Casio America, Inc.

  • Overview

You might be (G-)shocked to learn how many products Casio America sells. A US subsidiary of Japanese electronics giant CASIO COMPUTER, the company markets products ranging from handheld computers and calculators to electronic keyboards and its popular G-Shock and high-end Oceanus watch lines. Established in 1957, Casio also makes and markets cell phones, digital cameras, electronic dictionaries, label printers, clocks, portable TVs, and other items. Reaching beyond the consumer market, Casio targets the retail, hospitality, and industrial markets (with cash registers and industrial handheld PDAs). The company, which also sells to the education market, runs a Casio Signage digital business.

Operations

In 2013 Casio America, along with its parent company, launched a new digital signage business. Operating as Casio Signage, the unit aims to help retailers better compete within the aggressive retail industry by leveraging the signs to attract new and repeat customers. It's primarily focused on revolutionizing storefront advertising. To do so, it's offering storefront advertising tools and cloud services (to distribute digital coupons). The tools have the ability to produce realistic-looking characters that talk to customers passing by. It offers multilingual support and multifunctional options as part of its fully customizable system.

The company is known for its calculators, keyboards, digital cameras, mobile presentation devices, label printers, watches, cash registers, and other consumer electronic products.

Geographic Reach

Based in Dover, New Jersey, Casio America serves as a US subsidiary of Japan's CASIO COMPUTER.

Financial Performance

North America contributed about 11% of parent CASIO COMPUTER CO's. nearly $3.2 billion in fiscal 2013 (ended March) sales, or approximately $350 million. The $350 million Casio America rang up in fiscal 2013 represented a 7% decline versus the prior year. Parent CASIO COMPUTER's sales decreased by 1% over the same period, dragged down by the lagging Japanese economy. Indeed, CASIO COMPUTER's sales have declined more than 40% over the past four years.

Strategy

Strategies intended to reverse the slide in sales, include focusing on the timepiece business, and selling more electronic dictionaries to elementary school students.

Casio employs a strategy of frequently updating and launching offshoots of its popular watches and other consumer products to spur sales. To that end, in late 2012 the company created a limited edition EDIFICE men's watch -- the EQSA500RB-1A -- through a collaboration with Red Bull Racing. Casio also relaunched the Deco-G. The crystal-encrusted timepiece sells for about $200 and is available exclusively a Bloomingdales. It's much more affordable than the original diamond-encrusted model launched in 2009. In 2011 the company rolled out a new PRIZM graphing calculator with a high-resolution color LCD display that creates pictures of graphs for math students.

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Casio America, Inc.


570 Mount Pleasant Ave
Dover, NJ 07801-1631
Phone: 1 (973) 361-5400
Fax: 1 (973) 3613819
www.casio.com

STATS


  • Employer Type: Subsidiary
  • CEO: Toshiharu Okimuro
  • EVP Sales and Marketing: John Homlish
  • CEO: Toshiharu Okimuro

Major Office Locations

  • Dover, NJ