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By ascertaining future growth in the office equipments industry, Canon entered the market using their specialised knowledge of opto-electronics and expertise in R&D to create a low cost, quality manufacturing strategy.
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Canon Executive summary By ascertaining future growth in the office equipments industry, Canon entered the market using their specialised knowledge of opto-electronics and expertise in R&D to create a low cost, quality manufacturing strategy. Introduction During late 1960's, after runaway success of copier's, Xerox appeared as invincible in its industry as any company ever could. Xerox acquired 93 percent market share world wide and a brand name synonymous with copying. At that time Canon, "the camera company from Japan," jumped into business. With less than a tenth the size of Xerox, Canon had no direct sales or service organisation to reach the corporate market for copiers, nor did it have a process technology to by-pass the 500 patents that guarded Xerox. Canon first studied the distribution of offices and than decided to focus on a latent segment the Xerox had ignored. This was the segment comprised of small offices who could benefit from the...
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