camera

A camera is an optical instrument that records images that can be stored directly, transmitted to another location, or
both. These images may be still photographs or moving images such as videos or movies. The term camera comes
from the word camera obscura (Latin for "dark chamber"), an early mechanism for projecting images. The modern
camera evolved from the camera obscura. The functioning of the camera is very similar to the functioning of
the human eye.

Why I selected this product

A camera, by the most basic of definitions, captures still photographs or video, either on film or
digitally. The importance of the camera is not in the device itself, but in what it produces.
Photographs and video have become vital to communication, education and preservation of
history.

Communication
 A camera helps communicate a story of a person, a place or an event
Cliches are cliches because everyone has heard them before. A picture is worth a thousand words. Photos and
videos taken with cameras are used to communicate, to tell stories. The camera was and is a tool or war, used to
capture events or people. It is also a tool of everyday lives--just browse an album on Facebook and you'll have
"read" a kind of story.

Education
 Photographic visuals produced by cameras can enhance the learning process.
Some people learn by hearing, others by writing, some by seeing. The camera has added a new dimension to
education, allowing photographs and video to become learning tools. Imagine a medical school textbook
without photographs. Learning takes on a whole new dimension when a student can visualize the medium.

Preservation
Cameras capture special events and preserve memories.The camera helps to create and preserve memories of historical
and/or sentimental value. Famous photographs of notable moments and events from history were made possible by the
camera. Every day babies are born, people get married, and all of it is documented with cameras, a source of helping us
remember our past. The camera is a valuable source to preserve history.

Without cameras we couldn't have movies or television or music videos except maybe with animation. What would life
be like if showing actual people on television were impossible? You'd only know what McCain and Obama look like
because of artist drawings. We'd probably be arguing about whether the drawings were fair! You wouldn't know what
the Earth looks except for drawings. The phrase "a picture is worth 1000 words" is actually true every day of your life.
Competitive brands
1. Canon
Incorporated in 1997, Canon India Pvt. Ltd. is a 100% subsidiary of Canon Singapore Pte.Ltd; a world leader in
imaging technologies. Canon today has offices spread across 10 cities in India with an employee strength of over
1050 people and markets 160 comprehensive range of sophisticated and contemporary digital imaging products
in the country. These include digital copiers, multi-functional peripherals, fax-machines, inkjet and laser printers,
scanners, All-in-ones, digital cameras, digital camcorders , dye sub photo printers and semiconductors, card
printers & cable ID printers. Canon has pioneered five technology 'imaging' engines viz: Optical Engine,
Electrophotography, Bubble Jet, Semiconductors and Display which drives Canon's cutting-edge technology
products. With over 1100 registered patented technologies in Digital Cameras, 2300 in inkjet printers, 5600 in
multifunctional printers and more than 200 in scanners, Canon has emerged as one of the leading technology
innovators in the digital imaging space worldwide.

2. Nikon
Nikon Corporation also known just as Nikon, is a Japanese multinational corporation headquartered in Tokyo,
Japan, specializing in optics and imaging products.

Its products include cameras, camera lenses, binoculars, microscopes, ophthalmic lenses, measurement
instruments, and the steppers used in the photolithography steps of semiconductor fabrication, of which it is the
world's second largest manufacturer.[2] The companies held by Nikon form the Nikon Group.[3] Among its products
are Nikkor imaging lenses (for F-mount cameras, large format photography, photographic enlargers, and other
applications), the Nikon F-series of 35 mm film SLR cameras, the Nikon D-series of digital SLR cameras, the
Coolpix series of compact digital cameras, and the Nikonos series of underwater film cameras. Nikon's
maincompetitors in camera and lens manufacturing include Canon, Sony, Fujifilm, Lumix, Pentax, and Olympus.

Founded on July 25, 1917 as Nippon "Japan Optical Industries Co., Ltd."), the company was renamed Nikon
Corporation, after its cameras, in 1988. Nikon is one of the companies of the Mitsubishi Group.

