Canon SWOT Analysis, USP & Competitors

Posted in IT & Technology, Total Reads: 4543

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


Parent Company

Canon Inc


Consumer Electronics


IT and 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


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


1. Intense competition means limited market share growth for Canon

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


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


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



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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