Master of Business Administration

Marketing Management

Product Development and Marketing Plan for Canon

Supervised By P H Gilliam

Submitted By Muhammad Omair

STU 22782

Submitted To IBAM

Word Count 4,173

Submission Date 07 February 2011

1

Executive Summary

The core focus of this report is devising a new product and implement marketing plan for Canon plc. The company is currently facing huge competition from its competitor worldwide, especially in Japan where it has lost market leadership. Due to the decreasing profit margin and threat of losing market share, the company has decided to come up with new innovate Canon Hybrid DSLR which will help the company in improving its profit margin and sustaining market share in UK and worldwide. The report is divided into six parts which are as follow

• Introduction to Canon

• Situation Analysis

• Marketing Objective

• Marketing Plan

• Marketing Budget

• Conclusion

Introduction section focuses on the opening to the company, its business, financial overview, market share and competitors. The second part inspects the situation analysis of the company in UK. For this purpose the PESTEL analysis, Core competencies and SWOT analysis of the company has done in UK and analysed the environment and factors effecting new product development.

The third part is related to devising marketing objective and product features. For this purpose Ansoff matrix, BCG matrix, Porter Generic Strategies and Product life cycle has analysed to asses the marketing objective strategically. The marketing plan focuses on the market segmentation, target market, positing, differentiation and market mix for new product and its implementation at global level. The fifth section forecast the marketing budget for the new product.

2

Table of Contents

Contents1. Introduction...................................................................................................................................4

1.1 Reason for choosing the Canon UK.............................................................................................5

2. Situation Analysis..........................................................................................................................5

2.1 Pestle Analysis.............................................................................................................................5

2.2 Core Competence........................................................................................................................6

2.3 Swot analysis.........................................................................................................................8

2.4 Critical analysis of Canon Environment......................................................................................9

3. Canon Hybrid DSLR Features.....................................................................................................10

3.1 Introduction to the new product.................................................................................................10

3.2 Marketing objectives.................................................................................................................10

4. Market Segmentation...................................................................................................................11

4.1 Consumer Market Segmentation................................................................................................11

4.2 Positioning and Differentiation..................................................................................................11

4.2.1 Positioning (Market leadership)..........................................................................................11

4.2.2 Pioneer of technology and market.......................................................................................12

4.3 Marketing mix.......................................................................................................................12

4.3.1 Product................................................................................................................................12

4.3.2 Pricing Strategy..................................................................................................................12

4.3.3 Distribution Strategy...........................................................................................................13

4.4.4 Promotional Strategy..........................................................................................................13

4.5 Marketing mix for Global..........................................................................................................14

4.5.1 E-Business Mix globally.....................................................................................................14

5. Marketing Budget........................................................................................................................15

6. Appendixes..................................................................................................................................16

Appendix 1......................................................................................................................................16

7. References...................................................................................................................................21

3

1. Introduction

The increasing demand for the mobile phone is considered to be serious threat to the digital camera industry however the digital camera industry has preformed well during 2010 and up the move. Data Monitor (2010) forecasted the digital camera market revenue up to $ 31 billion for 2009. GFK (2010) has forecasted the digital camera sale up to 141 million for 2010. According to GFK the digital camera sale increased 11% in first quarter and 19 % in June alone. The increase was in 25% in East Europe, 20 % in Asia and 51 % in Latin America.

GFK stated the main reason for the growth of the industry was digital and multimedia cameras which can be used for photography and some times for video with audio supported feature, other factor which has forced the consumer to change or renew their product were HD resolution, GPS and 3 D features. Highest growth in terms of country was in China where 14 million digital cameras were expected to sell and would increase up to 16 million in 2011. In Europe the main driver for increase in digital cameras sale was interchange able lens. According to GFK (2011) the multi media cameras which can be used for online purpose (face book, you tube, twitter, Google, etc) was most popular is Western Europe, where its sales was 70% of total.

Canon is the on of the leading company in the world doing business in Australia, China, Japan, US and Europe, the company headquarter is in Tokyo, Japan and it employees are 168,879 (Data Monitor 2010). According to the (Canon 2010) the company net sales were $34,883 million in FY 2009, and its net income in FY 2009 was $1,431 million.

Canon’s target markets are consumer, business and industry, where it produces wide range of products; however the important ones are cameras, printers, copying machines, optical products and business machine (Data Monitor 2010). The consumer unit focuses on the digital SLR, interchangeable lens, compact digital cameras, camcorders, single and multi inject printer, scanner and broad coasting equipment.

