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Case Title:

Canon in 2006: At crossroads?

Publication Year : 2006

Authors: Ms. Mridu Verma

Industry: Engineering, Electrical and Electronics

Region:Japan

Case Code: COS0043P

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
In 2006, Canon is the worldís largest selling digital camera company. Fujio Mitarai (Mitarai) Canonís CEO since 1997 has single-handedly transformed the unwieldy debt-laden company into one of Japanís most profitable companies. However, Mitarai's success has brought him new challenges. It needs to maintain its lead in existing product categories and look for new areas of growth. To address the latter, Mitarai has made heavy investment in a new technology called surface-conduction electron-emitter display, or SED, which he believes will enable Canon to carve a place for itself in the flat-screen-TV market. To maintain market leadership in existing product categories, Canon is focusing on enhancing each businessís product development capabilities and product price competitiveness.

Pedagogical Objectives:

  • The case traces the growth of Canon, discusses its innovations and success strategy. It outlines why the deal is important to all the players, and what is at stake for them
  • The case also discusses the Canonís efforts to maintain market leadership in existing product categories, through enhancement of product development capabilities and product price competitiveness. It also discusses Canonís efforts to carve a place for itself in the flat-screen-TV market

Keywords : Canon; Fujio Mitarai; digital camera; excellent global corporation; three regional headquarter system; SED technology; Corporate Strategies Case Study; photocopiers; TV; Japan; optics; strategy; call system of production; Joint Logistics System

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