Canon in India: Restructuring to Survive|Business Strategy|Case Study|Case Studies

Canon in India: Restructuring to Survive

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : BSTR080 Electronic Format: Rs. 400;
Courier (within India):Rs. 25 Extra
Business Strategy | Case Study in Management, Operations, Strategies, Business Strategy, Case Studies


Corporate Restructuring
Case Length : 14 Pages
Period : 1997 - 2003
Organization : Canon Singapore
Pub Date : 2004
Teaching Note : Not Available
Countries : India
Industry : Imaging


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.


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


  Page No.
Canon India Marching Ahead 1
Background Note 2
The Restructuring 4
After the Restructuring 9
Exhibits 11


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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