(TIỂU LUẬN) situation analysis report canon inc

Gr oupWr i t t e nRe po r t Ph a nDuyMi nhTr í St ude ntI D:31 171 020 719 VõTr ầnThi ê n St ude ntI D:31 171 021 365 Tr ầnThị Mi nhTh St ude ntI D:31 171 020 472 Dươn gTh uTr St ude ntI D:31 171 020 716 Ng uyễnMi nhTr ưởn g St ude ntI D:31 171 024 048 Tr ầnHảiVy St ude ntI D:31 171 020 914 Mar c h25th, 201 Pr i nc i pl e sofMar ke t i ng Le c t ur e r :Ms Pham Ho ngHo a Cl as s :I SBBBUS8 PRINCIPLES OF MARKETING ASSESSMENT SITUATION ANALYSIS REPORT | Delighting you always Ta bl eo fCont e nt s A.Si t ua t i o nAnal y s i s Compa n yd e s c r i p t i on a Hi s t o r y b Mi s s i o ns t a t e me nt c CEO Pr o duc tde s c r i p t i o n a I n t r o d uc t i on b Fe a t ur e s B.Mar ke t i ngEnv i r onme nt s Mi c r oe n vi r onme n t s a Ab outt h ec o mpa n y b Supp l i e r s c Ma r k e t i n gi n t e r me di a r i e s d Cu s t ome r s e Co mpe t i t or s f Publ i c s Ma c r oe n v i r onme nt s a De mo n gr a phi ce n vi r o nme nt b Ec ono mi ce n vi r onme nt c Na t ur a le n vi r o nme n t d Te c hnol o gi c a le n vi r o nme nt e Po l i t i c a le n vi r o nme nt f So c i a le n vi r o nme nt C.SWOTAna l y s i s C.STDPAnal y s i s Se gme nt a t i o n Ta r g e t i n g Di ffe r e nt i a t i on Po s i t i o ni n g E.Co nc l us i o n | Delighting you always D.Re f e r e nc e s E Appe ndi c e s | Delighting you always A.Si t ua t i ona nal y s i s Co mpanyde s c r i pt i o n: a.Hi s t o r y : Ca no nI n c i saJ a pa ne s emul t i na t i ona lc or por a t i o nwh i c hs p e c i a l i z e si nma n uf a c t u r i n g i ma g i n ga ndo p t i c a lpr o duc t ss u c sc a me r a s ,c a mc o r de r s , t oc op i e r s ,s t e ppe r s , c o mput e r p r i n t e r sa ndme di c a le q u i p me nt I n1 933 ,Pr e c i s i onOp t i c a lI ns t r u me nt sLa bor a t or y ,d e di c a t e df o r r e s e a r c ho nq ua l i t yc a me r a s , wa sf ou nde di nRop pon g i , Mi na t oku ,T oky o , wh i c hwa st h efir s ts t e p t oe s t a bl i s ht hec u r r e ntCa nonCo Att h eb e gi nni n g , a l lpr o du c t swe r en a me dKwa non ,whi c hme a ns t heBu ddh i s tGo dde s so fMe r c y I twa sn otun t i l1 935t tt hen a me“ Kwa non”wa sc n g e di nt o “ Ca non ”a n dt hi sna mewa sr e gi s t e r e da st het r a d e ma r kl o g oo ft hec o mpa n yf r om t h e no n I n19 37, Pr e c i s i onOp t i c a lI n du s t r y , Co , Lt d wa ss e tupwi t hMr Ta k e s hiMi t a r a ia sPr e s i d e nt , t e ny e a r s f r om whi c hi tbe c a meCa no nCa me r aCo , I nc Sof a r , Ca nonha sh a dma n yb r a nc he sa r o un dt he wo r l d Ca n ona l s oo pe ne dt he i rfir s tf a c t or yi nVi e t n a m,ma ki n gt h e i rwa yt ot hi sma r k e t pl a c ei n 002 Th e r ea r ec u r r e nt l yt hr e eCa no nf a c t o r i e si nt hec ou nt r y b Mi s s i o ns t a t e me nt : Re c e nt l y ,a st he r ea r ea ni n c r e a s i n gn umbe ro fc ompa ni e sma nuf a c t u r i n gi ma gi n ga ndo p t i c a l p r o duc t s ,i ti sac l l e n g ef o rCa nont oma i nt a i ni t sc o mpa r a t i v ea d v a nt a g e si nt hei nd us t r ya ndt o t hec u s t ome r s Th e r e f or e , t h ec ompa n ya i mst od os e v e r a lf ur t he rr e s e a r c hwo r kt of o s t e ri nno v a t i o n a nds t r e n gt he nt h e i rc a me r aa ndpr i nt e rb us i n e s s e s ,a swe l la si n v e s t i n gmor ei nd e v e l opi n gf o urne w c or eb us i n e s s , wh i c r ehe a l t h c a r e ,n e t wo r kc a me r a s , c omme r c i a lp r i nt i n ga ndi n dus t r i a l e q ui pme n t Ca no n' sp hi l o s oph yi s' ky os e i ' Ac c or d i n gt oNgu y e n( 01 6) , i tme a ns' c ol i v i n g' i nJ a pa ne s e Wi t ht ts t a t e me nt ,Ca no nt r i e st oma k ep e opl eo fa l lc u l t ur e ,c us t o ms , l a n gu a g ea ndr a c e sl i v ea nd wo r kt o g e t he ri nh a r mon y Th i si swh yCa no nd e c i de nt het a g l i ne“ De l i ght i n gy oua l wa y s ”t o r e pr e s e ntt h e i rbus i ne s smo t i v e s Toa c hi e v e' ky os e i ' , Ca no nh a sl a unc he dma n yCSRa nd e n vi r o nme nt c on s c i o usc a mpa i gn ss uc st heCa no nBi r dBr a nc hPr o j e c t , Wi l dl i f eAsWeSe eI t e t c t oi mpr o v et her e l a t i on s h i pbe t we e nCa n ona ndc us t ome r sa swe l la st h es o c i e t y c CEO: Thec ur r e nt l ya s s i g ne dCEOa ndCh a i r ma nofCa nonI n c i sMr Fu j i oMi t a r a i Hewa sfir s t a pp oi nt e dPr e s i d e nto fCa n onI n c i n1 995a ndh a sb e e nc h a i r ma na ndCEOo ft hec ompa n ys i nc e 006d u et oac h a ng ei nt hec ompa n ys t r u c t ur e Pr oduc tde s c r i pt i o n: a.I n t r o duc t i on: Ca no nc a me r a sa r eo neo ft heb i gt o pr i v a l si nt hec a me r ndu s t r y ,wi t hmu l t i s e gme nt p r o duc t sr a n gi n gf r om c ompa c td i g i t a lmode l st oh i g he ndpr o f e s s i o na lDSLR( d i gi t a ls i n g l e l e ns r e fle x )o ne s I t ' sa l s ob e c a u s eofs u c hmul t i s e g me nt e dp r o du c t st h a tc ons ume r sh a v emor ec hoi c e s wh e nt he yde c i det ob u yac a me r a ,s u c sac ompa c tc a me r af o rt r a v e l i n gorabu l ki e ronewi t h a d v a nc e dt e c hn ol o gy( DSLR) , a l lofwhi c hc a nb ef o un da tCa non’ s a.Fe at ur e s : Po we r s ho t : · - Ds e r i e s :wa t e r p r o of , f r e e z e -a nds h oc k r e s i s t a n t - Es e r i e s :d e s i g no r i e nt e db ud g e tc a me r a s | Delighting you always - Gs e r i e s :fla g s h i pc a me r a swi t d v a nc e df e a t u r e s - S/ SDs e r i e s :" Pe r f or ma nc ea ndSt y l e "u l t r a c ompa c oi n t a nds h oo tc a me r a s - S/ SXs e r i e s :Ul t r aZo om c a me r a s DSLR: · - Fo rBe gi n ne r s :Ful lHDq ua l i t y ,e a s yt ou s e - Fo rEn t hus i a s t s :Hi g hI SO, f a s tc ont i n uou ss hoo t i n g , a ut of oc us , f ul l