Research Report: Nikon's Wireless Endoscopic Camera Sales Strategy

This research report outlines Nikon's strategy to sell its wireless endoscopic camera to Ottawa Hospital. It provides an overview of Nikon, details about Ottawa Hospital's needs and technological infrastructure, and presents the value proposition of the camera, including its features, benefits, and solutions for the hospital. The report also includes a SWOT analysis of the product, packaging and labeling information, financial considerations such as pricing and financing terms, and a competitive analysis identifying key competitors like Leica and Zeiss. The goal is to provide a comprehensive understanding of the sales approach, emphasizing the camera's advantages, such as high-resolution screens, Android and iPhone compatibility, and its potential to improve diagnostic accuracy and patient care at Ottawa Hospital.

Research Report
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Table of Contents
Introduction.................................................................................................................................................2
Overview of Nikon......................................................................................................................................2
Customer.....................................................................................................................................................3
Product knowledge and solution proposed to Ottawa Hospital....................................................................4
Financial information..................................................................................................................................6
Competition.................................................................................................................................................6
Conclusion...................................................................................................................................................7
References...................................................................................................................................................8

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Introduction
The paper will provide a research report that will provide relevant information to sell a product
to its customer effectively. It will provide an overview of Nikon that seeks to sell the wireless
endoscopic camera to Ottawa Hospital. The paper will present a piece of detail information about
Ottawa Hospital along with its value proposition. The primary aim is to provide knowledge
about the product as well as appropriate solutions for the customer. The paper is going to present
financial information regarding the product that has been produced by Nikon. The paper will also
provide information regarding its competitors within the market.
Overview of Nikon
Nikon Corporation popularly known as Nikon is considered to be a Japanese multinational
corporation founded on 25th July 1917 whose headquarters is in Tokyo, Japan. It specializes in
selling imaging and optics products. Nikon's product involves steppers used in photolithography,
spotting scopes, rifle scopes, measurement instruments, ophthalmic lenses, microscopes,
binoculars, camera lenses, and cameras (Nikon | Home. 2019). Around 25,729 employees are
employed within the company. The total revenue of the company is estimated by ¥822.9 billion,
whereas the net income is estimated by ¥22.2 billion. As reported in 2017 the company is
determined to be the eighth-largest producer of chip equipment. The company is a member of the
Mitsubishi group of companies.
At the time of World War II, the organization along with 200 employees operated in thirty
factories for manufacturing periscopes, bomb sights, lenses, as well as binoculars. The
significant mission of the company is to cherish creativity and trustworthiness by providing
diverse services, products, and solutions (Kwak, Anderson, Leigh & Bonifield, 2019). The
strategy of the company is to recognize the essential features of the camera, especially for
passionate photographers. It has made numerous intriguing as campaigns along with famous
personalities to generate a positive vibe among the consumer market.

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Figure: Organizational Chart of Nikon
(Source: Mayberry, Boles & Donthu, 2018)
Customer
The company Nikon has chosen the wireless endoscopic camera to sell them in Ottawa hospital.
Ottawa hospital is located in Ottawa, Ontario in Canada. It is a non-profit, public university
teaching hospital in Canada. The hospital is made up of the former Ottawa Civic Hospital,
Ottawa General Hospital, Ottawa Riverside Hospital, and Grace Hospital. Over the past few
decades, technological innovations have become a significant part of Ottawa Hospital which
helps in providing information of the patients (Ottawa Hospital Research Institute. 2019). The
Ottawa hospital has adopted iPad tablets for care providers and physicians. As a result, most of
the care to the patients are provided at the bedside to provide them convenience.
The Biotherapeutics Manufacturing Center (BMC) of Ottawa Hospital facilitates streamlined
advanced technologies and expert services to manufacture, develop and evaluate antibody-based
and innovative cell-based viral therapeutics to conduct human clinical and pre-clinical trials. The
revenue distribution of the hospital in the year 2017-18 has been estimated by $1,344 million.
The expenditure distribution in the year 2017-18 has been estimated by $1,349 million. In
Ottawa Hospital the buying decisions are made by the administrative department and the
physicians (Rippé, 2015). For nearly a decade Ottawa hospital is using poor sterilization methods
due to patients has to face a lot of issues regarding health. To resolve these issue, Nikon is going

