EAST WEST UNIVERSITY

Term paper
Principles of Marketing
Course Code: MKT101
Section: 06

Topic Name: Konica Minolta

Submitted To:
Dr. Salma Akter
Assistant Professor, East West University
Department of Business Administration.

Submitted By:

Name: ID:
1. Fatematuz Zohara 2018-1-60-230
2. Kh. Fazle Rabbi 2018-1-60-234
3. Mohimatun Jannat 2019-3-10-165
4. Masud Islam 2019-1-30-069
5. Faria Akter 2018-3-10-026

1
 Company Overview
Company Name: Konica Minolta, Inc.

Head Office Location: JP Tower, 2-7-2 Marunouchi,

Chiyoda-ku, Tokyo 100-7015, Japan.

Management President and CEO: Shoei Yamana.

Establishment: December 1936

Capital: 37,519 million yen

Fiscal Year End: March 31

Number of Employees:
Non-consolidated: 5,207(As of march 2019)
Consolidated: 44,360(As of march 2019)

Business Lines: Business Technologies Business

Corporate Governance: Use of “Company with

Committees” system in according with the Japanese
Commercial Code.

Global Sites: the group companies have sites in 49

countries. (As of march 2019)

2
 In which countries this company do business?

 Japan, China, India, Hong Kong, Korea, Malaysia,

Singapore, Thailand, Vietnam etc.

 What is Konica Minolta’s mission?

 “The Creation of New Value” is Konica Minolta’s mission

statement. The organization exists for this very reason to
utilize creative ideas to convey substantial new value so as
to determine the difficulties looked by clients and the more
extensive society.

It is an organization with more than 40000 individuals

around the world. As an organization, Konica Minolta is
focused on a solitary reason both the advantages of their
clients and for society on the loose. They allude to this
reason as their way of thinking.

This is the reason they are here as an organization and their

determined heading for guaranteeing development as they
keep on pushing ahead.

3
 What is “New Value” and how it connects to
the company?

 The making of new value isn't constrained to the

advancement of new innovation or overall thoughts. It
envelops any arrangement driven thought that assists with
improving personal satisfaction, regardless of whether for a
solitary client or to help humankind. This is the thing that
they cooperate to achieve.

In cooperation with its shareholders around the globe,

Konica Minolta aims to establish itself as a company that is
vital to society by continuing to create new value that brings
innovation to the world.

4
 Market Conditions of Konica Minolta

 The marketing environment forced the company to

reevaluate its marketing strategy and ultimately to abandon
what had been its primary industry.

 Falling services

 The introduction of digital cameras and mobile phones

with cameras. Many people stopped taking prints of photos
and the sales of its main products and services began to
fall.

5
 How has Konica Minolta modified its
marketing mix?

 By marketing mix, we understand the four P’s. The four P’s

include:

Product: they changed their business from camera,

equipment & supplies to office equipment, print products.

Price: they set their price according to their cost.

Place: As they now focus more on office, equipment’s &

their potential customers are big offices.so they directly
supply to the offices.

Promotion: their promotion strategy is “word of mouth”.

Most of the offices use these items. They most probably
recommend the products/materials to others.

 Are these changes are in line with its mission?

 Yes, these changes are in line with its mission. As they are
creating value to people’s life and making them easier.

6
Sources:
https://www.konicaminolta.co.th/wp-content/uploads/2018/10/Konica-
Minolta-Corporate-Profile-2018_ENG_web.pdf

https://www.konicaminolta.fi/eu-en/rekrytointi/tietoja-meista

https://www.konicaminolta.com/br-
pt/investors/management/esg/index.html