Casio Company Report

This report provides a comprehensive analysis of the Casio Company, encompassing both micro and macro environmental factors. A company overview is presented, followed by a micro-analysis examining customers, competitors, and internal company factors. A macro-analysis (PESTLE) assesses political, economic, socio-cultural, technological, legal, and environmental influences. A SWOT analysis identifies Casio's strengths, weaknesses, opportunities, and threats. The report then delves into Casio's marketing strategy, including segmentation, targeting, differentiation, and positioning, and details its marketing mix (4Ps and 7Ps). Recommendations for improvement are offered, concluding with an overall assessment of Casio's market position and potential for future growth. The report utilizes various academic sources to support its findings.

REPORT: CASIO
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Table of content
1. Introduction..................................................................................................................................3
2. Company overview......................................................................................................................3
3. Micro analysis..............................................................................................................................4
4. Macro analysis.............................................................................................................................5
5. SWOT analysis............................................................................................................................6
6. Marketing strategy.......................................................................................................................7
7. Marketing mix.............................................................................................................................8
8. Recommendation.........................................................................................................................8
9. Conclusion...................................................................................................................................9
Reference List................................................................................................................................10

1. Introduction
An organization needs to have a thorough knowledge about the company itself along with the
overall market analysis. The presented reports conduct a comprehensive analysis of the Casio
Company. The purpose of the report is to give an overall evaluation of the company. Both
internal and external analysis is conducted. The report would be helpful to get a clear idea and
knowledge about the Casio Company. A company background has been provided. This is
followed by micro and macro (PESTLE) analysis of the company. SWOT analysis is providing
to portray and asses the internal condition of the company. Discussion is made about its
marketing strategy, followed by a suitable marketing mix of the company.
2. Company overview
Casio, in recent years has gained worldwide popularity. It has established itself as one of the
large multinational companies. The Japanese giant is headquartered in the region of Shubuya,
Tokyo. The company began its journey as a developer of calculator; gradually the company
launched other electronic products, musical instruments, mobiles, cameras, office computers,
electronic stationeries, watches and such. The company has attracted major portion of the
consumer market with its watches. The digital watches which it offers to the audience have
created much interest among the audience, enabling Casio to become a brand name in the
process. In Asian markets, Casio is recognized as a popular brand. The company produces
electronic products which guarantee superior quality; due to this the company has earned
consumer trust and loyalty.
The company is the first to make a fully compact electrical calculator. It is also responsible for
launching the first inkjet printer, along with the concept of personal computer. The company
enjoys the position of developing the first watch which posses the shock resistant characteristic.
The company values customer trust and loyalty, makes sure the products give the value for
money.

3. Micro analysis
Micro factors refer to the environmental factors which directly affect and impact the
organization. It indicates the factors which are intimately connected with the company. The
company does not have full control over these factors although it does influence to certain extent.
The point can be explained with the help of examples. Customers, competitors, company,
publics, suppliers, marketing intermediaries, are some of the micro environmental factors
(Nakagawa & TAKAO, 2016).
Customers- A customer (also known as a consumer, buyer, and client) is someone who buys or
purchases a particular product/service/idea from a company, supplier, vendor, and seller. Casio
possess large customer base. The quality and features of Casio products have enabled the
company to attract consumer interest and generate positive consumer attitude. It is true that the
company targets the middle income population, with special reference to youth. However, the
steady and demand for the company’s products have increased the customer base (Viramdani &
Himmawati, 2017). Considering the present picture, the huge popularity of Casio watches among
customers have encouraged the company to concentrate much on the section of watches. The
company, observing the demand, gives importance to provide quality watches which excels in
terms of advanced functioning, design and usage. Casio experience the maximum amount of
sales and profit from its segment of watches. This is followed by the other segments. The other
products such as calculator, projectors, and company computers systems are also popular.
Electronic products are built depending on consumer requirement and demand however Casio
watches have acquired popularity in the global market. Social, personal, cultural and
psychological are some of the factors which impact and influence customers. For example, the
company has been able to establish a personal bond with the consumers. Consumers and clients
of under-developing developing countries trust the company products. The company understands
individual preferences and demands and strives to manufacture its products accordingly
(Nemchinova, Timofeev & Salov, 2017). It has become a symbol of social status to wear high
functioning watches in many countries; Casio has been able to upgrade its products as per the
social trend. The company is
Competitors- Several companies have proven to be tough competitors for Casio Company. The
company faces business challenge from fellow companies that provide and manufacture similar

