Customer analysis
Customer analysis “is the process of determining customer segmentation, value, purchasing behavior and motivation in order to better target marketing and increase sales” (istobe.com). Well, that sounds ok in theory but to summary for practical use. Who are my customers? Which customers are valuable? Which are not? For Canon the most important customers are the non professional customers, the most who will use the camera for private use. The second groups of customers are the professional users like photographers (istobe.com).
Need analysis
“A needs analysis includes all the activities used to collect information about your rational, emotional, symbolic or social needs, wants, wishes, desires, etc. In addition, how a needs analysis is completed will depend on the situation, who is doing it, why it is being done, etc…” (Amie.N, 2003). For example: * Canon’s XA10 HD Professional camera is one of the best offerings so far in the professional video camera category in Dubai, Price in Dubai: 6500 AED. (Madrigal, 2012). This camera is a perfect tool for a few specific groups of people:
1) Serious and professional cinematographers who need to film an adventure movie. For example, in a remote jungle, a mountain area, or any kind of hardcore journey demanding excessive portability.
2) Serious and professional cinematographers who are making a travel documentary with a lot of interviews and are traveling for multiple months, or backpacking.
3) Professional video makers starting their business and running on a budget.
4) Serious and intermediate to advanced video makers who shoot various short movies during their free time as a hobby.

Cannon Eos T3 Price in Dubai: 1850 Dirham (Dhanya.M, 2012).
To take family photos, the kids at home, during vacations, or other events. 1) The T3i is the newest camera in the digital Rebel series. 2) It