The document analyzes the digital imaging industry, including key players like Canon. It discusses trends like declining printer sales but growth in areas like managed print services. The printer and camera markets are highly competitive with low switching costs giving buyers power. Canon differentiates through technology and focuses on high-margin markets to sustain this strategy, while taking advantage of its global scale and local knowledge. Environmental factors like currency fluctuations and cultural differences pose challenges for Canon's international operations.

1. Canon Digital Imaging Strategic Industry Analysis Devin Arbiter Natalie Ferguson Charissa Inukai Tai-Wei (David) Lin Euclid Woo Dennis Xie USC MBA PM – Globe Japan April 24, 2010 Photographer: Commerciante Di Maiali

3. Players in Digital Imaging

4. Evolution of Digital Imaging Analog/ Early Electronics Digital Cameras Printers Enablers Memory Processors Image sensors Performance Time

5. Trends and Challenges Cannibalization : Cameras encroaching on Camcorder & SLR market Commodization : Loss of technology as a competitive advantage

7. Camera Market Source: “EMEA Quarterly Market Update Q4 2009 Digital Cameras”, Future Source Consuling, Mar 2010, Daniel Lim, "'Big Two' continue to stomp Digital SLR market in Japan", Dec 31, 2008

11. Technology-based Product Differentiation Strategy Amid the harsh global economic climate, further acceleration of technical innovation will play an important role in opening the way to a new era .” Tsuneji Uchida, President & COO R&D Expenditure = $4.5B per annum In order to sustain this differentiation strategy, Canon must focus on marketing its digital imaging products and technologies to the target markets where it can expect to earn margins higher than the industry average .

15. Environmental Analysis

16. Environmental Analysis (cont.)

20. INTERNATIONAL BUSINESS INSIGHTS

21. QUESTIONS?