On November 21st Leica will announce the long-rumored CL mirrorless camera and a new Elmarit-TL 18mm f/2.8 ASPH lens (both pictured above). Here is an updated list of specifications and the expected European pricing:
This post is written by Cosimo Fanuli, student of Management Engineering at University of Salento, Italy:
Abstract
In virtual communities dedicated to photo enthusiasts, dealing with the Leica M theme always creates antitrust fractions. On the one hand, the detractors of the brand find unjustifiable the expense for this type of instruments. On the other hand, those photographers who consider a Leica M camera a tool suitable for their photographic genre. This study aims to explain how a company can make a profit by having a really narrow market share. By adopting a differentiation policy that is reflected in the uniqueness of technical solutions and high-quality products, creating a strong image of the brand and providing a tool that reflects the needs of customers, Leica Camera AG succeeds in gaining a strong corporate business success.
1. Introduction
In online communities dedicated to photography talk about Leica, and in particular about M system, often creates antithetical factions. On the one hand, there are the staunchest defenders of this historic brand, on the other side there are the detractors who see the “red sticker” only as an expensive photo tool with too many technical deficiencies. In this scenario, threads are created that demonstrate the necessary subjectivity in the evaluation of a photographic tool. However, because of the discussion environment and the subjects involved, the company’s business model is not studied to explain pricing policy and a careful analysis of the interrelations between the tool and the user is not conducted. This raises the need to create that missing link that there is between the community assessments and those that are the foundations of business strategy that enable Leica Camera AG to operate profitably in the photographic industry. In particular, it is important to carry out an analysis of the competitive environment in which the company operates, assessing the technical point of view the products and examine the value proposition offered to customers. To this end, a study on the adoption of this technology by the users must be conducted, the rationale for the selection of this type of camera must be understood and the value that the customer gets from buying it must be analyzed.
KEH is also announcing a limited-time holiday promotion: 365-day warranty (KEH usually offers a 180-day warranty but will be extending that during the holidays).
