Nikon's Sales and Distribution Strategy in India*



Case Code : CLSDM045
Publication date : 2008
Subject : Sales and Distribution
Industry : Electronics
Length : 03 Pages
Price : Rs. 100

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Key words:

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


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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.


» Sales and distribution strategy
» Sales organization
» Channel development


In early 2009, the Global President of Nikon Corporation , Makoto Kimura, said that the company's growth in India had been impressive and that Nikon expected the country to be a vital market for its products by 2014...

Questions for Discussion:

1. Critically analyze Nikon’s sales and distribution strategy.

2. In 2009, Nikon is in the process of putting a sales organization in place that included a National Sales Manager, Regional Sales Managers, and many In-shop Promoters. With this new sales organization in place, can Nikon achieve its ambitious sales growth target?

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