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Published on November 21, 2007

That goal was announced at a major marketing event earlier this month in Beijing called Canon Asia Expo 2007. The plan involves lifting the global company's annual sales in Asia from the present estimated level of $4 billion. If the plan is achieved, Canon's annualised sales in Thailand alone will amount to Bt20 billion.

Canon Singapore president and CEO Kazuto Ogawa said by 2010, Canon planned to be among the world's top 100 companies in terms of sales and market shares.

"The Asian economy is on the rise. One obvious example is Canon's sales during the first half of this year. We achieved double-digit sales growth in Asia, while in Europe and the US we recorded only single-digit growth," Ogawa said.

The Singaporean-based exe-cutive oversees Canon's business in the whole of Asia.

At present, the company's business in Asia accounts for 10 per cent of its worldwide operations and covers 17 countries. Four of them - Vietnam, India, China and Thailand - are referred to as "victory countries" for their high sales potential. Each victory country is given a higher marketing budget and more support than Canon's general markets. Indonesia should be recognised as a Canon victory country next year.

However, Ogawa said the company's financial goals would not make Asia its largest market, because its operations in Europe, the US and elsewhere would still contribute 80-85 per cent of its revenue.

To achieve the goal of $10 billion in sales, Ogawa said Canon would have to make its brand stronger in Asia. It will not be drawn into price wars, but rather will continue to allocate 10 per cent of its worldwide revenue to product research and development. It will also maintain strong marketing activities and coverage, which means having products available in all necessary distribution channels, increasing service depots and enhancing the types of services available.

Canon will also strengthen its localised marketing activities. Canon Singapore will guide marketing policy throughout the region, and units in each market will adjust the strategy to suit their conditions.

The Canon Asia Expo 2007 in Beijing last week emphasised the importance to Canon of not only the Chinese market, but Asia as a whole, Ogawa said.

Nitida Asawanipont

The Nation

Beijing