Appendix 1b: Cover Page for Group Written Assignment

ABDT2043 FUNDAMENTALS OF MARKETING

Academic Year 2020/2021
Group Written Assignment

Students’ names Students’ ID Nos.

1. Teng Hong Lok Yin 20WBD00965
2. Chang Zer Mei 20WBD02156
3. Chong Yee Tong 20WBD02108
4. Lai Shan Yuan 20WBD01478
5.
Programme: DEM Word count:3771 Tutorial class:1

Assessme Excellent Good Average Poor Very poor

nt
Criteria
Product 8.0 6.0 4.0 2.0 0
(8.0) Excellent Good application Sufficient Insufficient Minimal
8 application of of course application application of course application of
course material/theories/ of course material/theories/ course
material/theories/ concepts. Good material/the concepts. Evidence material/theories/
concepts. understanding ories/ of not understanding concepts. Strong
Comprehensive of the topic. concepts. A many areas in this evidence of not
and thorough lack topic. understanding
understanding of of understa the topic.
the topic. nding in
some areas.
Place (8.0) 8.0 6.0 4.0 2.0 0
Excellent Good application Sufficient Insufficient Minimal
application of of course application application of course application of
4 course material/theories/ of course material/theories/ course
material/theories/ concepts. material/the concepts. material/theories/
concepts. Good ories/ Evidence of not concepts.
Comprehensive understanding concepts. understanding many Strong evidence
and thorough of the topic. A lack areas in this topic. of not
understanding of of understa understanding
the topic. nding in the topic.
some areas.
Price (8.0) 8.0 6.0 4.0 2.0 0
Excellent Good application Sufficient Insufficient Minimal
application of of course application application of course application of
4 course material/theories/ of course material/theories/ course
material/theories/ concepts. material/the concepts. material/theories/
concepts. Good ories/ Evidence of not concepts.
Comprehensive understanding concepts. understanding many Strong evidence
and thorough of the topic. A lack areas in this topic. of not
of understa

1
 understanding of nding in understanding
the topic. some areas. the topic.
Promotion 8.0 6.0 4.0 2.0 0
(8.0) Excellent Good application Sufficient Insufficient Minimal
4 application of of course application application of course application of
course material/theories/ of course material/theories/ course
material/theories/ concepts. material/the concepts. material/theories/
concepts. Good ories/ Evidence of not concepts.
Comprehensive understanding concepts. understanding many Strong evidence
and thorough of the topic. A lack areas in this topic. of not
understanding of of understa understanding
the topic. nding in the topic.
some areas.
Introductio 8.0 6.0 4.0 2.0 0
n (2.0) and An excellent A good An average A brief and poor A very poor
recommen introduction with introduction and introduction introduction that is introduction that
dations important brand sufficiently that lacks vague with little shows little
(6.0) overviews. Origi important brand important brand effort.
nal overviews. brand information. Recom Recommendation
3.5 recommendations Recommendation overviews. mendations are s are few and
that contribute to s that contribute Recommen generally irrelevant. out-of-point.
the product’s to the product’s dations are
future success. success though valid but
not very original. very
common in
the market
place.
References 5.0 4.0 3.0 2.0 1.0
and Outstanding Good application Generally Incorrect referencing Non TARUC
citations application of of TARUC correct with many errors. Harvard
(5.0) TARUC Harvard Harvard referencing Referencing.
Referencing Referencing. with some
2 Minor errors errors.
only.
Appendices 5.0 4.0 3.0 2.0 1.0
and Highly relevant Good appendices Generally Few and poorly Very few
academic appendices that that support and good chosen appendices appendices and
format (5.0 support and enhance the supporting that have little mostly
) strengthen an writing. appendices relevance to the irrelevant.
3 evidence-based but with writing.
writing. some
poorly
chosen
ones.
TOTAL 28.5/50

2
Appendix 2

FACULTY OF ACCOUNTANCY, FINANCE AND BUSINESS

Academic Year 2020/2021
Plagiarism Statement

Read, complete and sign this statement to be submitted with your written work.

We confirm that the submitted work is all our own work and is in our own words.

Name (Block Capitals) Reg. No. Signature

1. ……Teng Hong Lok Yin……. ……20WBD00965… Yin

2. …Chang Zer Mei…………. ……20WBD02156…

3. …Chong Yee Tong…………. …20WBD02108……

4. …Lai Shan Yuan……………. …20WBD01478…..

5. ………………………………. ……………………… ………………….

Programme …………DEM………….

Tutorial Class ……………1…………..

Date ……………24/2/2021…………….

3
Appendix 3
FACULTY OF ACCOUNTANCY, FINANCE AND BUSINESS
Academic Year 2020/2021
ABDT2043 FUNDAMENTALS OF MARKETING
COURSEWORK ASSIGNMENT – TEAM MEMBER CONTRIBUTIONS
Programme: DEM
Group leader: Teng Hong Lok Yin Handphone no.: 0143086092

Assignment Name: Name: Name: Name: Name:

sections Lai Shan Chong Yee Chang Zer Teng Hong
Yuan Tong Mei Lok Yin %
% % % % contribution
contribution contribution contribution contribution
Eg: Lim 50% Chan 25% Quek 25% Tan 0% Anne 0%
Product 100%
Product Lai 100% Yee 0% Zer 0% Teng 0%
(100%)

Place Lai 0% Yee 100% Zer 0% Teng 0%

(100%)

Price Lai 0% Yee 0% Zer 100% Teng 0%

(100%)

Promotion Lai 0% Yee 0% Zer 0% Teng 100%

(100%)

Introduction and Lai 50% Yee 0% Zer 0% Teng 50%

recommendations
(100%)
150% 100% 100% 150%
TOTAL %

Team Member Contribution:

Name of student Total team member % contributions * Signature

Teng Hong Lok Yin 150% Yin
Chang Zer Mei 100%

Chong Yee Tong 100%

Lai Shan Yuan 150%

4
* Any student contributing less than 100% on the above will have 10 marks
deducted from their shared group marks.

Appendix 4b
FACULTY OF ACCOUNTANCY, FINANCE AND BUSINESS

COURSEWORK FEEDBACK FORM FOR WRITTEN ASSIGNMENT

COURSE CODE/ COURSE TITLE: ABDT2043 Fundamentals of Marketing

NAME OF STUDENT(S): ID Nos:
1) Teng Hong Lok Yin 20WBD00965
2) Chang Zer Mei 20WBD02156
3) Chong Yee Tong 20WBD02108
4) Lai Shan Yuan 20WBD01478
5)

PROGRAMME: DEM
YEAR OF STUDY: 1 ACADEMIC YEAR: 2020/2021
SEMESTER: 3
GROUP NO: 1/ 2/ 3/ 4/ 5/ 6/ 7/ 8/ 9/ 10/ 11/ 12/ 13/ 14/ 15/ 16/ 17/ 18
COURSEWORK NO: 2 NATURE OF MARKS ALLOCATED:
COURSEWORK:
Group assignment 28.5/50 = 57 /100

Overall feedback:

The main problem with the report is that you don’t appreciate that you are marketing a 20,000-ringgit
professional camera. Therefore the distribution system you describe is not suitable for such a product. The
promotional tools are also not quite right since the target audience is not the normal consumer but the
professional photographer.

