Kodak: Changing the Picture

MARKETING MANAGEMENT COURSE

CASE ANALYSIS

KODAK: CHANGING THE PICTURE

Submitted by:

Malveda, Janina Candace P.

4M7

I. VIEWPOINT

In 1900, Kodak launched its famous Brownie cameras, which it priced at $1.00, opening the photography market to millions. Throughout the 20th century, Kodak dominated the photography business. Kodak was the world's largest manufacturer and marketer of imaging products and one of the world's most recognized and respected brand name. It saw itself as being in the memory business, not in the photography business. However, entering the 21st century, Kodak faced many changes that would require it to rethink and perhaps redesign its business strategy.

II. TIME CONTEXT

The case was observed when the company faced many challenges entering the 21st century and tackles current varying factors with its existence.

III. OBJECTIVES

• To reevaluate Kodak´s strategy by focusing on digital imaging for consumers, businesses, and health care providers

• To reduce Kodak´s dependence on traditional film, boost investment in non-photographic markets, and pursue digital markets such as inkjet printers and high-end digital printing.

IV. STATEMENT OF THE PROBLEM

Major problem:

Kodak had been reluctant to develop their technology because they believed that consumers would be slow to adopt digital technology.

Minor problems:

• Many competitors, especially Fuji, were exposing flaws in Kodak´s marketing and stealing market share

• Competition from an unexpected source- mobile phone manufacturers

• Consumers who owned digital cameras or mobile-phone cameras were increasingly using their PCs and printers to download and print their pictures

V. AREAS OF CONSIDERATION

Production / Operation Finance Marketing

Strengths • Kodak is identified in favor of bringing high-quality brands to its client, which permissible it to be paid its character

• Worldwide distribution

• Century-long experience in the traditional photography business

• Kodak