PREPARED BY;

TUAN NOOR FATIHAH BINTI TUAN SOH

2015126359
 HISTORY
Nikon Corporation was established on 25 July 1917 by Koyata Iwasaki

Headquarter in Tokyo, Japan.

Part of the Mutsubshi group (Keiretsu).

Originally company name is Nippon Kgaku Tky and name changed to Nikon 1988

Nikon is known worldwide for its digital and film camera, binoculars, microscopes and
inspection equipment
 Vision & Mission

Nikons vision statement is:

Our Aspirations-Meeting needs. Exceeding expectations.

Nikons mission statement is:

Trustworthiness & Creativity.
 New Vision & Mission
Vision Statement
We strive to be the world leader in optical equipment by delivering the
highest quality optical equipment in the world.

Mission Statement
As the leader in high-quality optical equipment for photographers and the
commercial end users across the globe , we pay special attention to
remaining at the forefront of technological advancements by developing and
retaining the best employees who display creativity and trustworthiness.
We will continue to grow and contribute to communities where we operate
around the world.
 Market Share

NO. COMPANY PERCENTAGE %

1 CANON 44.5%
2 NIKON 29.8%
3 SONY 11.9%
4 OTHERS 11.6%
 NEW PRODUCT
D7500- Nikon Dx Format Digital SLR Camera
20.9 megapixel
Touch screen function
Bluetooth & Wi-Fi
Max sharpness and clarity

AWARDS
IF Product Design Awards 2017
Best 360 Camera 2017
Best Professional Lens 2017
 Internal Strength & Weaknesses
Internal Strength
Launched first Android platform camera in the industry for smart cameras.
Facebook presence of Nikon: 1,662,014 U.S. likes.

High market demand.

For 2011, in the UK, Europe, and Japan, Nikon had the best-selling DSLR camera
and the best-selling compact camera (Nikon Coolpix S3100).
High technology in the production of products.

High quality of product.

Strong brand image-
Nikon customers are willing to pay more money for digital cameras than any other
brand customers.
First mover in image sensor technology.
Internal Weaknesses
Seven top executives (President, CFO, Finance & Accounting, Instruments Co.)
nearing retirement age; impending loss of tacit knowledge. Five of these have been with
Nikon since the 1970s.
No e-commerce option on Nikon website to channel consumer and business purchasing.

The load time of images on company website is slower than that of competitors Canon
and ASML.
The Board of Directors and Executive Officers are not ethnically or gender diverse. All
members are Japanese males.
Poor marketing strategy-
Nikon has a poor marketing strategy where promotion of products has been low and the
products have not been known to many consumers.
The only digital camera manufacturing plant is located in Thailand where flooding
occurred
 External Opportunities & Threats
External Opportunities
Nikon may prefer mergers with companies like Sony - much effective and build an
empire that will control a large market share.
The health and medical field lack new devices for inspection systems in
diagnostics, and products.
Increasing market trend in LCD and DSLR cameras in India.

High brand name- In the Middle Kingdom of China, 22% more money is spent by the
consumer to purchase a digital camera
A worldwide trend is moving towards high-quality cameras

Mobile phones have spurred an interest in photography and provide access to an

expanded community of consumers.
External Threats
Nikons competitors
(Sony, Olympus, Panasonic, Fujifilm, Canon, Kodak, Casio, and Pentax )
Potential loss of employees with technological expertise in regions with high
labour mobility.
Increase camera phones on the market.
Natural disasters- in Thailand and Japan such as flood and earthquakes.
In 2011, consumer electronics became the most widely seized counterfeited
items.
Canon launched its mirror less camera to compete with Nikons version;
100 000 cameras per month are being manufactured.
Competitive Profile Matrix (CPM)
NIKON CANON SONY

Critical Success Factors Weight Rating Score Rating Score Rating Score

Advertising 0.12 3 0.36 4 0.48 2 0.24

Market Penetration 0.08 3 0.24 4 0.32 2 0.16
Customer Service 0.09 4 0.27 3 0.27 2 0.18
R&D 0.14 2 0.28 4 0.56 1 0.14
Employee Dedication 0.10 4 0.40 3 0.30 2 0.20
Customer Loyalty 0.09 4 0.36 3 0.27 3 0.27
Product Quality 0.15 4 0.60 2 0.30 3 0.45
Price Competitiveness 0.08 1 0.08 4 0.32 3 0.24
Company Brand Reputation 0.09 3 0.27 4 0.36 2 0.18
Top Management 0.06 3 0.18 4 0.24 1 0.06

TOTAL 1.0 3.13 3.42 2.12

 External Factor Evaluation (EFE) Matrix
Opportunities Weight Rating Weighted Score
1. Nikon may prefer mergers with companies like Sony so
as to be much effective and build an empire that will 0.15 2 0.30
control a large market share.

2. Healthcare products are becoming more demanding. The 0.05 2 0.10

health and medical field lack new devices for inspection
systems in diagnostics, and products that contribute to
the quality of life enhancement for the elderly.