Students’ Date: Lecturer’s /Tutor’s Date:

Acknowledgement: Name and Signature: 17-3-2021
15/4/2021
Tony Teoh Eng
Lock/Tony Teoh

Note: This form must be submitted together with the assessment grid/grading criteria and Turnitin
report for the coursework

5
 FOM Group assignment Turnitin
by TENG HONG LOK YIN

Submission date: 24-Feb-2021 07:47PM (UTC+0800)

Submission ID: 1516947465
File name: FOM_Group_assignment_turnitin.docx (24.09K)
Word count: 3771
Character count: 18792
6
Introduction:

Canon Malaysia launched two full-frame cameras in the EOS R series in 2020. It is Canon EOS R5
and Canon EOS R6. The Canon EOS R5 is a model that is more focused on professional
photography. Comparing to Canon EOS R6, Canon EOS R5's functionality and specs are a bit more
sophisticated.
The Canon EOS R5 has an ergonomic design with a large grip to hold and an accessible button.
When the Canon EOS R5 does not attached with a lens, its weight is relatively light at 738g.
However, once the Canon EOS R5 attached with a lens, the photographer probably would not be able
to take it around with just one hand.
The photographer can see a tiny joystick to change the autofocus points, which can be done while
taking photos and interacting with the menu. On top of the tiny joystick, it has a 3.2-inch LCD
touchscreen. The Canon EOS R5 LCD can be rotated 180 degrees to the front. This function is
excellent for the people to vlogging or taking selfies. However, due to its weight
when attached with a lens, thus it is not recommended to bring it outdoors for vlogging. Besides,
there is also a small display on the top of the camera that can be used to show what mode the
photographer is currently using.
Furthermore, the photographer can insert two memory cards into the two slots in the Canon EOS R5.
One slot is prepared for an SD card and the another one is prepared for CFExpress card. However,
besides of this, there is also has a lot of ports on the left side of the Conon EOS R5 such as USB
Type-C port, micro HDMI port, mic input, audio output, and also a power port.
As Canon EOS R5 is a camera that focuses on photography, thus it can produce many beautiful
images. Because of CMOS Digic X 45MP full-framer sensor, the images are crystal clear even after
zooming or cropping. The sensor excels in low-light environment too. In the dark or low- light
environment, the camera can remain the images with noise-free up to ISO 12800. Moreover, the fast
AF Pixel II Dual autofocus system covers the entire camera frame. This system allows the camera to
maintain focus on the moving subjects. On top of that, its eye- tracking system helps the Canon EOS
R5 to identify the faces of humans and animals. With this eye-tracking system, the Canon EOS R5
can maintain its focus even if the photographer takes photos at a rate as high as 20FPS.

7
In terms of stabilization, the Canon EOS R5 features an in-body image stabilizer (IBIS) that works
very well with the 24-105mm F4 RF lens. In addition, battery life is quite substantial too. At full
charge, its 16Wh-capacity battery can take over 300 photos.
For video recording, Canon EOS R5 claims that the videographer can record 8K and
4K@120FPS footages. When the video is recoding, the fast autofocus, high ISO setting, and also
ffiiS work just as well. However, it does get hot quickly after some time while doing recording. All
in all, Canon EOS R5 is a robust camera foe photography usage. Its heating issue does make it ill-
suited for long sessions of video recording. But the Canon EOS R5 can offer an amazing result to a
professional photographer.

1.0 Product:
1.1: Product line and variety
Canon Inc is a successful company in producing camera. It is because Canon Inc has always been
known for its innovation and uniqueness in its product. It has always tasted the benefits of first move
advantage. Canon will become such successful in the camera world is because Canon has the
distinction of being first in many things. For example, the world's first digital camera and also the
first copier machine for plain paper are produced by Canon. All the Canon 's multifuctional devices
are all the best in terms of quality and also durability. Their sustainability is assured because the
materials used are of superior quality. Recently, Canon Inc has introduced a new camera series call
EOS R series. The highlight of EOS R series is all the cameras are mirrorless. In this series, there are
many cameras that has well performance in takgi pictures or recording videos. There are a few models
in the EOS R series. For example, there are Canon
EOS R, Canon EOS RP, Canon EOS R6, and also Canon EOS R5. In all these models, Canon EOS
R5 and Canon EOS R6 are the latest models that are introduced by Canon. It is the first time for
Canon to place groundbreaking 8k resolution video recording in the Canon EOS R5 camera. The
Canon EOS R5 camera is favorite by many photographers because it can make the
photographers experience on the best of Canon's full-frame mirrorless series. Besides, the Canon
EOS R5 camera with all-new Animal Detection AF and powerful In-Body Image Stabilization, it can
effectively help the photographer to take the excellence pictures.

1.2: Style and Design

8
Canon EOS R5 is the new introduced product by Canon in the year 2020. Canon EOS R series
cameras are all the mirrorless cameras. However, the overall design of the Canon EOS R5 is not all
dissimilar to the earlier EOS R series models. The Canon EOS R5 has the similar design and styling
as well as a very similar general size and shape with the other Canon EOS R series models. Although
the Canon EOS R5 has a plethora of controls, but due to its relatively small size, the majority of
buttons and dials are all in the easy-to-reach locations. Canon EOS R5 is the most pro- oriented camera
in the Canon EOS R-series models. However, the Canon EOS R5 is surprisingly compact and
lightweight in the hand although it includes a big 45MP full-frame sensor and in- body image
stabilization. When someone look at the Canon EOS RS, it does not give a 'feel' like a full-frame camera
to the people. Besides from its relatively small size, the Canon EOS R5 is also comfortable for the
photographer to hold. It is because Canon EOS R5 has a deep handgrip with an excellent ergonomic
contouring. The Canon EOS R5 allows for fast and menu-less access to critical shooting in the button
and dials part. Moreover, Canon EOS R5 also has a 3.2-inch LCD panel with is similar to the other
Canon's camera models. Last but not least, the Canon EOS R5 uses a much higher resolution OLED
panel compared to the previous EOS R series models.

