Canon Versus Epson Essay Example for Free

Canon Versus Epson Essay On the occasion of the launch of the New Occasional Observer issue of June / July 2006 entitled Empire of High-tech, two press advertisements have been selected. These advertisements are meant for multifunction scanners, of Epson and Canon. These two ads have caught the attention to study them sequentially by means of quantitative and qualitative studies to analyze their strengths and weaknesses before proposing a new advertisement as to which one has been the least attractive from the readers perspective. Canon and Epson are both international benchmarks for all aspects of imaging. Canon began in 1930 with cameras and then moved on to printers and scanners and Epson has released the first printers to extend its expertise in the field of cameras. Canon puts more emphasis on the art of the image, which is perfected by quality tools (the site offers to download pictures of fashion as an advertisement for appliances). Everyone is free to exercise their creativity in the best conditions. As for the Epson, it emphasized its professionalism and reliability. Both are assured by technical expertise and the proven quality of its products allows everyone to get the best results. The two products are multifunction printer and scanner, which, by their functions and attributes, make them easily comparable. They seem to meet the same needs. They can print photos without the need of a computer. The prints are fast and are of high quality (comparable to that of laboratories). They have an integrated high-resolution scanner of 1200 times 2400 dpi and a screen for viewing prints. However, it is observed that the advertising targets and objectives are different. This is related in part to the image and strategy of each company. After analyzing the two advertisements, it is noted that the targets and objectives are consistent with the advertising strategies of each brand. So what is the best advertising strategy designed to best meet the instructions of the copy strategies? The Canon company is launch the new printer-scanner Canon Pixma MP450, which provides quick and easy high-quality prints. The launch of the new printer-scanner from Epson Stylus Photo RX520 is for family use which provides an easy and attractive price of printing high quality photos. Although consumers have become accustomed to using digital cameras to store their photos on memory cards and use the software to edit their photos, they are still reluctant to print them out themselves for fear of not getting a satisfactory print quality or if it costs them more expensive than in a lab photos. Both the companies need to gain the trust of the consumers by proving that the picture quality of a printer-scanner is comparable to a photo lab. This is to reassure consumers about the quality of photos that are developed them. The companies need to provide the consumer with a desire to buy a technical product for use that is related to leisure or looking for creative pleasure and is also considered a priority. The purpose of advertising will be to combine the performance of a product in both design, aesthetic that recalls the famous image relatively in the background and technique. SWOT Analysis of Canon SWOT stands for Strengths, Weaknesses, Opportunities and Threats, and is an important tool often used to highlight where a business or organisation is, and where it could be in the future. It looks at internal factors, the strengths and weaknesses of a business, and external factors, the opportunities and threats facing the business. The process can give you on overview of where the business, and the environment it operates in, is strategically. This is an important, yet to simple to understand, tool used by many students, businesses and organisations for analysis. The following SWOT analysis looks at Canon which is operating in Technology industry. The analysis shows Canons Strengths, Weaknesses, Opportunities and Threats. The SWOT analysis will give you a clear picture of the business environment Canon is operating in at the present time. Strengths: The strengths of a business or organisation are positive elements, something they do well and is under their control. The strengths of a company or group and value to it, and can be what gives it the edge in some areas over the competitors. The following section will outline main strengths of Canon . †¢ Having alliances with other strong and popular businesses is a major plus point for Canon as it helps bring in new customers and make business more effective. †¢ Being a market leader, as Canon is, is key to their success as it boosts reputation, profit and market share. †¢ Riding high in the niche market in Technology industry has helped boost Canon and raised reputation and turnover. †¢ Keeping costs lower than their competitors and keeping the cost advantages helps Canon pass on some of the benefits to consumers. †¢ The services/products offered by Canon are original, meaning many people will return to Canon to obtain them. †¢ Canon’s marketing strategy has proved to be effective, helping to raise profiles and profits and standing out as a major strength.