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to provide wireless endoscopic cameras to the hospital that would examine diagnostic, provide
education related to patients and maintain electronic medical records.
Based on the value proposition the quality outcomes of Nikon would provide an understanding
of the return on investment (ROI) for the wireless endoscopic camera. To implement best
practices to sell the product Nikon would make use of cost avoidance benchmarking activities.
The company would also increase its revenue through the reduction of a new budget line item
and creating new services (Cummins, Peltier & Dixon, 2016). Therefore, the end customer of
Nikon would be Ottawa hospital to whom the company would sell wireless endoscopic cameras.
Product knowledge and solution proposed to Ottawa Hospital
The wireless endoscopic camera that would be manufactured to Ottawa Hospital is perfect for
inspection work that inspects under floors, cavities, pipes, voids and many more. It is a digital
video camera that is combined with endoscopic applications and universal coupler. It comes with
a portable handheld design to provide convenience to the customers. It is easy to set up, and it is
used in examining diagnostics, it provides education for patient’s health issues, and it maintains
electronic medical records. It includes an AC charger, USB receiver, FireflyPro Software CD as
well as Digital video endoscope camera (McFarland, Rode & Shervani, 2016). It would be
beneficial for the doctors of the hospital to visualize the major parts of the gastrointestinal tract.
It is also helpful for the doctors to execute general examinations, track changes over time and
used to communicate with clients and get better education regarding the clients. Nikon aims to
create a killer value proposition for the Ottawa hospital that would provide an understanding of
the services and product. It would make the customer realize why their product is better than the
products offered by the competitors. The company's significant feature for value proposition is
its effective business model where the organization aims to build a great business model.

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SWOT analysis
Strengths Weaknesses
 It is a versatile application
 Easy to purchase at an affordable
price
 Powered by rechargeable lithium
ion battery (Fontana et al., 2017)
 Helps in recording crystal clear
videos and images
 Lack of stiffness in the cable
 Difficult to guide the camera
systematically
 Possess non-flexible nose piece
 Not suitable for serious work
(Moore, Raymond & Hopkins, 2015)
Opportunities Threats
 Provides an opportunity to work
with Android smartphones and the iPhone
IOS system
 Could be connected with a
smartphone through WIFI
 It comprises of endoscopic
retention that needs surgical resection
and endoscopic retrieval
 It could not be used to treat or
biopsy findings
Packaging and labeling of the wireless endoscopic camera by Nikon
The packaging of the wireless endoscopic camera by Nikon is attractive with different colors
along with the brand name of Nikon. Each product of wireless endoscopic camera is packed with
a user manual to help the customers to allow the operation of user steps. The packaging comes
with shockproof to secure the product from any mishandling or failing. In the packaging, the
return form is also placed that possess the name and the address of the organization. The logo of
the company is encrypted in all the products of the wireless endoscopic camera (Cuevas, 2018).
The logo bears the word handle with the care that makes the customers handle the product with
care. The customers are being assured with a warranty of the product from authorized
distributors.

