitors, Marketing STP & 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

Electronics Semiconductors and Home appliances

Target Group

Upper middle and upper class individuals


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

Canon SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Canon. Strengths are:

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


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


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


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

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

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, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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