2.

0 Current Situation Analysis

2.1 Company and Product Profile

Company profile

- Canon operates in the industries of electronics and precision engineering. The

company has three main business divisions including business machines; cameras;
and optical and other products.

- The company’s business machines division is split into three further units comprising
of copying machines, computer peripherals, and business systems. The copying
machines unit produces office copying machines, personal copying machines, and
color copying machines. The computer peripherals unit manufactures products such
as laser beam printers, bubble jet printers, and scanners. Its business systems division
produces facsimile machines.

- Canon's camera division manufactures a range of digital cameras, single-lens reflex

(SLR) cameras, compact cameras, video camcorders, and interchangeable lenses.

- The company's optical and other products division manufactures semiconductor

production equipment, TV lenses for broadcasting stations, ophthalmic instruments,
x-ray equipment, medical image recording equipment, and photovoltaic cells.

- In addition, the company's Canon software subsidiary offers IT services, software for
use with Canon products, business applications, and outsourced software services.

- Canon's global operations span the Americas, Europe, Asia, and Oceania.

- In Vietnam Market , Canon has the most successful business activities with sales of
products achieved 100 million USD/year. However , it quickly occupies first position
in camera division , becomes popular selection of consumer .

- In this reason , Canon announces the launch of a new IXUS compact camera : Canon
Digital IXUS 80 IS digital camera with powerful new features that say bye-bye
to blur and offer enhanced point-and-shoot capability.

Product profile
Canon Digital IXUS 80 IS has following features :
- Designed for the colours of your life : select from five ultra-stylish colours , pure
aluminum body is slightly curved.

- 8.0 – MEGAPIXEL CCD – playing with power : have fun capturing incredibly precise ,
detailed images.
 - 3.0x optical zoom – bring the action closer
to you : give the optimal vantage point ,
prevent image degradation.

- DIGIC III gives you so much more : enjoy

superior image quality , greatly accelerated
processing speed , exceptional colour
reproduction.

- Multiple Face Detection technology : keep

faces in focus , exposure and lighting when
photographing people.

- Motion Detection technology : analyse

subject movement and adjust image.

- Red - Eye Correction : ensure that photos aren’t ruined by red eyes , give more natural-
looking portraits.

- 2.5 – INCH PureColor II LCD : greatly improved contrast ratio and faithful colour
reproduction from all angles.

- Creative movie options : capture a gradual scene like a sunrise or blooming flowers.

The key success for Canon Digital IXUS 80 IS is that it helps you express yourself in living
colour . The Digital IXUS 80 IS is an amazing expression of colour , class and performance .
Incredibly easy to operate , it offers 8.0 megapixels of power for exceptional detail and gradation
. To ensure that you get the shot you want , it has a 3.0x Optical Zoom , DIGIC III imaging
processor and 2.5 – inch PureColor II LCD viewer . Moreover , it is packed with a myriad of
exciting features and functions that make taking photos both fun and fulfilling .

2.2 General Environment Analysis

Demographic
- Vietnam Population : 86,116,559 (July 2008 est.)
- Population growth rate : 0.99 % (2008 est.)
- Ho Chi Minh City accounts for the large majority of urban residents with great
purchasing power.
Economic
- GDP : purchasing power parity - $221.4 billion (2007 est.)
- GDP – per capita : purchasing power parity - $2,600 (2007 est.)
- GDP – real growth rate : 8.5% (2007 est.)
- Ho Chi Minh City has also contributed about 20.5 percent to the national budget's
revenue annually.
 Technology
The technology in this modern times changes rapidly . There are extensive
opportunities for innovation in recent years such as Motion Detection technology ,
Noise Reduction technology , Optical Image Stabilizer , movie recording and
playback , and more innovative features.

Social-cultural : sub cultural groups

There is an increasing need of amateur photographers : stylish , high-tech , fit
with their lifestyle . To amateur photographers , digital camera must have
amazing expression of colour , sensor size and quality , and control among many
other features.

2.3 Market Analysis

Market Demand
According to the market research sources from IDC , the total sales volume for
digital camera from 2007 to 2008 is 69.000.000 units . The main reason for
people buying digital cameras is that they have full features , great image quality ,
fashionable model , relative price.

Market Trends
People are trending towards new technology . Consumption increases for models
coming in different versions and colours , full features and giving true-to-life
colour reproduction and fast continuous shooting , extending battery life . Canon
digital cameras continue to monitor the trends : great image quality , speedy
performance , optical image stabilization, face detection and varying R&D
budgets.

Market Share
In 2008 , Canon took the first position in the digital camera market with 18.8%
market share . Sony took the second with 16% market share , and Kodak occupies
with 9.6% market share . The third is Samsung with 9% market share while Nikon
took the fifth with 8.4% market share . Finally , Olympus occupies 8.3% market
share.
 Olympus; 8.3
Nikon ; 8.4 Canon ; 18.8

Samsung ; 9

Sony ; 16

Kodak ; 9.6

Market Growth
The market for digital cameras is growing gradually . As information from IDC ,
sales volume for digital cameras in 2009 will approximately be 111,1 triệu.