Nikon SWOT Analysis, USP & Competitors

Posted in Consumer Electronics, Total Reads: 20619

SWOT Analysis of Nikon with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Mitsubishi Group


Consumer Electronics


IT and Technology

Tagline/ Slogan

At the heart of the image; I am Nikon


Nikon offers professionalism, authenticity and innovation through its cameras and Nikkor Lenses

Nikon STP


High end quality SLR cameras, ophthalmic lenses and optical products for consumers

Target Group

Urban upper middle and upper class individuals


Nikon has been traditionally associated with professional photography; Lately focus has shifted to everyday photography

Nikon SWOT Analysis


1. Nikon has a strong market position built on broadproduct portfolio

2. Nikon has diversified geographic presence with focus on developing markets provides diversified revenue stream with reduced business risk

3. Strong research and development capabilities facilitate new product development in line with changing consumer preference

4. Effective integration of digital platforms like social networking sites in its marketing efforts has helped attract larger target audience

5. Excellent advertising and branding exercises through TVCs, online ads and print ads of Nikon products

6. Has a strong workforce of over 25,000

7. Good branding of Nikon through sponsorships of events and sports teams


1. Dependence on particular products and businesses. Precision equipment businesses and imaging products business account for 90% of total net sales

2. Instances of alleged violation of competition laws incurred penalties and hurt the brand image of Nikon a few times


1. Online sales opportunities by leveraging e-commerce market and effectively using online marketing options

2. Expanding presence in the global market can be a big opportunity for Nikon

3. More innovative product offerings for the customers


1. Rapid technological changes

2. Increasing appeal of high end camera phones and their social networking integration facilitating easy sharing of photos

3. Competition with black market, parallel import and fake goods

4. Intense competition in the digital cameras market can reduce market share of Nikon



1. Canon

2. Casio

3. Kodak

4. Sony

5. Pentax

6. Panasonic

7. Fujifilm

8. Olympus

9. Samsung

10. HP Hewlett-Packard

The table above concludes the Nikon SWOT analysis along with its marketing and brand parameters.


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