Canon UK (2009) group loss for the year 2009 after taxes was 2.0 million and gross profit margin declined by 7.1 % due to increased cost sale and pound deprecation. The UK digital still compact camera market reached 5.80 Mio units, while DSLR contributed 500,000 units and HD camcorder with the percentage of 51 % and 165,000 units. According to GFK (2010) canon digital compact camera and DSLR (EOS 450 D) were leading the market.

4

1.1 Reason for choosing the Canon UK

Canon is one of the leading companies in world with 2,204 patents in 2009 (Canon 2010). Canon is the brand leader in different parts of the world. According to the Reader digest (cited in Canon 2009 press release) Canon was voted as “most trusted” in 13 countries out of 16 in the Europe for 9th consecutive times and number one in UK. However is facing serious threats from Nikon and Kodak in US, Samsung and Sony in Europe and Nikon in Japan and Asia. According to BCN ranking (2010 cited on Nikon Rumours) shows that Nikon has grabbed first place in Japan, due to it product D90 with the sale of 13% in comparison to Canon EOS Kiss X3 with sale of 11.5 % of market share. Canon market share is dropped from 39.1 % (2009) to 31.4 % (2010) pushing it to second place in market, on the other hand Nikon sales increased from 31.3 % (2009) to 34 % in (2010) making it number one in market(Nikon Rumour) . Similar threat is faced by Canon in UK and USA.

Data Monitor (2010) stated that Canon is facing continuous decline in operating profit for three consecutive years, it was 16.7 % in 2007 dropped to 12.1 % in 2008 and 6.8 % in 2009. Due to the continuous decline in operating profit and threat of losing more market share the Canon has decided to come up with the product which could be foundation for its comeback to market to regain it position and market share.

2. Situation Analysis

2.1 Pestle Analysis

Political

Strong democratic setup with stable government Effective microeconomic policies Strong relations with emerging economies including common wealth countries Terrorism VAT

Economic

2nd largest in European Union World fourth largest economy Single European market with free trade Strong distribution channels Budget Deficit Depreciated currency

Socio-Economic

High standards of living Overseas immigration Aging Population High spending by Youth

5

Technological

New Technology Innovation

Environmental

Energy Saving Waste Electrical and Electronic Equipment Directive (WEEE) Packaging waste and ROHS Regulation

Legal

UK & EU Regulations e.g.(Competition Law, Data Protection and Employment Law)

2.2 Core Competence

Prahalad and Hamel (1990) identified the core competencies behind the organisation product line. They argued that core competences facilitate the firm to add new product to its product line and is main reason for competitive advantage. Prahalad and Hamel (1990) claimed that core competence does not depreciate with the passage of time like fixed asset, rather these core competencies the main factor for creating core products which enables the company to produce end product. .e.g. Canon produce optics and imaging which enables them to produce variety of the cameras. Quinn and Hilmer (1994) defined core competencies as the skill or knowledge for long term advantage. Randall (2010) stated that core competency is unique and difficult to copy and it may or may not relate to product.

We can conclude from above arguments that core competencies are the management of skill and unique resources which can be use to get competitive advantage. Fillis and Rentschler (2006) argued that competencies may be technical related to operational aspect of marketing tactics or my related to the decision making where human competency, creativity (in product, marketing), knowledge, experience are involved.

6

Source: Prahalad and Hamel (1990) “Core Competencies of Canon”

7

Micro Processor

Imaging OpticsCompetent People

Desktop Laser Printer Engines

Imaging System Engines

Other Unit Office UnitIndustry Unit Consumer Unit

Ophthalmic Equipment

Printing LCD Lithography

System

Digital Radiography sys

ScannersCameras Photo copy Machine

Fax Machine

2.3 Swot analysis

INT

ER

NA

L

Useful HarmfulStrengths

Established Brand Name Worldwide Brand Recognition Brand Leader in many items Goodwill and strong market

position 3rd patient holder company of

Globe Advanced Planning for 100-

200 years Diversified Product line Modern ,Innovative R & D Automated Machinery and