f r a mes e ns o r - Fo rt h ePr o f e s s i on a l :s t u nni n gi ma g eq ua l i t ywi t he x c e p t i ona lpe r f or ma nc ea ndt heh i g h e s t t e c h nol o gy B.Mar ke t i nge nv i r onme nt Mi c r oEnvi r onme nt s a Thec o mpan y : ¨ Bo ar fDi r e c t or s : Ca no nI n c wi t ho v e r8 0y e a r sofope r a t i n gh a sb e c omeo neo ft hemo s ts u c c e s s f u lc o mpa ni e si nt he ma nuf a c t u r eo fi ma gi n ga ndop t i c a lpr o du c t s , i nc l u di n gc a me r a s , c a mc or d e r s , t oc opi e r s , s t e ppe r s , c ompu t e rpr i n t e r sa ndme di c a le qu i p me nt Ca n onGl o ba lSe r vi c e se ffe c t i v e l yme e t s v a r i o usn e e dso ft he i rc us t o me r swi t hwor l d wi deb us i n e s sop e r a t i ons The yh a v ee x pa nd e dt h e i r s a l e sne t wo r kt hr o u g hmor et n2 20c oun t r i e sa ndr e gi on swi t hac ompl e t er a n g eo fo ne s t o p s e r vi c e si nEu r o pe , t h eAme r i c a s , As i aa ndJ a pa n Thi ss u c c e s sofCa noni sg a i n e db yaBoa r f Di r e c t or s , i nc l u di n g : o Fu j i oMi t a r a i :Ch a i r ma n& CEOofCa nonI n c ( Se eAppe nd i x1 ) o Ma s a y aMa e da :Pr e s i d e nt& COOofCa n onI n c o Hi r o s hiYok a t a :Pr e s i d e nt& CEOo fCa nonMa r k e t i n gVi e t n a m Co Lt d Ca no nh a v eb e e na v a i l a bl ei nVi e t n a ms i nc et he19 80 sa n ddu r i n gt hep a s ty e a r s , i t e s t a bl i s h e damo r es i g n i fic a ntp r e s e nc ewh e ni ts e tupf o urpr o du c t i o nf a c i l i t i e si nVi e t na ma sTha n g Lon gFa c t or y( HaNo iCi t y) , QueVoFa c t or ya n dTi e nSo nFa c t or y( Ba cNi n hPr o vi nc e ) Be s i d e s p r o v i d i n ge mpl o yme ntf o rmo r et n2 5, 00pe o pl e ,Ca nona l s oma k e so ut s t a ndi n gc on t r i b ut i o nst o o urc oun t r y ' sd e v e l opme ntt hr o u ghi t sme a ni n gf uls o c i a la c t i v i t i e s Be s i d e s ,Ca nonMa r k e t i n g Vi e t n a m Co Lt dwa sf oun de di nJ u l y2 012a ndha sa l s ob e e no pe r a t i n gt oma k er e a lc on t r i b ut i o nst o Vi e t n a me s es oc i e t y nanc i n g : ăFi Ac c o r d i n gt oHi s t o r i c a lda t ao fCa nonGl oba l201 7,Ca nonne ts a l e sh a sr e a c he d¥4, 0, 15 mi l l i on,i n c r e a s e d¥6 78, 28mi l l i o ni nc ompa r e dwi t ht hen e ts a l e si n2 016 Th e s efigur e ss t r o n g l y s ho wt tCa no nI n c i sd e v e l o pi n gt he i rfina nc i a lde pa r t me ntwi t ht h er i g hts t r a t e gy( s e eApp e n di x ) b S uppl i e r s : Supp l i e r sp l a ya ni mpor t a ntr o l ei na n yc ompa n y ’ so pe r a t i on Es t a bl i s he di nJ a pa n, Ca non c ho os e sOi t at os e tupt he i rt wol a r g e s r o duc t i onf a c i l i t i e s :Oi t af a c t or ya ndAkif a c t or yf o r ma nuf a c t u r i n ga swe l la sr e s e a r c hd e v e l o pme nta ndt he r e f o r ema k eJ a pa ne s ebe c omeap r o c u r e me nt | Delighting you always b a s ef o ri t ss u ppl i e r The s ema nuf a c t or i e swi t ht hemos ta d v a nc e dt e c hnol o gya ndt hes t r i c t n e s si n wo r ki n gp r o c e s s ,Ca no nt a k e spr i d ei nb e i n gama nuf a c t u r e rt he ms e l v e sf oro v e r75y e a r st op r o vi d e t he i rc u s t ome r swi t ht heh i g h e s tq ua l i t y Byu s i n gmo r ema c hi n e swi t hh i g hp r o duc t i v i t y ,Ca non ’ s y i e l dwi l li nc r e a s ef r om 3% i n2 014t o6 0% i n2 018a c c or d i n gt oFi n a nc i a lTi me swi t hmo r ea nd mor ec r e di b l e“ Ma dei nJ a pa n”p r o duc t s b Mar k e t i n gI n t e r me di a r i e s : Ca no nMa r ke t i n gVi e t na m Co Lt dh a sb e e no pe r a t i n gu nde rt heg ui da nc ea nds u ppo r to f Ca no nAs i aMa r k e t i n gGr oupa ndCa no nSi n g a por ePt e Lt d whi c hi st h er e g i o na lma r k e t i n g h e a dq u a r t e rf orCa non' sSout h& So ut he a s tAs i ar e g i o n Al on gwi t ht hed i s t r i b ut orLeBa oMi n h, Ca no nh a smo r et n3 00a ut h or i z e ds e r vi c ep a r t n e r si nt hec ou nt r y LeBa oMi nhJ o i n tSt o c k I n v e s t me ntCo mpa n y ,e s t a b l i s he di nAu gus t1 997, i st h ewe l l kn o wnd i s t r i b ut o ro fCa no np r o duc t s f o ro v e r2 0y e a r si nVi e t n a m.Re a l i z e dt tVi e t n a mh a sa ne no r mo usp ot e nt i a lf orCa nont o d e v e l op, t h ec omp a n yh a sc oo pe r a t e dwi t hLeBa oMi nhs i nc e2 00 3t oh e l pCa n ond e l i v e r e dt he i r p r o duc t st oVi e t na me s ec u s t ome r s Wi t ht hes up por tofLeBa oMi n h, Ca nonha sbe c omemor e f a mi l i a rt oc u s t o me r sa mon gd i ffe r e n tr e gi o nsi nVi e t n a m;t h ec omp a n yh a se x pa nde dt he i rn e t wor k i n6 4p r o vi nc e swi t hmor et n4 00t r u s t a b l ea g e nc i e sf o rVi e t n a me s ep e o pl et ob u yCa non ’ s p r o duc t s Af t e rfif t e e ny e a r sc oop e r a t i n gt o g e t h e r ,b o t hLeBa oMi n n dCa no nc a nma k et he i ro wn r e pu t a t i o ni nt hema r k e t I fCa n onb e c ome soneo ft hemos tf a mousb r a ndo fi ma gi n ga ndo p t i c a l p r o duc t sa mon gVi e t na me s ep e opl e ,LeBa oMi n hh a ss uc c e e de di ns u ppl y i n gg oods e r v i c e st ot he i r c us t ome r sa ndb e c omet hefir s tc ho i c eofc ons ume r si nb u yi n gCa nonp r o du c t swi t hh i g hq ua l i t ya nd r e a s ona bl ep r i c e s c Cus t ome r s : Ca no n’ sCa me r a st a r g e ta tt h ed omi n a t i n gc ons ume r ss e gme ntwh oa r eMi l l e nni a l sa ndh a v e a tl e a s tal o we rmi ddl ei nc ome Th e yr a n g ef r om t e e n a g e r so rc ol l e g es t ude nt swi t hc a pa b l ep a r e n t s , wh i t e c ol l a rwor k e r so rf r e e l a nc e r swh owor ki na r t s Thet a r g e t e dc o ns u me r sa r et o wn s pe opl e f o l l o wi n ga nu r b a nl i f e s t y l e:t h e ya r ea c t i v e , out g oi n gp e opl