PROJECT REPORT ON

PRESENT POSITION & MARKETING STRATEGY OF

A industrial training report submitted in partial fulfillment of the requirement for the degree of

BACHELOR OF BUSINESS ADMINISTRATION (2009-2012)

Submitted by:
SUNIL KUMAR

BBA VI (SEM) Roll No.: 92261058

BABA FARID COLLEGE

DEON(BATHINDA)
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ACKNOWLEDGEMENT
If words are considered as symbol of Approval and Token of appreciation then let the words play the heralding role of expressing my sincere gratitude and thanks. Any accomplishment requires the effort of many people and this work is no different. I am indebted to Mr. BIKRAMJIT SINGH but for whose guidance and patience I would have not been able to accomplish this task. I also owe a great thanks to him for providing me an opportunity to go through summer training, and providing me this golden opportunity to be a part of the said esteemed college and letting me work on this project. I also owe a great thanks to Mr. AMIT KUMAR for his guidance, who helped me in the best possible way to complete this summer training and this report.

TABLE OF CONTENTS

SR.NO TITLE NAME 1 1.1 2 2.1 2.2 2.3 3 4 4.1 4.2 4.3 4.4 BRIEF PROFILE OF COMPANY History of the canon products Canon now In figures Global Ranking Business Segment Message from Top Management Corporate Activities Research and Development / Design Procurement / Production / Distribution Sales and Marketing / Post-Purchase Services Environment / Quality

PAGE NO. 4-8 4 9-14 9 10 11 15 16-27 16 17 19 25

1.BRIEF PROFILE OF COMPANY

Canon Inc. is a Japanese multinational corporation that specialises in the manufacture of imaging and optical products, includingcameras, camcorders, photocopiers, steppers and computer printers. Its headquarters are located in ta, Tokyo, Japan The company was originally named Kwanon[4] by Goro Yoshida after the Buddhist bodhisattva Guan Yin, known in Japanese as Kannon. In 1934 it produced a prototype for Japans first-ever 35 mm camera with a focal plane shutter. In 1947 the company name was changed to Canon.

History of the canon products

1933 1934

Precision Optical Instruments Laboratory established Kwanon camera prototype developed Hansa Canon camera introduced

1936

Hansa Canon 35mm focal-plane-shutter camera

1937 1941 1947 1955 1957

Precision Optical Industry, Co., Ltd. founded Japan's first indirect X-ray camera introduced Company name changed to Canon Camera Co., Inc. New York branch office opened Sole European distributor, Canon Europa, established Canonet camera introduced

1961

Canonet Electric Eye (EE) camera

1964

Canola 130 calculator introduced

Canola 130, the world's first 10-key electronic calculator

1967 1969

"Cameras in the right hand, business machines in the left." Company name changed to Canon Inc. NP-1100 copying machine introduced

1970

NP-1100, Japan's first plain paper copying machine

1970 1976

PPC-1 mask aligner introduced Premier Company Plan launched AE-1 SLR camera introduced

1976

AE-1, the world's first SLR camera with a built-in microcomputer

LBP-10 laser printer introduced

1979

LBP-10, the world's first laser printer with a semiconductor laser

PC-10/20 personal copying machine introduced

1982

PC-10/20, the world's first personal copying machine with an all-in-one cartridge system

BJ-80 inkjet printer introduced

1985

BJ-80, the world's first inkjet printer using Bubble Jet technology

1987 1987 1988 1990 1996 2000

CLC-1 digital full-color copying machine introduced EOS650 AF SLR camera introduced Corporate philosophy of kyosei introduced with company's second inauguration Toner cartridge collection and recycling program launched Excellent Global Corporation Plan launched Canon Inc. ADRs listed on the New York Stock Exchange PowerShot S100 DIGITAL ELPH (DIGITAL IXUS) compact digital camera introduced

2000

PowerShot S100 DIGITAL ELPH (DIGITAL IXUS in other areas) compact digital camera

iR series of network multifunction devices introduced

2000

iR3250 network multifunction device

EOS-1Ds digital SLR camera introduced

2002

EOS-1Ds high-end professional digital SLR camera

imagePROGRAF iPF9000 printer introduced

2006

imagePROGRAF iPF9000 large-format inkjet printer

2007 2009

imagePRESS C7000VP digital press introduced imageRUNNER ADVANCE network multifunction device introduced

Up to now The history of Canon started with the enterprising spirit to make the world's best camera.