3. Increasing market trend in LCD and DSLR cameras. It 0.08 4 0.32

is because increasing imaging interest in India:
registered 110% unit growth for digital cameras and
200% for Digital SLR in first eight months of 2012.

4. High brand name. In the Middle Kingdom of China, 22% 0.06 3 0.18
more money is spent by the consumer to purchase a
digital camera

5. A worldwide trend is moving towards high-quality 0.05 4 0.20

cameras; 10X optical zoom cameras grew 27% in sales in
2011 vs. a 16% decline in cameras costing less than
$200.
6. 0.08 3 0.24
Mobile phones have spurred an interest in photography
and provide access to an expanded community of
consumers.
 Threats

1. Nikons competitors. 0.10 3 0.30

such as Sony, Olympus, Panasonic, Fujifilm, Canon,
Kodak, Casio, and Pentax that all deal with the similar
products.

2. Potential loss of employees with technological expertise in 0.5 3 0.15

regions with high labour mobility.

3. Increase camera phones on the market.

According to ABL Research (2007), nearly 70% of all 0.10 2 0.20
handset globally are expected to be equipped with
cameras with high resolutions.

4. Natural disasters. The potential natural disasters to

happen again in Thailand and Japan such as flood and 0.08 2 0.16
earthquakes.

5. In 2011, consumer electronics became the most widely 0.08 3 0.24

seized counterfeited item.

6. Canon launched its mirror less camera to compete 0.12 3 0.36

with Nikons version; 100 000 cameras per month are
being manufactured.

TOTAL 1.0 2.75

 Internal Factor Evaluation (IFE) Matrix
No. Factors Weight Rating Weight Score
Strength
1. Launched first Android platform camera in the industry for smart 0.11 4 0.44
cameras.
2. Facebook presence of Nikon: 1,662,014 U.S. likes. 0.04 4 0.16

3. High market demand.

For 2011, in the UK, Europe, and Japan, Nikon had the best-selling 0.11 4 0.44
DSLR camera and the best-selling compact camera (Nikon Coolpix
S3100).

4. High technology in the production of products. 0.08 3 0.24

Nikon has a reliable brand that is based on high level technological
supremacy and resource and development.
5. Quality of product. 0.08 3 0.24
Quality has also been a strong point for Nikon in that the products
produced have always been regarded for their high quality in the
market.
6. Strong brand image. 0.15 4 0.60
Nikon customers are willing to pay more money for digital
cameras than any other brand customers.
7. First mover in image sensor technology. 0.07 3 0.21
 Weaknesses

1. Seven top executives (President, CFO, Finance & 0.08 2 0.16

Accounting, Instruments Co.) nearing retirement age;
impending loss of tacit knowledge. Five of these have
been with Nikon since the 1970s.

2. No e-commerce option on Nikon website to channel 0.05 2 0.10

consumer and business purchasing.

3. The load time of images on company website is slower 0.08 2 0.16

than that of competitors Canon and ASML.

4. The Board of Directors and Executive Officers are not 0.02 2 0.04
ethnically or gender diverse. All members are Japanese
males.

5. Poor marketing strategy. 0.03 2 0.06

Nikon has a poor marketing strategy where promotion of
products has been low and the products have not been
known to many consumers.

6. The only digital camera manufacturing plant is located in 0.10 1 0.10

Thailand where flooding occurred.

TOTAL 1.0 2.95

 Strengths-Weaknesses-Opportunities-
Threats (SWOT) Matrix
SO Strategies
Partner with SONY to release Nikons brand smartphone camera lens (S1, O1, O6)
Launch television campaign in Middle Kingdom of China to increase sale (S6, O4)
Provide a good quality of image to health and medical field (S5, S7, O2)

WO Strategies
Create mobile application site to purchase camera through e-commerce (W2, O6)
Improve the marketing strategy to increase the sales by following the worldwide trend (W5,O4,
O5)

ST Strategies
Produce DSLR camera & Nikon Coolpix with new function to compete with Canon (S3, S4, T6)

WT Strategies
Provide training for upper management for the potential movement into executive position (W1,
T2)
Limit imaging production capacity in Thailand and builds new factory (W6, T4)
Grand Strategy Matrix
 Quantitative Strategic Planning Matrix (QSPM)
Partner with SONY Improve marketing
to release Nikons strategy to increase
Branded smart sales by following
phone camera lens the worldwide trend
Key Factors Weight AS TAS AS TAS
Opportunities
1. Nikon may prefer mergers with companies like Sony so as 0.15 4 0.60 2 0.30
to be much effective and build an empire that will control a
large market share.
2. Healthcare products are becoming more demanding. The 0.05 1 0.05 2 0.10
health and medical field lack new devices for inspection
systems in diagnostics, and products that contribute to the
quality of life enhancement for the elderly