Robots for Production Purchased Order Based

Production System Being a Partner in Social,

Cultural and Environmental Projects

Weakness Decrease in Profit Margin 2007-

2010 Huge Dependibility on HP for

Manufacturing Laser printers Customers Concentration Much Rely on distributors

EX

TE

RN

AL

Opportunities China and other Asian markets Demand for Digital Cameras &

LCD Demand for Printers Medical and digital

commercial printing

Threats Dollar-Yen Exchange Rates Droped from 1st positon to 2nd

Low Prices by Nikon Evolving Trends Intense competition from Nikon ,

Sony, Kodak and Samsung UK and EU Regulations for

standerds Government and large supplier

contracts renewals

8

2.4 Critical analysis of Canon Environment

Canon is the brand leader in Western Europe, however is facing tough competition from the Samsung and Sony. In order to maintain its market leadership and to retain its employees the company has decided to launch new hybrid digital SLR camera using its unique competencies and innovation. This will help the company to sustain its market share in Western Europe especially UK and this product will be introduced globally to regain the market share in existing countries, where Canon works and to acquire new potential markets as well. These potential markets where GFK (2010) has shown significant increase in 25% in East Europe, 20 % in Asia and 51 % in Latin America.

Canon is already doing business in UK and is market leader and has strong brand recognition. However, if we analyse the new product and company with the information furnished from situation analysis. We can see that the political environment of the UK is good, the country has very effective macro economic policies although its economy is facing hardships; still country is doing well as compared to much European country. So company can easily grab its market share using its brand name and the new features of hybrid DSLR camera. Increase in the VAT may affect the prices of digital cameras and its import in the country. The currency of the country is depreciating which may help the company in Pound to Yen rate.

UK is the European 2nd and world 4th biggest economy although not up to the market, still the country has the potential and digital market has shown 6.8 % increase in the country. UK is ideal for launching the new product as it will help in maintaining the market share and will provide corridor to the free trade European market especially the Eastern Europe market which has show 25 % growth in the last year. The country has strong distribution channel which will the company to deliver its products to the dealers.

The increasing spending power of the young people and aging people can be target via strong marketing which can be potential market and can help in increasing the sales and profit margin. The change in technology is forcing the people to renew or replace their products so the hybrid SLR camera will drive the people to replace their camera. According to the dp preview (2006) and Canon Press release (2009) the company celebrated its 40 million lens manufacturing. The new hybrid camera with interchangeable lens support can easily target the existing customer to upgrade their cameras.

Canon is working in different environmental projects for saving the future for next generation. According to the Canon (2010) the company is working with WWF to save white polar bear by making awareness amongst the people. The company has followed the WEEE and waste packing ROHS regulations. The decreasing operation profit margin is the major threat to the Canon UK (see appendix 1: table 1), to decrease this loss company has cut the cost of sale and administration by 11.5 % (Canon UK2009). However new product will require cost of sale, additional distribution and promotional expenditure, which can create problem for company. The majority of Canon sale is usually done by the distributors, e.g.

9

Canon’s 21% sales come from HP (Data Monitor 2007) .its too much reliance on

distributors can create trouble for company. Like acquisition of IKON solution by Ricoh and IKON was generating its 55 % of revenue from Canon (Data Monitor 2009). So overall market environment is good for Canon’s new product development as the company has strong brand recognition in market and has many awards and is market leader, its competent ices (Refer competence diagram above) and innovation which has already establish competitive advantage for company and from here the company can expand product launch to Europe, which already constitute 31% of Canon total sales (Refer to appendix 1: figure 3).

3. Canon Hybrid DSLR Features

3.1 Introduction to the new product

Canon Hybrid DSLR is 25 megapixels, 18 autofocus points, 2.5 inch live view LCD, HD video capture, dust control, enhanced dynamic range, with option of auto/ manual focus and uniqueness of Bluetooth for easily transfer to the computer and laptop and other devices. It has GPS system and supports the lenses from 18-200mm. This camera can be used from advanced level operator to semi professional photographer. This camera provide you the opportunity of picture, audio and video recording and easily transfer to other medium through blue tooth, the new Canon Hybrid camera is Perfect gift for the every. “Don’t Miss Best moment of your life! Capture them”.