3.
Fujifilm Holdings Corporation, commonly known as Fujifilm, (富士フイルム株式会社 Fujifuirumu Kabushiki-
kaisha?) is a Japanese multinational photography and imaging company headquartered in Tokyo, Japan.

Fujifilm's principal activities are the development, production, sale and servicing of color film, digital cameras,
photofinishing equipment, color paper, photofinishing chemicals, medical imaging equipment, graphic arts
equipment and materials, flat panel displays, optical devices, photocopiers and printers. Fuji Photo Film Co., Ltd.
was established in 1934 with the aim of being the first Japanese producer of photographic films. Over the following
10 years, the company produced photographic films, motion-picture films and X-ray films.
Polaroid
Polaroid Corporation is an American international consumer electronics and eyewear company, founded in 1937
by Edwin H. Land. It is most famous for its instant filmcameras, which reached the market in 1948, and continued to
be the company's flagship product line until the February 2008 decision to cease all production in favor of digital
photography products.[1] In September 2014 Polaroid introduced its latest digital camera product, the Polaroid Cube.
Edwin H. Land, founder of Polaroid, leaves Harvard University after his freshman year to pursue his own
research on light polarization. Two years later, he files the patent first synthetic polarizer. Polaroid make instant
still-image cameras, but they also manufactured a type of instant movie camera. The unit was called Polavision.

Samsung
Samsung Electronics Co., Ltdis a South Korean multinational electronics company headquartered in Suwon,
South Korea.[3] It is the flagship subsidiary of the Samsung Group, amounting to 70% of the group's revenue in
2012,[4] and has been the world's largest information technology company by revenues since 2009.[5] Samsung
Electronics has assembly plants and sales networks in 80 countries and employs around 370,000 people.[6] Since
2012, the CEO is Kwon Oh-Hyun. Samsung may have begun as a small export business just before
World War II began, but it has grown into one of the world's top electronics companies, making a
variety of consumer and industrial products, including Samsung cameras. Among its lineup are
Samsung cameras in both ultra compact and digital SLR models, although the company focuses on
point and shoot, beginner cameras. According to a Techno Systems Research report, Samsung
cameras ranked third worldwide in number of digital camera units manufactured in 2007. Samsung
had about 12 million units manufactured, good for a 9.1% market share.

Licence for production of camera

 BUREAU OF INDIAN STANDARDS- The Bureau of Indian Standards (BIS) is the national
Standards Body of India working under the aegis of Ministry of Consumer Affairs, Food & Public
Distribution,Government of India. It is established by the Bureau of Indian Standards Act, 1986 which came
into effect on 23 December 1986. The ISI was registered under the Societies Registration Act, 1860. One of
the major functions of the Bureau is the formulation, recognition and promotion of the Indian
Standards laboratories have established testing facilities for products of chemical, food, electrical and
mechanical disciplines.

Management System Certification[edit]

 Quality Management System Certification Scheme IS/ISO 9001

 Environmental Management System Certification Scheme IS/ISO 14001
 Occupational Health and Safety Management System Certification Scheme IS 18001
 Hazard Analysis and Critical Control Scheme IS/ISO 22000
 Service Quality Management System Certification Scheme IS 15700
 Department of electronics and information technology (DeiTy) To safeguard the
consumers, we have made it mandatory for the electronics manufacturer to get a standard compliance
certificate before selling it in the market. Under this, DeiTy has listed 15 product categories, the sellers of
which are mandatorily required to obtain compliance certificates before selling in India. These include
camera,laptops, tablets, televisions (LCDand LED), optical disc players, microwave ovens, printers, scanners,
wireless keyboards, video monitors, telephone answering machines, amplifiers, musical systems, electronic
clocks and set-top boxes, among others.

