Canon 2009 Annual Report Download - page 39

37
Canon worked diligently to minimize the impact on its digital
camera business of the economic downturn that started in 2008.
Although sales of compact digital cameras showed a decline from
the third quarter of 2008, the digital SLR camera business was
affected only slightly. While emerging markets maintained their
solid growth throughout the year, developed markets—starting
with Europe, including Russia—showed some signs of recovery in
the second half of 2009. As a result, during the fi nal quarter of
2009, both sales and profi t in Canon’s digital camera business
exceeded those recorded in the corresponding period of 2008.
Approaching the recession as an opportunity, Canon proac-
tively aimed for the timely launch of strategic products while
expanding its digital camera lineups. The Company focused on
reinforcing mid-range and high-end products, among which the
EOS 5D Mark II, EOS 7D and PowerShot S90 bore fruit. One of
Canon’s key strategies is to use a single platform packed with
innovative technologies, such as DIGIC, and thereby ensure high
product quality throughout its lineups.
Taking advantage of its in-house development and production
capabilities, Canon will continue to launch innovative products,
thereby pursuing greater growth in sales and profi t.
It has been only a decade since digital technologies began to
take hold in the imaging market. With an eye on its further
expansion, Canon commits itself to always being the technological
forerunner while improving
productivity through the effective
use of sophisticated SCM.
Although the sales volume in the global inkjet printer market largely
fell below that of the previous year due to worldwide recession,
overall consumer-specifi c market conditions slowed only slightly.
Nevertheless, Canon recorded sales growth in terms of volume in
the Americas and Asia due to the high market evaluation of its
products.
In 2009, with advanced product technologies and excellent
designs, Canon strove to expand sales channels, particularly in the
United States, despite severe economic conditions. Furthermore,
amid rapid market changes, Canon further improved its SCM to
signifi cantly lower the inventory level. This was helped by the Com-
pany’s promotion of in-house production for product components.
Furthermore, to improve competitiveness Canon became one
of the fi rst to adopt the image per minute (IPM) speed measuring
method based on ISO global standards. This move is expected to
further strengthen Canon’s brand recognition among users and
dealers.
Also, Canon introduced high-value-added items to attract new
high-volume production users. In the fi rst half of 2009, the PIXMA
Pro9500 Mark II and PIXMA Pro9000 Mark II, both of which
garnered high praise, particularly in the United States, were launched
for professional and advanced amateur photographers for use in
combination with EOS cameras. In the second half of 2009, Canon
renewed the consumer product
lineup with models to meet
growing demand for wireless
LAN printers.
Focusing on speedy, high-
quality printing, Canon will
continue to pursue the power
of innovation and thereby
boost its market presence.
Digital SLR camera,
EOS-1D Mark IV
Inkjet printer,
PIXMA Pro9500 Mark II
Masaya Maeda
Chief Executive, Image
Communication Products
Operations
Katsuichi Shimizu
Chief Executive, Inkjet Products
Operations
“ Leveraging its
advanced
technology, Canon
will further
introduce ‘real-deal’
products.”
“ Securing the leading
position in global
markets, Canon will
continue to provide
attractive products.”
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