BSBA MM 2-1N
Nikon’s Sales and Distribution Strategy in India
* Point of View and Point of Time:
In May 2007, Nikon Corporation, one of the world’s leading manufacturers of optical and imaging equipments, entered India by setting up Nikon India Private Limited (Nikon India) as a wholly-owned subsidiary. Nikon India had witnessed good sales growth and by early 2009, had established market leadership in the premium DSLR camera segment and also cornered a 5% market share in the compact camera segment. In the financial year 2009-10, the company was ramping up its presence in the country by expanding its retail presence with a shop-in-shop retail model. It was also putting a sales organization in place that included a 200-strong sales force. With these channel initiatives, the company expected to double its market share in the compact camera segment and further consolidate its leadership position in DSLR camera segment by the end of 2009-10. And that Nikon expected the country to be a vital market for its products by 2014.
In 2009, Nikon is in the process of putting a sales organization in place that included a National Sales Manager, Regional Sales Manager, and many In-shop Promoters. With this new sales organization in place, can Nikon achieve its ambitious sales growth target?.
* Brief background of the company:
Nikon Corporation was established on 25 July 1917 when three leading optical manufacturers merged to form a comprehensive, fully integrated optical company known as Nippon Kōgaku Tōkyō K.K. Over the next sixty years, this growing company became a manufacturer of optical lenses (including those for the first Canon cameras) and equipment used in cameras, binoculars, microscopes and inspection equipment. During World War II the company grew to nineteen factories and 23,000 employees, supplying items such as binoculars, lenses, bomb sights, and periscopes to the Japanese military.
* Issues or Concerns: