Abstract

The case examines the emergence of Canon India, a part of the Japanese imaging major Canon Inc., as a leading digital imaging company in India. It begins with a discussion on the reasons for Canon India's lackluster performance after its inception in 1997. The case then examines the rationale for the company's decision to restructure its operations in 2001. It discusses in detail the company's restructuring initiatives that involved an overhaul of its product, brand-positioning, advertising, promotion, and sales and distribution strategies. The case lists the benefits reaped by Canon India from the restructuring exercise and examines its future prospects in light of the changing dynamics of the Indian IT Peripherals and digital imaging markets.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The Indian IT Peripherals and imaging market in the early 21st century.

Keywords

Canon India, Japanese imaging, Canon Inc., digital imaging company, India, Canon India, 1997, company's decision, restructure, operations, 2001, overhaul, product, brand-positioning, advertising, promotion, sales, distribution, strategies, future prospects, changing dynamics, Indian IT Peripherals, digital imaging markets