A modest beginning in a small room

In 1933, a small laboratory dedicated to making high-quality cameras was set up in a simple apartment room in the Roppongi area of Tokyo. At the time, all high-quality cameras were European with the majority coming from Germany. It was in this small room that young people with a big dream earnestly began their work on producing a high-quality Japanese camera, marking the beginning of Canon. Through hard work and with an enterprising spirit, they eventually succeeded in building a prototype, which was named Kwanon after the Buddhist goddess of mercy. The following year, in 1935, Japan's first-ever 35mm focal-plane-shutter camera, the Hansa Canon, was born, along with the Canon brand.

Striving for the world's best camera

In 1950, Canon's first president, Takeshi Mitarai, went to America for the first time to attend an international trade fair. Having seen modern factories and a high standard of living first hand, upon his return, he built a fireproof factory of steel-reinforced concrete in the Shimomaruko area of Tokyo, which he saw as essential for Canon to succeed in doing business with the world at large. Mitarai also made clear his respect for humanity by stressing the importance of the San-ji, or Three Selfs spirit, the guiding principle for Canon employees. In 1955, Canon made its first step into the global market with the opening of a U.S. office in New York City. In 1957, Canon set up its sole European distributor, Canon Europa, in Geneva, Switzerland. By 1967 exports already topped 50% of the company's total sales.

The challenge of diversification

Soon after its founding, Canon was hard at work in 1941 on diversifying itself with the introduction of Japan's first indirect X-ray camera and other products. In the 1960s, the company took further steps toward diversification by adding electrical, physical and chemical technologies to its optical and precision technologies. In 1964, Canon entered the office equipment market with the debut of the world's first 10-key electronic calculator. In 1967, the management slogan "cameras in the right hand, business machines in the left" was unveiled and in 1969 the company changed its name from 7

Canon Camera Co., Inc. to Canon Inc. Canon took on the challenge of developing Japan's first plain paper copying machine, which it introduced in 1970, and realized further diversification from one challenging field to the next.

Averting disaster with the Premier Company Plan

By 1970, Canon grew to 44.8 billion yen in sales and more than 5,000 employees. But hit by dollar and oil shocks, followed by problems with a defective electronic calculator display component in 1974, Canon fell on hard times. In the first half of 1975, it failed to pay a dividend for the first time since becoming a public company. In 1976, Canon unveiled its Premier Company Plan, an ambitious strategy to transform Canon into an "excellent global company" through such means as introducing a vertical business group constitution and establishing a horizontal development, production and sales system. The plan proposed high ideals and pooled the strength of its employees, enabling the company to promptly recover.

Canon's second inauguration

Canon continued to grow under the Premier Company Plan. With the dawn of the personal computer age, Canon introduced to the world a series of products never before seen, among them a personal copying machine based on an all-in-one cartridge system, a laser printer with semiconductor laser, and a Bubble Jet inkjet printer. Canon also began promoting global production in earnest on the road to becoming an excellent global company. Then, in 1988, the 51st anniversary of the company's founding, Canon announced its second inauguration and unveiled its corporate philosophy of kyosei, an unfamiliar term at the time. It also began promoting such progressive and environmentally sound activities as toner cartridge recycling in addition to globalizing its development sites.

The Excellent Global Corporation Plan

Canon had developed unprecedented technologies and carefully nurtured them to create business opportunities and products unrivaled by any other company. But by the mid-1990s, the business division system that had been in place since the 1970s was showing signs of wear. Canon also carried debt of more than 840 billion yen, meaning the company needed to improve its financial constitution if it was to carry out long-term R&D projects and launch new businesses. Fujio Mitarai became Canon's 6th company president in 1995, and in 1996 the Excellent Global Corporation Plan was launched. Transforming the corporate mindset from partial to total optimization and from a focus on sales to a focus on profits, the new plan was the start of the innovations that characterize today's Canon

2. canon now
2.1 in figures
Founded on the innovations of today, Canon targets a future further ahead.

