Nikon 2011 Annual Report Download - page 18

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Digital SLR Camera
Nikon D7000
Digital SLR Camera
Nikon D3100
16
the mid-range D7000 model, which we released
in October 2010. As a result, we recorded a 16.9%
increase in digital SLR camera unit sales compared
with the previous fiscal year.
While the overall market for compact digital
cameras grew only slightly compared with the
previous fiscal year, Nikon posted a 23.9% increase
in unit sales. The COOLPIX S8100, a slim model that
features a powerful optical zoom, achieved robust
sales. Nikon’s market share grew in each region and
Nikon rose to take the top market share for compact
digital cameras in North America in the second half
of the fiscal year.
In interchangeable lenses, both camera kits
and high-priced lenses performed strongly. The
cumulative production of the NIKKOR lens for SLR
cameras reached 60 million units during the fiscal
year under review.
Measures in the Medium Term
Management Plan
Bolstering Marketing Capabilities and Brand
Strength while Developing Emerging Markets
The digital SLR camera market is forecast to grow
steadily across all global regions, including Europe
and the United States. In the compact digital camera
market, although emerging markets—centering
on Asia—are expected to grow, the European, U.S.
and Japanese markets are forecast to remain flat.
Although the Great East Japan Earthquake caused
damage to the component supply chains for both
digital SLR cameras and compact digital cameras,
these problems are now moving toward resolution.
Nikon anticipates that it will be able to achieve sound
growth in unit sales of both digital SLR cameras and
compact digital cameras.
Further, Nikon has almost completed development
of new generation digital cameras that it began
working on several years ago as products that would
pioneer a new market sphere. Nikon is currently
monitoring world market trends as it considers the
appropriate timing for the launch of these new products.
Based on efforts to bolster marketing capabilities
and brand strength, Nikon will continue to focus on
market development, particularly in emerging countries
and regions in which Nikon has a low market share.
As part of this strategy, in April 2011 we established
sales subsidiaries in Thailand and Brazil and commenced
business operations. We firmly believe that it will be
possible to achieve rapid sales growth in these markets.
To increase market share in emerging countries,
brand building is crucial. Fortunately, a superior
Nikon brand image has already taken root in emerging
countries. We are striving to further develop that image
into “Nikon is a sophisticated, fashionable brand that
provides extremely high-quality products covering
the full spectrum of needs, from the novice user to
the professional.”
These brand-building efforts are steadily beginning
to blossom. We have already built a leading market
share for digital SLR cameras—one of our established
areas of strength—in many countries, and in the compact
digital camera market, we are increasing market