Nikon 2010 Annual Report Download - page 17

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Nikon Corporation Annual Report 2010
Mexico in 2009. Particularly in China and
India, we have focused on steadily expanding
our sales networks and establishing our brand
image, and sales have grown accordingly. In
China, Nikon is in a position to contend for
the leading market share for digital SLR
cameras, while in compact digital cameras we
have maintained a greater than 10% share of
the market and enhanced it. We have also
placed priority on establishing the Nikon
brand in other newly emerging countries,
and are working hard to ensure success.
Measures to Achieve New Growth
The Imaging Company is currently consider-
ing a number of measures for new growth.
Throughout this process, we must fi rst assess
whether the expectations placed on Nikon by
“Nikon fans” are refl ected properly in our
growth strategies, and develop those strate-
gies accordingly. We will shore up regions
and sales locations where Nikon’s sales
strength is weak and develop marketing
strategies targeting new customer segments
such as young people and women. We will
improve cost-competitiveness and earnings
capacity through efforts including bolstering
of overseas production and procurement,
and secure the personnel able to cultivate
new markets and develop cutting-edge
technologies. We will also continue to focus
on developing new generation digital cam-
eras based on fresh ideas and concepts.
The Nikon brand image has won high regard
around the world as a symbol of advanced
Japanese technology. We take pride in the
fact that it is one of the leading Japanese
brands. We need to further enhance the value
of this brand in developed countries, and
establish it fi rmly in newly emerging coun-
tries. To accomplish this, we will introduce
products that consistently meet customer
expectations, and undertake aggressive
marketing efforts to secure Nikon’s strength.
Digital Compact Camera Nikon COOLPIX S8000