In nowadays, the technology has great development, and the transmission of information has become more convenient. In today’s society, every company uses different marketing strategies in order to improve its competitive advantage, and also increase the sales of its products. However, it is necessary to develop an understanding about the meaning of marketing strategy, and how to use marketing strategy effectively with the purpose of improving a company’s competitive advantage.
In general speak, marketing strategy can be described as selecting a target market and developing a marketing mix to satisfy that market’s needs. In addition, the SWOT analysis, marketing mix, and branding are also can be identified as a marketing strategy. SWOT analysis can be described as a strategic planning tool used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture.
The main point of this thesis is to make a research about the development of camera industry in Japan and global market. Moreover, Canon is chosen to be the case study of this research in order to develop an understanding of how did Canon and other companies use marketing strategies effectively with the main purpose of improving their own competitive advantage, and increase the sales of traditional camera and digital camera they have produced. On the other hand, another main point of this research is to develop and understanding about the history of Canon, theory of management, invention of new products, and the future target.