This article aims to present the application of the supply chain management concept to enhance its competitive advantage in the industry. Due to high competitive in the camera sector, every companies focus on operational cost reduction. Efficient supply chain management is essential for all businesses. This article presents a case of Nikon, which core competency is placed on product. The Nikon’s camera lens has high quality with innovation. This article discusses practices in supply chain management by bringing innovative solutions to strengthen their competitive advantage.