this is based on canon different types of product

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Group Name
“Zombies”
Group Member
Mushfiq Dewan Ruhul 15-
Md. Showrov Bhuiya 15-
Shakil Ahmed 15-28281-1
Md. Arif Raihan 15-
Israt Jahan 15-28326-1

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Acknowledgement
This term paper would not be accomplished without the generous contributions of any
individuals and organizations. We are very much grateful to them for their unlimited help and
support.
Above all, we express our gratitude to ALLAH the almighty, who aided us with his strength,
gave us wisdom and patience to complete this term paper.
Additionally, we thank our course instructor “Saihad Shahid Rahman”, who believed that we
could. His moral guidelines, endless effort, and joyful encouragement made us successful in this
paper.
Moreover, we are also thankful to our classmates, group members, and friends for their helps and
supports.
At last, we thank to our parents and other family members for their helps, supports and sacrifices
during the study period.
Special thanks go to www.google.com the best search engine what really helped us to reach and
gather all our necessary information and accomplish this report.
Team Zombie

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Table of Contents
Executive Summery………………...……………………………………………………………5
Introduction………………………………………………………....……………………………6
Strategic Business Unit of Canon by product line……….....……………………………………7
Literature Review of BCG Matrix……………………………………………………………..8-9
Analyzing the attractiveness of the SBU’s by BCG Matrix…………………………………….10
Conclusion…………………………………………………………………………..…………..12
Reference……………………………………………………………………………………..…13

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Executive Summary
Canon Inc was founded in year 1937 in Japan. Canon Marketing (M) Sdn Bhd started its
operation in Malaysia by year 1987 and has enjoyed 20 years of successful experience in
Malaysia. Canon has 2 main division of the structure, which are the consumer products such as
printer and calculator and imaging communication products such as cameras.
Canon started its corporate operation with the Kyosei philosophy which means “All people,
regardless of race religion of culture, harmoniously living and working together into the future.”
Canon has spread it business into 3 types, which is consumer business unit, office business unit
and industry and other business unit.
Canon has maintained it business very well through their corporate activities. They have done
research, development and design on their products through technological innovation. This
activity has increases canon’s product value on market. They have also done the procurement,
production and distribution to achieve higher quality with greater efficiency. Canon has also
done well in their marketing. Sales and marketing, post purchase service has delivered services
and solutions that create trust and keep customers coming back. Canon has expanded its
influence into the environment and society as well. “Action for Green” Environment Vision and
Tamagawa General Measurement Testing Laboratory are among the activities held. Social and
cultural activities are like “Yellowstone Park Foundation” and WWF Conservation Partner.

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Introduction
Canon Inc. is a Japanese multinational corporation specialized in the manufacture of imaging and
optical products, including cameras, camcorders, photocopiers, steppers, computer printers and
medical equipment. Its headquarters are located in Ōta, Tokyo, Japan. Canon has a primary
listing on the Tokyo Stock Exchange and is a constituent of the TOPIX index. It has a secondary
listing on the New York Stock Exchange. At the beginning of 2015, Canon was the tenth largest
public company in Japan when measured by market capitalization.
The origins of Canon date back to the founding of Precision Optical Instruments Laboratory in
Japan in 1937 by Takeshi Mitarai, Goro Yoshida, Saburo Uchida and Takeo Maeda. During its
early years the company did not have any facilities to produce its own optical glass, and its first
cameras incorporated Nikkor lenses from Nippon Kogaku K.K. (the later Nikon Corporation).
Canon's world headquarters are located at 30-2 Shimomaruko 3-chome, Ohta-ku, Tokyo 146-
8501, Japan. Canon has regional headquarters in the Americas, Europe, Middle East, Africa,
Japan, Asia and Oceania (including Australia & New Zealand). Canon Europe has two principal
subsidiaries: Canon Europa NV (based in Amstelveen, Netherlands) and Canon Europe Ltd.
(based in Uxbridge, UK).

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Strategic Business Unit
of Canon by product line
Production Printing
It includesDigital Presses,
ImagePRESSWorkflowSolutions,
etc.
Professional Imaging
Equipment’s
Cameras,Camcorders,Large
Format Printers,Projectors,etc.
Office Solutions
MultifunctionPrinters/Copiers,
Scanners,Software,Services,etc.
Healthcare Products
Digital Radiography,Eyecare,
Software,etc.
Industrial Products
Steppers,GalvanoScanners,
BrushlessMotorsetc.
Mixed Reality
CanonVR headset,Mreal handheld
display,mreal headmounted
displayetc.

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Literature Review of BCG Matrix
“A company should have a portfolio of products with different growth rates and different market
shares. The portfolio composition is a function of the balance between cash flows.… Margins
and cash generated are a function of market share.”
Within the diagram, "stars" go in the upper-left quadrant, and "question marks" are put in the
upper-right square. At the bottom, "cash cows" go on the left, and "dogs" are placed on the right.
The diagram visually shows that stars have high market share and a high growth rate, while
question marks have low market share and a high growth rate. On the bottom, cash cows have a
low growth rate but a high market share, and dogs have a low market share and a low growth
rate.
Star- It is a product with high market share in a growing industry. This product has a high
potential to make money in the near future due to its preferred position and the upcoming growth
in sales as the industry expands.

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Cash cow- It is a product with high market share in a low or no growth industry. This product is
preferred by consumers, as shown by its high market share, and not very interesting to new
entrants due to the flat sales in the industry.
Dog- It is a product with low market share in a flat industry. With the lack of growth in the
industry, the only way to improve sales is to entice customers away from other competitors, and
due to its non-preferred status, that will likely only occur with heavy marketing and price
discounting.
Question- It is a product with low market share in a growing industry. This product needs to be
carefully evaluated to determine if the marketing needed to entice consumers to purchase it will
result in profits.

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Analyzing the attractiveness of the SBU’s by BCG
Matrix
Star: Star products of Canon are its office solution products since it has high growth rate and high
relative market share.
Cash Cows: Cash cows of Canon inc. are its professional imaging equipment’s such as cameras and
camcorders. These products generates most cash flows. It has low growth rate and high relative market
share.
Office Solution
Products
Professional Imaging
Equipment’s
Industrial Products
MarketGrowth
Market Share
Healthcare Products

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Question Mark: Canon’s question mark products are its industrial products. It has high market growth
rate but low relative market share.
Dogs: Dogs product of canon is its healthcare products. It has low growth rate and low market share.

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Conclusion