Olympus 2012 Annual Report Download - page 51

Business Environment
In the life science field, the forecast is for growth for biological microscopes in mature markets and strong growth in
fast-growing emerging markets. The life science field is an optical technologies driver because microscope lens
technologies and other technologies, that go back to Olympus’ origins, are applied to production technologies for
photographic lenses, medical endoscopes, and other products.
Olympus aims to achieve further growth by leveraging these industry-leading technology development capabilities
and high market share to continue to introduce differentiated new products that contribute to society.
In the industrial field, in the global semiconductor and electronic components market, further robust expansion of demand for industrial microscopes is
expected to accompany the creation of new market sectors, such as the smartphone market, and higher development investment in the “eco” sector. In addition,
strong demand for industrial endoscopes and NDT devices is forecast against a backdrop of robust demand in the aviation, automotive, and other markets, mainly
in emerging countries.
Proactive expansion of product portfolio
In the industrial field, Olympus’ industrial microscopes,
industrial endoscopes, ultrasonic flaw detectors, and
eddy current flaw detectors have been industry-leading
products for many years. In addition to these products, in 2010,
Olympus strengthened and expanded the portable X-ray fluorescence
analyzer business, which has steadily contributed to profits. Future
plans call for unfailingly linking this success to profitability improve-
ment by actively entering untapped growth sectors and offering
high-value-added products.
Drastic reform of the earnings structure through a
review of the high cost structure
In addition to strengthening product competitiveness,
important priorities are production structure reform and
improvement in operating efficiency. Specifically, Olympus will reduce
SG&A expenses and implement profit structure reform by means
including manufacturing cost reductions from a review of production
sites including the closing of manufacturing sites in the Philippines
and transferring production to plants in China, global control of
procurement, and shared utilization of the Group’s existing infrastruc-
ture. These initiatives are expected to yield an improvement of one
percentage point in the cost of sales ratio and an improvement of two
percentage points in the SG&A ratio in the Life Science & Industrial
Business in three years.
Market share expansion in emerging markets
Aim for particularly high growth in fast-growing
emerging markets, principally China and India.
Specifically, seek to increase sales by means including
the development and enhancement of the sales personnel in China
and sales network and service upgrading and expansion in India.
Pursue stable growth while maintaining high market share in Europe,
U.S.A., Japan, and other mature markets, and simultaneously seek
profit improvement from sales expansion in emerging countries.
Policy
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Ongoing Introduction of New Products to Become Future Profit Drivers
Business Strategy as Part of Our Medium-Term Vision
Life Science Field
Optical technology driver
Industrial Field
Growth driver
Life Science Field
IX3 series of biological microscopes — A new
mainstay product line
These microscopes meet needs in the fields of life
science and medical research by realizing ease of
operation and advanced capacities to observe
living cells under cultivation.
Industrial Field
The IPLEX TX—The world’s thinnest industrial
articulating videoscope
At a time of ever-advancing precision in parts and
molds in the automotive industry and other
sectors, the IPLEX TX offers the world’s smallest
insertion tube, with a tip diameter of 2.4 mm, for
an ultra-thin scope and improved image quality
and durability.
January 2012 Launch of Strategically Important New Industrial
Microscopes and Industrial Endoscopes
The DSX series of opto-digital microscopes
These opto-digital microscopes feature touch
panel operation that makes it possible for even
people not thoroughly familiar with microscope
operation to obtain optimal images, perform
measurements, and prepare reports using a single
microscope. Excellent ease of use and high
performance are expected to contribute to further
expansion of their application to areas including
natural science research.
The IPLEX UltraLite industrial videoscope
This industrial videoscope features a unique design
that reduces fatigue even during long hours of
inspection. Although it is Olympus’ smallest and
lightest videoscope, it delivers the image quality
and durability of high-end models. IPLEX series
videoscopes are widely used in inspections of
pipes at manufacturing plants and thermal and
nuclear power plants, and Olympus aims to
continue to contribute to people’s safety and peace
of mind through industrial videoscopes.
July 2012 Launch of Strategically Important New Biological Microscopes and
Industrial Endoscopes
OLYMPUS 󱚈 Annual Report 2012 49