Nikon 2010 Annual Report Download - page 16

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14
steps to expand overseas manufacturing and
procurement in foreign currency. We also
continued to bolster manufacturing capabili-
ties, cut costs and enhance asset effi ciency.
Note:
1. As of August 4, 2009 among digital cameras, according
to research conducted by Nikon Corporation.
Digital Cameras
Meeting Customer Needs with a Broad
Product Lineup
The scale of the digital SLR camera market
exceeded 10 million units in the fi scal year
ended March 2010, and is expected to in-
crease further during the next fi scal year.
Nikon will continue to respond to the wide
range of consumer needs by introducing
products that exceed customer expectations,
and pursuing a “full lineup” product strategy
incorporating models for everyone from
beginners to professionals. We are forecast-
ing a steady expansion in unit sales of
digital SLR cameras in the fi scal year ending
March 2011.
Compact digital cameras have become wide-
spread in developed countries, and the
market is expected to grow only slightly
during the fi scal year ending March 2011.
Nikon offers a broad lineup of products for
everyone from beginners to camera enthusi-
asts, and will introduce distinctive products
that accentuate the quality of a camera’s
basic functions. We are forecasting mild
growth in unit sales of compact digital
cameras in the fi scal year ending March 2011.
Newly Emerging Countries as
Promising Markets
Newly emerging countries exhibiting remark-
able economic growth remain promising
markets for both digital SLR cameras and
compact digital cameras. However, we need
to properly grasp the market needs in each
country, and establish the Nikon brand image
beyond what we already have achieved in
those areas. Our strength in newly emerging
countries will lie with the brand appeal
developed up to now, together with an
enhanced corporate structure that includes
management of local subsidiaries.
Nikon has put considerable effort into estab-
lishing direct sales structures in newly
emerging markets, setting up local subsidiar-
ies in India in 2007, Russia in 2008, and
Digital SLR Camera Nikon D300S Digital SLR Camera Nikon D5000