[Chwisch87]

Pentax needs to realize that word of mouth isn't going to sell camera's alone. Subaru, which is another japanese niche producer is very similar to Pentax. Many of their parts are used across the line just like pentax does to save development and costs. Even though word of mouth is very good for subaru, you still need to market your cars. In car world you have the two giants Toyota and Honda and in the camera business you have Canon and Nikon. Subaru has been able to survive because it has brand imagine of a strong reliable AWD car though good marketing. Whether Pentax/Hoya likes it or not, they are just going to have to divert money into a marketing budget of some sort at least if they intend to survive. I think a reasonable goal with a good marketing campaign is 5% japanese marketshare by the end of the decade. Pentax cameras and equipment is good enough that could be done with relative ease. There are TONS of things Pentax could market ... for instance.

Pentax could point out with great success i think that Canon/Nikon sell their "pro" camera's at a loss and pass the expense down to the consumer level equipment with not only higher costs but also equipment that in many cases lacks features found in less expensive but feature packed cameras from Pentax such as weather sealed bodies. Because Pentax focuses on quality but affordable bodies/lenses without making having to cover the cost of pro level level cameras that loose money, not only will you get better imagines with pentax, you will also save money too.