STRATEGY STREAM (WEEKS 1-4)
This stream seemed pretty straightforward for me as Iâve done a lot of similar projects when I was getting my Diploma in Mass Communication in Singapore. Hearing about SWOT and PESTLE again was so weird.
I chose Canon as my company, and focussed on their photography equipment.
As Canon is quite a large company with many products, it was hard to find business and creative objectives that were specific to their cameras. But then I realized that even though it wasnât camera related, what I found were still their objectives as a whole company.
Business Strategies (from Canonâs Website)
Vision and Mission from Canon AU
Vision:
Simple advanced solutions freeing people to live their dreams and lead enriched lives at home and at work.
Mission:
Canon Australia and New Zealand are market leading suppliers of consumer and business imaging solutions. We are a Canon Oceania team committed to our customersâ ongoing satisfaction through the empowerment and development of our staff. To be the preferred supplier we will be easy to deal with and provide quality, value for money products and services. To ensure success for all stakeholders we will deliver profitability, growth, job fulfilment and have a positive impact on the community.
Objectives for 2013 from Canon Sustainability Report 2012
- Growth in sales and net profit
- Invest for the future in New HQ and Third Party Logistics project
- Further develop Canon MDS and business services
- Develop new markets including eye care and small products
- Strengthen Canon brand value through new campaign
- Continue focus on variable cost structure
âIn response to the market conditions we maintained tight control on costs while continuing to focus on our strategy of enriching the experiences of our customers, becoming a services organisation and working with our business and retail partners to create mutual growth.â
âIn the consumer field we continued our strategy of inspiring people to do more with their images, improving our service to our Professional Photo and Video customers and working with our partners to create a better consumer experience and mutual growth. In addition to continued and significant price action to help our retail partners offer great value locally, our partners appreciate the non-price benefits they receive including investments to drive category value through advertising campaigns, online and in-store promotions and joint business planning and training. Through our retail and online channels we provide our customers with the security of knowing the products are genuine, that they comply with local safety regulations and have local manufacturer warranty support. Increasingly we are providing services such as Canon Academy skills courses and photoPICO output options through these channels to help people extend their imaging experience. In addition our end to end imaging range allows us to offer services such as Canon Corporate Rewards Program to our business customers.â
This part was a little harder, I had to use my own knowledge of cameras as the answers to the questions werenât something very easily found online. Sure you could find lots of debates about Canon vs. Nikon, but it would almost always be specific to just two specific cameras, and anything that wasnât were mostly just personal opinion. But being a âphotographerâ for a few years now, I know about the current photography trends, equipment, complaints etc, so it was still manageable. Chris was really helpful with helping me figure out some of these, pointing out things that I couldnât see because I was too familiar with the brand.
1. Existing problems and ongoing challenges
Competition â Mainly Nikon, other competitors include Sony (DSLR), Fujifilm and Olympus (Mirrorless), other lens/ accessories manufacturers (Tamron, Sigma, Yongnuo)
Social changes â More people* are going for smaller cameras (compact, mirrorless, phone cameras) and âactionâ cameras (GoPro, drone cameras, etc)
*These people mostly being Instagrammers, bloggers, âsocial media influencersâ, etc. which therefore encourages their followers to do the same
2. Current benefits and successes to be leveraged (used to advantage)
Many professional photographers use Canon equipment. Itâs more âmainstreamâ e.g. Coke vs Pepsi. Theyâre a big, established, well known company, reliable etc. âReflecting our customersâ trust in the brand, Canon was rated the tenth most trusted Aussie Brand by Y&R Brands.â
3. Unmet client/ customer needs
Those looking for mirrorless cameras will likely go for Fujifilm or Olympus, not Canon. New customers will be looking for different (maybe cheaper) options as Canon is more âpremiumâ.
4. Changing client/ customer behaviours and attitudes
Many more casual/ travel/ lifestyle/ Instagram photographers are getting smaller cameras (mirrorless/ compact cam/ iPhone).
More people are always using their phones â point and click only, donât take photography that seriously because itâll just go onto Social Media.
âCanonâs research shows that consumers are increasingly moving onlineâ
5. Emerging ideas and trends
More people are getting into photography/ vlogging/ making videos because of Instagram, YouTube etc. But âgrowth in creative photography has seen interchangeable lens camera sales increasingâ
6. Opportunities to differentiate
Products are made in Japan (vs made in China etc.). More professional choice for photography. Wide range of cameras and lenses to choose from for a variety of experience levels (compared to the new mirrorless cameras etc. which tend to only have a few lenses). Even if buying a Canon mirrorless, adapters are available to use any Canon lens.
Part C - Design Touchpoints
As a Canon user I knew about the various different ways people can come into contact with the brand.Â
http://global.canon/en/vision/philosophy.html
http://global.canon/en/vision/strategies.html
https://en.wikipedia.org/wiki/Canon_Inc.#Sponsorships
http://www.canon.com.au/~/media/About-Canon/Sustainability-and-Environment/Sustainability%20Reports/2013/SR2012-SummaryReport.aspx