ewhol e a dab us y ,f a s t p a c e de v e r yda y l i f ewhi l ek e e nons o c i a lme di au s a g ea ndt he r e f o r eh a v eah a b i to fd oc ume nt i n gt h e i rda y Th e ya r e a l s os e tt ot r a v e la tl e a s tt wi c eay e a ndbe l i e v ei nma ki n gt hemos to fe a c hmo me nti nl i f e Thi si s t oe xpl a i nCa n on ’ sd e v e l opme nto fmo r ec ompa c tbu ts t i l lpo we r f ula ndf a s hi o na bl ec a me r al i n e s l i ket heGSe r i e s ,t heb ol de s tf e a t u r eo fwhi c hi swi r e l e s ss r i n gma ki n gi tmor ec on v e n i e ntt o u pl o a dh i g hd e fini t i onp h ot oso nl i n e ,a sa ne ffo r tt or e f or mc ons ume r s ’h a bi to fu s i n gt hec on v e ni e nt s ma r t phon ef o rc a p t u r i n gmome nt s Ast h er e s ul t i n ge ffe c t , Ca no na dsof t e nt i me sf e a t u r ey oun g , i nflue nt i a lf a c e st r a v e l i n g ,s o me t i me swi t hah i n tofh u mor Asah i g hi n v ol v e me ntpr o du c t , Ca non h a ss ma r tc on s u me r swhoa r ea wa r eo ft hev a l u et he ys e e ki nap r o du c t , a r ea bl et oc o mpa r eb e t we e n s i mi l a rp r o du c t sf r o mc o mpe t i n gbr a ndsa nda r ewi l l i n gt op a y“ mor ef o rmor e ” Ca noni s d e t e r mi ne dt or e s e r v et he i rr e put a t i o no fh i g hl ys u s t a i na bl epr odu c t s a Co mpe t i t i o r s : Ca no nh a sanu mbe ro fdi r e c ta n di nd i r e c tc omp e t i t or sf r o mt hec a me r ama r k e t , f o rb o t h DSLRa n dPo we r s ho tpr o d uc tl i n e s Di r e c tc ompe t i t o r s : • DSLRp r o duc tl i ne Br a nd Pr i c i n g De s c r i p t i on | Delighting you always • Mo s tc ommonl y 5, 00, 00VND -40, 00 , 00 0VND TheDSLRs e gme nti sNi k o n ’ s ma i nf o c us ,a si t st e c hnol o gyi s c r a c t e r i z e db yai n no v a t i v e p r o c e s s i n ge n gi nes up por t e d b yac o n v e ni e nta v a i l a bi l i t y Mo s tc ommonl y 5, 00, 00VND -35, 00 , 00 0VND Pe nt a xDSLRsa r er e a s ona bl y p r i c e dc on s i d e r i n gi t sde s i r a bl e f e a t u r e s Ho we v e r ,t he yh a v e n oto ffic i a l l yj oi ne dt he Vi e t n a me s ema r k e ty e t ,whi c h me a nsl o wa v a i l a bi l i t y Po we r s ho tpr o d uc tl i n e Br a nd Pr i c i n g De s c r i p t i on 0, 00, 00VND -20, 00 , 00 0VND Ni k on ’ sc omp a c tc a me r a sa r e d e s i gne df orma xi mum p or t a bi l i t ya l on gwi t hs t r o n g a ut of oc usa ndc o nt i nu ous s ho ot i n g Ho we v e r , t h e r ea r e f e wo pt i o nst oc h oos ef r om , 00 0, 00VND -25, 00 , 00 0VND So n y ’ sc omp a c td i g i t a lc a me r a s a r ee ndu r a bl ei nh a r s h c on di t i ons , whi l ea l s o h i gh l i ght i n gs pe e da ndau s e r f r i e ndl yi nt e r f a c e The ya r e mod e r nl yde s i g ne dwi t r e a s ona bl eo pt i o nsr a n g e 1, 00, 00VND -32, 00 , 00 0VND Thi ss e g me nto fPa na s o ni c ’ s c a me r a spr e s e nti t s e l fa sa l l s e a s o n sa d v e nt u r ec a me r a sf o r a c t i on The ya r ea l s owi fir e a d y wi t hc ompa c td e s i gnt t c ome si nav a s tv a r i e t yo f c ho i c e s I t sdo wns i dei sh i gh p r i c i n g | Delighting you always , 00 0, 00VND -15, 00 , 00 0VND Sa ms un g ’ sc a me r a sa r e c r a c t e r i z e db yi mp r e s s i v e s ho ot i n gs p e e da n dp or t a bl e d e s i gn Th e ya r ea l s owi fir e a d ya ndd i v e r s e I ndi r e c tc o mpe t i t o r s Br a nd Pr o duc t “Instax" cameras Ma n yb r a nds Ma n yb r a nds · · Fi l mc a me r a s Sma r t ph one s Pr i c i n g De s c r i p t i on , 50 0, 00VND -4, 00, 00VND I n s t a xc a me r a si suni q ue f o ri t sc on v e ni e n c ea nd p i c t u r es t y l e ,d i v e r s ei n d e s i gnb uti st a r g e t e da ta s ma l l e rc u s t ome rs e g me nt o fy oun gp e opl eo nl y , 00 0, 00VND -5, 00, 00VND Fi l mc a me r a ss ui tt h et a s t e o fo l d s c ho olpho t ot a k e r s whol i k et h i n g svi nt a g e As an i c hema r k e t , t hi s s e gme nti sn o tama i n s t r a t e g i cf oc usof ma nuf a c t u r e r sa ndi sn o t wi d e l ya v a i l a bl e High-end smartphones are Hi g he nds ma r t ne s equipped with easy pointand-shoot photography a r epr i c e da t features providing high 5, 00, 00VND -30, 00 , 00 0VND quality shots at the expense of your mobile device f Pu bl i c s : Ci t i z e na c t i onp u bl i c s:TheVi e t na me s ePh o t o gr a ph yAs s o c i a t i oni sa c t i v ei nh o s t i n g p hot o gr a ph yc ompe t i t i on st oe n c o ur a g ea ndp r o mot ep r o f e s s i o na la nds e mi pr op ho t o gr a ph y Ge ne r a lpubl i c s:They ou n ga ndg r o wi n gwor kf or c ea c c ou ntf or~5 3% o fVi e t n a m’ sp op ul a t i on , t heme di a na g eo fwhi c hi s2 Vi e t n a me xpa nd i n gmi ddl ec l a s swhoa r ec on ne c t e da nds ma r t c on s u me r sa ndha v eah i g hs p e n di n gc a pa bi l i t yi se x pe c t e dt od o ubl eb y20 20 ( Di n h,2 16) | Delighting you always · · · Ca no nu s e r sp ubl i c s:Thi spub l i cgr o u pa ffe c t sCa noni naf u nda me nt a lwa ya st he y ,a s e x pe r i e nc e du s e r s ,f r e e l ys h a r ea bou tt h e s ec a me r a su nde rt h ef or mofac r i t i q ue Ba dr e vi e ws r e c e i v e dwoul du ndo ubt e dl ya ffe c tCa nons a l e s Me di apu bl i c s:Vi e t n a mp r e s si sr e l a t i v e l yp o we r f ult o wa r d st h ep ubl i c ,t h ou ghf r e e dom o f s p e e c ndi n f or ma t i o ni sno twe l lpr a c t i c e nma t t e r she a v i l yr e l a t e dt op o l i t i c a li s s ue s One c nn e lofme di ab e i n ge xpl oi t e de ffic i e nt l yi ss o c i a lme di a ,e s p e c i a l l yFa c e bo ok The ya r ea l s o amor ep o we r f ulpubl i s h e ro fa f or e me nt i o ne dc r i t i q ue s I n t e r na lp u bl i c s:Ca nonVi e t n a mi sd e t e r mi ne dt oc r e a t eac o mmi t t i n gwor