1.3: Branding
Canon is a Japanese company which was founded in the year 1937. The brand name, Canon, is
linked with adjectives like the best and most impressive. Canon has the distinction of being one
of the largest companies related to optical products and also imaging technology. This innovative
company has successfully obtained many patents under its name. Canon company's knowledge and
firm grip on the market has made it become a company to reckon with. Nowadays, Canon is a
household name with headquarters in Ota, which is in Japan. It also has its regional headquarters in
many cities and towns of Europe, Africa, America, Middle East, Asia, and also Australia. The
company is committed in taking on the world with sheer determination and new concepts. The motto
of Canon is to creating new ideas and new opportunities and the vision of Canon is towards the
future. However, Canon has many competitors which are produce almost the similar things. For
example, Nikon, Sony, Samsung, Lumix, Pentax, Casio and Olympus are
all the competitors of Canon as they also produce cameras, printers, and even calculators.

1.4: Quality

9
In year 2020, Canon EOS R5 had received Camera Innovation Award because Canon EOS R5 is
choose by Expert Imaging And Sound Association (EISA) as the best product in the camera
innovation in the year 2020 to 2021. Canon EOS R5 will win the Camera Innovation award is
because Canon EOS R5 is the first mirrorless camera to be capable of recording 8K video. Besides,
Canon EOS R5 will chose as the best product in the camera innovation is because its video hybrid is
capable of recording 4K footage at a remarkable 120fps, and the Canon EOS R5 can also shooting
45-million-pixel still images at up to 20fps. Furthermore, Canon EOS R5 is also claims the most
effective image stabilization in the world. Last but not least, Canon EOS R5 can fulfill the
photographers' and videographers' demand by its complete all-round packaging. It is because Canon
EOS R5 is using the high-resolution electronic viewfinder and also the professional-level controls
that it can effectively help the photographers and also the
videographer in taking the excellent pictures and videos.

2.0 Place
Place strategy is also known as distribution strategy. Place strategy is a process that show how and
where a company distributes its products and services in front of the customers to get the consumer
purchases and the market share. A right place and time are very important for a
company to reach their targets.

2.1 Address of headquarters

Canon company was founded by Goro Yoshida, Takeo Maeda, Takeshi Mitarai and Saburo Uchida.
This company is based in Tokyo, Japan. The four geographic area that Canon company sales its
products are Asia and Oceania, Japan, Americas and also Europe. Canon company started expanding
to Malaysia market in 1987 with the operational of the Canon Marketing (Malaysia) Sdn Bhd. Canon
Marketing (Malaysia) Sdn Bhd mainly focused on the objective of offering outstanding products and
services to Malaysian users. Malaysia consumers can find or service their Canon products in 13
districts such as Johor, Kedah, Melaka, Negeri Sembilan, and Kuala Lumpur. Canon branch offices
are located in Johor Bahru, Kuantan, Kedah, Penang, Melaka, Kuching and also Kota Kinabalu. They
are responsible for the Canon Malaysia

10
market and each branch manager will report the sa les or latest information to the management at the
main office.

2.2 Retail strategy

Canon company mainly provide services and sa le products in the malls and shopping centres. For
mall and shopping centres, Canon store can be found in the form of storefront or a department in an
Information Technology Hypermarket. The products which easily being broken such as camera
usually will be displayed to the customers inside the glass cabinet. The latest type of camera, and
different types of camera lens will be list inside the glass cabinet with their prices and their features
besides.If consumers are interested with any of the camera, they can ask the staffs to take it out and
the staffs will explain to them about the features of the products. The storefront will also prepare some
stocks of each products in their store room to prevent shortage. Canon also provides online retailing
to convenient their consumers. Consumers can do online payments, selection , customers service
consultation and also get the detail information of Canon products through online. For example,
consumers can purchase Canon EOS R5 on the online platform such as Amazon, Lazada, Shopee and
so on. This is very convenient for those who are busy on work and do not have much time to go
shopping or buying Canon products physically. Consumers can purchase and pay for their products
through credit card and the products will be delivery to their home. Consumers can also do
comparison on prices and characteristic of the products easily before buying.

2.3 Marketing system and distribution channel

Canon company are using multichannel distribution system. Multichannel distribution system occurs
because Canon company sets up more than two marketing channels to achieve the customer
segments. The channels that used by Canon company are e-commerce platforms, distribution partners
and also brand outlets. Canon company have their own warehouse, distribution and logistics
environment. Canon company has an Electronic Data Interchange System for the suppliers from
different distribution channels who have actual dealings with Canon company procurement
operations. With this system, all the orders and quotations can be exchange between Canon and
suppliers. Canon company will receive the order requirements from each branch offices then they
will deliver the products according to the orders. All the

11
suppliers are required to obey and understand the guideline and cooperation to follow the
requirements are necessary to keep the sustainable procurement activities. All the products are well
packed to make sure that the products will not be destroyed during the distribution process. The
suppliers from e-commerce platform are also required to packed the products according to the
requirement when delivering. The products quantity and consumers satisfaction are the main
cares of Canon company.

2.4 Number oflntermediaries

Canon company is an exclusive distribution. Canon company provides only a limited number of
dealers the exclusive right to distribute its products. Canon is a company that produce technological
products. This can ensure that all the processing and manufacturing methods of the products are
confidential from competitors. Canon company need a long time to do research and manufacture a
new product. Canon camera such as Canon EOS R5's accessories manufacturing methods and the
software included in this camera are holding by Canon company only. Canon also released "Canon
Supplier Code of Conduct" to the supplier who have achieve and get permission from Canon
company. Thus, consumers can check the supplier code to make sure
that all the Canon products they buy are genuine. To ensure the quality of the products, Canon
suggested consumers to send their camera to the branch office or service centre under Canon. Canon
also gives consumers the warranty duration for their products that sold in formal ways. In the
warranty duration, Canon will provide the services of fixing the camera if there have any
software problems free of charge.

Price

3.1Product bundle pricing

Price bundling is combining several products or services into a single comprehensive package for
a single price. For example, body only camera, lens, each has its own price, but the seller
combines them into a package, and sell them at a new price. Of course, the new price is definitely
cheaper than sold separately.

12
As the picture showed, the price of Canon EOS R5 body only digital camera is RM18,201.21, lens is
RM 4447.26, almost 22 thousand Ringgit Malaysia. but in price bundle pricing, Canon EOS R5 with
lens ad Memory Card just only RM21 thousand. It shows a cheaper price and consumer will feel very
cost-effective and buy it.

3.2Customer segment price

Customer segment price is just charging various costs to various individuals for the equivalent or
comparative product or service. Canon also launched this service for student groups. For example,
Canon and KDU launched this promotion for KDU students, they can buy
the same camera at a cheaper price compare with the market price.

3.3Discount and allowance

Discount and allowance pricing can take many forms.

Discounts can be provided as a cash discount, allowances refer to payments or price reductions to
reward dealers.

Trade-in allowance is the sum by which the seller will decrease the expense of your new vehicle
because of exchanging your old one. For instant, Canon has launched a "Camera and Camcorder
TRADE-IN special promotion" to encourage the consumer to bring their camera to enjoy a high trade-
in value and get a new camera at a lower price

3.4Competition based pricing

There are many camera brands now, and competition with peers cannot be avoided. Even many social
media will compare them to make it easier for some consumers to choose. They compare with the
quality, price, practical scene, etc.
Here is an example ofNikon and Canon essential lenses at a different scene.

13
4.0 PROMOTION
4.1 Direct Marketing Tools

Canon EOS R5- Canon Company had successfully promote their product by using direct marketing
tools. This can be proved they use online platform to promote their product's advantages. For
example, Camera Valley an online platform, Canon Company educates consumer how to
differentiate the body of their product compare to the other brand 's product. Canon Company had
used YouTube as a channel to attract customers.They had created a Canon
company channel and use this forum to promote Canon EOS R5. Canon Company finds adults to
aid in promoting their product because adults want a high resolution and quality compare to the
elders. Canon Company lets adults to speak out their own opinion about Canon EOS R5 they used
which is resolution and focus staking. The final result is adults prefer high resolution compared to
focus staking as it capturing of higher detailed. With this, regardless of the age of consumer, they
will buy the Canon EOS R5 from canon store because it is new. Furthermore, Canon company also
emphasizes that Canon EOS R5 stabilization and autonomy.The result is that you can shoot up to
eight stops below what would be normal. Canon Company also used social media such as YouTube,
Facebook, Shopee and many more to advertise Canon EOS R5 efficiently. For instance, before we
watch a YouTube video, Canon company advertising video will pop up first. And this will help to
attract customer's attention to buy Canon EOS R5. Then Facebook has an overwhelming Malaysian
audience especially potential buyer. Thus, Canon company had created a Facebook page as a site to
promote Canon EOS R5. Besides that, Canon company can collect prospective customer's database
from various sources. So that, they have
the chance to send emails to the prospective customers. They also have to be aware to ensure that
their emails will not be bouncing or going into spam folder in which case the effort get wasted.

4.2 Advertising
Canon EOS R5 - Canon Company has used different types of advertising medium such as
television, newspapers, billboards and many more. They had used Star newspaper as a medium to
advertise their product. This has successf ully attracted many potential customers to buy their
product. Furthermore, they had also used their opportunity wisely in advertising Canon EOS R5

14
in television as a commercial video.This commercial video has indeed aid in increasing their total sales.
Moreover , Canon company has used billboard on high ways to advertise Canon EOS R5 in a smart
way. Therefore, Canon company has used effectively and efficiently in advertising their products.

4.3 Sales Promotion

Sales promotion is one of the approaches Canon EOS R5 - Canon Company used to promote its and
company. The company had many retailers' outlet that consumers can buy the products, the stores
can be easily found in the Canon website.The point-of-purchase displays in retailers' outlet are shown
in Appendix 4.3. The company also had its own small store. For example, one of the small stores is
set up at Pavilion, Kuala Lumpur named Canon shown in Appendix 4.4. The store provides drive-
thru service and there is a post office besides, so consumers will aware about it. Other than that,
YL Camera SDN BHD at Petaling Jaya is also one of the Canon stores shown in Appendix 4.4.
Petaling Jaya is a transit stop that most of the travelers and local people have to go to transfer station.
Thus, there will be crowded with people especially public holidays and school holidays. Obviously,
the company is very good in choosing strategic location to set up the stores. The company had set
up a booth in the Photography Festival which is KLPF on 19 August 19
September 2020 revealing about the Canon R5 and R6 in Online because due to the pandemic The
photographs taken in the event are shown in Appendix 4.5.

5.0 Recommendation

Our recommendation on Canon EOS R5- Canon Company is to make adjustment on the price or
doing promotion. Based on our research, the price of Canon EOS R5 is quite high. The company can
apply odd-even pricing strategy, which is a psychological pricing that the price range are more attractive
to consumers.The company can set the price ofRM15480 instead of RM20000 based on consumer
thought, the price of one Canon EOS is just below RM16000. Not all the consumers are affordable
to buy an expensive camera so the adjustment of price will affect the buyers buying behaviour. Canon
company should make research on consumer buying decision. When the sales increase, company will
earn profit.

15
Besides that, they can do some promotion to attract more consumers consume their products. Promotion
is an important platform to promote their products to all the audience. When there is promotion, it will
help Canon company build sales and profit. Canon Company can make promotion on certain day such
as Raya Sales or Year End sales promotion.They can do promotion of buy it on online because due to
the pandemic nowadays and give a free delivery or when customers buy Canon EOS R5 from Canon
Company that more than RMlOOOO, company can give them a cooler bag. When there is promotion,
"free gift" will change consumer's mindset and choose Canon EOS R5. They will forget about the
price, as this is one of the psychological strategies. Based on the research, most of the consumers
will choose Nikon compared to Canon. This is because many people do not know their camera. For
example, consumers especially adults they will easily get attracted by the body, as they did not go
through the resolution and price of Canon EOS R5. By doing promotion of giving gift, they able to
try Canon EOS R5. Consumers got the chance to try the camera. This will be a win-win situation for
consumers and the company.
Consumers have the chance to taste it and it will help the company to promote Canon EOS R5.

Furthermore, Canon company is recommended to produce some users-friendly camera or smartphones

to attract more customers. This is because as everyone could see, people hold smartphone in their
hands on the street, at the restaurant and even in the class. Users-friendly camera of smartphones
have made picture taking easier compare to a compact and professional camera. Besides, the threat
that always be faced by Canon Company is that the rapid change in technological of its product. Canon
Company's competitors bring forth new innovation and throw out old ideas. So, Canon Company had
to come out some new innovations to prevent from kicking out by others competitors. Example: Canon
could produce the combination of smartphone and camera which the customers can get a professional
camera and others smartphones' function. Economic crisis has significant impact on Canon 's market
by decreasing the purchasing power. Bad economy will give a long-term negative effect on the
company as consumers tend to save the expenses. Example: They can't afford for another new camera
which will lead to a decrease in sales. Canon would be recommended to reduce the costs by cutting
down the bonus or other unnecessary expenses.

