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2.2 External Factors
According to Ricohs Annual Report, the companys main objective is to maintain its leading position in relevant industry as well as keeping advanced in products innovations. With regard to Ricohs recent stressed strategies, the acquisition of new members and increased delivery of products and solutions that are cost effective are major strategies for the company to expand its leadership into the commercial enterprise market; while in the government and public safety market, continuing investment in improving new markets and products safety system are emphasized by the company.

Ricoh’s current marketing objective is to be able to offer high-qualified products everywhere a potential customer can be found and be able to increase the unit shipments faster than the market and increase its overall market share. Additionally, Motorola has realized some new potential markets, such as two-way radio combo and wireless Internet markets. However, the reduction of sales revenue in parts of Ricohs Asian markets combined with an economic slowdown in parts of Asia, contributing to the reduction of revenue and profitability of Ricoh as well as a lack of a competitive digital product in Asian market. Ricoh’s focus on a provider of comprehensive document solutions bring themselves great pressure for developing their R&D achievements. However, Ricoh considered that many of its customers, and approximately 78% of its net sales, are in the Japanese market, especially for color copier/multifunctional copier markets. In June 2007, Ricoh has established InfoPrint Solutions Company which was a joint venture company with IBM, this new venture had created a stronger foothold in the production printing market for Ricoh; and thus improved its market share in the competing industry.

However, all the evidence proved that this company focused more on Japanese and U.S. Markets, but not on Chinese market which may provide them larger benefits if they expanded to promote their high technology. Through establishing some new factories in China, Ricoh tended to ensure high product availability in the Chinese market that is a highly promising market. In order to provide it a clear guideline on expanding to Chinese market, it needs to set out a comprehensive strategy especially for the companys sale and marketing departments.

3.Source of Opportunity for Strategic Advantages
For preparing the strategic approaches, to achieve the breakeven point, we summarize some key sources of opportunity for the company, or to say, in this industry:

3.1 Services/Products
Customers enter the store, find the products they want and they pay and left. Most of people buy things like this. So, in this way, fast and convenient are the two key factors. As realized by Ricoh, the users of digital services are more concerned with the features the product has to offer. Thus, the company should be more attentive to product lifecycle, which can offer the users something that are new and different. Furthermore, a possible contribution to the society by participating in and supporting environmental conservation activities, Ricoh would plan to fully communicate and proactively cooperate with their stakeholdersto reassure communication of their commitment to the environment.

In addition, Rioch’s ethic standards were deeply embedded into the corporate businesses本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。