ki n ga t mos p he r e wh e r et he i rt hed e v e l opme ntofe a c hme mbe ndc on ne c t i o na mon gt h eo r g a ni z a t i o ni s p r i o r i t i z e d ( Ca no nVi e t n a m Co ) Ca nona l s oa c t i v e l yh ol d sp ho t o gr a ph yc ont e s t st oe n c ou r a g e a t t r a c tne wpot e n t i a lc us t o me r sa n dp r o mo t ebr a nd’ sna me Mac r oEnv i r onme nt s: a De mo g r a ph i c : Ac c o r d i n gt ot hewe bs i t eoft h eCe nt r a lI nt e l l i g e nc eAg e nc y( CI A) , Vi e t n a mr a nks1 5o nt he l i s t ofn a t i o nsb yp opul a t i o n Wi t ht het o t a lpopu l a t i ono fa p pr o x i ma t e l y9 6mi l l i on( J u l y2 17) , gr o wt hr a t ea t0 93 %,3 %a r eu r b a np e opl ea ndt hea g eg r o upo f2 55 4t a k e su pt o4 5 6% Vi e t n a me s ec on s u me rs pe ndi n gi ss t e a di l ygr o wi n ga ndi se s t i ma t e dt or e a c h1 2, 00b i l l i onUSD b yt hee ndo fJ u ne2 018( s e eAppe ndi x3 ) Th i si sapr o mi s i n gma r k e tf ort h ec ons ump t i onof e l e c t r o ni cd e vi c e s b Ec on omi c : Vi e t n a mi saSo c i a l i s tc o unt r y ,whi c hme a n st h eg o v e r nme nth a sad i r e c ti n v ol v e me n ti n e c on omi cd e v e l opme nt I ns p i t eo ft h a t , t h emod e r nd a yVi e t n a mi s“ ami xb e t we e nt hi ss t a t e p l a nne de c on omya n dama r k e te c onomy ”( Wo r l d At l a s ) Be c a us eo ft heDo iMoi( 86)p o l i c y , Vi e t n a mh a sg o nef r om “ ac e nt r a l l yp l a nne de c ono myi nt oamor ema r k e t o r i e nt e de c on omyt hr o u gh gr a dua li n t e gr a t i oni nt ot heg l oba lt r a di n ga n di n v e s t me nts y s t e m”( WTO) Thi sope n st heg a t ef o r f o r e i g ni n v e s t o r st oc omet oVi e t n a m.Af t e rWTOa c c e s s i o n, Vi e t n a me xpe r i e nc e das u r g ei nf o r e i g n d i r e c ti n v e s t me nt Mor eFDIma ke st h ec ou nt r yac o mpe t i t i v ema r k e tf ord i ffe r e n tc o mpa ni e si nt he s a mefie l d Comi n gi nt ot hi sma r k e t , f o r e i g nc omp a ni e sh a v et od e a lwi t hd i ffe r e ntc l l e n g e swh i c h Vi e t n a mi sf a c i n gs u c si nfla t i on Ne v e r t he l e s s ,Vi e t n a mi ss t i l lb e l i e v e dt obe c omeo neoft h e “ f a s t e s tgr o wi n ge me r gi n gma r k e t si nt h ewor l d ”( Wor l d At l a s )b y2 20wi t haGDPof$43 6b i l l i o n c Nat ur a l : Loc a t e di nt heSo ut he a s tofAs i a , bor d e r e db yLa os , Ca mbodi a , Ch i na ,Gul fo fTha i l a nd , Gu l fo fTon ki na ndSo ut hChi naSe a ;Vi e t n a mi sat r o pi c a lc ou nt r yf a c i n gl o t so fe n vi r o nme nt a l c l l e n g e sn o wa da y s “ Ma j o rf a c t o r sc o nt r i but i n gt ot h e s ep r o bl e msi nc l udeah i g hp o pul a t i on gr o wt hr a t e ,r a pi du r b a ni z a t i o n,a c c e l e r a t i n gi nd us t r i a l i z a t i o n,we a ke nf o r c e me nto ft hel a wso n e n vi r o nme nt a lpr o t e c t i o n, a n dal a c ko fe duc a t i ona ndc u l t ur a la wa r e ne s s ”( Th eI nt e r n a t i o na lTr a de Ad mi ni s t r a t i o n( I TA) ,U S.De pa r t me ntofComme r c e , 2017 ) Ce nt e rf o rDe v e l o pme nta n d I n t e gr a t i onr e por t st te v e r yy e a r , a bou t9 , 00t o nso fe wa s t ei st h r o wna wa yb yVi e t na me s e p e o pl e Th e r e f or e , Ca n onMa r k e t i n gVi e t n a m Lt d ( CMV)l a unc he daf r e eCo l l e c t i b l eEWa s t e Re c y c l i n gp r o gr a mi no r d e rt od e a lwi t ht hi spr o bl e m.Th i sp r o gr a mh a sma n ya c t i v i t i e ss uc sf r e e r e c o v e r yo fr e c y c l a bl ema t e r i a l so re wa s t et ob ec l o s e dp r o c e s s e d “ Ca non Fo raGr e e nVi e t n a m”i s ap r o j e c ti ni t i a t e db yCa nona ndt h eVi e t n a m Mi n i s t r yo fNa t u r a lRe s o ur c e sa n dEn vi r o nme n tt o c on t r i b ut et og l o ba le n vi r o nme n r o t e c t i on Th ep r o j e c ti st oc opewi t hgl ob a lc l i ma t ec n g ea nd r a i s et hea wa r e ne s sa bo utt h i si s s u ea mon gt hec ommuni t y d T e c hno l o gi c al : | Delighting you always Mi l l e ni a lwhi t e c ol l a rwor k e r se n j o ymor et ot h e i rl i f et nj us tt heb a s i c s They o un g g e ne r a t i o na r et r e ndf ol l o we r swhoa r ef a mi l i a r i s e dwi t hhi g h t e c hnol o gya nda r ewi l l i n gt op a yf or l e i s ur epr o d uc t sl i k ec a me r a s ,aki n f“ a ffor d a bl el u xur i e s ”( Ch u, 201 7) Th i si st os a yt t Vi e t n a mi sa ne v e rp o t e nt i a lma r k e tt e c hno l o gye nt e r p r i s e si n c l u di n gCa nont oo p t i ma l l ya ppr o a c h a nde xp l o i t C SWOTa nal y s i s Strength Weakness Customer loyalty: Canon has built a stable brand image through a lot of potent marketing campaigns and high quality, endurable products that are always launched with commitment As a result, the company gradually earns a strong, loyal customer base, which distinguishes them from many other companies · Dependence on a competitor: The fact that HP is now one of the biggest purchasers of Canon in terms of laser printers, for which Canon receives a stable sales of 18% from HP, can make Canon overdependent on this company Canon’s earnings per share (EPS) will definitely be affected if the contract between the two companies were to be canceled · Strong Product Portfolio: Canon targets various segments as they diversify their product portfolio by producing a wide range of products to appeal to different customer groups This helps the company to be less dependent on just any particular segment, therefore minimizes risks · Defects : Despite superior technology, due to cursory releases, Canon made some mistakes with their products, of which a typical case is sensor defects spotted of their Rebel T6s and T6i (dpreview, 2015), which caused much damage to brand image · · Strong and diversified manufacturing operations: Whenever entering new markets, Canon builds their own facilities and labour rather than outsourcing, so the products will always be of best quality and low production cost, making production most efficient Opportunity • C a no nn o wa da y si smos tf a mousf o rt he i r i ma gi n gp r o du c t s , wh i l et he i ro t h e r i n v e s t me nt sa r en ota swo r l d wi de l ykno wn t husl e a di n gt oal a c kofc u s t ome r a wa r e ne s si nc ompa r i s o nwi t ho t he rbr a nd s Threat • G · rowth in the digital printing industry: the digital printing market in 2020 is estimated to be approximately twice as busy as in 2013 In addition, inkjet printing is very strong in the present and going to contribute a great part of the segment Rapid changes in technology: Innovation in smartphone cameras threatens the whole camera industry Canon and all other companies specializing in cameras need to quicly adapt to the situation to avoid being obsolete in this industry • T he US economy has been healthy recently, with the GDP growth being stable at 2-3%, unemployment being in natural rate, and C anon has a lot of strong competitors in all kinds of product, such as cameras (Nikon, Sony, Samsung, etc.), inkjet printers (HP, • | Delighting you always inflation or deflation in control It is a perfect time for all the industries in the US to develop (CNBC, 2017) • G rowing medical device market: Canon has decided to invest in the world’s medical device business as it is perpetually expanding Dell, Panasonic, Samsung, etc.) and so on R • aw material price sometimes unexpectedly increases, causing production cost to fluctuate and the company’s profit affected A D STDPa nal y s i s Se gme nt a t i on KIDS & *Age: 5-18 *Lifestyle: Active *Occasions: Special TEENAGERS *Income: *Social class: occasions Parent- Middle & Upper *Benefits: Affordable based class price & convenience Urban areas *User status: Potential users & 1st time users *Usage rate: Low & Medium ADULT SINGLES *Age: 18+ *Lifestyle: Active *Occasions: Special & FAMILIES *Income: *Social class: Occasions Middle & Middle & Upper *Benefits: Affordable high income class price & convenience level *User status: Regular Urban areas users, Potential users & 1st time users *Usage rate: Low & Medium BEGINNERS TO *Lifestyle: Active, *Occasions: Regular Adventurous, Occasions & Special 42 Achievers Occasions *Income: *Social class: *Benefits: Good price- *Age: PHOTOGRAPHY Mainly 18- Urban areas | Delighting you always Middle & Middle & Upper quality proportion high income class *User status: Regular level users, Potential users & 1st time users *Usage rate: Medium & High *Age: *Lifestyle: Active, *Occasions: Regular PHOTOGRAPHE Mainly 18- Adventurous, Occasions & Special RS 42 Achievers Occasions *Income: *Social class: *Benefits: Good price- Middle & Middle & Upper quality proportion AMATEUR high income class *User status: Regular level users & Potential users Urban areas *Usage rate: High PROFESSIONAL *Age: *Lifestyle: Active, *Occasions: Regular PHOTOGRAPHE Mainly 18- Adventurous, Occasions & Special RS 42 Achievers Occasions *Income: *Social class: *Benefits: Good price- Middle & Middle & Upper quality proportion high income class *User status: Regular level users & Potential users Urban areas *Usage rate: High Tar g e t i ng: a Cur r e ntt ar g e t : Ca no n’ st a r g e t e dgr o u pa r emi d dl et oh i g hi n c omey oun gp e opl ei nur b a na r e a sa sa ma t e ur s a ndp r o f e s s i o na l s Mo r es pe c i fic a l l y ,Ca nont a r g e t sc onne c t e ds p e nde r swhoha v eah i g hi nt e r n e t p e n e t r a t i on ,a r ewe l li nf o r me da ndt r e n da da pt e r s The ys ho ul dt r a v e lof t e nf o rl e i s u r ea n db us i n e s s , h a v eah a bi to fs h a r i n gt he s ee x pe r i e nc ewi t hc l o s eo ne sort h e i rs o c i a lc i r c l e , t h e r e f o r ee n j o yt hee xp e r i e nc eo ft r a di t i ona ly e tpo we r f ulc a me r a st tha v eamode r nd e s i g ni ns t e a ft hec on v e n i e nc eo f s ma r t phon e sde s p i t eb e i n gb u s y a.Re as onsf ort h i sde c i s i on: ● Ama t e urs e g me nt a t i o n | Delighting you always Thec o ns ume rma r k e ti sn o wbe i n gd omi n a t e db yt hec onn e c t e ds p e nde r s ,whi c hi s s p e c ul a t e dt oa c c ou ntf or4 %o ft heg l oba lpopu l a t i on Conn e c t e ds p e nde r sa r eac on s e q ue nc eo f t hei n no v a t i oni nt e c hn ol o gywhi c he na bl e sa ni nc r e a s i n gn umbe ro fI n t e r n e tu s e r swhoa r ewi l l i n g t os pe nda tt h e i rdi s c r e t i ona r yi nc o mea ndha v eh i g hI n t e r ne tpe n e t r a t i on Yo un gp e o pl ea g e d2 53 4, a l s okno wna st heMi l l e nn i a l s , ma k eu p3 1% o ft hi sc on s u me rf or c e( Ni e l s o n, 201 5) ● Pr o f e s s i ona ls e g me nt a t i o n Ca no np r i d e si t s e l fofi n no v a t i v et e c hnol o gya nde ndu r a bi l i t y Foc us i n go nt heDSLR p r o duc tl i nei sawa yo fma gni f yi n ga ndr e i n f or c i n gt heb r a ndn a mea ndi t spo s i t i o ni n g a.T ar g e t i n gs t r a t e gy : Ama t e u rs e gme nt a t i o n As u r v e yc ond uc t e db yFa c t or y3 60c onc l ude st h a tMi l l e nn i a l sv a l uet hee x pe r i e nc emo r e t nt hea c t ua lpr o du c t Th i sme a nst heXGe ne r a t i ona r emo r el i k e l yt od e c i deo nap ur c h a s ei ft h e y f e e lac on ne c t i o nt ot h ep r o du c tt h a tpr o mi s e swor t h ye xpe r i e nc e s Asar e s ul to fs ma r t ph one d omi n a n c ea si tc a t e r sf orb u s yMi l l e ni a l swhop r e f e rc on v e n i e nc eo v e l l , t hed omi na nts t r a t e gyf o r Ca no ni sno tt oc on v e nt i on a l l ypr o mo t et he i rs up e r i o rf e a t u r e