2.2 Global Ranking

2010 Top ten U.S. patent holders by company
Rank 1 2 3 4 5 6 7 8 9 10 Organization IBM SAMSUNG ELECTRONICS MICROSOFT CANON PANASONIC TOSHIBA SONY INTEL HEWLETT-PACKARD LG ELECTRONICS Number of patents 5,879 4,549 3,089 2,543 2,469 2,229 2,152 1,656 1,491 1,487

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2.3 Business Segment

Business segments Sales ratio per segment (%)

Consumer Business Unit

Office Business Unit

3
Industry and Others Business Unit

1. Consumer Business Unit

Digital Single Lens Reflex (SLR) Cameras

Canon digital SLR cameras continue to advance picture quality to greater heights. Combining decades of camera expertise with leading-edge digital technology, Canon develops such key technologies as interchangeable lenses, image sensors, and image processors.

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Compact Digital Cameras

Canon makes every effort to equip its digital cameras with the latest imaging technology. This includes advanced optical technology, high-precision sensors, and a DIGIC imaging processor that brings together decades of camera expertise. All this is provided in a stylish, sophisticated package that ensures ownership satisfaction.

Digital Camcorders

Canon digital camcorders are used for everything from recording family events to professional motion picture production. Canon's superb high-resolution HD lens, Full HD CMOS sensor, and DIGIC DV imaging processor support high-definition video recording.

2. Office Business Unit

Office Network Multifunction Devices

From printing to scanning, sending and faxing, Canon office network MFDs combine all sorts of document related tasks into a single machine. Its user-friendliness, outstanding network compatibility and security features make office work more productive.

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Laser Printers

Laser printers have become one of the most trusted machines in print output performance in homes and offices today. Thanks to advances in toner cartridge and laser technology, Canon laser printers are evolving with new features, such as on-demand fixing, space saving design and less energy consumption

Toner Cartridges

Canon toner, photosensitive drums and toner cartridges support high image quality in electrophotographic printing. Canon holds more than 1000 patents in the field of toner cartridge technology while taking environmental considerations into account.

3. Industry and Others Business Unit

LCD Lithography Systems

Canon is a leading manufacturer of the high-production mirror projection aligners used in the manufacture of LCD televisions and monitors. We have achieved mass production of the world's largest* high-precision concave mirror, enabling the manufacture of widescreen televisions

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Semiconductor Lithography Systems

Semiconductor lithography equipment is critical to the creation of electronic devices. Canon is further developing cutting-edge technologies pursuing more minute exposure while it produces semiconductor lithography systems that manufacture LSI devices efficiently.

Ophthalmic Equipment

Retinal cameras, tonometers and other Canon ophthalmic equipment meet growing needs in the medical field for superior image quality, space-saving designs, and technologies that minimize patient discomfort. For R&D and new ophthalmic equipment design, Canon works in tandem with the Canon Group company OPTOPOL Technology S.A.

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3. Message from Top Management

We aim to transform ourselves through flexible ideas in response to the changing times.

2012 is a year Canon embraces new challenges. In 2011, we faced many ordeals, beginning with the Great East Japan Earthquake. But Canon has always viewed a challenging environment as an opportunity for great advances. Addressing the needs of the changing times flexibly and with inspired ideas, we aim to return to a path of growth. And to promote further growth, we will steadily move forward with Phase IV of the Excellent Global Corporation Plan, the company's medium- to long-term management plan launched in 2011, in accordance with our corporate philosophy of kyosei. We aim to achieve the overwhelming No. 1 position in the world in our current business domains by bringing to market attractive new products and services in a timely manner. In our marketing activities, we will work to strengthen our solutions and services businesses while boosting sales in rapidly growing emerging markets. In research and development, the source of Canon's competitive strength, we are focused on creating innovation in the U.S. and Europe, further developing our next-generation medical business, and cultivating new technologies in the field of industrial equipment. We will also work to achieve globally optimized production, the total optimization of companywide operational processes through the full implementation of IT systems, and the acceleration of the commitment to quality first. At the same time, we will give thorough consideration to environmental and compliance issues and work to cultivate human resources capable of leading efforts to realize these transformations as part of our activities to fulfill our corporate social responsibilities. Through these activities, Canon seeks to grow and prosper over the next 100, or even 200, years with the goal of becoming a truly excellent global company that is admired and respected the world over. As we move forward, we look forward to your continued understanding and support.

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4. Corporate Activities
Striving to enrich lives by creating the best products possible while reducing environmental impact through technological innovation.