 Manufacturers Association for Information Technology (MAIT)- MAIT in association with the Indian Market Research
Bureau (IMRB) has been keeping track of the IT Industry Performance since 1997 and today the MAIT-IMRB figures are the
most relied upon. MAIT also organizes Workshops and Seminars from time to time on topical subjects as part of its charter to
spread IT in the country. MAIT’s regional offices in Bangalore, Mumbai and Kolkata take up State level issues in Southern,
Western and Eastern Regions.
 Enabling a policy framework of IT manufacturing ecosystem
 Attracting investments in IT/electronics manufacturing
 Simplification of procedures for domestic and external transactions
 Increasing IT penetration/usage in India.
 Rationalization of local levies and taxes on IT products to make them affordable.
 Promoting Green IT management

 Electronics Industries Association of India (ELCINA)- ELCINA has been well known as an interactive forum for
electronics and IT manufacturers. ELCINA has always remained committed to the promotion of electronics
manufacturing culture in the country focusing on components-the building blocks of electronics industry.

 Intellectual Property

 Copyright- Copyright is a legal right created by the law of a country, that grants the creator of
an original work exclusive rights to its use and distribution, usually for a limited time, with the
intention of enabling the creator to receive compensation for their intellectual effort. Copyright is
a form of intellectual property, applicable to any expressed representation of a creative work. It is often
shared among multiple authors, each of whom holds a set of rights to use or license the work, and who are
commonly referred to as rightsholders.[1] These rights frequently include reproduction, control over derivative
works, distribution, public performance, and "moral rights" such as attribution.

 Trademarks- A trademark, trade mark, or trade-mark[1] is a

recognizable sign, design or expression which identifies products or services of a particular source from
those of others.[2][3][4][5]The trademark owner can be an individual, business organization, or any legal entity. A
trademark may be located on a package, a label, a voucher or on the product itself. For the sake
of corporate identity trademarks are also being displayed on company buildings. The unauthorized usage of
trademarks by producing and trading counterfeit consumer goods is known as brand piracy. The essential
function of a trademark is to exclusively identify the commercial source or origin of products or services, so a
trademark, properly called, indicates source or serves as a badge of origin.
Usp of competitars
Canon and Nikon constantly produce new cameras and it is difficult to tell which one is better.
All DSLRs may look alike at first glance, but each carries its own advantages and disadvantages.
Consumers DSLRs can be categorized into three types- Entry Level, Intermediate and Prosumer. Canon
and Nikon have the highest market share, with Sony and Fujifilm still trying to penetrate the minds of
the consumers’ mind. Sony certainly has the technology to be a player in the DSLR marketplace. And
they have a natural migration path from non-DSLR consumer cameras they currently sell. And they sell
a lot of them.

I doubt they'll be a serious player in the Prosumer or professional marketplace because, despite
the Sony/Konica/Minolta optical marriage, the big players will continue to be Canon and Nikon who not
only have the optics; they also have outstanding digital technology.

But Sony should play a major role at the DSLR entry level. They have economies-of-scale
that should allow them to put a pretty competent product in the marketplace at a very competitive price.

At the moment, I don't see any one company that can compete with Canon/Nikon at the top
of the professional DSLR heap. As long as they continue to lead the market in technology and continue
to refine their lenses to keep up with the resolution advances in chips and processors.

Range of products

Business Units
MR Systems
Creating a World That Seamlessly Connects the Real and the Imaginary
Mixed Reality (MR) technology is an image-processing technology that merges the physical world and the computer-
generated virtual world in real time. The 3-D digital imagery created by Canon's MR System appears so realistic that it
seamlessly meshes with the real world. The system is being used in manufacturing, construction, architecture and other
design industries.
Displays for Professional Use
Canon Innovation—Venturing into New Fields of Video Expression
Following on the heels of 4K and other full HD video formats, the motion picture industry is increasingly pursuing next-
generation production formats. Canon's displays for professional use employ a proprietary imaging processor, RGB LED
backlight system and IPS LCD panel. Through the pursuit of faithful color reproduction and high-resolution, high-contrast
performance, we will continue working to meet the advanced needs of the industry.

