Casio 2009 Annual Report Download - page 6

To achieve continuous growth in enterprise value
despite today’s difficult economic environment, we
are improving our global cost competitiveness in every
business to build a robust earnings base that will allow
the Company to secure high profits, while at the same
time strengthening its financial position. We also fully
recognize that better performance in the area of cor-
porate social responsibility (CSR) is an important issue.
To achieve these aims, all of us at Casio are working
together to execute the following strategies.
(1) Developing New Product Fields
Casio positions businesses that have maintained a top
market share and are expected to realize stable cash
flows as Stable Businesses. These businesses include
timepieces and electronic dictionaries. The Company
has positioned businesses whose markets have signifi-
cant growth potential — but also feature intensifying
competition as a large number of companies enter
— as Expansive Businesses. These include the digital
camera and cell phone businesses.
In our efforts to more firmly establish the position
of Casio’s Stable Businesses and to overcome intense
competition in the Expansive Businesses in order to
generate stable earnings, we will develop new types of
products that meet market needs while also lowering
the ratio of cost of sales to sales in each of these
businesses. This can be accomplished by integrating
Casio’s unique technology with its product planning
skills, which pinpoint the market’s changing needs.
(2) Creating New Strategic Businesses
In the past, Casio has drawn on unique ideas and
advanced technology to bring the world a range of
exciting new products. To achieve steady growth in the
future, we are determined not only to succeed in exist-
ing businesses, but also to create value in new business
fields that leverage Casio’s inimitable technologies.
To achieve this, we will focus Casio’s management
resources on new business fields even more than in the
past, with the aim of establishing businesses that can
quickly deliver robust earnings.
(3) Strengthening the Financial Structure
We are moving ahead strongly with improvements in
the equity ratio and debt/equity (D/E) ratio, with the
aim of strengthening Casio’s financial foundations for
future growth. The recent credit crunch has reaffirmed
our conviction that retaining a sufficient level of cash
on hand is a key financial priority. Accordingly, we will
flexibly adapt as we monitor changes in our operating
environment.
Medium- and Long-Term Management Policy
Message from the President
4CASIO COMPUTER CO., LTD.