s , b utt of oc u sond e pi c t i n gt he i r mod e r nl yde s i g ne dc a me r a si nawa yt h a tc on ne c t swi t hb u y e r s Ul t i ma t e l y, Ca non’ sa ma t e u r s e gme n tma r k e t i n gs t r a t e gyf o c usha ss wi t c he df r o ms e l l i n gt h ec on v e n i e nc et os e l l i n gt he e x pe r i e nc e Pr o f e s s i o na ls e gme nt a t i o n Thi sma r k e ti sn i c h ea n dr e q ui r e st hec or ea c t ua lq ua l i t ya n di nno v a t i v ef e a t u r e soft h e p r o duc to v e rp r o mo t i onso rf e e l i n g ba s e da d v e r t i s e me nt s Di ffe r e nt i a t i o n: a.Pr oduc td i ffe r e nt i a t i on: Ca no nh a sahu g er e put a t i o nf o re x c e l l e nt , r e l i a bl ea ndd u r a bl ep r o duc ti sc or r e l a t e dwi t ht he h i gh a d v a nc e dp e r f or ma nc ec a me r a swi t he x c e pt i o na lq ua l i t y I nVi e t n a m,Ca nonr e c o gni z e st he c us t ome rp s y c hol o gyi nVi e t n a ma n dt hewo r l d , i ng e ne r a l ,ma y ben o twi l l i n gt op a yf ort h ep r o duc t wi t hs o mes p e c i a lf e a t ur e swi t hh i gh e rpr i c e s , Ca nonc us t ome r sl oo ki n gf orapr o d uc twi t h s a t i s f a c t o r yp r i c ea ndh i g hq ua l i t y Ho we v e r ,f ort h eh i g he n dp r o duc t , Ca no na l s op r o pos et he p r o duc twi t hs p e c i a lq ua l i t ya ndr o b us tc a me r af o rt heo nes e e ki n gf ort heb e s twi t hp r e mi u m pr i c e s The r e f or e , Ca no nc o mpr e he ns i v e l yc onc e nt r a t eo nR&Dt oma k ei t sp r o d uc tme t i c ul ous l ya d v a nc e d i ns t e a dofc r e a t i n gt o oma n yd i ffe r e nc e s I nc on t r a s t ,Ni k ono net heb i g g e s tr i v a lofCa nonh a s d i ffe r e nto ft hep r o duc t i o np hi l os o ph yt oCa n on, t h e yh i g hl yf o c uso nc r e a t i n gn e wb r e a kt h r o u gh t e c hn ol o gyf orn e wpr o d uc t s Th e r e f o r e ,wi t ht hec u l t ur eo fh i g hi n no v a t i onp r o d uc tCa no ns a i dt h a t " Wewa ntt oma k et hewo r l d ' sb e s tc a me r a ”Theh i s t o r yo fCa n on' sr e s e a r c ndde v e l o pme n ts t a r t e d wi t ht hi se nt e r p r i s i n gs p i r i t St a t i s t i c a l l y ,Ac c o r d i n gt oFo r t un ema g a z i n eCa no nr a nk e d3rdg l o ba l l y wi t h3 665d e vi c e sp a t e nt e d He nc e , Ca n onf o c usonc r e a t i n gv a l u e sf o rc u s t ome r sb yi n v e s t i n gi n R&Dwi t ht h eb e s tpr o d uc t sa nda swee a s i l yr e c o gni z e d,wi t hi su ni q ueb us i ne s sp hi l os op h y ,Ca non h a sd i ffe r e nt i a t e di t spr o duc tt oo t h e rc ompe t i t o r s a.Ch anne ldi ffe r e n t i at i on: Ca no n.I ncd i s t r i b ut i onn e t wor ki nVi e t n a mi sc omp r e he ns i v e l yd i s t r i bu t e da r o un dt he c ou nt r yt h r ou g he x c l us i v ed i s t r i but i onc nn e li sLeBa oMi nh Cor p Be s i d e st h a t , t h e i rpr o du c t a l s od i s t r i b ut e di nt hee l e c t r o n i cma r k e t | Delighting you always a.I ma g ed i ffe r e nt i a t i on: Ca no ni sc r a c t e r i z e da soneo ft hemos tf a mousa nda t t r a c t i v eb r a nd si nt hewo r l da swe l l a sa ni mme r s ee xt e ns i o ni nVi e t n a m He nc e ,t h en umbe r so ff a n sa n dl o y a lc us t o me r eh u g e , t h e d e ma ndf o rt h ep r o du c ti sp o we r f ulwh i c hr e q u i r eCa n ona ndt heo t h e rbr a ndl i n e st or u nb us i n e s s e ffe c t i v e l y The s ed a y s , c us t ome r sh a v enu me r o usc h oi c e st op ur c h a s ed i gi t a lc a me r al i n e swi t h d i ffe r e ntp r i c e sa ndq u a l i t yd e pe ndo nt hen or ma lorl u xur yp r o du c t Ca n ona l s oc o ns t a nt l yc a t c hu p wi t ht hen e wt r e ndo fc a me r ad e s i gn, t h ea ppe a r a n c e , t h ep ur pos e ,t h eq ua l i t yt ome e tt hed e ma n dof e a c hs e gme nt a t i onc us t ome r sb yg i v i n gas t a t i c a l l yi ns i g htt he i rbe h a vi ora ndb u i l di n gt h el on g t e r m p l a nf o ri mp r o vi n gp r o d uc t s Ap pe nd i x5s ho ws2 015d i g i t a lc a me r ama r k e ts h a r ei nJ a pa n, whi c hwa sc a l c ul a t e db yI DC s t Fo rd i ffe r e ntb r a nds a l e s , Ca nonr a nkst he1 p l a c e swhi l eSo n ya ndNi k ona r es ma l l e nd a c c or d i n gt os o mes e a r c bou tc us t o me r si nt e r e s t si nc a me r a ,mo s toft h e mc ho os et her e n o wn n a me sl i k eCa non ,Ni k on, Son yb utmos to fa l lCa n oni st hemos opu l a rc a me r ab r a ndsa ndi t s a l s oo neo ft hei mpo r t a ntc ompe t i t i v ea d v a nt a g eo fCa no n.( Re f e rt oAp pe ndi x6 ) a.Pe opl edi ffe r e nt i a t i on: St a ffo fCa n on.I nca l wa y spu tc u s t ome r s ’s a t i s f a c t i o na tt h et o po ft he i rpr i o r i t i e s The i rg oa l i st oc r e a t et heh i g he s tq ua l i t yp r o duc t st ob e s ts a t i s f yt he i rc us t ome r swi t ht hes l o g a n“ De l i ght i n g y oua l wa y s ” Po s i t i o ni ng: I Pos i t i o ni ngma ps | Delighting you always I nt hema r k e tofc a me r a s , a l t h ou ghCa n onh a st oc ompe t ewi t hma n yc omp e t i t or si ndi ffe r e nt a t t r i but e st oa t t r a c tc on s u me r sb uy i n gt he i rp r o duc t s , t h i sc omp a n yi ss t i l lma i n t a i ni n gt h e i rp os i t i on i ns u ppl y i n gt he i rc us t o me r swi t hv a s tv a r i e t yo fc a me r ap r o duc t s Be s i d e sI n t e r c h a n g e a bl eLe ns Di gi t a lCa me r a s ,Di g i t a lCompa c tCa me r a sa n dma n yd i ffe r e ntl i n e s , Ca n ona l s op r o duc e sc a me r a wh i c hc on t a i no t he rf unc t i o nsf o rv a r i ousd e ma nds u c sSt i l lVi de oCa me r a s( 19 86–1 992 ) , Mo vi eCa me r a s( 95 6–1 982 )o rDi g i t a lCi n e maCa me r a s Th e s ec a me r a spr o vi deu s e r swi t h gr e a t e rf r e e dom f o ro nl oc a t i o ns ho ot i