Network Cameras
Delivering New Value with Cutting-Edge Network Technology
Canon's network cameras are instrumental in many places, including urban areas, offices and public institutions. Fusing
our optical technologies with our proprietary image-processing and network-distribution technologies has made
possible high image quality, high functionality and high performance. In addition, we aim to launch intelligent software
capable of analyzing the movement of people and objects, offering applications that could prove beneficial to various
industries

Research & Development

Medical Imaging Technologies
Canon is pursuing photoacoustic mammography, a technology that visualizes the blood vessels of cancer tissue by
focusing light on diseased areas. If realized, such medical imaging devices could enable the early detection of breast
cancer through pain-free exams without exposure to X-rays. Canon is currently conducting clinical evaluations in
collaboration with Kyoto University. In this way, our imaging technology is playing an important role in developing new
medical innovations enabling the early detection of lesions without causing harm to patients.

Intelligent Robots
Canon is exploring cutting-edge innovations that merge Information Communication Technologies (ICT) with three-
dimensional measuring and recognition technologies. This employs the company's optical and imaging know-how. For
example, we are working to commercialize intelligent robots by integrating Machine Vision technologies, which can view
and recognize the real world, with ICT, capable of autonomously learning and implementing operations. We are also
expanding the application of this technology into such areas as safety and security as well as healthcare and medical
services.
CMOS Sensors
CMOS sensors are a key component employed in digital SLR cameras and other products. Using proprietary
technologies, Canon develops and manufactures its own CMOS sensors. These sensors combine high sensitivity and high
image quality with low noise, enabling new possibilities in visual expression. Through the pursuit of ultra-high-sensitivity,
ultra-high-resolution performance, these sensors are being used in various fields, such as astronomical and natural
observation as well as medical research, and we are reviewing such applications as use in surveillance and security
devices.

Product Development
Product Design Using Simulation Technology
Canon uses simulation technology during the development stage in anticipation of issues that products may encounter.
Toward this end, we have adopted new supercomputer systems that make possible large-scale calculations and complex
analysis that had previously been difficult to perform, allowing us to improve product quality while also shortening
development times and minimizing costs. We are also working to enhance these efforts to enable the use of computers
to visualize all critical issues that may occur during product development so that they can be quickly remedied.

Product name has been manufacturing and distributing digital cameras since 1984, starting with the RC-701. The
RC series was followed by the PowerShot and Digital IXUS series of digital cameras. Canon also developed the
EOS series of digital single-lens reflex cameras (DSLR) which includes high-end professional models.

Canon introduced Thermal Transition Copying as a part of the manufacturing process for all of its cameras. This
process allows a camera's polymer casing to very slightly change temperature through an exothermic reaction
triggered by electronic sensors, to assist in the prevention of condensation inside the camera; a common problem
experienced when using an SLR camera in certain conditions.[citation needed]

Related with consumers' trend of switching compact cameras to smartphones, in Q1 2013 Canon Inc. operating
profit fell 34 percent year-on-year.

Features

Dual Anti-Noise system

Combining a highly sensitive CCD image sensor with an enhanced DIGIC processor, Canon's new Dual Anti-Noise
technology minimises noise and image blur to produce sharp, clear images in demanding light situations even without the
use of flash.
Perfect PowerShots
Whether you're a first-time digital camera owner, advanced hobbyist or fulltime professional, the PowerShot is packed with
powerful creative features to suit all your needs. From quick snaps to underwater pictures, action shots and more, there is
a PowerShot model for every user. Small yet steady plus the smart, versatile features of a professional camera, it's the
compact digital camera that captures it all.

DIGIC Imaging Processor

Canon's proprietary processor uses improved algorithms and calculation accuracy to deliver two major advantages: ultra-
fast operations and rich, low-noise images with outstanding clarity and colour. The advanced DIGIC 4 processor in some
models also supports additional features such as i-Contrast, which increases your photo's dynamic range and the Face
Detection Self-timer for perfect shots that won't leave anyone out.

