Nikon Camera Marketing

| Marketing Coursework | Report on Digital Camera for Nikon Corporation | | Tung Nguyen | 2/7/2012 |

Part 1 of the report is the research which is aiming to identify the current product, new trends in the digital camera market. After examining the market, in part 2, a marketing plan is introduced for Nikon Corporation, including new product’s position, segmentation criteria, targeting strategy, distribution and promotion. |

List of contains

Part 1 - Market Research Page
Introduction 3 1. Current types of cameras in digital camera market 3 2. Aimed customers 4 3. Cameras design 7 4. New trend in digital camera market 8

Part 2 – Marketing Plan 1. Cameras’ position 9 2. Segmentation criteria 10 3. Targeting strategy 11 4. Cameras development 12 5. Distribution 14 6. Promotional mix elements 15 7. Conclusion 16

Bibliography

List of diagrams

1. Diagram 2.1 Cameras’ position 9 2. Diagram 5.1: Distribution 14

Part 1 - Market Research

Introduction
Thanks to the improvement of technology, digital cameras have a wide variety of products and can be produced easily nowadays. According to BBC Research (2008), the global market for digital photography increased from $131.4 billion in 2007 to an estimated $149.2 billion in 2008 and will reach $222.2 billion in 2013. There are currently many digital camera brand including Canon, Pentax, Sony, Panasonic... Although Nikon Corporation is one of the most well-known brands in digital camera market, our company always needs to develop continuously the products to competitive with other brands. This report carried out extensive research into digital camera market and introduced a marketing plan for the company.

1. Current types of cameras in digital camera market This report will look at some of the most popular types categorized by Digicamhelp

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