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EXECUTIVE SUMMARY 1. INTRODUCTION 2. Situation Evaluation 2.1 Industry Analysis 2.2 Sales Evaluation 2.3 Competitive Analysis 2.4 Customer Evaluation 2.5 SWOT Analysis 2.6 Macro Environmental Analysis 3. Canon Hybrid DSLR Features 3.1 Introduction to the brand new product 3.2 Marketing goals 4. Market Segmentation 4.1Consumer Market Segmentation 4.2 Marketing mix 4.2.1Item 4.2.2 Pricing Strategy 4.2.3 Distribution Technique 4.2.4Promotional Strategy 5. Financial information 5.1 Spending budget 5.2 Sales Projections 6. Reference 7. Appendix Executive Summary The organization objective is to create Canon a excellent company that's admired and respected around the world, and also to make an effort to sign up for the ranks of the world's top 100 companies with regards to all main business field. In conditions of the current camera market, Canon continues to be in fierce competition. We have several main competition such as Sony and Nikon, and go through the competition based on the next attributes such as for example price, design, quality, and features. The core concentrate of the report is devising a fresh product and implement advertising arrange for Canon plc. The business is facing huge competition from its competitor worldwide currently, in Japan where it provides lost marketplace leadership especially. Because of the decreasing profit percentage and risk of losing market share, the company has made a decision to develop new innovate Canon Hybrid DSLR which can only help the company in enhancing its profit percentage and sustaining market share in UK and worldwide. The report is split into six parts, which are as follow вЂўIntro to Canon вЂўSituation Evaluation вЂўMarketing Objective вЂўMarketing Strategy.