The High Zoom Power Series

Handy at sports and school events, the PowerShot SX-series features extra zoom capabilities to let you get up close and
personal, without compromising clarity. The built-in Optical Image Stabilizer minimises camera shake even while walking,
so you can capture all the action in one take.

Digital Camera Packaging

A combination of brand-led premium packaging for high-end digital cameras and promotional packaging with Point of
Sale for camcorders was created to drive Christmas sell-through. Incorporating a clean, engaging look the themed
Camcorder packaging included Bonus Gifts for real pull.

Professional shippers advise placing an electronic item such as a digital camera in a plastic bag to keep it
clean and prevent packing materials from coming in contact with it.

Pack your camera in a strong cardboard box that has not been weakened by wear and tear. There should be
enough room to put at least three or four inches of padding on each side of the camera.

Place packing material such as crumpled paper, bubble wrap and/or styrofoam “peanuts” around the camera.
Pack the box to full capacity so the camera won’t shift or move. Don’t overfill it as under and over filled boxes
are more prone to damage during transit.

Channels of Distribution

 Producer-Retailer-Customer:- This channel of distribution involves only one

middlemen called 'retailer'. Under it, the producer sells his product to big retailers
(or retailers who buy goods in large quantities) who in turn sell to the ultimate
consumers.This channel relieves the manufacturer from burden of selling the
goods himself and at the same time gives him control over the process of
distribution. This is often suited for distribution of consumer durables and products
of high value.

Product Consideration:- The type and the nature of products manufactured is one of the important elements in
choosing the distribution channel. The major product related factors are:-

 Perishable products; products subjected to frequent changes in fashion or style as well as heavy and bulky products
follow relatively shorter routes and are generally distributed directly to minimise costs.
  Industrial products requiring demonstration, installation and aftersale service are often sold directly to the
consumers. While the consumer products of technical nature are generally sold through retailers.
 An entrepreneur producing a wide range of products may find it economical to set up his own retail outlets and sell
directly to the consumers. On the other hand, firms producing a narrow range of products may their products
distribute through wholesalers and retailers.
 A new product needs greater promotional efforts in the initial stages and hence few middlemen may be required.

warehouse is a commercial building for storage of goods. Warehouses are used

by manufacturers, importers, exporters, wholesalers, transport businesses, customs, etc. They are usually large
plain buildings in industrial areas of cities and towns and villages. They usually have loading docks to load and
unload goods from trucks. Sometimes warehouses are designed for the loading and unloading of goods directly
from railways, airports, or seaports. They often have cranes and forklifts for moving goods, which are usually
placed on ISO standard pallets loaded into pallet racks. Stored goods can include any raw materials, packing
materials, spare parts, components, or finished goods associated with agriculture, manufacturing and
production.

Warehousing of electronics or electrical components is one of our core industries. Our

facilities and our processes are set up such that security and control is our number one
priority. Our facilities have the latest security features including camera systems, tape
back up systems, multiple levels of alarm systems, and controlled access points. Our
internal processes and our check and balance procedures insure that we ship accurate
product quantities & SKU and control your inventory in a safe, controlled, and secure
facility. The electronics industry is a highly competitive and rapidly changing sector that requires comprehensive warehousing
and logistics services. At a time when supply chain strategy is a recognized essential competitive advantage, serving the
electronics industry is a core competency

Promotion
Promotion is one of the market mix elements or features, and a term used frequently in marketing. The marketing
mix includes the four P's: price, product, promotion, and place.[1] A promotional mix specifies how much attention
to pay to each of the five subcategories, and how much money to budget for each. A promotional plan can have a
wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning,
competitive retaliations, or creation of a corporate image. Fundamentally, there are three basic objectives of
promotion. These are:[3]

To present information to consumers as well as others.

To increase demand.

To differentiate a product.

