Nikon SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

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. As of 2020, Nikon is one of the leading brands in the consumer electronics sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Nikon competitors and includes Nikon target market, segmentation, positioning & Unique Selling Proposition (USP).

Nikon SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & 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
Nikon Segmentation

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

Nikon Target Market

Urban upper middle and upper class individuals

Nikon Positioning

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

Nikon SWOT Analysis
Nikon Strengths

Below are the Strengths in the SWOT Analysis of Nikon:

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

Nikon Weaknesses

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

Nikon Opportunities

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

Nikon Threats

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

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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