4.1Research and Development / Design

More convenience. More comfort. Canon opens doors to the future and brings innovation to people's lives. Increased beauty and precision. Greater speed and efficiency. Lower environmental impact. Canon's technological innovations enable people to make use of a variety of images and information to freely express and reproduce their ideas and thoughts, anytime, anywhere.

Cross-Media Imaging Strategy

Medical equipment and printer solutions Advanced synergies between Canon's imaging products and information network technologies allow consumers to easily and accurately express their thoughts and ideas. With innovative products and an expanding range of services and solutions, Canon gives birth to new businesses and new lifestyles.

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Super Machine Vision

R&D into robotic vision Canon is developing robotic vision capable of detecting, assessing and learning from changes in surroundings. Drawing on leading-edge optical, imaging, and recognition technologies, Canon is producing an eye for intelligent industrial robots and reliable monitoring systems that exceed the capabilities of human vision

4.2 Procurement / Production / Distribution

Striving for the most rational production means reducing waste in materials and time to virtually zero, while raising performance and quality. Pursuing the ultimate in craftsmanship. With the comprehensive use of IT, Canon has implemented the real-time central management of all operations, from development and production to sales and service. Doing away with all unnecessary inventories, Canon ensures the timely delivery of superiorquality products to customers around the world.

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Automated Production Systems

Automated production of toner cartridges Canon is currently building automated production lines capable of running nonstop every day of the year. Design, production technology, and manufacturing expertise combine through the sharing of experience and know-how to establish entirely automated production systems with increasingly enhanced quality and stability.

In-House Production

Production of image sensors With the dual aim of product innovation and cost reduction, Canon conducts in-house development and production of proprietary key components and devices. In addition, functional parts, circuit boards and other major components, molds and manufacturing equipment are produced within the Canon Group.

Cell Production

Canon Suzhou (China)

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Canon factories worldwide use the cell production system, which eliminates conveyor belt assembly lines in favor of small teams, or cells, of workers that handle multiple procedures to complete a product. The system allows workers to change the number of procedures they perform according to skill level while also facilitating adjustments in production output.

The Master Craftsman System

A master craftsman working on a mold At Canon, employees with exceptional skill who have received awards from public institutes are acknowledged as master craftsmen. At present, 32 master craftsmen apply their superior skills to lens polishing, precision machining, and other processes, while passing along their unique knowledge to the next generation.

Modal Shift

Railroad transportation in Europe To lower the environmental burden due to CO2 emissions, Canon employs modal shiftswitching from truck-and air-based transport to rail-and sea-based transportation, worldwide. Other initiatives to reduce the environmental costs of transportation include shortening the transportation distances to ports and improving load efficiency

4.3 Sales and Marketing / Post-Purchase Services

I'm glad it's a Canon. Canon's services and solutions enable customers to easily make use of leading-edge technologies. Canon sales companies worldwide do more than conventional sales and marketing. They also use leading-edge information and communication technology to connect consumers to the latest products, services and tailored solutions. As members of the Canon family in over 180 countries and regions, they build trust and keep Canon's reputation for reliability strong.

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Canon Information Technology Services, Inc. maintains call centers in the U.S. and Canada.

Global Sales Framework

Each of Canon's regional marketing headquarters Canon U.S.A., Canon Europe, Canon China, Canon Australia, and Canon Marketing Japan oversees its own regional sales and cooperates closely with Japan-based product development teams to reflect customer comments in Canon products.

Solutions Business

A photo business solution (Singapore) To meet the needs of customers and their challenges, such as business expansion and process improvement, security, and cost savings, Canon provides IT and print solutions. Canon works to 20

understand each customer's viewpoint, no matter the industry, and strives to meet every request on a personal basis.

Canon Managed Document Services

Sodexo (France) Canon optimizes the document output environments of businesses large and small to offer comprehensive services, which include the deployment of equipment and the effective management of document input-output environments. With Canon's worldwide services, companies discover significant cost savings and productivity gains.

PHOTOPRESSO

This new idea in online service allows customers to create their own stylish photobooks from digital photos. The system makes it easy to choose attractive binding and layouts, and offers both web publishing and order delivery to friends. Currently available in Japan, PHOTOPRESSO is scheduled to roll out globally soon.