Promotion refers to raising customer awareness of a product or brand, generating sales, and
creating brand loyalty. Promotion is also found in the specification of five promotional mix
or promotional plan. These elements are personal selling, advertising, sales promotion, direct
marketing, and publicity.
 Personal Selling: Involved personal contact between company rep and those who make purchase
decisions (e.g. consumers, manager or company buyer). Selling occurs face-to-face or via telephone and
also now online via video conferencing or text chat.

Advantage: In personal selling a very large advantage is that the salesperson or company rep can change
and/or adjust the message their promoting or pitch their attempting to sell as they gain feedback from
consumers. In the event that a consumer doesn't fully understand the original message, the salesperson can
respond differently in order to address any of the questions or concerns of their customer.

Disadvantage: In personal selling it's advantage can also be its biggest disadvantage. Many people have
have bad experiences with salespeople who didn't match the personality that would effect their customers
the best. Some sales rep's could be overly aggressive or had a tendency to be annoying or repetitive.

Advertising: Non personal, mostly paid promotions often using mass media to deliver the message. The
variations of advertising include; TV, Newspaper, Magazine, Internet and Outdoor advertising (E.g. billboard,
posters, buses, etc.)

Advantage: A large advantage to advertising is that it alerts a large populous of consumers of the products
that may or may not satisfy what the consumers is looking for and by doing so increases the customer traffic
and allows a company to quickly determine who their target market is and what their looking for in their
product.

Disadvantage: Advertising to some customers can be intrusive or invasive and its effectiveness may have
less of an effect depending on the market the company is selling in. If the market is already flooded with
several other companies that are all using advertising as their promotion, customers may or may not notice
your company due to the large amount of competition.

Public Relations: This type of promotion uses third-party sources and particularly the news media, to offer
a favorable mention of the marketer's company or product without direct payment to the publisher of the
information.

Advantage: An advantage to using public relations as a form of promotion is that a well-structured

campaign done by a large third-party source can result in the target market being exposed to a wealth of
information that they may not receive from other forms of promotion.

Disadvantage: A disadvantage to public relations is that the impact of traditional news has lost a great deal
of hold over the public and due to this the audience companies had intended to be reached by their
promotion may never see the media coverage.

Sponsorship: Supporting an event, activity or organization by providing money or other resources that is of
value to the sponsored event. This is usually in return for advertising space at the event or as apart of the
publicity for the event. (E.g. TV/ Radio, Sports, Arts, Events, Charity/Causes.)

Advantage: An advantage to sponsorship is the chance of getting free publicity in the form of other types of
promotion, for example should their be an event involving live broadcasting where a company has
sponsored a sport or charity their product name would show up on the broadcast to a wider audience than
originally intended.
 Disadvantage: A disadvantage to sponsorship is the pricing involved can become tremendously expensive
in relation to other forms of promotion such as advertising and not reach the same amount of a companies
target audience. For example if the sponsored individuals loose or were to have something happen to them
to cause the public to disprove of them and your brand image were to be seen on them could cause
negative publicity to be spread to your company.

 Sales Promotion: Involves the use of special short-term techniques, often in the form of incentives, to
encourage customers to respond or undertake some activity. (E.g. Sales flyers/ price discounts, Coupons,
Samples/giveaways, special events and point of sale)

Advantage: As sales promotions are often mostly announced to only last for short periods, customers may
feel the need to disregard alternative brand's and are persuaded to act quickly in the purchasing of a product
rather than later.

Disadvantage: A common occurrence for companies is the increase in price sensitivity in its customers if a
large amount of price discounts or coupons are introduced. Often customers will wait for the promotional
deals to be announced and then purchase the product, causing the profit margin of the company to
decrease because of the 'discounts' being offered during sale-season.
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Unique selling proposition