3. Increasing market trend in LCD and DSLR cameras. It is 0.08 - - - -

because increasing imaging interest in India: registered
110% unit growth for digital cameras and 200% for Digital
SLR in first eight months of 2012.
4. High brand name. In the Middle Kingdom of China, 22% 0.06 - - - -
more money is spent by the consumer to purchase a digital
camera
0.05 2 0.10 2 0.10
5. A worldwide trend is moving towards high-quality cameras;
10X optical zoom cameras grew 27% in sales in 2011 vs. a
16% decline in cameras costing less than $200.
0.08 4 0.32 2 0.16
6. Mobile phones have spurred an interest in photography
and provide access to an expanded community of
consumers.
 Partner with SONY Improve
to release Nikons marketing strategy
Branded smart to increase sales
phone camera lens by following the
worldwide trend
Key Factors Weight AS TAS AS TAS
Threats
1. Nikons competitors such as Sony, Olympus, Panasonic, 0.10 2 0.20 1 0.10
Fujifilm, Canon, Kodak, Casio, and Pentax that all deal with
the similar products.
2. Potential loss of employees with technological expertise in 0.5 - - - -
regions with high labour mobility.

3. Increase camera phones on the market.

According to ABL Research (2007), nearly 70% of all handset 0.10 4 0.40 2 0.20
globally are expected to be equipped with cameras with
high resolutions. Therefore this could create a threat to
Nikon, reducing the growth of its share in camera market.
4. Natural disasters. The potential natural disasters to happen 0.08 - - - -
again in Thailand and Japan such as flood and earthquakes.
5. In 2011, consumer electronics became the most widely 0.08 1 0.08 2 0.16
seized counterfeited items
6. Canon launched its mirror less camera to compete with 0.12 - - - -
Nikons version; 100 000 cameras per month are being
manufactured.
TOTAL 1.0
 Partner with SONY Improve
to release Nikons marketing strategy
Branded smart to increase sales
phone camera lens by following the
worldwide trend

Key Factors Weight AS TAS AS TAS

Strength
1. Launched first Android platform camera in the industry for 0.11 3 0.33 2 0.22
smart cameras.
2. Facebook presence of Nikon: 1,662,014 U.S. likes. 0.04 - - - -

3. High market demand. For 2011, in the UK, Europe, and

Japan, Nikon had the best-selling DSLR camera and the 0.11 - - - -
best-selling compact camera (Nikon Coolpix S3100).
4. High technology in the production of products. Nikon has a 0.08 3 0.24 1 0.08
reliable brand that is based on high level technological
supremacy and resource and development.
5. Quality of product. Quality has also been a strong point for 0.08 3 0.24 3 0.24
Nikon in that the products produced have always been
regarded for their high quality in the market.
6. Strong brand image. Nikon customers are willing to pay 0.15 - - - -
more money for digital cameras than any other brand
customers
7. First mover in image sensor technology. 0.07 - - - -
 Partner with SONY Improve
to release Nikons marketing strategy
Branded smart to increase sales
phone camera lens by following the
worldwide trend
Key Factors Weight AS TAS AS TAS
Weaknesses
1. Seven top executives (President, CFO, Finance & 0.08 - - - -
Accounting, Instruments Co.) nearing retirement age;
impending loss of tacit knowledge. Five of these have been
with Nikon since the 1970s.
2. No e-commerce option on Nikon website to channel 0.05 - - - -
consumer and business purchasing.

3. The load time of images on company website is slower 0.08 - - - -

than that of competitors Canon and Sony.

4. The Board of Directors and Executive Officers are not

ethnically or gender diverse. All members are Japanese 0.02 - - - -
males.

5. Poor marketing strategy.

Nikon has a poor marketing strategy where promotion of 0.03 3 0.09 3 0.09
products has been low and the products have not been
known to many consumers.
6. The only digital camera manufacturing plant is located in 0.10 - - - -
Thailand where flooding occurred.
TOTAL
1.0 2.65 1.75
 The specific strategies & recommendations for
Nikon Corporations
SOCIAL MEDIA MARKETING
1. Promote the product through the social media. Eg. Facebook/Twitter/Instagram
2. Hire social media manager to manage the media sites.
3. Create mobile application site to purchase cameras through e-commerce.
4. Launch television campaign for 2012 in Middle Kingdom of China. Eg. 22% of money
spent to purchase digital camera.

MARKET SEGMENTATION
5. Refer to the need and buying habits of the customers
6. Generation Y are more focus on high quality smartphone camera
MARKET PENETRATION
1. increase advertising expenditures to promote the product to the market. Eg.
Billboards, Taxi branding.
2. Offering extensive sales promotion items such as less 10% for DSLR camera or Nikon
Camera.

PRODUCT DEVELOPMENT
Generation y is more focus on the high quality lens.
Can produce Gopro lens and camera that can connect with the smartphone.
Nikon also can upgrade the camera , a multinational, high-power zoom model offering
25x optical zoom and equipped with wifi connectivity and GPS functions.
Nikon also can be partner with Sony to release "Nikon" branded smartphone camera.
MARKET DEVELOPMENT
1. It is introducing existing products or services into new geographic areas.
2. Nikon Corporations recently launched its products into India, China, Europe, UK and
other countries.
3. Open Nikon CENTRE & SERVICE for every country
4. Build one additional imaging manufacturing outside of Thailand
THANK YOU