Abstract

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 development initiatives, the company expected to double its market share in the compact camera segment and further consolidate its leadership position in the DSLR camera segment by the end of 2009-10.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Sales and distribution strategy
• Sales organization
• and Channel development.

Keywords

Sales and distribution strategy, Channel development, distribution channel, channel network, distribution, sales organization, shop-in-shop retail model, market share, market leadership, imaging equipments, compact camera segment, DSLR camera segment, Nikon, Sony, Panasonic