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TRENDS IN ELECTRONIC
INDUSTRY
The Polaroid Revival

Team Members
Mohsin Saeed – BSMT20003
Umer Munir – BSMT20006
Malaika Sohail – BSMT21035
Ahmad Caser – BSMT21024
Safiullah Amjad – BSMT21028

Submitted to: Mr. Ahsan Ejaz


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Table of Contents

INTRODUCTION......................................................................................................................3
BACKGROUND........................................................................................................................4
EVOLOUTION OF POLAROID CAMERAS..........................................................................5
The First Polaroid Camera.................................................................................................................5
Polaroids First Color Film...................................................................................................................6
SX-70..................................................................................................................................................6
Kodak EK4..........................................................................................................................................6
Fujifilm...............................................................................................................................................7
LITERATURE REVIEW...........................................................................................................7
PRODUCT DESCRIPTION......................................................................................................8
Components......................................................................................................................................8
Lens...................................................................................................................................................9
Rechargeable Battery........................................................................................................................9
Image Sensors..................................................................................................................................10
Camera body & Accessories.............................................................................................................10
Flash Unit.........................................................................................................................................10
Motherboard...................................................................................................................................10
Imagiq 780.......................................................................................................................................10
COST STRUCTURE...............................................................................................................11
Quarter projections.........................................................................................................................12
INSIGHTS FROM THE SURVEY.........................................................................................13
Insight 1...........................................................................................................................................14
Insight 2...........................................................................................................................................15
Insight 3...........................................................................................................................................16
Insight 4...........................................................................................................................................16
ANALYSIS..............................................................................................................................18
Survey Analysis................................................................................................................................18
Competitive analysis........................................................................................................................19
SWOT Analysis.................................................................................................................................20
Strengths.....................................................................................................................................20
Weaknesses.................................................................................................................................21
Opportunities..............................................................................................................................21
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Threats.........................................................................................................................................21
Pestle Analysis.................................................................................................................................22
Political........................................................................................................................................22
Economical..................................................................................................................................23
Social...........................................................................................................................................23
Technological...............................................................................................................................23
Legal............................................................................................................................................23
Environment................................................................................................................................24
Porter 5 Forces Analysis...................................................................................................................24
CONCLUSION........................................................................................................................25
APPENDIX..............................................................................................................................26
REFERENCES.........................................................................................................................29
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INTRODUCTION

Nikon is a world leading brand when it comes to optics. Nikon has been developing high end

cameras since 1917 best known for its high-end DSLRs. Nikon is known to set industry

standards in product performance and design.

Nikon is thinking about launching a polaroid camera with added features like picture

editing and better-quality pictures. The first Polaroid camera was made by Edwin Land in

1948. They soon became very popular, and everyone started using them. But then the

polaroid cameras disappeared from the market after the arrival of digital cameras because

they could take better quality pictures and the cost per picture was also less than a polaroid

picture.

After market analysis and research, we found out that there is still a market for

polaroid cameras and people are willing to buy them in 2022. In today’s world, when so

many things are making their move to digital, artists and creators are craving a more tactile

experience. With a Polaroid camera, an artist can get just that.

Seeing the potential market and the demand of the customers, Nikon will be launching

a polaroid camera in the price range of 60,000 Rs. The camera will have the ability to edit

your pictures. The camera will be powered by an Imagiq 780 chip and a 40mm lens will be

used to get better pictures. Looking at the demand for the product, the price of the camera

will increase and new models of the camera with added features will be introduced.

Since the camera is being launched by Nikon which has the best staff s well as the

machinery, the camera will be one of the best among its competitors offering services that no

other polaroid does. The brand name of Nikon will also help boost the sales in the initial

stages of the launch as Nikon is a brand loved by its consumers and does have a strong

consumer base.
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BACKGROUND

We all know about polaroid cameras. They were extremely popular in the 70s to

2000s. The advantage of having a polaroid camera was that you could instantly get a printed

picture after taking it. But then came the digital cameras, and soon the polaroid camera

started disappearing from the market. The reason that polaroid cameras started disappearing

from the market is that it costs more to take a picture from a polaroid camera than to take a

picture from a digital camera. Also, it is notoriously easy to take bad pictures from a polaroid

camera because there is no option to see or edit the photo. Once the shutter button is pressed

there is no going back; whatever comes out of the camera is the final product.