electronic products/items. Swatch, Seiko, Citizen, Sony, and Panasonic are some of the
examples. Casio faces intense competition from the different companies who also strives to
attract consumer attention by providing quality electric products (Anzolini et al. 2016).
Panasonic and Sony have been able to get popularity with the mobile phones. Both of these
companies provide mobiles that promise functions and design, excellent features within a
reasonable range. Therefore, it can be understood that Casio needs to produce better innovative
products in order to retain customer attention and interest. The company has been successful in
keeping its loyal customers. Other companies have prompted Casio to bring innovative and
creative products for customers. The chief significance of the competitors, they provide a
competition platform for the company. The company of Swatch, a Swiss company of watches,
like Casio, targets the mid-income population. Hence it can be said if the company does not
perform well then it possess the chance of losing its market value to the other company.
Company- This refers to the different organizational factors, Casio, for instance posses the
necessary resources to conduct its business in an effective manner. Casio has the human
resource, responsible for executing the different functions and operations of the company.
Sufficient amount of power is given to the union, this is necessary to have a properly organized
labor group. The company takes the effort to strengthen its R&D unit (Coletti et al. 2016). The
company needs to try to increase its market share price. The department of the system
equipments needs considerable attention.
4. Macro analysis
 Political
The company takes into account the political factor of the Japanese government. In
Japan, the two sectors, government and business have developed a healthy alliance. The
government keeps track of the economic aspect of the business while the companies take
guidance from the government in times of requirement. Casio takes into account this
factor. The company has good relation with the government (Keleshteri & Ashkiki,
2016). The business growth and development and the company’s effort to improve the
country’s economic condition have succeeded in gaining the goodwill of the government.
The Japanese government willingly cooperates with the company in times of need. The

government laws and regulations regarding trading and business have opened the global
market for the company.
 Economic
The condition of Japan economy has improved to a considerable extent. The overall
economy standard of the country has improved due to the development and advanced of
the industrial sector which the company showed, leading to positive growth rate. Cash
flow, inflow and outflow of the country are stabilized. The labor cost is comparatively
low and reasonable, compared with the company benefit (Sara & Piyumi, 2016). This has
enabled the company to hire more employees leading to the increase of company
productivity. The employment rate of the country is considerably low. This condition of
the country has enabled the company to experience steady sales and profit of the
company.
 Socio-cultural
The company has experienced positive impact from the socio-cultural factor which
includes demography, cultural norms, education, income and such. The company has
acquired much popularity in its local country. One of the chief reasons behind the
success, the company takes to into account the different demographic factors. For
instance, assessing the taste and preference of the young generation and the mid-income
population, the company launches its products accordingly (TAKEOKA et al. 2014).
High technology electronic products/items have become very much popular. Technology
has become an integral part of life in Japan; this has led the company to manufacture
advanced electronic gadgets and products.
 Technological
The technological standard if the company has increased to a considerable extent in the
country with the passage of time. The country is advanced in terms of possessing high
functioning, modern technology. This has enabled the company to get the required
technological resource with the help of which the company manufactures and produces
some of the best electronic products (Nemchinova, Timofeev & Salov, 2017). Special
mention should be provided to the section of digital watches. The company possesses a
strong R&D unit. The communication system is well-organized with proper technological
aids.

 Legal
The company conforms to the government laws and regulations, the central as well as the
regional action. It takes the necessary effort to ensure proper law enforcement. For
example, the company encourages diversity, ethnicity and equality. The company
considers and acknowledges the court rules and norms.
 Eco-environmental
Casio attempts to reduce environmental harm as much as feasible. The company has put
much effort to improve and develop its resource management. This is necessary so that
wastage of resources can be avoided. Care is taken to maintain energy consumption level
(McNamer & Markas, 2015). The electronic products manufactured by the company
promises low energy usage. Steps have been taken to consider and maintain the health
and safety of the workforce.
5. SWOT analysis
Strengths
 The company has gained popularity for
its advanced high functioning products
 The company possess an impressive
brand image (Nemchinova, Timofeev
& Salov, 2017)
 Good value in terms of money
 Sub-brands like Pathfinder, baby, G-
shock are aimed for different customers
groups
 The company produces innovative
products such as LCD watch along with
auto-calendar
 Casio has good advertising section
Weaknesses
 Compared to Swatch, Casio’s scale of
operation is smaller
 Some of the series possess advanced
functioning designs, too heavy and not
much user-friendly, such as DataBank,
ProTrek
Opportunities
 The company can involve itself in
sponsoring events and fashion houses
Threats
 The company is experiencing threat due
to fake Casio products