Canon Business Solutions

Network MFDs service training

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Canon Business Solutions in the U.S. provides direct sales of business machines through 70 offices. In cooperation with Oc, a recent addition to the Canon Group, Canon Business Solutions is growing and delivering higher quality solutions to U.S. customers.

Canon Business Solutions, Inc. Website

IT Outsourcing Business

Remote operation center Canon Marketing Japan provides one-stop support for the outsourcing of IT systems operations and data center services, spanning all processes from installation to operation. To expand the capacity and range of services, the company plans to complete a large new leading-edge data center by 2012.

Enhanced Sales Framework in Emerging Markets

A commercial printing exhibition in Moscow To better serve emerging markets in Asia, Russia, the Middle East, and Africa, Canon is strengthening sales capabilities in each region. The company's efforts include the introduction of products designed for local needs, participation in regional exhibitions, and reinforcement of service training.

Quick Service Stations (QSS)

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Xi'an QSS (China) Knowing how important after-sales support is to Chinese customers, as of the end of 2010, Canon China established a total of 21 Quick Service Stations (QSS) and Quick Response & Repair Centers (QRC) for digital cameras, inkjet printers, and other Canon products

4.4 Environment / Quality

Colorfully enriching lives today with consideration for tomorrow's earth. Striving to enrich both lifestyles and the global environment. Canon continuously strives to bring new innovation and value to the world while reducing the use of resources and impact on the environment. Naturally, as a cornerstone of the activities supporting the Canon brand, there is never any compromise in the commitment to quality.

The PIXMA MG6100-series multifunction inkjet printer offers advanced environmental performance.

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A pond neighboring Oita Canon is inhabited by Oita salamander hynobius dunni.

Action for Green

Canon's Action for Green environmental vision is a detailed action plan targeting activities throughout the product lifecycle produce, use, recycle with the aim of producing highperformance products and minimizing environmental impact. Progress in the plan is managed through the PDCA (plan-do-check-act) process.

About Canon's Action for Green Environmental Vision

Bio-Based Plastic

The imagePRESS C7010VP digital production press The use of plant-derived bio-based plastic reduces oil consumption and CO2 emissions in manufacturing. Canon first used bio-based plastic in exterior parts for imageRUNNER ADVANCE digital multifunction devices. In 2010, Canon was the industry's most prolific user of the material for digital production printer exterior parts. 24

About the Bio-Based Plastics About Design for the Environment

Environmental Activities at Production Sites

Equipment for collecting and recycling solvent Canon conducts environmentally friendly manufacturing worldwide, conserving energy and resources, and controlling chemical substances. The company replaced its lens-washing solvent with one with lesser environmental impact, which is collected and recycled, and continuously seeks solutions to preserve local ecosystems and biodiversity.

About the Environmental Activities at Operational Sites

Energy-Saving Technology for Inkjet Printers

The PIXMA MG6100-series multifunction inkjet printer Canon multifunction inkjet printers feature the latest technology for optimizing energy use during printing and in standby mode. Compared to the previous model,* the PIXMA MG6100 series lowers daily power consumption by approximately 28% without sacrificing speed or image quality.

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Toner Cartridge Recycling

Industrial Resource Technologies (U.S.A.) Canon has been involved in the collection and recycling of laser printer toner cartridges for over 20 years. Parts that can be reused are washed, inspected and put back into production. Plastic parts are pulverized and recycled for use in new cartridges. And other parts that can be recycled are separated so that they do not go to waste.

About the Toner Cartridge Recycling

Verifying Product Compatibility

Canon continuously tests its products to verify product compatibility and provide satisfaction to customers. For example, inkjet printers and digital cameras undergo compatibility tests with other companies' computers and peripherals.

Quality Verification Testing

Semi-anechoic chamber (Tamagawa General Measurement Testing Laboratory)

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Canon conducts stringent tests to ensure product safety and reliability. In state-of-the-art facilities, which have received ISO/IEC and UL authorized certification, products undergo comprehensive testing for noise, flammability, and more. By opting for in-house testing at its own facilities, Canon ensures speedier feedback to development teams.

How Canon Quality is Realized

Remote Monitoring and Support via Internet

An Internet-based service monitors the operational status of Canon network multifunction devices and laser printers. This service notifies service centers when attention is required such as low toner level. With this system, service engineers are able to provide service more effectively and rapidly to customers.

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