Canon in India: Restructuring to Survive
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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 |
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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