3.2 Marketing objectives Maintain the market To increase the market share by 5 % in 1 year To increase the profit Margin

The main objective for launching this product is to strengthen the current market share of UK to its competitor. Secondly this product will help in increase the market share and ultimately the profit margin which is declining 2006-2009. If we analyse the marketing objective strategically with market situation we see that the company is going to offer new product in current market to sustain its market share , to capture competitor share and to activate in-active user so the product offered has new improved quality and features (Refer to Ansoff matrix: Appendix1). The product life cycle is expected to be 14 to 18 months, the product can achieve its growth stage in 4 or 5 months and can reach at maturity stage in 7 or 8 month and may be declined over 14 months due to new technologies and development (Refer to appendix 1: figure 7). The market of UK is very saturated with lot of customer with different types of products and strategies. .e.g. the Nikon has adopted the low cost strategy which is creating difficulties for the Canon to retain its customers. This product focuses the whole market and Canon has adopted the cost leadership strategy for this product.

10

4. Market Segmentation

Payne (2006) stated that successful market segmentation can be achieved by satisfying the existing and the potential customers in a clear defined market. Target market for Canon hybrid DSLR is its existing consumer market for DSLR for which canon has already sold 10 million DSLR cameras since 2003 and 500,000 DSLR in UK in 2009 (Press Release: Canon UK 2009). This product features and innovation will target the existing customer by driving them to upgrade their product with new one and will help in attracting new customer.

4.1 Consumer Market Segmentation

This market segmentation of this product is done on the basis of variety of information e.g. in geographic sense UK has been selected, where Canon has its offices in London, Birmingham, Livingston, Belfast and Surrey making it easy to launch and manage the product, secondly UK has strong distribution channel which can be easily use to launch the product in UK and across the Europe. If we talk about geographically this camera is targeting all age groups over 18 its price is reasonable £499 which is easily accessible to all income groups as well, if we analyse the prices of DSLR EOS Kiss X3 and D70 the most sold with 11.5 % and 13% (source: BCN 2010) their price range was targeted to average class. Majority of the sale to every business is from this income group.

UK people showed strong interest in Canon HD camcorder which was 51%. The Canon Hybrid camera has feature of HD video recoding, targeting the behaviour of the UK customers providing them DSLR with HD recording feature, who have already voted the canon as “mostly trusted” brand. This camera will attract the Canon’s existing users as this supports range of lenses.

4.2 Positioning and Differentiation

Positioning is how the product is differentiated in the customers’ minds. Positioning is the new technique to communicate, advertise and market your product.

4.2.1 Positioning (Market leadership)

Canon is market leader in the UK and Western Europe with market share of 47.15 in 2008 (Press release: Canon UK2009). The company has won the “most trusted”, best green company and different other brand in industry. As the company is market leader in UK and Europe so this will add value to the new product and will aid the new product to foundation in achieving the 5% of the market in 1 year. The company knows what customer wants and reasons why customers are buying Canon, .e.g. HD features, Canon best DSLR technology and this product is equipped with some new features like GPS, blue tooth transfer and uploads to systems, and can be used with variety of lens, so the product will attract the existing customers and new customers as well.

11

4.2.2 Pioneer of technology and market

The other advantage to the company is that Canon is the pioneer of photography and imaging and these competencies and innovation make it unique from others market players. Its SLR technology is based on the experience of more than 30 years with wide range of products and innovation for which company is know and company’s 40 million EF Lens mark tell the success story of the company. The market pioneer ship and leadership will add extra value to this new innovative Hybrid DSLR. This is the time for the company to offensive to sustain its market share from competitors and try to attract some inactive and competitors customers in the markets.

Andrea et al (2010) argued that it is necessary to educate the customer about your product and its benefit. The Canon Hybrid DSLR has variety of benefit for existing and new customers due to its support for variety of lens, HD video recording, Bluetooth, GPS and this brand association to environment saving measures (WWF program for Polar bear etc). All these things will be highlighted in its marketing campaign to educate customers about product its additional benefits (especially through internet).

4.3 Marketing mix

4.3.1 Product

The Canon Hybrid DSLR is excellently designed with less size and weight as compared to conventional DSLR, with more capability of supporting wide range of lens; it gives perfect result with the ability of the GPS and image transfer via Bluetooth to the other devices. Its performance and quality has been tested and found more then the previous DSLR from Canon and other companies. This product has mixture of capabilities and function which customer wants in their camera. The product is reliable, durable and excellent in style, available in different colours (black, Grey). The product offer full warranty, after sales service and online support for trouble shooting and software as per Canon policy.

