Global Marketing & Service
New customer-centric marketing initiatives are leading to B2B growth and further development in emerging markets
Canon Europe, the strategic headquarters for Europe, the Middle East and Africa (EMEA), is focusing on customer-centric marketing activities and organizational transformation. In 2016, the headquarters made strategic investments across EMEA to strengthen sales channels and enhance its solutions portfolio. Establishing showrooms in Morocco and Qatar and an office in Nigeria helped Canon expand into emerging markets. Canon also participated in the international drupa printing expo and Photokina photo and video trade fair, where our messages successfully reached key target groups. In 2017, Canon Europe will continue striving to transform its business, particularly in B2B fields, and has launched a new campaign platform called “Live for the Story” for its consumer-focused business, which celebrates the value of capturing, saving and sharing moments, both big and small.
Powering the growth of the Canon Group by pioneering new healthcare-centered businesses and strengthening sales structures
Canon U.S.A. oversees operations in North, Central and South America. This headquarters continues to strengthen the sales and services infrastructure of existing businesses while expanding into related business fields. With a commitment towards expanding growth in the South American market, Canon showcased its comprehensive support and technological capabilities in connection with the world's largest sports event, held last year in Brazil. Canon U.S.A., with a focus on healthcare, continues to pursue the development of new businesses. One such example is Canon's DNA testing systems business. Just one year after establishing Canon BioMedical in 2015, Canon U.S.A. continued its pursuit of new growth through such activities as investing in T2 Biosystems, Inc. Through efforts like these, Canon aims to strengthen its brand across the Americas.
Asia & Oceania
Restructuring sales operations in Asia for greater management efficiency and stronger growth while promoting photography and expanding B2B operations
The Canon Asia Marketing Group (CAMG) oversees operations in China, South Korea, South Asia and Southeast Asia. In addition to customer acquisition and pursuing regional market development, CAMG focuses on cultivating new businesses in such areas as commercial printing, network cameras and healthcare. The Group is also responsible for promoting the Canon brand image in Asia. In 2017, sales operations for Asia, excluding mainland China and South Korea, were consolidated in a centralized headquarters in Singapore to optimize management efficiency and stimulate new growth. Meanwhile, active M&A efforts in Australia have led to partnerships with companies specializing in IT solutions and BPO business, which are in turn facilitating the growth of Canon's B2B operations in the region.
New beginnings for Canon powered by advanced Imaging and IT solutions that contribute to resolving social issues
Canon Marketing Japan Group is responsible for the brand's marketing activities in Japan. Beginning in 2016, Phase III of the Group's Long Term Management Objectives calls for providing solutions by combining Canon's strengths in imaging technology and IT. To do so, the company leverages the collective strength of the Canon Group. In 2017, Canon Marketing Japan Group will continue to pursue office document solutions, while also focusing on IT solutions to strengthen such high-growth businesses as network cameras, commercial printing, security and healthcare. Under the action guideline “The customer is our priority,” Canon Marketing Japan Group is developing a new organizational structure that will better enable it to match services to customers' business types, better understand customer needs and enable the Group to grow together with customers.