But even now there is a market for polaroid cameras. To be able to instantly see and

feel the photo come alive in tangible form, right before your eyes, is a beautiful and nostalgic

feeling. Many people cherish that feeling and still are using polaroid cameras. There’s

something special about being able to hold a physical photo in your hand, and we at Nikon

think that consumers have started to miss that aspect of photography. With a polaroid camera,

you instantly get the picture which also has less chance of getting lost as compared to the

pictures on digital cameras as they are stored on the phone or laptop, which carries the risk of

the images getting lost.

Nikon is a well-established brand in the photography industry. People love its

products and are loyal to Nikon. Nikon is coming up with a polaroid camera with editing

features like crop, edit, and filters. Etc. With these, the consumer will be able to edit the

picture before getting it printed; this will solve the problem of getting bad pictures on

polaroid cameras. The picture taken will be stored on the memory card and can be printed

whenever the consumer wants. This will also help consumers save their money because their

precious films will not be wasted on bad pictures.


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EVOLOUTION OF POLAROID CAMERAS

The First Polaroid Camera


The first Polaroid camera was made in 1948 by Edwin Land when his 3-year-old daughter

asked him why she couldn't see the picture he had just taken of her from his camera. This

gave Land an idea to make a Polaroid camera and thus Polaroid Land Model 95 (Exhibit 1)

camera was born. A flash was installed so that bright pictures can be taken. The camera held

two sheets of photo paper at the opposite ends inside the camera body. The sheets were

pushed together with the help of an exterior knob and a pair of interior rollers. The

development chemicals in the film start working as soon as the sheets are pressed together. It

takes a minute before the chemicals work their magic and the image is revealed. A minute

may feel like a long time for an instant photo, but it was faster than all the existing photo

development infrastructure at that time.

Polaroids First Color Film


In 1963 the Polacolor film (Exhibit 2) was introduced which allowed consumers to

take colourful pictures; until then only black and white pictures could be taken. This deed

was achieved by using 3 exposures taken from red, blue, and green filters. The Polacolor had

3 layers, each layer sensitive to either ref blur or green. The three layers were pressed

together to make a colourful picture. The Polacolor film was introduced in the Colorpack

camera and a cheaper camera model, the Swinger.

SX-70
The SX-70 (Exhibit 3) was the most popular polaroid camera. The camera was in a

much sleeker shape than the existing bulky cameras. The camera could be folded into a flat

shape making it much easier to carry around. However, the main development in the SX-70

was the introduction of the integral film. Rather than having multiple layers of film. There
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was a single layer in which chemicals were stored at the bottom of the film. The pictures

were taken and the light is reflected in the film. The rollers helped in moving the picture out

of the camera and during this process the rollers opened the seal at the bottom of the film.

The chemicals spread over the film and the picture is developed. The film pack is put inside

the camera which has the batter to power the rollers and the flash.

Kodak EK4
Kodak introduced their first-ever instant camera EK4 (Exhibit 4) in 1976. It was an

instant success and Kodak dominated the market selling 90% of the films and 85% of the

cameras in the USA. The photos from the camera were ejected through a hand crank. The

camera was powered by a 6V J-sized battery. There were markings in both feet and meters

around the lens. Sliders were given on the face of the camera to control focus and exposure.

Fujifilm
Nowadays, companies like Fujifilm (Exhibit 5) are making a polaroid camera using

the same old technology with no innovation. The cameras have the same integral film and

working mechanism. A flash unit to lighten the pictures and a film pack with an inbuilt

battery to power the camera.

LITERATURE REVIEW

There was much debate over the polaroid camera vs the digital camera. The evolution

of digital cameras and the ending scope of polaroid cameras was in demand debate. Polaroid

cameras become history in 2008 when Joycam stopped its production of polaroid cameras.

