Current Marketing Situation
Current marketing situation Canon cameras cover the range from entry-level point & shoot models to high-end professional SLRs at the very top of the market. The target market of Canon photography products can be divided into two major segments; Demographic segmentation and Psychographic segmentation. Individuals and families using photography to illustrate & capture their important moments are grouped under Demographic segmentation; it uses the common bases of age, gender, income, ethnic background, and family life cycle. Professional photographers and highly-skilled amateurs are grouped under Psychographic segmentation; I think so because its basis follows the following variables: Personality, Motives, Lifestyles, and Demographics. As at December 31, 2013, Canon has make over USD $35.5 billion of the outstanding achievement. Their main product is the DSLRs camera which are the luxury items so they set the prices about HKD $ 5,000 to $ 51,000. Canon have a large competition which is Nikon. Nikon and Canon are the large of the camera company which both have a large number of the market share. Nikon's main product also is the DSLRs. They set the prices about HKD $ 5,000 to $ 51,000. They also make their product become the luxury items so they set a high selling price. The recent sales trend will focus on Asia's market because the Chinese people become more and more rich and they willing to buy some luxury items. Therefore, Canon will expand the Asia's market.