Pentax 2011 Annual Report Download - page 38

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Fiscal 2011 Business Overview and Results Outlook for Fiscal 2012
Fiscal 2011 Business Overview and Results
The digital camera market in the year under review exhibited
growth on a volume basis, with SLR cameras gaining 30% and
compact cameras increasing 13% compared to the previous
calendar year. Those volumes, however, remained below levels
prior to the global financial crisis, when in aftermath sales fell
precipitously in 2009. In addition, a marked decline in product
unit prices that started last year continued to accelerate. Unit
prices for SLR cameras in particular fell abruptly with the
growing popularity of mirrorless models. Moreover, the strong
yen led companies to rein activities in Europe and North
A
merica in and focus on sales in the Japanese market, which
prompted fierce competition at stores and further price cuts.
A
lternately, it also appears more consumers were waiting for
the price of older models to fall, as there were no assurances
the new models would be as groundbreaking and equipped with
new technologies they sought.
PENTAX began the year in review with momentum from the
PENTAX K-x launched in 2009, which was a huge hit, setting
the record in volume sales for the company's line of digital SLR
cameras. The uniqueness of the 100 color variations to these
cameras went over well with consumers and even novice SLR
users actively purchased interchangeable lenses, which
contributed substantially to revenues. In addition, the PENTAX
645D, the company's first-ever medium-format digital SLR, an
internationally acclaimed model that won two prestigious
camera awards in Japan and Europe, and the PENTAX K-5, a
digital SLR for advanced amateur photographers, both
continued to be well received as serious, technology-rich
cameras, even by longtime PENTAX enthusiasts. In compact
digital cameras, the PENTAX Optio RS1000, which features a
removable faceplate that can be customized with any number of
designer skins, proved to be a hit with new customers in
addition to established PENTAX enthusiasts.
A
s mentioned above, the company exhibited a firm presence in the camera market by following
a two-pronged strategy of developing serious products with distinctive PENTAX technologies, on
one hand, and unique and creative products, on the other. The television commercials the
company ran during the holiday sales season in December was also effective in raising
recognition levels. As a result, PENTAX as an independent operating segment turned a fiscal-
PENTAX K-x
PENTAX 645D
“PENTAX K-x” was selected the
Best DSLR Entry Level in
Europe 2011 at TIPA
PENTAX Optio RS1000