16
Exclude quotes Off
Exclude bibliography Off

17
 TABLE OF CONTENTS
CONTENTS PAGES
1. Cover Page, Feedback Form, 1-16
Plagiarism Statement & Turnitin
result
2. Table of contents 17
3. Contents of Assignment
- Introduction 18-28
- Product
- Place
- Price
- Promotion
- Recommendations
4. References and citations 28-30
5. Appendices 30-38

18
Introduction:

Canon Malaysia launched two full-frame cameras in the EOS R series in 2020. It is Canon
EOS R5 and Canon EOS R6. (Refer to Appendix 1.1) The Canon EOS R5 is a model that is more
focused on professional photography. Comparing to Canon EOS R6, Canon EOS R5’s
functionality and specs are a bit more sophisticated. (Wong, 2021)
The Canon EOS R5 has an ergonomic design with a large grip to hold and an accessible button.
When the Canon EOS R5 does not attached with a lens, its weight is relatively light at 738g (Wong,
2021). However, once the Canon EOS R5 attached with a lens, the photographer probably would
not be able to take it around with just one hand.
The photographer can see a tiny joystick to change the autofocus points, which can be done
while taking photos and interacting with the menu. On top of the tiny joystick, it has a 3.2-inch
LCD touchscreen (Wong, 2021). The Canon EOS R5 LCD can be rotated 180 degrees to the front.
This function is excellent for the people to vlogging or taking selfies. However, due to its weight
when attached with a lens, thus it is not recommended to bring it outdoors for vlogging. Besides,
there is also a small display on the top of the camera that can be used to show what mode the
photographer is currently using. (Refer to Appendix 1.2)
Furthermore, the photographer can insert two memory cards into the two slots in the Canon
EOS R5. (Refer to Appendix 1.3) One slot is prepared for an SD card and the another one is
prepared for CFExpress card (Wong, 2021). However, besides of this, there is also has a lot of
ports on the left side of the Conon EOS R5 such as USB Type-C port, micro HDMI port, mic input,
audio output, and also a power port. (Refer to Appendix 1.4)
As Canon EOS R5 is a camera that focuses on photography, thus it can produce many beautiful
images. Because of CMOS Digic X 45MP full-framer sensor, the images are crystal clear even
after zooming or cropping (Wong, 2021). The sensor excels in low-light environment too. In the
dark or low-light environment, the camera can remain the images with noise-free up to ISO 12800
(Wong, 2021).
Moreover, the fast AF Pixel II Dual autofocus system covers the entire camera frame. This
system allows the camera to maintain focus on the moving subjects. On top of that, its eye-tracking
system helps the Canon EOS R5 to identify the faces of humans and animals. With this eye-

19
tracking system, the Canon EOS R5 can maintain its focus even if the photographer takes photos
at a rate as high as 20FPS.
In terms of stabilization, the Canon EOS R5 features an in-body image stabilizer (IBIS) that
works very well with the 24-105mm F4 RF lens (Wong, 2021). In addition, battery life is quite
substantial too. At full charge, its 16Wh-capacity battery can take over 300 photos.
For video recording, Canon EOS R5 claims that the videographer can record 8K and 4K@120FPS
footages (Wong, 2021). When the video is recoding, the fast autofocus, high ISO setting, and also
IBIS work just as well. However, it does get hot quickly after some time while doing recording.
All in all, Canon EOS R5 is a robust camera foe photography usage. Its heating issue does
make it ill-suited for long sessions of video recording. But the Canon EOS R5 can offer an amazing
result to a professional photographer.

1.0 Product:
1.1: Product line and variety
Canon Inc is a successful company in producing camera. It is because Canon Inc has always
been known for its innovation and uniqueness in its product. It has always tasted the benefits of
first move advantage. Canon will become such successful in the camera world is because Canon
has the distinction of being first in many things. For example, the world’s first digital camera and
also the first copier machine for plain paper are produced by Canon. All the Canon’s multifuctional
devices are all the best in terms of quality and also durability. Their sustainability is assured
because the materials used are of superior quality. Recently, Canon Inc has introduced a new
camera series call EOS R series. The highlight of EOS R series is all the cameras are mirrorless.
In this series, there are many cameras that has well performance in taking pictures or recording
videos. There are a few models in the EOS R series. For example, there are Canon EOS R, Canon
EOS RP, Canon EOS R6, and also Canon EOS R5 (Canon, n.d.). In all these models, Canon EOS
R5 and Canon EOS R6 are the latest models that are introduced by Canon. It is the first time for
Canon to place groundbreaking 8k resolution video recording in the Canon EOS R5 camera. The
Canon EOS R5 camera is favorite by many photographers because it can make the photographers
experience on the best of Canon’s full-frame mirrorless series. Besides, the Canon EOS R5 camera
with all-new Animal Detection AF and powerful In-Body Image Stabilization, it can effectively
help the photographer to take the excellence pictures (Canon, EOS R5, 2020).

20
1.2: Style and Design
Canon EOS R5 is the new introduced product by Canon in the year 2020. Canon EOS R series
cameras are all the mirrorless cameras. However, the overall design of the Canon EOS R5 is not
all dissimilar to the earlier EOS R series models. The Canon EOS R5 has the similar design and
styling as well as a very similar general size and shape with the other Canon EOS R series models
(Brawley, 2020). Although the Canon EOS R5 has a plethora of controls, but due to its relatively
small size, the majority of buttons and dials are all in the easy-to-reach locations. (Refer to
Appendix 1.5) Canon EOS R5 is the most pro-oriented camera in the Canon EOS R-series models.
However, the Canon EOS R5 is surprisingly compact and lightweight in the hand although it
includes a big 45MP full-frame sensor and in-body image stabilization (Brawley, 2020). When
someone look at the Canon EOS R5, it does not give a ‘feel’ like a full-frame camera to the people.
Besides from its relatively small size, the Canon EOS R5 is also comfortable for the photographer
to hold. It is because Canon EOS R5 has a deep handgrip with an excellent ergonomic contouring. Commented [A1]: But you said it is heavy with a lens in
the introduction
The Canon EOS R5 allows for fast and menu-less access to critical shooting in the button and dials
part. Moreover, Canon EOS R5 also has a 3.2-inch LCD panel with is similar to the other Canon’s
camera models. Last but not least, the Canon EOS R5 uses a much higher resolution OLED panel
compared to the previous EOS R series models.

