Canon 2013 Annual Report Download - page 30

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Strategy CORPORATE STRUCTURE Financial Section
28 Corporate DataBusiness Segment
SALES & MARKETING
Canon reinforces its sales and marketing ca-
pabilities by providing innovative products
and advanced solutions tailored to meet the
characteristics of each region.
Canon (China) Co., Ltd. has held “Canon Grand Fairs,” targeting the market of the country’s 1.3 billion consumers including general consumers, to
further spread and improve the Canon brand. The fi rst fair was run in September 2012 and until March 2014 it was carried out in Beijing, Chengdu
and Guangzhou.
General Review
In all existing core businesses, Canon is strengthening its
sales, marketing, and service capabilities by responding
to actual conditions based on analyses of the features of
each region.
In 2013, Canon sought to enhance its sales organiza-
tion in China and cultivate that market further. We also
focused on upgrading our sales networks in India, Russia,
South America, and other emerging markets.
In the office equipment sector, we reinforced our
solutions capabilities centered on the imageRUNNER
ADVANCE series while further strengthening our busi-
ness targeting the commercial printing sector through
the integration of Océ. We also reinforced the Global
Major Account activities to provide worldwide support
for elite clients developing their operations globally.
For consumers, we worked to boost sales by launching
products tailored to the market needs of specific coun-
tries and regions.
Japan
In the year under review, sales in Japan amounted to ¥715.9
billion, equivalent to 19.2% of consolidated net sales.
Thanks to proactive marketing, Canon maintained its
No.1 position in the interchangeable lens digital cam-
era market, with record-high shipments of both cameras
Composition of Sales by Region
Net Sales
¥3,731.4
billion
The Americas 28.4%
¥1,059.5 billion
Europe 30.1%
¥1,124.9 billion
Japan 19.2%
¥715.9 billion
Asia and Oceania 22.3%
¥831.1 billion