 Can make innovative styles and designs
to attract youth consumers
 The company can enter different
international markets
 Good advertising and publicity can
boost Casio’ brand image and market
share
 Several small companies are producing
counterfeit Casio digital watches
 ‘Sport look’ watches have become very
much common as many companies are
manufacturing this type of watches, this
might reduce market demand of the
watches, a possible threat
 Changes in government policies and
fluctuation in market prices can reduce
company market share
6. Marketing strategy
Marketing strategy refers to the plans and strategies which are formed to in order to sell and
promote a service or product. It is important for every organization to have proper marketing
strategy to experience maximum profit and growth. Concerning the factor, the company needs to
understand and assess the four major factors, segmentation, targeting, differentiation and
positioning.
Horizontal integration strategy has been adopted for registering a growth for the sales figure and
business development of Casio in the chosen market condition. The primary benefit of the
marketing strategy is to lead the organization towards a big and integrated market. The strategic
implementation of the marketing policy is to develop an effective business environment for
Casio which helps to build a strong business reputation in the market. An intra and inter business
communication could be developed through the implementation of horizontal integration
strategy.
Segmentation- The Company needs to conduct segmentation based on demographic,
psychographic, geographical and behavioral factors. Japan’s lifestyle is comparatively modern,
in terms of economy and education. People irrespective of gender prefer to possess advanced
technology. The country has a standard economy; this has influenced and changed the
psychological aspect of the population. Major section of the population wants to have a better

lifestyle. The urban population, for instance, demands comfort. Demand for technology and
fashion has risen to a considerable extent. This demand has significantly increased in the mid-
income population. With the improvement in the economic condition, this population wants to
possess the aid of technology which would also represent fashion, considering the factor of
affordability (Kanagal, 2014). The population, particular the young generation’s behavior have
changed. People have become more fashion conscious. Education has enabled the society to
understand the importance of technology. Geographical aspect is important. For example, the
urban population is more aware and familiar of the company and the products which it offers,
compared with the rural population. The population density impacts the company’s business.
Targeting- Targeting refers to the section of consumers for whom the company aims to provide
its service. The main objectives of “targeting” in STP model are to define the ability of the
concerned company and look over the resources which are needed by a company to enter into the
global business mart. By this approach, the company and its management can also evaluate
themselves and their marketing capabilities with respect to their potential business competitors.
Now, in order to look over the “targeting” approach of Casio, it can be interpreted that the
Casio’s target group is the youth section of the upper middle class who are fashion conscious and
engrossed in technology. The company always tries to look over the metropolitan cities
throughout the world.
On the other hand, it can said that, the company uses differentiated “targeting” strategic
approaches so that the management can utilize those strategies for retaining and for acquiring the
high-valued customers of the different segments towards the wide range of products and services
being offered by them.
Differentiation- differentiation refers to the added features of a product or service which can
offer the customer benefits to the company compared to the other similar company in
competitive business arena. Added features may make the products and services more acceptable
and lucrative among the customer throughout the market. Casio is a leading brand name in
electronics market. Being a popular company, the organizational management always tries to
look over the production process and market demand so that they can manufacture
technologically advanced products which can meet the customer desire and market demand

