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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.

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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.

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) GDP ± real growth rate : 8.5 percent to the national budget's revenue annually. class and performance . Red . Incredibly easy to operate . Moreover . To ensure that you get the shot you want .0x optical zoom ± bring the action closer to you : give the optimal vantage point .Eye Correction : ensure that photos aren¶t ruined by red eyes .5 ± inch PureColor II LCD viewer .) GDP ± per capita : purchasing power parity . prevent image degradation. exceptional colour reproduction.0x Optical Zoom . 2.$2.$221.5% (2007 est.4 billion (2007 est. greatly accelerated processing speed . 2.2 General Environment Analysis Demographic Vietnam Population : 86. it has a 3.) Ho Chi Minh City has also contributed about 20.559 (July 2008 est. DIGIC III gives you so much more : enjoy superior image quality . Economic GDP : purchasing power parity . Multiple Face Detection technology : keep faces in focus . DIGIC III imaging processor and 2. . The Digital IXUS 80 IS is an amazing expression of colour .116. exposure and lighting when photographing people. Motion Detection technology : analyse subject movement and adjust image. Creative movie options : capture a gradual scene like a sunrise or blooming flowers.5 ± INCH PureColor II LCD : greatly improved contrast ratio and faithful colour reproduction from all angles.99 % (2008 est. it is packed with a myriad of exciting features and functions that make taking photos both fun and fulfilling .) Ho Chi Minh City accounts for the large majority of urban residents with great purchasing power.- 3. - - - - - - The key success for Canon Digital IXUS 80 IS is that it helps you express yourself in living colour . it offers 8.600 (2007 est.0 megapixels of power for exceptional detail and gradation . give more naturallooking portraits.) Population growth rate : 0.

8% market share . extending battery life . and control among many other features. Canon digital cameras continue to monitor the trends : great image quality . The third is Samsung with 9% market share while Nikon took the fifth with 8. There are extensive opportunities for innovation in recent years such as Motion Detection technology .6% market share . fashionable model . speedy performance . face detection and varying R&D budgets. relative price. and Kodak occupies with 9. fit with their lifestyle . Noise Reduction technology .3 Market Analysis Market Demand According to the market research sources from IDC . To amateur photographers .4% market share . full features and giving true-to-life colour reproduction and fast continuous shooting . Market Trends People are trending towards new technology .3% market share. 2. and more innovative features. Consumption increases for models coming in different versions and colours . Finally . movie recording and playback . The main reason for people buying digital cameras is that they have full features . optical image stabilization. digital camera must have amazing expression of colour . sensor size and quality . Social-cultural : sub cultural groups There is an increasing need of amateur photographers : stylish . the total sales volume for digital camera from 2007 to 2008 is 69. Canon took the first position in the digital camera market with 18. Olympus occupies 8. . high-tech .000.Technology The technology in this modern times changes rapidly .000 units . Market Share In 2008 . Sony took the second with 16% market share . great image quality . Optical Image Stabilizer .

9. 8. 18.4% Samsung . 9% Sony . As information from IDC . sales volume for digital cameras in 2009 will approximately be 111.3% Canon .Olympus.6% Market Growth The market for digital cameras is growing gradually . 16% Kodak . . 8.8% Nikon .1 tri u.