Marketing design and innovation- a case study of nikon

Question

Executive Summary

Camera has become one of the important gadgets with the evolution of technology. Todays, camera is better with larger sensor in low light irrespective of the environment, as modern DSLR camera use high-tech modern technologies. The study is based on accessing design and innovation process in cameras, that is, DSLR manufactured by Nikon. In task 1, innovation is regarded as the key driver of benefits and values, derived by the customers in terms of its innovation and characteristics. Moreover, the competitive edge of the product and brand is also discussed. Further, uniqueness of design has been identified through its shape;colour etc. with respect to the needs of customers. This identifies the intent of purchased of customers. Further, competitiveness of the product in the market has been discussed identifying competitive strategies adopted by Nikon to gain an edge over Canon. The second task of this research explains the learning outcomes from the design and innovation module. It relates to basic understanding of what has been achieved by the authors. It is summarised as the reflective essay, discussing authors learning and experiences.

Table of Contents

• Executive Summary. ii
• TASK 1. 1
• 1.    Introduction. 1
• 1.1.     Company Background. 1
• 1.2.     Introduction to Product 1
• 1.3.     Justification of Choosing the Product 1
• 1.4.     Evolution of DSLR.. 1
• 1.5.     Target Customer Segment 1
• 2.    Benefits and Value Derived by the Clients or Customers Nikon D750. 1
• 2.1.     Innovation in technology of DSLR- Diffusion and Innovation Theory. 2
• 2.2.     Comparison- from Generation 1 to Generation 2. 2
• 2.3.1 First Generation. 2
• 2.3.2 Generation Two. 2
• 2.3.     Characteristics of Innovation in Nikon D750. 3
• 2.3.1 Compatibility. 3
• 2.3.2 Relative Advantage. 3
• 2.3.3 Complexity. 3
• 2.3.4 Observability. 3
• 3.3.5 Trialability. 3
• 3.    Uniqueness of Design Elements- Nikon D750. 3
• 3.1.     The Product Anatomy. 3
• 3.1.1 The Core Product 5
• 3.1.2 The Actual Product 5
• 3.1.3 The Augmented product 5
• 3.2.     Design and Shape. 5
• 3.3.     Colour 5
• 4.    Competitiveness in the Market 6
• 4.1.     The Nikon Brand- Competitive Feature-Brand Name. 6
• 4.2.     Competitive Strategies-Porter's Generic. 6
• 5.    Conclusion. 6
• References. 8
• TASK 2. 9
• 2.1.     Introduction. 9
• 2.2.     Discussion. 9
• 2.2.1 Evaluations and Outcomes. 9
• 2.2.2 New Understandings. 9
• 2.2.3. Practical Implications and Perceptions. 10
• 2.2.4. Challenges faced. 10
• 2.3.     Conclusion. 10

Write your report in 3500-4000 words count with proper referencing