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Case Title:

Compact Camera Grey Market in India: Nikonís Dilemma

Publication Year : 2008

Authors: Nilosha Sharma, Joel Sarosh Thadamalla

Industry: Engineering, Electrical and Electronics

Region:India

Case Code: INA0101A

Teaching Note: Available

Structured Assignment: Available

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Abstract:
Sensing the fast growth in the Indian camera market, Nikon Corporation, a Japan based camera brand, in 2007, decided to set up a subsidiary in India. Nikon was a late entrant and players like Sony, Canon, Kodak and Samsung had already established themselves as key players in the Indian market. To establish itself in the Indian market, Nikon had to compete with these established players. Apart from this, the presence of grey market was a serious concern for Nikon. Nikonís own products were widely being sold in the grey market at much lower prices. Whether Nikon would be able to successfully fight grey market issue in India was yet to be seen.

Pedagogical Objectives:

  • Dynamics of compact camera market in India
  • Market entry strategies of Nikon in India
  • Strategic implications of grey markets
  • Nikonís strategies to fight grey markets.

Keywords : Nikon Corporation; Compact Camera Market in India; Grey Market; Compact Camera; Single Reflex Camera (SLR); Canon India; Kodak India; Nikonís Coolpix; Industry Analysis Case Study; Grey Market; Digital Cameras; Product cannibalisation; Brand Image; Brand Building

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