1.3: Branding
Canon is a Japanese company which was founded in the year 1937. (Refer to Appendix 1.6)
The brand name, Canon, is linked with adjectives like the best and most impressive (Bhasin, 2019).
Canon has the distinction of being one of the largest companies related to optical products and also
imaging technology. This innovative company has successfully obtained many patents under its
name. Canon company’s knowledge and firm grip on the market has made it become a company
to reckon with. Nowadays, Canon is a household name with headquarters in Ota, which is in Japan.
It also has its regional headquarters in many cities and towns of Europe, Africa, America, Middle
East, Asia, and also Australia (Bhasin, 2019). The company is committed in taking on the world
with sheer determination and new concepts. The motto of Canon is to creating new ideas and
new opportunities and the vision of Canon is towards the future. However, Canon has many
competitors which are produce almost the similar things. For example, Nikon, Sony, Samsung,

21
Lumix, Pentax, Casio and Olympus are all the competitors of Canon as they also produce cameras,
printers, and even calculators.

1.4: Quality
In year 2020, Canon EOS R5 had received Camera Innovation Award because Canon EOS R5
is choose by Expert Imaging And Sound Association (EISA) as the best product in the camera
innovation in the year 2020 to 2021 (Association, 2020). (Refer to appendix 1.7) Canon EOS R5
will win the Camera Innovation award is because Canon EOS R5 is the first mirrorless camera to
be capable of recording 8K video (Association, 2020). Besides, Canon EOS R5 will chose as the
best product in the camera innovation is because its video hybrid is capable of recording 4K
footage at a remarkable 120fps, and the Canon EOS R5 can also shooting 45-million-pixel still
images at up to 20fps. Furthermore, Canon EOS R5 is also claims the most effective image
stabilization in the world. Last but not least, Canon EOS R5 can fulfill the photographers’ and
videographers’ demand by its complete all-round packaging. It is because Canon EOS R5 is using
the high-resolution electronic viewfinder and also the professional-level controls that it can
effectively help the photographers and also the videographer in taking the excellent pictures and
videos (Association, 2020).

2.0 Place
Place strategy is also known as distribution strategy. Place strategy is a process that show how
and where a company distributes its products and services in front of the customers to get the
consumer purchases and the market share. A right place and time are very important for a
company to reach their targets.

2.1 Address of headquarters

Canon company was founded by Goro Yoshida, Takeo Maeda, Takeshi Mitarai and
Saburo Uchida (SuccessStory, n.d). This company is based in Tokyo, Japan. The four geographic
area that Canon company sales its products are Asia and Oceania, Japan, Americas and also
Europe. Canon company started expanding to Malaysia market in 1987 with the operational of
the Canon Marketing (Malaysia) Sdn Bhd. Canon Marketing (Malaysia) Sdn Bhd mainly

22
focused on the objective of offering outstanding products and services to Malaysian users.
Malaysia consumers can find or service their Canon products in 13 districts such as Johor,
Kedah, Melaka, Negeri Sembilan, and Kuala Lumpur. Canon branch offices are located in Johor
Bahru, Kuantan, Kedah, Penang, Melaka, Kuching and also Kota Kinabalu. They are responsible
for the Canon Malaysia market and each branch manager will report the sales or latest
information to the management at the main office.

2.2 Retail strategy

Canon company mainly provide services and sale products in the malls and shopping
centres. For mall and shopping centres, Canon store can be found in the form of storefront or a
department in an Information Technology Hypermarket（refer to Appendix 2.1）. The products
which easily being broken such as camera usually will be displayed to the customers inside the
Commented [A2]: Would it be in IT hypermarket? It is a
professional camera costing RM16000.Would it be sold in a
ordinary camera shop?

glass cabinet（refer to Appendix 2.2）. The latest type of camera, and different types of camera
lens will be list inside the glass cabinet with their prices and their features besides. If consumers
are interested with any of the camera, they can ask the staffs to take it out and the staffs will
explain to them about the features of the products. The storefront will also prepare some stocks
of each products in their store room to prevent shortage. Canon also provides online retailing to
convenient their consumers. Consumers can do online payments, selection, customers service
consultation and also get the detail information of Canon products through online. For example,
consumers can purchase Canon EOS R5 on the online platform such as Amazon, Lazada, Shopee
and so on （refer to Appendix 2.3）. This is very convenient for those who are busy on work
and do not have much time to go shopping or buying Canon products physically. Consumers can
purchase and pay for their products through credit card and the products will be delivery to their
home. Consumers can also do comparison on prices and characteristic of the products easily
before buying.

2.3 Marketing system and distribution channel

Canon company are using multichannel distribution system. Multichannel distribution
system occurs because Canon company sets up more than two marketing channels to achieve the
customer segments. The channels that used by Canon company are e-commerce platforms,
distribution partners and also brand outlets. Canon company have their own warehouse,

23
distribution and logistics environment. Canon company has an Electronic Data Interchange
System for the suppliers from different distribution channels who have actual dealings with
Canon company procurement operations (Canon Global, 2021). With this system, all the orders
and quotations can be exchange between Canon and suppliers. Canon company will receive the
order requirements from each branch offices then they will deliver the products according to the
orders. All the suppliers are required to obey and understand the guideline and cooperation to
follow the requirements are necessary to keep the sustainable procurement activities. All the
products are well packed to make sure that the products will not be destroyed during the
distribution process. The suppliers from e-commerce platform are also required to packed the
products according to the requirement when delivering. The products quantity and consumers
satisfaction are the main cares of Canon company.

2.4 Number of Intermediaries

Canon company is an exclusive distribution. Canon company provides only a limited
number of dealers the exclusive right to distribute its products. Canon is a company that produce
technological products. This can ensure that all the processing and manufacturing methods of the Commented [A3]: This contradicts your earlier description
of it being available at shopping malls and IT hypermarkets.
products are confidential from competitors. Canon company need a long time to do research and
manufacture a new product. Canon camera such as Canon EOS R5’s accessories manufacturing
methods and the software included in this camera are holding by Canon company only. Canon
also released “Canon Supplier Code of Conduct” to the supplier who have achieve and get
permission from Canon company (Canon Global, 2021). Thus, consumers can check the supplier
code to make sure that all the Canon products they buy are genuine. To ensure the quality of the
products, Canon suggested consumers to send their camera to the branch office or service centre
under Canon. Canon also gives consumers the warranty duration for their products that sold in
formal ways. In the warranty duration, Canon will provide the services of fixing the camera if
there have any software problems free of charge.

24
Price

3.1Product bundle pricing

Price bundling is combining several products or services into a single comprehensive package
for a single price. For example, body only camera, lens, each has its own price, but the seller
combines them into a package, and sell them at a new price. Of course, the new price is
definitely cheaper than sold separately.