Fujifilm is the only company that produces polaroid cameras till now. Polaroid cameras

couldn’t last long because the benefits of digital cameras hid the importance of polaroid

cameras.
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Digital cameras became the topic of debate because of the following features:

 Instant Photographs

 Getting rid of buying expensive films

 Large storage for data

 Video cameras for video recordings

 Easy to share

 Multiple display functionalities

Pictures from digital cameras can be saved and shared easily with anyone, while polaroid

camera pictures can only be shared in the form of printed film. Digital cameras capture

pictures and give instant results while in polaroid cameras, the film takes time to process

inside the camera, and then it comes out. Digital cameras have an advantage over polaroid

cameras because there isn’t any need of buying films in digital cameras. Polaroid cameras

can’t store any data but in contrast, digital cameras can store a large amount of data.

There is a purpose for relaunching Nikon’s polaroid camera, which is to connect our younger

generation with history. The addition of more advanced technical features will attract the

youth. There is currently one competitor in the market fuji films which is producing polaroid

cameras in an old fashion. This Nikon’s polaroid camera will have editing and filtering

features so that users can customize and save their pictures according to their preferences.

PRODUCT DESCRIPTION

Nikon’s Polaroid camera will include all the necessary features that will help you

capture memorable moments of your life and save them with yourself for an extended period.

Using Nikon’s Polaroid camera will give you a sensational experience you never experienced

before. Unlike the previous polaroid cameras, this polaroid camera is much more technically
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advanced with more functionalities. Initially, the polaroid camera just clicks the picture, and

the picture gets printed in its original form. This polaroid camera will be exceptional as you

will be able to save your polaroid picture inside the camera and changes will also be applied

to the picture.

Components
Nikon’s polaroid camera will be comprising of following features:
 Lens
 Rechargeable Battery
 Image Sensors
 Camera Body & Accessories
 Flash Unit
 Mother Board
 Imagiq 780 chip

Some of these components were from previous polaroid cameras but with the inclusion of

the Imagiq 780 chip, motherboard, and flash unit, this polaroid camera will be a lot more

valuable product than previous models of the polaroid camera. Polaroid cameras will be easy

to carry and manage. It will be easy to operate as well as everything will be pre-defined and

with the help of instructions set customers can easily operate this camera. Nikon relaunched

this polaroid camera in keeping view the trend and interest of the younger generation toward

polaroid cameras. Moreover, this will be a product that travelers would love to have with

them and capture adventurous moments of their lives.

Lens
The better resolution was one of the reasons which shifted the interest of people

toward digital cameras. The quality of pictures in previous polaroid cameras was lacking.

Nikon’s polaroid camera will be using a 40 mm lens which would enhance the image details
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much clear. Good resolution and increased picture quality would be a reason of buying the

camera, as the customers love to have an exciting experience.

Rechargeable Battery
Nowadays camera batteries drain very quickly. Corrosion and non-active features

remained on, which are the reasons behind quick battery drain. Nikon’s polaroid camera’s

battery will be temperature resistant, and the battery will be fully functional for a long period.

Imagiq 780 chip will also use an AI algorithm and turn off the non-functional features.

Moreover, with the inclusion of a rechargeable lithium-ion 1260mAh battery (7.2V),

customers can enjoy camera time for 3 – 4 hours.

Image Sensors
Image sensors will detect & convey the information, that will be utilized in the

formation of an image. CMOS image sensor will be in cooperated with Nikon’s polaroid

camera. CMOS image sensors are based on MOSFET amplifiers which will effectively

transmit the signal and ensure the batter picture quality.

Camera body & Accessories


Nikon’s polaroid camera body will be available in different shapes and sizes so that

customers can choose their preferred designs and size. Customers can buy wrist strips,

camera cases, and lens protectors in different designs and colors.

Flash Unit
Flash unit will expose the subject more clearly at a particular aperture. Nikon’s

polaroid camera will also have filters available for low light and high light pictures so that

pictures will look more attractive.


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Motherboard
The motherboard will keep all the components connected in one place so that data can

easily be transferred from one component to another, and images can be formed with great

accuracy and precision.

Imagiq 780
Imagiq 780 is the chip that will be installed in Nikon’s polaroid camera, and this will

be the first time when a polaroid camera will be able to edit pictures as well. The

functionality of editing pictures was never a choice in the polaroid camera launched before.

But with the help of Imagiq 780 (AI algorithms), users can edit their pictures according to

their desires. They will be able to crop, rotate, zoom in / out, and add filters of their choice

with the help of Imagiq 780.

