I'm a final year university student and am doing a strategic business review of the digital camera market in the UK.
I was wondering if anyone has any idea where I can find any information about the market size, growth rates and trends and also how this market would be segmented in terms of consumers.
I'm doing a PESTLE analysis on the UK market then concentrating on Canon and am doing a competitive analysis for them followed by a critical review of their positioning and management of the marketing mix in this sector. I need to identify the options that they have to move forward.
I have already done a fair bit of work on this but any extra recommended resources would be more than welcome - especially as I have no idea about digital cameras!
I'm not looking for people to do my assignment for me as it is nearly complete but most of my information is from academic journals or online articles and I would like to get clarification that I am understanding the market correctly. I think the best people to ask is the camera users themselves. For example:
I have segmented the market by consumer and have done this with the following categories:
Amateurs - use compact cameras or compact system cameras
Keen amateurs - use Bridge cameras
Professionals use - DSLR's
I would like to know if camera users agree with this and (in your opinions) is there other terminology that you believe would fit this better e.g. Pro consumers?
Many thanks in advance