Eastman Kodak and Harley-Davidson

Eastman Kodak and Harley-Davidson

Both companies, Eastman Kodak and Harley-Davidson, have been iconic symbols in the U.S. business world. As more competitors entered their industry they were forced to reevaluate their strategies to stay competitive. Kodak and Harley-Davidson must analyze their present environment, in order to capitalize on potential threats and opportunities within their industry, to stay competitive.

Synopsis of the Case

Kodak and Harley-Davidson have survived many economic downturns. Due to the financial crisis in 2008, both companies were feeling a decline in profits. Harley-Davidson is identified for producing a unique product that is a direct representation of American culture (Grant, 2013). Kodak is recognized for being the best at producing photographs and cameras (Grant, 2013).

Relevant Factual Information about the Problem or Decision the Organization Faced

The product that Kodak and Harley-Davidson were selling at the present time caused a decline in their profits. Other companies were moving into Kodak’s industry and offering new age products. As a result, Kodak’s management decided to evolve into the digital photography market because the need for traditional photography was rapidly declining (Grant, 2013). Harley-Davidson’s product was not inferior but sales were declining because consumers were not spending excess funds for recreational modes of transportation (Grant, 2013). Kodak and Harley-Davidson need to discover what strategies will increase their sales.

Explanation of Relevant Concepts, Theories and Applications Derived from Course Materials

The financial crisis led Kodak and Harley-Davidson to analyze the Strengths, Weaknesses, Opportunities, and Threats of their products and the way they were being marketed. Kodak and Harley-Davidson have a strong, loyal consumer base but they need to broaden their horizons to increase sales and broaden their consumer base. Both companies were slacking in meeting consumers’ wants and needs. To be able to increase sales and broaden their consumer base, both companies need to design new products. Kodak’s and Harley-Davidson’s Management had to analyze consumer wants and focus on meeting their needs.

Kodak needs to transition from the traditional photo market into digital photography. Expanding the opportunity to create digital images using the kiosks located in retail stores, they shifted their focus in creating new software equipment for home use (Grant, 2013). This created a competitive advantage for Kodak over the other competitors in the industry. Harley-Davidson had to develop new motorcycle products and designs to stay competitive (Grant, 2013). Harley-Davidson