COST STRUCTURE

Prices of individual components of polaroid camera comprises to form price of a polaroid

camera. Components are of different prices; cost of components is listed below:

 40 mm Lens -> Rs.25K/- (K = Rs.1000)

 1260 mAh Battery -> Rs.3K/-

 Image Sensor -> Rs.7.5K/-

 Accessories -> Rs.3K/-

 Flash Unit -> Rs.3K/-

 Motherboard -> Rs.7.5K/-

 Imagiq 780 -> Rs.3K/-

 Assembly cost -> Rs.3K/-


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Adding up all the costs it comprises up to 55K, while the selling price would be 60K for

camera with a profit of 5K. The profit margin is very less as students are main targeted

customers. The camera price may vary in future if the demand fluctuates.

See the totals costs in the table below.

Quarter projections
We expect to make the following sales and revenue in the first 4 months after the launch of

the camera. The numbers of unit sold with increase every month as our camera get more and more

popular. The increased demand will also result in an increase in the price of the camera.
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INSIGHTS FROM THE SURVEY

So, we conducted a survey to better understand the market conditions and to better

understand our consumers to learnbout their demands and what features they want to see in a

polaroid camera. The sample size of our survey was 110 people. The sampling technique we

used was convenience sampling. 85.5% of respondents have age between 18 – 25 (see).

While 82/7% percent of the respondent were students (see). To check the demand for a

polaroid camera, we asked a simple question that would you consider buying a polaroid

camera in 2022? 54% of the respondents answered “Yes” while 27.3% answered “Maybe”

this showed us that there is still a demand for polaroid cameras in the market. Our survey

further gave us the following insights.


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Insight 1

This graph shows the relationship between age and the buying decisions of consumers.

People in the age group 18 to 25 are more interested in buying a polaroid camera than the

other age groups. Old people don’t prefer it much, maybe because they are mature and think

photography is for kids and they are too old for photographs; on the other hand, the less than

18 age group are still young and cannot afford a polaroid camera and their interests are still

being developed. However, since the people of the age group are the keenest in buying our

camera the people of this age group could be our target market and since there are

youngsters, we could market in ways that attract the youth.


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Insight 2

This graph shows the relation between the price range of the camera and the occupation of

the respondents. Most of the respondents were students and they prefer to buy a Polaroid

camera at the price of less than 40k. Most of the students don’t earn; hence they chose the

least paying option. Some of the respondents were unemployed; they also wanted to buy the

camera for less than 40k. Some of the respondents were employed and they are willing to buy

the camera at the price range of 70 to 80k and even more than 100k because these people are

making money and can afford to expend some. The business owners would like to purchase

this in the range of more than 100k because they have sufficient earnings to buy a Polaroid

camera. This gave us our target audience as well as the price bracket at which we should

ideally launch the camera. Since most of our target market is students, we will advertise in

such a way that attracts students and the price should ideally be low so that the students can

afford it.
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Insight 3

This graph shows us the relationship between what affects the buying decision of consumers

and what will they be using the polaroid camera for. Tech reviews are the most popular

answer when it comes to what affects your buying decision. What we can do from this

information is we can sponsor some popular tech reviews and ask them to make a video about

our camera is that the consumers will buy it. The other thing that we came to know from this

graph is that most of the consumers will be using the polaroid camera for traveling and events

like weddings. What we can do is we can advertise our cameras in such a way that depicts

these things. We can sponsor some travel vloggers to use our camera and review it, and we

could also in our advertisements the camera being used for wedding photography. All this

will help us in successfully advertising our product and targeting the customers.

Insight 4
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In this graph, we can see that the biggest problem that the consumers face with a polaroid camera is

that you have to buy the films and that makes it expensive but then we asked the respondents what if

films are being offered in bundles, this would decrease the unit price of the film will this solve your

problem to this 80.49% of the respondents said that yes, it will solve our issue. This tells us that when

we launch the camera we should also offer different bundle packages comprising 50 or 100 films. So

that consumers can buy what best suits their wallets. Furthermore, since the biggest problem is that

the film is expensive, this means that in the future Nikon can work to make its film with a cheaper

price tag so that this problem with polaroids can be solved.

Insight 5:
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In this graph, you can see the features that consumers want to see in a polaroid camera.

