| Case Title |
Minolta Camera Co. Ltd. |
| Case Author(s) |
Ulrich E. Wiechmann
|
| University |
Harvard Business School |
| Abstract |
Minolta Camera Co. was one of the leading Japanese manufacturers of cameras. The line of cameras covered almost the whole spectrum from modestly priced simple cameras for the beginner to premium priced sophisticated equipment for the professional photographer. Like most Japanese companies, Minolta depended heavily on sales outside of Japan and it sold products to about 100 countries. Of the various markets, USA accounted for 45% and Europe sales were 35% in the year 1971. Except for USA and Germany, Minolta had exclusive distributors in all other countries. But a large dealer in Germany had complained to the company about the fact that sizable quantities of Minolta cameras moved through unofficial channels from Hong Kong to Germany, where they were sold at prices substantially below Minoltas official suggested retail price. A number of other authorized dealers in Europe and in USA had voiced similar complaints. In virtually all of these cases, the source of the problem seemed to be merchants in Hong Kong, who bypassed Minoltas distribution system. The company had to look into possible solutions. |
| Available In |
The Harvard case collection |
| Publisher |
Harvard Business School Publishing |
| Publisher Case No. |
577017 |
| Distributor(s) |
Harvard Business School Publishing
Ivey Publishing
European Case Clearing House
|
| Pub/Rev Date |
3/1/1981 |
| ISBN |
|
| Case Length |
13 |
| Teaching Note |
Yes |
| Pub TN Ref No. |
5-587-169 |
| Pages (TN) |
11 |
| Issues |
Distribution; Exports; International Marketing; Marketing Management; Multinational Corporations; Pricing |
| Organisation(s) |
Minolta
|
| Countries |
Japan |
| Industry |
Consumer Goods & Services |
| Period Covered |
1971 |
| Level |
Undergraduate/Postgraduate |
| Links of Interest |
Homepage of Minolta
|
| Back |