The unique selling proposition (USP) or unique selling point is a marketing concept first
proposed as a theory to explain a pattern in successful advertising campaigns of the early
1940s. The USP states that such campaigns made unique propositions to customers that
convinced them to switch brands. The term was developed by television
advertising pioneer Rosser Reeves of Ted Bates & Company. Theodore Levitt, a professor
at Harvard Business School, suggested that, "Differentiation is one of the most important
strategic and tactical activities in which companies must constantly engage."[1] The term has
been used to describe one's "personal brand" in the marketplace.[2] Today, the term is used in
other fields or just casually to refer to any aspect of an object that differentiates it from similar
objects.
Nikon has always used the finest glass possible to manufacture its lenses, including its less expensive
line of lenses. Now, Nikon's VR lens line uses internal anti-vibration technology instead of in-camera
technology. What are the advantages? Inside every VR lens sits two voice-controlled motors and two
sensors. The sensors determine the amount of pitch and yaw present and uses two separate
algorithms to correct any discrepancies. The first algorithm used is weaker and takes place when the
shutter is released half-way. This allows the image to stop "shaking" in the viewfinder and also helps
with spot-metering functions (spot metering relies on accurate placement of the meter on the
subject). The reason the first algorithm is weaker is to prevent the feeling of sea-sickness when
viweing the image through the finder. When the shutter is released all the way down, the sensors
make any final adjustments, the algorithm changes to the actual image correcting algorithm and the
motors adjust accordingly. Why is this a USP? Because systems that use in-camera image
stabilization or VR-reduction make adjustments to the image by moving the sensor during exposure,
which means the image in the viewfinder remains unstable--making composing and accurate
metering more difficult.

transportation
Transport or transportation is the movement of people, animals and goods from one location
to another. Modes of transport include air, rail, road, water, cable, pipeline andspace. The field
can be divided into infrastructure, vehicles and operations. Transport is important because it
enables trade between persons, which is essential for the development of civilizations.
Transportation concerns the movement of products from a source—such as a plant, factory,
or work-shop—to a destination—such as a warehouse, customer, or retail store.

There are five basic means of transporting products utilized by manufacturers and
distributors: air, motor carrier, train, marine, or pipeline. Many distribution networks
consist of a combination of these means of transportation. For example, oil may be pumped
through a pipeline to a waiting ship for transport to a refinery, and from there transferred to
 trucks that transport gasoline to retailers or heating oil to consumers. All of these
transportation choices contain advantages and drawbacks.

Motor carriers. Accessible and ideally suited for transporting goods over short distances,
trucks are the dominant means of shipping in the United States. In fact, motor carriers
account for approximately $120 billion in annual revenue, much of it due to local shipments
(shipments to and from business enterprises in the same community or local region). This
industry sector underwent tremendous change in the 1990s with the introduction of
deregulation measures that removed most state and federal regulations in the areas of
pricing and operating authority. "With few exceptions, motor carriers are now free to
operate wherever they wish and to charge any rates that are agreeable to the shipper and the
carrier," wrote Hoch, although he noted that trucks are still subject to federal laws on vehicle
specifications and the parameters of the sanctioned truck routes of the Surface
Transportation Assistance Act of 1982.

Air transport. Air transportation offers the advantage of speed and can be used for long-
distance transport. However, air is also the most expensive means of transportation, so it is
generally used only for smaller items of relatively high value—such as electronic
equipment—and items for which the speed of arrival is important—such as perishable goods.
Another disadvantage associated with air transportation is its lack of accessibility; since a
plane cannot ordinarily be pulled up to a loading dock, it is necessary to bring products to
and from the airport by truck.

cost effective techniques

Labor Savings
Direct labor is frequently the single greatest expense in the manufacturing sector. In some regards, it is the most difficult
expense to change, because the consequences of change affect people, and their response to change may be
unpredictable. Analyze production regularly for redundant tasks, and adjust your work force accordingly, but never lose
sight of the motivational changes that may occur coincidentally.

Purchasing Savings
Raw materials provide a variety of ways to reduce and control costs. Watch your suppliers and search for alternate sources for the
same quality stock at better prices. Keep annual contract terms with suppliers to allow for changes in market conditions, unless you
have a very compelling offer over several years. Investigate payment terms with your suppliers to match the rate of inventory turnover
to reduce your working capital needs, reducing costs on money you may borrow.