As the picture showed, the price of Canon EOS R5 body only digital camera is
RM18,201.21, lens is RM 4447.26, almost 22 thousand Ringgit Malaysia. (Appendix 3.1,
Appendix 3.2) but in price bundle pricing, Canon EOS R5 with lens ad Memory Card just only
RM21 thousand. It shows a cheaper price and consumer will feel very cost-effective and buy it. Commented [A4]: Not if body is bought at Amazon and
lens bought separately

3.2Customer segment price

Customer segment price is just charging various costs to various individuals for the
equivalent or comparative product or service. Canon also launched this service for student
groups. For example, Canon and KDU launched this promotion for KDU students, they can buy
the same camera at a cheaper price compare with the market price. (Appendix 3.3) Commented [A5]: This is not for the EOS R5

3.3Discount and allowance

Discount and allowance pricing can take many forms.

Discounts can be provided as a cash discount, allowances refer to payments or price reductions
to reward dealers.

Trade-in allowance is the sum by which the seller will decrease the expense of your new vehicle
because of exchanging your old one. For instant, Canon has launched a “Camera and Camcorder
TRADE-IN special promotion” to encourage the consumer to bring their camera to enjoy a high
trade-in value and get a new camera at a lower price. (Appendix 3.4)

3.4Competition based pricing

25
There are many camera brands now, and competition with peers cannot be avoided. Even many
social media will compare them to make it easier for some consumers to choose. They compare
with the quality, price, practical scene, etc.
Here is an example of Nikon and Canon essential lenses at a different scene. (Appendix 3.5) Commented [A6]: You should be comparing Nikon
equivalent to the EOS R5

4.0 PROMOTION
4.1 Direct Marketing Tools

Canon EOS R5- Canon Company had successfully promote their product by using direct
marketing tools. This can be proved they use online platform to promote their product’s
advantages. For example, Camera Valley an online platform, Canon Company educates
consumer how to differentiate the body of their product compare to the other brand’s product.
Canon Company had used YouTube as a channel to attract customers. They had created a Canon
company channel and use this forum to promote Canon EOS R5. (Canon RF DSLR. n.d.) Canon
Company finds adults to aid in promoting their product because adults want a high resolution
and quality compare to the elders. Canon Company lets adults to speak out their own opinion Commented [A7]: What is the difference between adults
and elders?
about Canon EOS R5 they used which is resolution and focus staking. The final result is adults
prefer high resolution compared to focus staking as it capturing of higher detailed. (Group, D.
2018) With this, regardless of the age of consumer, they will buy the Canon EOS R5 from canon
store because it is new. Furthermore, Canon company also emphasizes that Canon EOS R5 Commented [A8]: The camera is for professionals

stabilization and autonomy. The result is that you can shoot up to eight stops below what would
be normal. Canon Company also used social media such as YouTube, Facebook, Shopee and
many more to advertise Canon EOS R5 efficiently. For instance, before we watch a YouTube
video, Canon company advertising video will pop up first. (Canon RF DSLR. n.d.) And this will
help to attract customer’s attention to buy Canon EOS R5. Then Facebook has an overwhelming
Malaysian audience especially potential buyer. Thus, Canon company had created a Facebook
page as a site to promote Canon EOS R5. Besides that, Canon company can collect prospective
customer’s database from various sources. So that, they have the chance to send emails to the
prospective customers. They also have to be aware to ensure that their emails will not be
bouncing or going into spam folder in which case the effort get wasted.

26
4.2 Advertising
Canon EOS R5 – Canon Company has used different types of advertising medium such as
television, newspapers, billboards and many more. They had used Star newspaper as a medium to
advertise their product. This has successfully attracted many potential customers to buy their
product. Furthermore, they had also used their opportunity wisely in advertising Canon EOS R5
in television as a commercial video. This commercial video has indeed aid in increasing their total
sales. Moreover, Canon company has used billboard on high ways to advertise Canon EOS R5 in
a smart way. Therefore, Canon company has used effectively and efficiently in advertising their
products. (DE, G. 2020)

4.3 Sales Promotion

Sales promotion is one of the approaches Canon EOS R5 – Canon Company used to promote its
and company. The company had many retailers’ outlet that consumers can buy the products, the
stores can be easily found in the Canon website. The point-of-purchase displays in retailers’ outlet
are shown in Appendix 4.3. The company also had its own small store. For example, one of the
small stores is set up at Pavilion, Kuala Lumpur named Canon shown in Appendix 4.4. The store
provides drive-thru service and there is a post office besides, so consumers will aware about it.
Other than that, YL Camera SDN BHD at Petaling Jaya is also one of the Canon stores shown in
Appendix 4.4. Petaling Jaya is a transit stop that most of the travelers and local people have to go
to transfer station. Thus, there will be crowded with people especially public holidays and school
holidays. Obviously, the company is very good in choosing strategic location to set up the stores. Commented [A9]: This should be in the distribution
section
The company had set up a booth in the Photography Festival which is KLPF on 19 August 19
September 2020 revealing about the Canon R5 and R6 in Online because due to the pandemic The
photographs taken in the event are shown in Appendix 4.5. (Kuala Lumpur Photography Festival
KLPF. 2020).

27
5.0 Recommendation

Our recommendation on Canon EOS R5- Canon Company is to make adjustment on the
price or doing promotion. Based on our research, the price of Canon EOS R5 is quite high. The
company can apply odd-even pricing strategy, which is a psychological pricing that the price range
are more attractive to consumers. The company can set the price of RM15480 instead of RM20000
based on consumer thought, the price of one Canon EOS is just below RM16000. Not all the
consumers are affordable to buy an expensive camera so the adjustment of price will affect the
buyers buying behaviour. Canon company should make research on consumer buying decision.
When the sales increase, company will earn profit.

Besides that, they can do some promotion to attract more consumers consume their
products. Promotion is an important platform to promote their products to all the audience. When
there is promotion, it will help Canon company build sales and profit. Canon Company can make
promotion on certain day such as Raya Sales or Year End sales promotion. They can do promotion
of buy it on online because due to the pandemic nowadays and give a free delivery or when
customers buy Canon EOS R5 from Canon Company that more than RM10000, company can give
them a cooler bag. When there is promotion, “free gift” will change consumer’s mindset and
choose Canon EOS R5. They will forget about the price, as this is one of the psychological
strategies. Based on the research, most of the consumers will choose Nikon compared to Canon. Commented [A10]: They would not forget that the price is
RM20000 with a lens
This is because many people do not know their camera. For example, consumers especially adults
they will easily get attracted by the body, as they did not go through the resolution and price of
Canon EOS R5. By doing promotion of giving gift, they able to try Canon EOS R5. Consumers
got the chance to try the camera. This will be a win-win situation for consumers and the company.
Consumers have the chance to taste it and it will help the company to promote Canon EOS R5.

