Marketing 13th Edition by Gary Armstrong, Philip Kotler

Exercise 11

Konica Minolta has been in business since 1873. For decades, it was a successful photo company selling cameras, equipment, and supplies primarily to final consumers. But dramatic changes in the marketing environment forced the company to reevaluate its marketing strategy and ultimately to abandon what had been its primary industry.
Today, Konica Minolta has a successful business-to-business strategy centered on office equipment and print products for commercial printers. The company has also developed a health-care and medical group, an optics group, and a division that produces components for mobile phones and televisions. With the advent and growth of social media, Konica Minolta's marketing strategy continues to evolve. After viewing the video featuring Konica Minolta, answer the following questions:
How has Konica Minolta modified its marketing mix? Are these changes in line with its mission?