4.3.2 Pricing Strategy

The purpose of launching this product is to help Canon UK to improve its profit margin, sustain its existing market share and to increase its market share in UK and globally especially in potential markets which showed significant increase in digital cameras market like 25% in East Europe, 20 % in Asia and 51 % in Latin America. The demand for DSLR is increased due to the quality of results and option of using different supporting lens. DigiTimes (2010) quoted the Japan based companies have shipped 55.32 million digital cameras including DSLR in first half quarter of 2010 and with increase of 33.56 % and the total number of digital camera shipped worldwide were 128,850 out of which Canon has highest share of 18.4 %.

12

The research also stated the demand for DSLR will increase with 7.71 % in 2009 to

2010 to 138 million units. Keeping in mind the rising demand and the customer preferences this product is designed and the whole market is segmented as mass market in consumer market, so its price is comparatively low than normal Canon DSLR and it will be launched at competitive skimming price £499 and with the passage of time the price will be move down to capture the capture the mass market of the country and the other area where it will be launched like in case of MP3. The Nikon is using the low cost strategy this product will be counter for the Nikon strategy. If we evaluate the cost benefit of this product it will help the existing customer of Canon to use supported lens, thus reducing their additional cost.

4.3.3 Distribution Strategy

UK has one the world best and fastest distribution channel in the world. Canon is enjoying the fastest network of distribution. Canon’s new product distribution will be according to the Canon existing network and procedure. Canon UK and Ireland introduced PartnerNet dedicated IT reseller website in 2010 where Canon resellers can access the Canon’s sales and marketing tools this will be used for distribution.

The product will be sold through the Canon UK online store, Canon eBay outlet, Canon authorised E tailors, EOS professional network and local distributors. Canon has developed fast distribution network for availability of its products in time. The products will be shipped in Bulk to different distribution according to the demand of the area and forecast.

The UK and EU regulation for environmental protection and other laws related to employment, competition, Waste Electrical and Electronic Equipment Directive Packaging waste WEEE and ROHS Regulation if the company is not following it can get fined and be taken to the court. The company has contracts with large supplier and government making it very competitive to retain contracts in the time of renewal, and can effect the company overall profit margin and consumer segment as well.

Canon has sold 500,000 DSLR in UK last year although the economy of the country is under pressure but innovative product may get good response. Like Canon HD Camcorder got 51% of digital sale. If company is successful in attracting the targeted income groups and market as stated above it can achieve its marketing objectives.

Canon major competitors Sony, Samsung, Nikon are doing the similar DSLR and camcorder business, so it will be bring tough competition from the rival after launching this product.

4.4.4 Promotional StrategyThe main focus of the promotional strategy for this product is on e-business, however

it will include TV add, PR, sponsorship and digital billboard, news paper and consumer magazines for promoting as part of it marketing mix. The purpose of this promotion is to increase the declining sale, profit margin and to sustain market share. Canon will use its website for promotion, its products will be mainly promoted and sold on website, and other sources for promotion on web would be face book, YouTube, Twitter, and Google, direct email and product review blog.

13

The company will use push strategy and will give sponsorship for this product as it is

given for other product (may be for Olympics 2012) and will use is Personal relation and brand name for promoting this product and this product is part of environmental awareness program and WWF which will be highlighted along with product benefits to save environment and wild life for our next generation and the idea for that campaign is Canon yes “WE CAN”.

4.5 Marketing mix for Global

Canon is the one of leading company in the world with strong distribution channel in areas where it’s doing business. This will be helpful for the company to launch its product globally. The company has been rated “Most Trusted” in 13 countries of Western Europe, this will be very helpful in launching new product in these area while quoting the previous performance. The Eastern Europe has shown a growth of 25 % this is positive sign for new product, its new and innovate feature can get the market share and will help the company to retain its existing customers. Canon Europe will use is personal relationship for promoting the product and its European website for TV add and sponsorship. The Europe launching can be done in Paris in any upcoming event this year. The pricing strategy will be the same as in UK with £499 start price and after few months it may include rebate etc to decrease slight price to capture bigger market share.

The product will be launched in Asia especially in US, Australia, Japan, China and India and other countries. The US and China market has shown the growth of 51% and 20 percent respectively. China is expecting to get 14 million digital cameras this year. This product will help the company to regain its 1st position in Japan and will help in retaining existing customers in Japan, US, China, India and other part of the world and will help in attracting the new customers. This may help in sustaining and increasing market share and declining profit margin.