easily. Use of updated and most scientific technology in products may provide “differentiation
benefits” to the company in competitive business world.
Positioning- a proper and effective positioning can guide a company towards successful
business goals as it can shed light over the brand’s essence. Moreover, positioning also
emphasizes over the facts by which an organization can achieve the customer’s appreciation
successfully by providing services and products in accordance to their expectation. Casio always
tries to provide maximum importance on the market demand and the expectation of the targeted
customer. In order to fulfill the objectives, the organization always use most scientific methods
for manufacturing process by which they can offer technologically advanced products to the
customer. By proper positioning, the company may also achieve the competitive edge of
business arena and huge economical benefits from global capital market. For proper positioning,
the Casio tries to look over their potential customers throughout the world so that the company
can offer best products and services to them in accordance to their desire and demands. By this
process the company not only retain the customer loyalty but it also can capture the competitive
perimeter of the business world which ultimately offers them brand reputation and global
recognition.
7. Marketing mix
Marketing mix is a term which is used to refer a group of key factors that influence and impact a
company/organization’s comprehensive success and failure. The marketing mix is an effective
tool which helps the organization for the understanding of the suitability of the product in the
chosen market. 4p is a significant tool which could be applied for the determination of the
marketing mix for Casio which would be helpful for understanding the market as well as the
suitability in the chosen market.
Marketing mix can be two types. The 4ps is made up of four crucial factors, place, product, price
and promotion. The seven 7ps adds three other factors, people, physical environment and
process.
 Product: This factor refers to the product/item which the company intends to market and
sell. The company needs to make sure that the product possesses the capacity and
features to generate customer attention and interest. The company’s range of G-series,

watch aims to attract the urban population; especially the mid-income population has
attracted consumers due to the fact that the watches excel in facility, design and
durability, provided the new items of G-series promises to be reasonable and affordable
(Lajeunesse, 2013).
 Place: Distribution or placement is an important factor. This highlights the necessity of
possessing a place where consumers can have easy access to the products. Casio has
several branches in different regions of Japan, along with Tokyo; ensuring consumers can
easily buy company products.
 Price: products which are being manufactured by the Casio are technologically highly
developed and scientifically very advanced. Moreover, the price of the products being
offered by the Casio is much more reasonable and affordable compared to the other
similar company or brand. Apart from this, Casio always tries to maintain “value-added”
policy of pricing for products and services. The company tries to maintain medium-
priced pricing strategy so that the customer can afford their products and services easily
which in turn helps them in customer retention. As the company tries to target the
middle- income groups of a community and especially the students, so the organizational
management has the tendency to maintain such pricing strategy which must be less in
comparison with other similar brands or products. the company also offers various
lucrative discount offers and the periodic schemes on their products and services for
increasing their annual earnings as well as for acquiring and/or retaining customer over
long period of time.
 Promotion: Casio always tries to focus on “international marketing”. In order to fulfill
those objectives, organizational management tries to adopt different steps and among
those, promotional strategy is considered as one of the most important strategies. The
company invests millions for commercialization or promotional purposes to create and to
maintain “brand awareness” globally. The organizational management emphasizes over
creating new and innovative design to attract the huge populace especially the youth
generation of the society. The company utilizes print media like billboards, newspaper
and magazine and television for broadcasting the characteristics features of the brands to
the customer. The company also looks over the online media or tries to provide
importance on the social networking site for promotional purpose.

So, by considering the success story of Casio, it can be interpreted that proper marketing mix
strategy is always act as a propeller for any business organization that can drives the company
towards ultimate business success worldwide.
Channel of Distribution: the channel for distribution could be defined as the chosen suitable path
which has been adopted by the organization for the best possible way of distributing the product
to the consumer. There could be various nodes and interconnections for the understanding of the
distribution process whereas direct distribution also could be done between the manufacturers
and consumers. 4P would be determining the four channels of distribution for Tesco which has
been mentioned in the above discussion. Among the 4Ps, the product would be suitable
distribution channel for Casio. Wholesalers, retailers, agents are the part of the distribution
channel based on the product. Therefore, this distribution channel would be helpful for
establishing a significant market presence in the highly competitive market.
Figure 1: product distribution
Casio has been using both direct and indirect distribution process for the strategic market and
distribution of the product. The primary advantage of direct distribution is the involvement of the
sales team directly to the market and this sells team can access the direct market effectively.
Casio have established significant direct distribution process throughout the market. Secondly,
the market of the distributors could also be accessed through the indirect distribution of the
products. The distributors are the basic customers and Casio can arrange suitable training
programs for understanding the core value of the organization.