Olympus 2002 Annual Report Download - page 10

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being a global major brand
global
Olympus digital cameras cur-
rently have an approximately
20% share of the market. To
make Olympus a global major
brand it is necessary to set high
targets of 25% or even 30%
In digital cameras, we intend to
bounce back with a profit in
fiscal 2003.
targeting
realizing profitability
Recently our CAMEDIA C-2 ZOOM (D-520 ZOOM
in the United States, C-220 ZOOM in Europe) digital
camera has been wildly popular, and we are hearing from
stores that they never have enough stock. During the long
holiday in Japan in May the factory was in full operation.
Since we are a producer of consumer goods we must deliver
the products that customers need as soon as possible, and an
employee mindset that will go to any lengths to do so, includ-
ing working over holidays is one of the results that I have
observed.
I am continually advocating sharing, conferring, and
harmonizing in dealing with information. Simply “sharing”
information does not produce added value. “Conferring” with
others about what the problem is and what should be done to
resolve it, and working together in “harmony” is what creates
added value. In a certain sense, we used to be fine if we
simply watched the trends of our limited customer base, but
now all people are our customers. To provide our customers
with good products, good service and added value I believe
that we must approach our customers with a feeling of appre-
ciation and enthusiasm for what we do. In essence, it is not
8
enough simply to make good products. The important issue is
how to give our customers true happiness.
Q: What weapons are you using in the battle against the
competition in the market for general consumer goods
such as cameras and recorders?
For the last seven years Olympus has employed a global
major brand strategy. Olympus has powerful brand
recognition in specialized fields such as medicine, but
in general consumer products it was not sufficient for cameras
and recorders. We would, nevertheless, still like to attain a
major position, and we have undertaken a strategy for film