Canon 2007 Annual Report Download - page 28

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26
SALES & MARKETING
Canon is significantly boosting sales in emerging markets and expanding
its businesses through diversification.
Canon is engaged in
the development of molec-
ular diagnostic equipment.
The goal is to bring this
technology to market in
the United States
Customer Contact Points around the World
Regional marketing headquarters oversee activities in
each region of the globe: Canon U.S.A., Inc. in North
and South America; Canon Europe Ltd. and Canon
Europa N.V. in Europe, Russia, Africa and the Middle
East; Canon (China) Co., Ltd. in Asia excluding Japan
and Korea; Canon Australia Pty. Ltd. in Oceania; and
Canon Marketing Japan Inc. in Japan.
The Americas
In fiscal 2007, sales in the Americas increased 4.1%
year on year to ¥1,336.1 billion, representing 29.8%
of Canon’s consolidated net sales.
In this region, Canon enjoyed double-digit sales
growth in the areas of large-format printers, print-on-
demand (POD), medical equipment and broadcasting
equipment. In business machines, sales of the
imageRUNNER lineup of color copying machines grew
steadily. On the earnings front, high profitability
continued in the camera business as Canon held its
No. 1 spot for both digital single lens reflex (SLR)
cameras and compact digital cameras.
By broad geographic region, firm year-on-year
results in North America and strong growth in Latin
America drove the Company’s performance forward.
Looking ahead, the Company will strengthen its
solutions business and provide optimal proposals on
an individual client firm basis. In South America,
Canon will place particular emphasis on reinforcing its
sales and marketing infrastructure. The Company
aims to secure the No. 1 position in both the con-
sumer and business machines markets. At the same
time, Canon will cultivate new markets with the
establishment of new businesses, such as life science.
Canon U.S. Life Sciences, Inc. is engaged in R&D for
molecular diagnostic systems. In addition, Canon
U.S.A. will expand its business in other fields taking
into consideration M&A.
Europe
In Europe, sales climbed 14.1% from the previous fiscal
year to ¥1,499.3 billion, comprising 33.5% of consoli-
dated net sales.
In 2007, unit sales in every product category were
up. Canon also secured the No. 1 market share for
digital SLR cameras, compact digital cameras, and
both color and monochrome copying machines. An
increase in sales of high-value added products,
particularly digital SLR cameras and POD machines,
contributed significantly to the Company’s earnings.
In the emerging markets of this region, particular-
ly Russia, Canon achieved double-digit percentage
sales growth by raising the Company’s presence and
brand image, increasing investment in marketing, and
Canon Concerto, a private product exhibition, was held in Dubai
in 2007, the first time the event has visited the Middle East