4.5.1 E-Business Mix globally

For e-business the company will firstly use its global website for TV ads, press release, sponsorships, PR , newspapers, consumer magazines and it online store on eBay, it blog and product review world wide. The company will focus on the social network website including face book, which has more than 500 million active users worldwide, and can be easily targeted using it face book page, which is not posting any new post currently. Secondly Twitter, YouTube, and Google are also having huge traffic which can be targeted for increasing the company sales.

14

5. Marketing Budget

Marketing Expense

July 2011 August 2011

September 2011

October 2011

November 2011

December 2011

Digital Ad 15,000 14,000 13,000 12,000 11,000 10,000Websites 25,000 22,000 20,000 15,000 12,000 10,000PR 8,000 000 000 000 000 000News/Magazine 13,000 12,000 10,000 8,000 7,000 5,000Total 61,000 48,000 43,000 35,000 28,000 25,000

The total budget for marketing plan of this product cost £240,000 the product is expected to be launched in September 2011. This budget is forecasted for marketing of product through different method, after marketing and launching of the product the performance will be judged on the sale and the forecasted marketing budget will be evaluated against the actual budget.

15

6. Appendixes

Appendix 1Figure 1: Mantra of Marketing

CCDVTP

Adopted from Porter

16

TP

CC

D

V

Figure 2: Sale in 2009 segments wise

Consumer 41 %, Business 51 % and industry 11 %

40%

50%

11%

Sales Per SegmentConsumer Business UnitIndustry and Other Business Units

Source Annual Report (2010)

17

Figure 3: Sales Region Wise

Americas28%

Europe31%

Asia & Oceana41%

Sales Region Wise in $ Millions

Source: The Canon Story 2010/2011

Figure 4: Profit Loss Canon UK

Areas Year 2009 2008 £000 £000

Gross profit 109,6346,6162,005

143,1004,9999,329

Operating Profit/LossNet Profit/Loss

Source: Canon UK 2009 Profit /loss statement

18

Figure 5: Ansoff Matrix

Pro

du ct

or

Ser Market

Current New

Curr

ent active Customers

Competitor Customers change non- user

New market segments New distribution means New geographical areas

New

latest characteristics latest quality heights latest product

tactical agreement merger Acquisitions

Figure 6: BCG Matrix

Mar

ket G

row

th R

ate

Market ShareHigh Low

Hig

h Product selling well making income Low manufacturing cost

Product not doing well Low market share with low

cash Investment or withdrawal

Low

Product selling well fixed Growth producing cash Could be plough back or

granted to other division

sluggish or stagnant development

Costing resource set out business

19

Figure 7: Product Life Cycle

20

Development

Growth

Introduction

MaturitySaturation

Decline

7. ReferencesPayne, A., 2006. Handbook of CRM: Achieving Excellence in Customer Management, Oxford; Burlington, MA: Elsevier.

Andrea, G., Marcotte, D., & Morrison, G. D. (2010), “Let Emerging Market Customers Be Your Teachers”, Harvard Business Review, Vol. 88, no. 12.

BCN (2010), < http://bcnranking.jp/news/1007/100708_17586.html> [Accessed 27, January 2011]

Canon annual report, 2009. [online] Available at:< http://www.canon.co.uk/about_us/about_canon/Annual_Report/> [Accessed 27, January 2011]

Canon Press Release, 2009, <http://www.canon.co.uk/about_us/about_canon/industry_awards/> [Accessed 27, January 2011]

Canon Press Release, 2009. < http://www.canon.co.uk/about_us/about_canon/Facts__Figures/#tcm:14-512764> [Accessed 27, January 2011]

Data Monitor (2007), Canon Company Profile, Retrieved January 28, 2011, form Business Source Complete (University of Wales).

Data Monitor (2009), Canon Company Profile, Retrieved January 28, 2011, form Business Source Complete (University of Wales).

Data Monitor (2010), Canon Company Profile, Retrieved January 28, 2011, form Business Source Complete (University of Wales).

Digi Times (2010), Global Shipment for digital cameras, <http://www.digitimes.com/Reports/Report.asp?datepublish=2010/08/20&pages=VL&seq=201 >[Accessed 27, January 2011]

GFK (2010), Global photo market on an upward trend, < www.gfk.com/group/press_information/press.../index.en.html > [Accessed 27, January 2011]

GFK (2011), Emerging markets enjoy Digital Camera boom, < www.gfk.com/group/press_information/press.../index.en.html> [Accessed 27, January 2011]

21

22