I. INTRODUCTION

Nowadays, the economy of the world grows significantly. The demands of consumers increase, all companies must satisfy them to exist. Marketing is important part of all businesses that helps them achieve success. It is large scale that includes many things, such as researching customers, promoting the products. Marketing has many ways to define and many concepts to achieve which depends on ability and target of company.

Canon Inc. is a multinational corporation that specializes in the manufacture of imaging and optical products, including cameras, photocopiers, steppers and computer printers. Therefore, Canon cannot lack marketing orientation that everything focuses on needs and wants of customers. Canon operation is not harm to environment, so its marketing approach is societal marketing. All business situations or not business situations of the company observe this approach. Because of this, Canon achieved many success and become famous brand of its field in the World.

The first purpose of the report is to introduce marketing orientation of Canon that affirms its operation trend, such as its organization structure or strategy. Moreover, this report analyzes Canon Vietnam marketing activities in detail to help readers have clearly view about business of Canon. Besides, it proposes projects that help Canon promote two printer lines that are SELPHY and Laser printer, to Sales Director.

The method used to conduct this research is using secondary data from previous studies on course books, reference books and internet. They are reliable sources such as BPP Professional Education, Canon Vietnam and Philip Kotler author and so on.

However, this report still has limitation. Firstly, it did not mention to marketing process. The second is marketing mix which is important elements of marketing is not analysed in detail. Finally, situations relate closely to products are not stated, such as total product or distribution channel, etc.