Canon in India: Restructuring to Survive

Canon in India: Restructuring to Survive
Case Code: BSTR080
Case Length: 14 Pages
Period: 1997 - 2003
Pub Date: 2003
Teaching Note: Not Available
Price: Rs.400
Organization: Canon
Industry: Imaging,
Countries : India
Themes: Corporate Restructuring
Canon in India: Restructuring to Survive
Abstract Case Intro 1 Case Intro 2 Excerpts

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.

Issues

The case is structured to achieve the following teaching objectives:

  • The nature of the Indian IT Peripherals and imaging market in the early 21st century, the product/service offerings involved and the prevailing competitive situation
  • Appreciate why it is imperative for companies to revamp their strategies in accordance with changing market trends

Contents

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

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