After all, Kodak was for decades a greatly admired company which owned an iconic brand. Why did Kodak fail to achieve the integration of external and internal knowledge?
Why then is Kodak struggling to survive despite a strong start in the promising — and still rapidly growing — arena of digital imaging?
This situation persisted until early s when Fuji launched an aggressive export drive, attacking Kodak in the north American and European markets. It also highlights the strategies adopted by Kodak to embrace the newtechnology to sustain its leadershipposition.
It can build consumer trust in digital that Kodak already has in film Smith, The key stumbling block was its inability to convert its technical expertise into tangible products that could be sold profitably Complacency also played its part.
Like many corporate peers such as GM, legacy costs funding generous retirement packages became a huge burden, especially when revenues started to decline. The short tenure of each CEO made working towards a distant goal of industry leadership in the fast evolving technology of digital imaging rather difficult.
So where did it go wrong? The Changing StrategiesByKodak, the company thatpioneered the imaging industry byinventing easy-to-use cameras andphotographic film, was in deep crisis. Kodak focused too heavily on the extremely competitive entry-level market and failed to develop innovative products fast enough Grant, In fact Kodak was a pioneer in the development of digital cameras, producing the first prototype megapixel digital camera in The habit of button-pressing is of course more popular then ever — see Facebook, Tumblr, Flickr et al.
It overcame gaps in its own knowledge by partnering with diverse sources including the University of Tokyo, its customers, end-users and sometimes even existing as well as potential competitors, such as GE and Siemens which had their own aspirations in this industry. But after the first oil shock inoperating costs of those controls became prohibitive because they consumed a lot of oil.
Its product development and sales departments were fragmented and scattered over many divisions Gavetti et al. Introduction Eastman Kodak Kodak was once a leader Finnerty, and legendary brand in the photographic film industry Associated Press, b.
S occupation forces persuaded most U. Fuji has an equity position in two of the distributors, gives large year —end relates and cash payments to all four distributors as a reward for their loyalty to Fuji, and owns stakes in the banks that finance them.
The case discusses the evolution of thedigital camera market and the shrinkingfilm business. Kodak has been in battles with other competitors such as Sony over patent infringements Deutsch, ; Associated Press, a. The answer lies in the quality of management.
Its brand was supported by its massive worldwide distribution presence through retail photography stores, film processors and professional photographers which provided Kodak with the competitive advantage Grant, Thus Kodak has put Fuji on defensive, forcing it to divert resources from overseas to defend itself at home.
It is still trying to play catch-up with rivals Associated Press, b such as Canon, Sony and HP for the past 15 years. Kodak had several gaps in its expertise to design a complete business model but lacked the clarity of vision or the continuity of leadership to acquire the resources in a systematic fashion, let alone integrate them with its considerable internal knowledge of digital imaging.In this case study, we propose and defend a recommended strategic direction for the company to implement in the next three to five years based on a balanced assessment of the company’s options.
We first conduct a detailed analysis of Kodak’s internal and external environments to understand the opportunities and threats facing the company. Case Analysis Eastman Kodak Company Marketing Essay. Print Reference this. Disclaimer: Kodak also lost 8% of its stock because of the rumour for the price cut in the products of Kodak.
Kodak’s market growth was stagnant and it could achieve only 3% of the growth in comparison to Fuji and Polaraid who witnessed the market growth. Words | 8 Pages. Eastman Kodak – Case Analysis Problem The problem in this case is concerned with Eastman Kodak losing its market share in film products to lower-priced economy brands.
Over the last five years, in addition to being brand-aware, customers have also become price-conscious. This has resulted in the fast paced. ANALYSIS FOR EASTMAN KODAK Executive Summary KODAK is losing their market share year after year.
There are several reasons behind this decrease. One of the things, they should notice that their prices is much higher when we. A Strategic Analysis A case study of how Kodak is guilty on four counts of serious corporate failure his study undertakes an analysis of five fundamental dichotomies.
Case study A * mint-body.com 1 case study A mint-body.com Jack Yu University of Michigan Since the completion of this user-centered design project, mint-body.com has expanded its emphasis from being primarily an.Download