Inventory Management
Consider the time raw material sits waiting for use. Warehouse space can be freed or eliminated through just-in-time delivery
practices, where stock arrives from the supplier and moves directly to the plant floor. Analyze your situation for similar changes. For
example, if you have warehousing space you can't divest, try negotiating just-in-time trading with a supplier. In this case, you buy the
supplier's inventory when it comes off your shelf, not when it arrives at your plant. Both these strategies reduce the time your
operating capital is tied up in raw stock.

Effective Sales Promotions

1. Target your effort
Promotions can spur purchases by established customers, reel in new
 customers, draw customers from competitors, get current customers to
buy differently, and stimulate business during slow periods. But rarely
can one promotion accomplish all of those objectives at once. As a
result, you must decide which of the following is most important so that
you can target your effort:

Plan your incentive

A well-thought-out, properly targeted promotion prompts customers to take action by
offering one of these incentives:

 Price savings, including discounts, coupons or added value offers

 Samples or trial offers to provide a low-risk way to try new products or
services
 Events or experiences to generate crowds, enthusiasm, sales, publicity

Price offers must be strong enough to compel, but reasonable enough

to keep your business out of red ink. Avoid uninspiring 10 to 20 percent
discounts, but also avoid very deep discounts unless they promote a
loss leader to generate other higher-margin sales, or unless they'll attract
valuable new customers into your business.

Know what you want to achieve

Promotions work especially well when consumers are in need of a jolt to
take buying action. Just be clear about what you want to achieve. Set
the number of sales you want to ring up, dollars you want to bring in,
customer names you want to collect, buying patterns you want to
change, or any other objective you want your promotion to achieve.
Then determine what your desired change will mean financially to your
business.
6.3 Strategic Issues Analysis

Despite there being no anticipation of any significant decline in consumption in the digital
camera market, we expect consumer behavior and exchange rates will remain unclear in future and
that intensification of competition with competitors and downward product price trend will continue.
The Nikon Group is committed to strengthening its manufacturing competitiveness constantly to meet
the expectations of its customers. The entire industry is thus striving to improve competitiveness in
terms of speed and cost as well as quality. In digital SLR cameras and interchangeable lenses, sales
were down due to deterioration of product prices brought about by the effects of a strong yen and
 changes to the sales composition ratio by price range. The Company was, however, able to increase
its sales volume at the same level, led by sales of their new models.

6.4 SWOT Analysis

Strengths

Increasing profits Nikon's camera business seems to have racked up an operating profit of about
23.5 billion yen in the half, compared with a 1.9 billion loss in the year-ago period. Sales of digital
SLR cameras rose more than 10% to break above 1.9million units thanks to the popularity of the
entry-level D3100 and D5000.

Nikon has continued to improve its corporate makeup, with a balanced increase to high
dimensions for all corporate functions, including marketing, development and design, production,
and sales. They currently employ a structure that allows them to modify production on a weekly
basis to reflect the latest market data. When market conditions began to deteriorate in the fall of
2008, they decided quickly to adjust production at the end of 2008-making them the first in the
industry to do so-and were one of the first to complete those adjustments. All of Nikon’s corporate
functions operating simultaneously at high levels provide a true collective strength that can be
leveraged in a short period of time.

Common to all:

Able to provide good customer service and support due to local service center.

World known and recognized brand for photography equipment.

Weaknesses

Nikons marketing campaigns focuses on compact digital cameras rather than DSLR

Opportunity
 Current economic upswing would encourage consumers to spend more on lifestyle luxury products
such as DSLR cameras.

Selling existing products to existing markets/ segments (market penetration).

Extending existing products to new markets/ segments (market extension).

Room for market growth as the untapped source of potential youth market with the development of
media communications studies available

Threats

Entry of new market players in the DSLR market such as, Sony and Panasonic.

Canon realizing the potential of the youth market and introduces new models with user-friendly
technology for newcomers to DSLR photography.