Nikon SWOT Analysis, Competitors & USP

Posted in Consumer Electronics, Total Reads: 29304

SWOT analysis of Nikon analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Nikon SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Nikon to benchmark its business & performance as compared to the competitors and industry. Nikon is one of the leading brands in the consumer electronics sector. The table below also lists the top Nikon competitors and elaborates Nikon market segmentation, target group, positioning & Unique Selling Proposition (USP).

Nikon SWOT, Competitors, Marketing STP & Brand analysis Table
Nikon Brand Analysis
Parent Company

Mitsubishi Group


Camera & Optics


Consumer Electronics

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

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Nikon. Strengths are:

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


Here are the weaknesses in the Nikon SWOT Analysis:

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


Following are the Opportunities in Nikon SWOT Analysis:

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


The threats in the SWOT Analysis of Nikon are as mentioned:

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

Nikon Competition

Below are the top 10 Nikon competitors:

1. Canon

2. Casio

3. Kodak

4. Sony

5. Pentax

6. Panasonic

7. Fujifilm

8. Olympus

9. Samsung

10. HP Hewlett-Packard

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

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Nikon. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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