n gt ome e tawi de r a n g eofpr o f e s s i o na ln e e dsf o rs u c h p r o duc t i o nsa smo v i e s , TVd r a ma sa n dd oc ume nt a r i e s Thi sf e a t u r ei sa ni mp or t a nta t t r i but et o ma k eCa nons u c c e s s f uli nbe c omi n go neo ft hefir s tc h oi c e so fc us t o me r swhe nb u yi n gc a me r a s Co mpa r i n gt ot hedi r e c tc ompe t i t or ss uc sNi k on, Son y ,Sa ms u n g ,e t c Ca nono ffe rv a r i o us t y pe sofc a me r af ord i ffe r e ntt a r g e t , s ot ta l t h ou ght he i rp r o duc twi t ht hes a meq ua l i t yb uth i gh e r p r i c et no t h e rb r a nds ,Ca nons t i l lb e c omet heb e s tc ho i c eo fc u s t ome r si nc a me r a s Mo r e o v e r , Ca no ni sa l s okno wna sap r e s t i gi ou sna mei nt hec a me r nd us t r ywi t ht hes a l e sof¥ 4, 80, mi l l i oni n2 01 7( Ca nonGl o ba l ) , Ca n oni sma i n t a i ni n gt he i rp os i t i onwi t hav e r yp r o f e s s i ona l s t r a t e g i e s Pos i t i o ni ngma pbyv ar i e t y | Delighting you always Pos i t i o ni ngma pbyqual i t y I I Va l uePr opo s i t i on Ac c o r d i n gt op r o por t i onb e t we e np r i c e sa ndpr o d uc tq ua l i t y , Ca nona ppl i e s“ mor ef o rmor e ” p os i t i o ni n gs t r a t e gyf ort he i rc a me r as e r i e s Wi t hh i ght e c hn ol o gys u c sCu t t i n g Edg e Te c hnol o g i e sa ndme t i c ul ou st od e t a i li nt h e i rwo r ki n gpr o c e s s , Ca no ns t i l lo ffe rc ompe t i t i v ep r i c e s a swe l la sq ua l i t yt ot h e i rc us t o me r sa ndma k et he mb e l i e v et he i rc ompa n y ( Re f e rt oAppe nd i x7 ) E.Conc l us i on Ca no n-wi t hah i s t or yo fne a r l y8 5y e a r s-h a sc o met ot h eVi e t na m ma r k e twi t hap i o ne e ri n t hep ho t oi n dus t r ys i nc et hee a r l y1 980 s Al o n gwi t ht hep r o f e s s i o na l i s mi np r o du c t i o na nddi v e r s i t y i nt e r msofpr o du c t s , Ca nonh a sc r e a t e dt r u s twi t hVi e t na me s ec on s u me r sa st h e yh a v ema d eg r e a t c on t r i b ut i o nsi nma n yfie l d ss uc se du c a t i on, c ul t ur ea nds o c i e t y , e s p e c i a l l yt h ec onc e r na bout e n vi r o nme nt a li s s u e she r e Si n c et he nCa no nh a sbe e nc on t r i b ut i n gt oab e t t e rl i v i n ge n vi r onme ntf or t heVi e t na me s ep e op l e | Delighting you always Re f e r e nc e s 015Ma r k e tSha r eo fDi g i t a lCa me r nJ a pa n.( n d ) Re t r i e v e dMa r c h0 3, 2018 ,f r o m h t t p : / / n ba kki t e na bl o g c om/ Ama de o , K.( n d ) Wha tWi l lt heEc o nomyDoi n2 01 8a ndBe y ond ?Re t r i e v e dMa r c h2 3,2 18, f r om h t t ps : / / www t he ba l a nc e c om/ An hTu ( 20 16)Ca nonv ac a uc h u y e n“ Ma d ei nJ a pa n” Re t r i e v e df r o mh t t p : / / v nr e vi e w v n/ Bha s i n ,H ( 018, Fe br u a r y0 9) SWOTAn al y s i so fCa non-Ca nonS WOTa nal y s i s Re t r i e v e d Ma r c h23 ,2 01 8,f r o mh t t ps : / / www ma r k e t i n g91 c om/ Bi nhMi nhDi gi t a l ( 20 15)Ma ya nh Re t r i e v e df r o mh t t p s : / / bi nh mi n hd i g i t a l c om/ ma y a nh / Ca me r a l a ndSa ndt o n.( 201 5)Ni k onv sCa n onv sFu j i :Wh os ed i g i t a lc a me r a sa r et heb e s t ? Re t r i e v e df r om ht t ps : / / c a me r a l a nds a n dt o n c o z a / Ca no ni st hemo s tPo pul a rCa me r ab r a nda c c or d i n gt oCons ume r s ( n d ) Re t r i e v e dMa r c h0 3, 018, f r o mh t t p : / / b l o g s n a ps or t c o m/ Ca no nI n c ( 20 18)I n v e s t orRe l a t i on s Re t r i e v e df r o mh t t p : / / www g l o ba l c a non/ Ca no n.Ma r k e tSe gme nt a t i o n.Re t r i e v e dMa r c h1s t , 2018f r om h t t p : / / c a nonma r k e t wor d p r e s s c om/ Ca no nMa r ke t i n gVi e t na m Compa n yLt d ( 010)Cor p o r a t eSoc i a lRe s po ns i b i l i t y Re t r i e v e d f r om h t t p: / / www c a n onvn c om v n/ Ca no nI n c Ca nonCa me r aMu s e u m Re t r i e v e df r o mh t t p : / / g l oba l c a no n/ Ca no nI n c Di g i t a lCi ne maCa me r a s Re t r i e v e df r om h t t p : / / g l o ba l c a non / Ca no nI n c ( 20 18)Ou rBu s i n e s s Re t r i e v e df r o mh t t p: / / www g l o ba l c a non/ | Delighting you always Ca no nI n c ( 20 18)Co r p or a t eI n f o Re t r i e v e df r o mh t t p : / / www g l o ba l c a non/ Ca no nI n c Cu t t i n g Ed g eTe c hn ol o gy Re t r i e v e df r o m ht t p: / / www c a no n c om/ Ca no ni s s ue sp r o duc ta d vi s or yf o rRe be lT6i / T6s ( n d ) Re t r i e v e dMa r c h25 ,2 01 8, f r o m ht t ps : / / www d pr e vi e w c om/ Ca no n.( n d ) Re t r i e v e dFe br ua r y23 ,2 01 8, f r o m ht t ps : / / www u s a c a non c om Ca no nVi e t n a m.En vi r o nme nt a lAc t i v i t i e s Re t r i e v e dFe br ua r y2 2nd, 201 8f r om h t t p : / / www c a non c om v n/ pe r s ona l / we b/ c o mpa n y / a bo ut / e n vi r o nme nt a c t i vi t i e s Ca no nVi e t n a m.Cor po r a t eSo c i a lRe s pon s i bi l i t y Re t r i e v e dFe br ua r y2 2n d, 20 18f r om h t t p : / / www c a non c om v n/ pe r s ona l / we b/ c o mpa n y / a bo ut / c s r Ca no nv sNi k on ( n d ) Re t r i e v e dMa r c h1 ,2 01 8,f r o mh t t p s : / / www d i ffe n c om/ d i ffe r e nc e / Ca no n_v s _ Ni k on CI A ( 018) THEWORLDF ACTBOOK Re t r i e v e dFe br ua r y2 2n d, 20 18f r o mh t t p s : / / www c i a g o v/ CNBC ( 20 17, De c e mbe r2 1) USt hi r dq ua r t e re c onomi cg r o wt hl o we r e dt o3 %.Re t r i e v e dMa r c h 5, 018, f r o mh t t p s : / / www c nbc c om/ Di n h,V ( 016 ) Do i n gb us i ne s si nVi e t na m2 016-PwC Du n g ,L.B ( s p r i n g2 15) Cha l l e n g e si ne nt e r i n gVi e t na me s ema r k e tf orc omp a n i e si nt he s r i n ge c onomy( Un pub l i s he dma s t e r ' st h e s i s ) LAHTIUNI VERSI TYOF APPLI ED SCI ENCESr e t r i e v e df r om h t t p s : / / www t he s e us fi/ bi t s t r e a m/ Ea s t ma nKo da kComp a n y ( 18)KODAKDi gi t a lCa me r a s Re t r i e v e df r o m h t t p s : / / www k o da k c om/ Fu j i fil m.