Furthermore, Canon company is recommended to produce some users-friendly camera or

smartphones to attract more customers. This is because as everyone could see, people hold
smartphone in their hands on the street, at the restaurant and even in the class. Users-friendly
camera of smartphones have made picture taking easier compare to a compact and professional
camera. Besides, the threat that always be faced by Canon Company is that the rapid change in
technological of its product. Canon Company’s competitors bring forth new innovation and throw

28
out old ideas. So, Canon Company had to come out some new innovations to prevent from kicking
out by others competitors. Example: Canon could produce the combination of smartphone and
camera which the customers can get a professional camera and others smartphones’ function.
Economic crisis has significant impact on Canon’s market by decreasing the purchasing power.
Bad economy will give a long-term negative effect on the company as consumers tend to save the
expenses. Example: They can’t afford for another new camera which will lead to a decrease in
sales. Canon would be recommended to reduce the costs by cutting down the bonus or other
unnecessary expenses.

References:

1. Abel Wong, 26 January 2021. Canon EOS R5 review – A steady full-frame camera for Commented [A11]: First name should be in initials and
photography. [online] Available at: < https://technave.com/gadget/Canon-EOS-R5-review-A- only the year of publication is needed
steady-full-frame-camera-for-photography-22907.html/> [Accessed 20 February 2021]

2. Oscar Condes, 21 August 2020. Canon EOS R5 review: the EOS R system comes of age with Commented [A12]: First name should be in initials and
a large camera for taking photos and video (with reservations). [online] Available at: < only the year of publication is needed
https://www.xatakafoto.com/analisis-y-pruebas/canon-eos-r5-analisis-precio-especificaciones/>
[Accessed 20 February 2021]

3. MBA Skool Team, 19 April 2020. Canon Marketing Mix (4Ps) Strategy. [online] Available at:
< https://www.mbaskool.com/marketing-mix/products/16711-canon.html/> [Accessed 20
February 2021]

4. Hitesh Bhasin, 2 January 2019. Marketing mix of Canon. [online] Available at: < Commented [A13]: First name should be in initials and
https://www.marketing91.com/marketing-mix-canon/> [Accessed 20 January 2021] only the year of publication is needed

5. William Brawley, 7 September 2020. Canon EOS R5 review – now shooting! [online] Commented [A14]: First name should be in initials and
Available at: < https://www.imaging-resource.com/PRODS/canon-eos-r5/canon-eos-r5A.HTM/> only the year of publication is needed
[Accessed 20 January 2021]

6. Expert Imaging And Sound Association, 2020. EISA Camera Innovation 2020-2021 Canon
EOS R5. [online] Available at: < https://eisa.eu/awards/canon-eos-r5/> [Accessed 20 January
2021]

7. SuccessStory, n.d, Canon SuccessStory. [online]

Available at: <https://successstory.com/companies/canon/> [Available at: 19 Feb 2021]

29
Canon, 2021, Visit Us. [online]
Available at: <https://my.canon/en/consumer/web/contact-locations/> [Accessed :19 Feb 2021]

8. Canon, 2021, Where To Buy/Service. [online]

Available at: <https://my.canon/en/consumer/buy?productCategory=4930&sales=1/> [Accessed:
20 Feb 2021]

9. Canon Global, 2021, About Canon. [online]

Available at: <https://global.canon/en/corporate/profile.html/> [Accessed: 20 Feb 2021]

10.Cbps.canon.com, 2021, Warehouse and Distribution Outsourcing. [online]

Available at: <https://cbps.canon.com/managed-services/warehouse-and-distribution-
outsourcing/> [Accessed: 22 Feb 2021]

11. Canon Global, 2021, Supply Chain Management. [online]

Available at: <https://global.canon/en/csr/management/supply-chain.html/> [Accessed: 22 Feb
2021]
12. Canon Global, 2021, Procurement Information. [online]
Available at: <https://global.canon/en/procurement/edi.html/> [Accessed: 22 Feb 2021]

13. (Canon RF DSLR. n.d.). [Online], Available at:

</>https://www.cameravalley.com.my/canon-rf-dslr/canon-eos-r5 [Accessed February 24,
2021]

14. (Group, D. 2018). The advantages of having a high-resolution camera. [Online], Available at: Commented [A15]: This is not the author.It should be
<https://digitalcameragroup4k.medium.com/the-advantages-of-having-a-high-resolution- Digital Camera Group
camera-3939fa48baca/> [Accessed February 24, 2021]

15. (Kuala Lumpur Photography Festival KLPF. 2020). KLPF - 摄影是否依然佳能？

REVEALING the canon R5 & R6. [Online], Available at:
<https://www.facebook.com/watch/live/?v=806554590142261&ref=watch_permalink/>
[Accessed February 24, 2021]

16. (Li, J. n.d.). Recommendations based ON SWOT analysis of canon. [Online], Available at:
<https://www.academia.edu/10361019/Recommendations_based_on_SWOT_analysis_of_
Canon/> [Accessed February 24, 2021]

30
17. (R5 marketing n.d.). [Online], Available at:
<https://www.dpreview.com/forums/thread/4484087/> [Accessed February 24, 2021]

18. (DE, G. 2020). Canon EOS R5 advertising [Online], Available at :

<https://www.youtube.com/watch?v=dZWjwnX7qgM/> [Accessed February 24, 2021]

19. (Google shopping. n.d.). [Online], Available at :

<https://www.google.com/search?q=canon%2Beos%2Br5%2Bprice%2Bmalaysia&source
=lmns&tbm=shop&bih=722&biw=1536&rlz=1C1CHBF_enMY917MY917&hl=en&sa=X
&ved=2ahUKEwiU0t6brYLvAhUL_3MBHeUkBIUQ_AUoAXoECAEQAQ/> [Accessed
February 24, 2021]

Appendixes:

Appendix 1.1:
Canon EOS R5 and also Canon EOS R6 are the new models introduced by Canon.

Appendix 1.2:

Small display on the top of the camera.

Appendix 1.3:

31
Slots for SD card and also CFExpress card

Appendix 1.4:

All the necessary ports.

Appendix 1.5:

All the buttons and dials are all in easy-to-reach location.

32
Appendix 1.6:

Canon’s logo

Appendix 1.7:

Canon EOS R5 received the Camera Innovation Award in 2020.

Appendix 2.1

33
Canon storefront in the shopping centres

Canon department in the Information Technology Hypermarket

34
Appendix 2.2

Canon products such as camera lens are displayed inside the glass cabinet.

Appendix 2.3

Canon EOS R5 camera available at e-commerce platform, Amazon.

Appendix 3.1

35
Appendix 3.2

Appendix 3.3

36
Appendix 3.4

Appendix 3.5

37
Appendix 4.3: Point-of-purchase display

38
 Appendix 4.4: Display in Canon Pavilion, Kuala Lumpur

Appendix 4.5: Booth of Festival Canon

39