First, Olympus tried to establish a clearer picture of what features future customers would value in new product families. It produced a corporate plan that identified the future mix of businesses by major product line, the desired levels of profitability, and the contribution of each product to the cultivation of the brand. And it performed a technology review to learn how current and future technologies would affect the camera business. The technology review included an audit of Olympus's proprietary technologies that could be turned to the company's advantage.