( n d ) Re t r i e v e dFe br ua r y2 3, 20 18, f r o mh t t p : / / www f u j i fil m c om Fu j i fil m Cor por a t i o n.Di g i t a lCa me r a s Re t r i e v e df r o mh t t p : / / www f u j i fil m c om/ | Delighting you always I n no v a t i onFe e di n gt heWo r l d ( n d ) Re t r i e v e dFe br ua r y2 ,2 01 8,f r o mh t t p s : / / www g l oba l i n no v a t i on i n de x or g / Le i c aBout i q u eVi e t n a m.( n d ) Re t r i e v e dFe br ua r y2 4, 20 18, f r om h t t p : / / www l e i c a v i e t na m c o m Ma r ke t i n gI nt e r a c t i v e ( 2013 ) Ca s eSt ud y :Ho wCa nonc a r v e dan e wma r k e ts e gme nt Re t r i e v e d Ma r c h4t h, 2018f r om ht t p: / / www ma r k e t i n g i n t e r a c t i v e c om/ Ma r s lRi c r d ( 012)Kod a kSt r a t e gy Re t r i e v e df r om h t t p s : / / www s l i de s r e n e t / Me y e r , Kl a usE , Tr a n,Ye nThiTh u& Ngu y e n ,Hun gVo( 200 6) :Do i n gBu s i n e s si nVi e t n a m, Thun de r b i r dI n t e r na t i o na lBu s i n e s sRe v i e w2 8, no 2, p.2 32 90 Re t r i e v e df r o m h t t p : / / kl a us me y e r c o u k/ pu bl i c a t i on s / 20 06_me y e r _t r a n_ n gu y e n_TI BR_ fina l p df MyAs s i gn me ntHe l p Ma r k e t i n gSe gme nt a t i ono fCa no n.Re t r i e v e dMa r c h2 nd, 2018f r om h t t p s : / / my a s s i g nme nt h e l p c o u k/ f r e e s a mpl e / ma r k e t i n g s e gme nt a t i on of Ca non ( n d ) Re t r i e v e dFe br ua r y25 ,2 01 8, f r o m ht t p: / / v i e t n a mne ws vn/ a t e c h nol o gy s t o r y t oi ns p i r e v i e t n a me s e y ou t h / 56 Ni k on ( n d ) Re t r i e v e dFe br u a r y2 3, 2018 ,f r o mh t t p : / / www n i k o n c o m Ni k onCor por a t i o n.I ma gi n gPr o duc t s Re t r i e v e df r om ht t p : / / i ma g i n g n i k o n c o m/ Ni k on1V1/J 1Re v i e w ( n d ) Re t r i e v e dMa r c h1 1, 2018 ,f r om h t t p s : / / www d pr e vi e w c om/ Ol ympus ( n d ) Re t r i e v e dFe br ua r y23, 201 8, f r o m ht t p s : / / www o l y mpu s g l o ba l c om Ov e r s e a sBus i ne s sRi s k-Vi e t n a m ( n d ) Re t r i e v e dFe br ua r y25 ,2 01 8, f r o m ht t ps : / / www g o v u k/ Pa na s on i cI n d i a ( 201 6)Ca me r a s& Ca mc or d e r s Re t r i e v e df r om ht t ps : / / www p a na s oni c c om/ Pa na s on i cVi e t n a m.( n d ) Re t r i e v e dFe br u a r y2 3, 2018 ,f r o mh t t p s : / / www p a na s o ni c c om/ v n/ Ri c o h.( n d ) Re t r i e v e dFe br ua r y2 3, 201 8, f r o mh t t p h: / / us r i c ohi ma gi n g c om Ri c o hI ma gi n gAme r i c a sCor p or a t i o n ( 201 7)Ca me r a s Re t r i e v e df r om | Delighting you always 2 h t t p s : / / us r i c oh i ma gi n g c om/ Sa ms un g ( n d ) Re t r i e v e dFe br u a r y2 3, 2018 ,f r om h t t p s : / / www s a ms un g c om/ u s / So n y ( n d ) Re t r i e v e dFe br ua r y2 3, 2018 ,f r o mh t t p s : / / www s o n y c om SWOTAna l y s i s ( n d ) Re t r i e v e dMa r c h2 3, 2018 ,f r o mh t t p s : / / b us a dm600c a non we e bl y c om/ Te c hnol o gy| AnR&DEn vi r o nme ntt tVa l u e sPe o pl e ( n d ) Re t r i e v e dMa r c h0 3, 201 8,f r o m h t t p : / / www c a non c om/ TheI n t e r na t i on a lTr a deAd mi ni s t r a t i o n( I TA) ,U S De pa r t me ntofCo mme r c e Vi e t n a mEn vi r o nme nt a la n dPol l u t i onCon t r o lEq ui pme nta ndSe r vi c e s Re t r i e v e dFe br u a r y 2nd, 2018f r om h t t ps : / / www e x po r t g o v/ The s eFi r msWo nt heMo s tPa t e nt si n20 16 ( n d ) Re t r i e v e dMa r c h03 ,2 18, f r o m h t t p : / / f o r t une c o m/ T.H.( 201 6) TheDi ffe r i n gGoa l so fDi ffe r e ntCa me r aCompa n i e s Re t r i e v e dFe br ua r y2 4,2 18, f r om h t t ps : / / pe t a pi x e l c om/ Chu ,W.( n d ) Vi e t n a m’ sCons ume rPr e f e r e nc ef or" Affor d a bl eLuxu r i e s " Re t r i e v e dMa r c h25 , 018, f r o mh t t p : / / e c on omi s t s pi c k r e s e a r c h h kt d c c om/ Vi e t n a m –o neo fwor l d ' smos e a c e f ulna t i ons ( n d ) Re t r i e v e dFe br ua r y25, 201 8, f r o m Gl o ba lPe a c eI n d e x ( 201 8, Fe br ua r y22) Re t r i e v e dFe br ua r y2 ,2 01 8,f r o mh t t p s : / / e n wi ki pe di a o r g/ Vi e t n a me s eg o v e r nme nte n nc e st a xp ol i c yt oa t t r a c ti n v e s t or s ( n d ) Re t r i e v e dFe br u a r y2 5, 018, f r o mh t t p : / / t a xi n s i g ht s e y c om/ Wor l dAt l a s ( 17) TheEc ono myo fVi e t na m.Re t r i e v e dFe br ua r y2 3r d, 201 8f r om h t t p s : / / www wor l d a t l a s c om/ WTO.Re t r i e v e dFe br u a r y2 3r d, 018f r om h t t p s : / / www wt o o r g / | Delighting you always | Delighting you always Appe ndi c e s Appe ndi x1 :Thec u r r e ntCh a i r ma n& CEOo fCa nonI n c :Fu j i oMi t a r a i Appe ndi x2 :Ca nonSt a t e me nt sofI n c ome( So ur c e :Hi s t or i c a ld a t ao fCa nonGl o ba l2 01724 Appe ndi x3 :Vi e t na me s ec on s u me rs pe ndi n gi nc r t | Delighting you always Ap pa n | Delighting you always Appe ndi x7 :Pr o duc t ’ sv a l uep r o po s i t i o n | Delighting you always ...2 PRINCIPLES OF MARKETING ASSESSMENT SITUATION ANALYSIS REPORT | Delighting you always Ta bl eo fCont e nt s A.Si t ua t i o nAnal... of the biggest purchasers of Canon in terms of laser printers, for which Canon receives a stable sales of 18% from HP, can make Canon overdependent on this company Canon? ??s earnings per share (EPS)... smartphone cameras threatens the whole camera industry Canon and all other companies specializing in cameras need to quicly adapt to the situation to avoid being obsolete in this industry • T