33.33% of people want to have editing features such as crop to adjust pictures in a frame,

filters to make pictures more attractive, portrait mode, and night mode. While 27.78% of

people want to see higher resolution in a polaroid camera. 27.78% of people want to see

rechargeable batteries in the camera. This gives us the information that if we want to launch a

polaroid camera in the market it should have these features because the consumers are

demanding it, and when we offer these pictures, our sales are likely to be good because the

consumers are anticipating these features in a polaroid camera.

ANALYSIS

Survey Analysis
The survey gave us a lot of data about the market and how should we launch our

polaroid camera. We get to know the target market of our camera is people from age between

18 to 25 and most of them are students. From this information, we can decide our target

market and devise strategies on how we can target them. We also came to know people listen
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to tech reviewers before buying the product this helps us devise strategies on how to get tech

influencers on board because they will be beneficial for us. We also came to know that

people will be using our cameras for traveling and for events like a wedding. We should

position it in such a way that people think this camera is for such events. We also came to

know that the biggest problem with polaroid cameras is films and we should devise strategies

to solve this issue. We also came to the knowledge about the desired price range of camera

the consumer wants and also desired features they want to see in this camera. All this

information is very valuable for us before the launch of the products as it gives us room to

improve.

Competitive analysis
Polaroid camera trend was on decline by the end of 2008, but still there are companies

who continued producing polaroid cameras. Some competitors of polaroid camera are listed

below:

Fujifilm

Fujifilm’s started the production of polaroid cameras back in 1988. Fujifilm’s

polaroid cameras are special because of anti-aliasing filter, which gives a sharp and enhanced

image quality. Fujifilm has the record of highest sales among competitors.

Kodak

Kodak started the production of polaroid cameras in 1976, kodak printed photographs

are water resistible and durable as well because it uses ZINK photo paper. Kodak is one of

the oldest companies who started the production of polaroid cameras.

Nikon Polaroid Camera


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Nikons polaroid camera will be relaunching its polaroid cameras at the end of this

year (2022), to revive the trend of polaroid camera. It will be a valuable experience for the

buyers as it will have much advanced technical functionalities from previous polaroid

cameras.

How Nikon is unique

Nikons polaroid camera will be unique from other competitors as it will have Imagiq

780 chip integrated in it which will allow the editing features (crop, filters etc.). Editing in

polaroid cameras was never experienced before, so buying Nikon Polaroid camera will be an

exciting experience for users.

SWOT Analysis
Following is the swot analysis of SWOT.

Strengths

 Nikon's greatest strength rests in its primary focus on its core competency, which

is proficiency in image technology. Matrix metering and color recognition, optical

VR, and processing chain bandwidth are some of Nikon's competitors.

 Nikon serves a diverse range of consumers, from beginners to professional

photographers. In addition, they manufacture lenses, sunglasses, and eyeglasses.

Through its semiconductor business as well as scanners and printers, the company

also serves commercial and industrial clients.

 Prices are lower than the competitors and advanced in technology which no other

competitors are offering.


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Weaknesses

 Nikon has long been a strong engineering firm that specializes in research. They

always check out concerns and try to solve them, however, when it comes to

understanding the customer's demands, Nikon fails.

 To be successful in the field where Nikon operated, a firm must have a high

invention pace as well as an iteration speed. Nikon is a miracle in the latter but a

sluggard in the former. Dependence on specific goods and businesses

 Nikon has faced serious claims of violating competition regulations, for which

they have been reprimanded and fined. This has resulted in a poor perception of

the company among its clients.

Opportunities

 The optical technology industry is likely to increase, and new technologies,

particularly in optical components, will be required. Nikon already has a strong

research team working in this area and can capitalize on this potential. Nikon

frequently sees expanding its position in the worldwide market as a huge

potential.

 Introducing itself to the instant camera market by introducing new features.

Threats

 The market is becoming more competitive as competitors introduce new

technology and the demand for Nikon's products decreases. Canon, Polaroid,

Kodak, Fujifilm, and Olympus are Nikon's main competitors.

 The disruptive technological advances within the digital imaging business are

posing several risks to the enterprises involved in this sector, particularly owing to

the costs of research investment. Furthermore, product life cycles have shrunk,
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and there's a good chance that things may become obsolete shortly. The growing

popularity of high-end camera phones and their networking integration

encourages photo sharing.