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Financial information
In Canada, the cost of the wireless endoscopic camera that has been set by Nikon is $69.99. The
selling price of the product is $105.00. The suggested retail price of the wireless endoscopic
camera that has been set by Nikon is $1,899. The marginal cost of the product is estimated by
$50 for the customers. To sell its camera in a wider range to Ottawa hospital Nikon includes a
discount level of $15. Discount level is being included to attract the manufacturers of Ottawa
hospital. The financing terms used by the company to sell wireless endoscopic camera are a line
of credit, cash flow, equity financing, and term loan (St. Clair, Hunter, Cola & Boland, 2018).
These terms help the company to make smart choices regarding different loans. The helps the
company to make a comparison of how much each loan will cost.
Competition
The major competitors of Nikon in lenses and camera manufacturing includes Leica, Olympus,
Pentax, Panasonic, Fujifilm, Sony, Zeiss, Epson, Alcon, and Canon. Out of these Leica is
determined to be the major competitor of Nikon whose microsystems are used in the healthcare
industry. Based on the quality of wireless endoscopic camera it ranks 8th among its top 10
competitors. As compared to the products offered by Leica the product manufactured by Nikon
provides high-resolution screens which are larger than average screens. Leica generates around
16% of the revenue of Nikon. Whereas, Zeiss generates $139.4 million less revenue as compared
to Nikon. The average of the top 10 competitors of Nikon is estimated by $25.4 billion (Mikolon,
Kolberg, Haumann & Wieseke, 2015). As compared to the product offered by the competitors of
Nikon the company provides the newest type of endoscope which is beneficial for the end users
and channel distributors. It comes with an endoscope camera that not only works with an
Android smartphone but also works with the iPhone IOS system. This particular facility is not
provided by other companies.

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Conclusion
The paper provided a research report that presented all the basic information's that it is essential
to sell a product. It has been observed that Nikon Company is going to sell the wireless
endoscopic camera to Ottawa hospital, where the Ottawa hospital is considered to be the
customer of Nikon. The paper provided detail information about the hospital along with its
technological as well as manufacturing considerations. It also presented various benefits of the
product that would be helpful for the hospital. It provided relevant financial information
regarding the product that has been set by Nikon. It also discussed the competitors of the
company who delivers the same product with different features.

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References
Cuevas, J. M. (2018). The transformation of professional selling: Implications for leading the
modern sales organization. Industrial Marketing Management, 69, 198-208.
Cummins, S., Peltier, J. W., & Dixon, A. (2016). Omni-channel research framework in the
context of personal selling and sales management: a review and research
extensions. Journal of Research in Interactive Marketing, 10(1), 2-16.
Fontana, R., Mulana, F., Cavallotti, C., Tortora, G., Vigliar, M., Vatteroni, M., & Menciassi, A.
(2017). An innovative wireless endoscopic capsule with spherical shape. IEEE
transactions on biomedical circuits and systems, 11(1), 143-152.
Kwak, H., Anderson, R. E., Leigh, T. W., & Bonifield, S. D. (2019). Impact of salesperson
macro-adaptive selling strategy on job performance and satisfaction. Journal of Business
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Mayberry, R., Boles, J. S., & Donthu, N. (2018). An escalation of commitment perspective on
allocation-of-effort decisions in professional selling. Journal of the Academy of
Marketing Science, 46(5), 879-894.
McFarland, R. G., Rode, J. C., & Shervani, T. A. (2016). A contingency model of emotional
intelligence in professional selling. Journal of the Academy of Marketing Science, 44(1),
108-118.
Mikolon, S., Kolberg, A., Haumann, T., & Wieseke, J. (2015). The complex role of complexity:
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when selling professional services. Journal of Service Research, 18(4), 513-528.
Moore, J. N., Raymond, M. A., & Hopkins, C. D. (2015). Social selling: A comparison of social
media usage across process stage, markets, and sales job functions. Journal of Marketing
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Nikon | Home. (2019). Nikon.com. Retrieved 11 February 2019, from

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Ottawa Hospital Research Institute. (2019). Ohri.ca. Retrieved 11 February 2019, from
Rippé, C. B. (2015). Show and sell: Teaching sales through hands-on selling. Marketing
Education Review, 25(1), 15-19.
St. Clair, D. P., Hunter, G. K., Cola, P. A., & Boland, R. J. (2018). Systems-savvy selling,
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Management, 38(4), 391-412.