Nikon 2013 Annual Report Download - page 18

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digital cameras to continue expanding
in the fiscal year ending March 2014,
with particularly strong growth in non-reflex
digital cameras.
Drawing on lessons learned from the diminished
profitability of the fiscal year ended March 2013,
Nikon will focus on sales of high-margin new
digital SLR cameras. At the same time, we will
reduce manufacturing costs—through cutbacks
in the procurement division and improvements
in the upstream design process—to lower costs.
Further, Nikon will bring distinctive new products
to market, and strengthen its product lineup
for the FX and DX formats. Our Medium Term
Management Plan target is to gain a market share
of between 40% and 45% by the fiscal year ending
March 2016.
We already have unwavering confidence in such
aspects of our interchangeable lens-type advanced
digital cameras as their small size, light weight
and autofocus speed. Thus, we plan to focus our
development strategy on offering customers new
dimensions in everything from design to use, while
at the same time enhancing profitability. We aim to
increase our market share to between 25% and 30%
by the fiscal year ending March 2016.
16
6,000
4,000
2,000
0
4,290
4,740
2011 2012
16,000
12,000
8,000
4,000
0
14,260
17,370
2011 2012
6,980
2013
17,140
2013
(Thousands of units)
8,000
(Thousands of units)
20,000
Unit Sales of
Interchangeable Lens-type
Digital Cameras
Years ended March 31
Unit Sales of
Compact Digital Cameras
Years ended March 31
Digital SLR Camera
Nikon D800
In the area of interchangeable lens-type
digital cameras, we recorded good sales of such
digital SLR models as the high-end D800 camera.
Meanwhile, the Nikon 1 interchangeable lens-type
advanced digital camera struggled slightly as the
market for non-reflex digital cameras failed to grow
to the extent that we had anticipated. Nevertheless,
Nikon managed to secure the second-highest
market share worldwide, with a stake of more
than 20%. We believe that this has placed us in an
advantageous position.
Unit sales of Nikon's compact digital cameras
remained on a par with those of the previous fiscal
year, despite the more than 30% contraction of the
huge market for compact digital cameras. We believe
that this gave us a leading market share worldwide
for the first time. We credit our success to strong
product capabilities that reflect feedback from
customers, pull marketing that makes effective use
of advertising, and an enhanced marketing mix that
includes effective sales capabilities.
Interchangeable Lens-type Digital Cameras:
Distinctive Products, Better Earnings
We expect the market for interchangeable lens-type