In the release of their first quarter financials, Panasonic has chimed in with one of those "we want x% of the market" statements (in this case, 10% of DSLRs). Couple that with other stated desires--Olympus's 20%, Sony's 20%+, Nikon's 35%+, and Canon's 40%+--we're well over 120% of the market now. Obviously, someone is wrong.
We've played this game before, with compact cameras. Many of the stated goals for that market never came close to fruition (though curiously many of the failures are still hitting their heads on the wall trying).
One word to Panasonic management: keep up the way you're working in the US market, and that 10% will have to come from some other region of the world. Indeed, management must already know this, as overall corporate sales outside Japan were only 72% of goal.