Strengths Weaknesses

 Core Competency  The imbalance between engineering and

 The Range of Consumer customer feedback

 Low speed of innovation


 Prices
 Low Ethics

Opportunities Threats

 The high market potential for optical  Increasing Competition

technologies  Changing industry trends

 Enter the instant camera market with an

improving model

Pestle Analysis
Nikon Market is a diverse service that operates all around the globe. Pestle framework

was used to examine the external environment of Nikon.

Political

Different political considerations influence business operations and strategic

decisions, such as unfavorable laws and rules governing goods trade, copyright protection or

acquisition, and high tax rates in some locations.

Moreover, political instability in the countries where Nikon operates will have a significant

impact on its organization and development.


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Economical

This suggests that the service's choice to expand its operations to Gulf countries will be

beneficial. On the other side, the currency of certain countries where Nikon will operate is

weakening compared to US dollars, which has an influence on the organization's performance

and monetary stability.

Social

Social factors such as increasing internet penetration, use of social media, Mobile

Apps, and games have redirected Youth attention away from cameras.

This has had an effect on the organization's service both nationally and worldwide.

Furthermore, children's wants and interests have shifted from visiting rural parks to visiting

style and amusement parks such as Disney.

Technological

Promoting and incorporating growth within the company's organizational model have

been critical success factors. The company strongly believes in developing innovative

services and activities in order to engage and attract youngsters. Similarly, the company is

thinking of using an online platform to sell its product to customers at a lesser cost.

Legal

Nikon is a widely diverse organization; as a result, it is heavily vulnerable to

discrimination laws relating to worker recruitment, cultural diversity, and the use of culturally

relevant activities.

Similarly, the company is subject to strict adherence to health and security standards in order

to provide a safe and secure workplace for clients and employees.


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Furthermore, businesses must follow rules pertaining to the development of optical products

while keeping physical and mental security in mind.

Environment

The company is subject to work on waste management, recycling policy and per

capita climate-carbon emission.

Porter 5 Forces Analysis


Porter’s Five Forces model is heavily borrowed from the traditional field of

microeconomics. The five forces that determine the industry structure of an organization are:

 The threat of substitute products and services

 Bargaining power of suppliers

 Threat of new entrants

 Bargaining power of buyers

 Rivalry among existing players

If the danger of substitution is significant, Nikon must either consistently spend on R&D or

risk losing out to industry disruptors.

Suppliers with significant bargaining power will exact a greater price from Nikon.

If there is a substantial danger of new entrants, incumbent players will be willing to accept

lower earnings in order to mitigate the threats.

When buyers have great negotiating power, they tend to push down prices, reducing the

Nikon ability to achieve long-term profits.


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When competition is fierce, it becomes difficult for existing firms like Nikon to achieve long-

term profitability.

CONCLUSION

The Polaroid cameras trend almost ended in 2008, after the evolution of digital cameras,

because people had to buy films to get their photographs but with the digital cameras, they

can get their pictures saved with them. Polaroid cameras didn’t have the editing features, but

Nikon’s upcoming polaroid camera will have all the editing features because of the

integration of the Imagiq 780 chip, which will provide the users with an exciting and

sensational experience. Nikon will be launching this camera at the economical price of

60,000. This camera is for all the photography enthusiasts out there who are beginning the

miss the physical aspect of photography. Depending on the success of this product, Nikon

will be further launching more cameras in this line-up with more added features.
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APPENDIX

Exhibit 1

Exhibit 2
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Exhibit 3

Exhibit 4
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Exhibit 5
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REFERENCES

The history of instant cameras. Kodak Photo Printer. (n.d.). Retrieved July 10, 2022, from
https://shop.kodakphotoprinter.com/blogs/news/the-history-of-instant-cameras

The history of instant cameras. Kodak Photo Printer. (n.d.). Retrieved July 10, 2022, from
https://shop.kodakphotoprinter.com/blogs/news/the-history-of-instant-cameras

Hartman, D. (2019, January 10). Polaroid vs. Digital. Our Pastimes. Retrieved July 10, 2022, from
https://ourpastimes.com/polaroid-vs-digital-12213612.html

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