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Nikon SWOT Analysis

Published by MBA Skool Team in Consumer Electronics category Last Updated: August 04, 2023Read time:

Here is a detailed SWOT analysis of Nikon covering strengths, weaknesses, opportunities and threats.

Nikon Strengths

  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

Above are the strengths in the SWOT Analysis of Nikon. The strengths of Nikon looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Nikon Weaknesses

  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

These were the weaknesses in the Nikon SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Nikon Opportunities

  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

Above we covered the opportunities in Nikon SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Nikon Threats

  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

The threats in the SWOT Analysis of Nikon are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Nikon SWOT analysis.

About Nikon

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Nikon Overview
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 Market

Urban upper middle and upper class individuals


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

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. 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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