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... 1 Business Overview
Eastman Kodak, which was established by George Eastman in 1880, is one of the largest photographic service and camera businesses in the world. ...
Eastman Kodak Company continued to build upon its dominant position in the world photographic market. ... Kodak has an active community relations and contributions program designed to support the achievement of company goals. ... In order to made recommendations on Kodak’s strategy, it is necessary to examine the current market situation by using PEST, SWOT, OLI, Porter’s 5 Forces, the Boston Group matrix, Segmentation analysis and Strategic groups analysis as below:
1.2 Current Situation
Kodak’s transition from the world’s biggest photographic company with a dominant position in photographic film, photographic papers and several other chemical based photographic products into a leading supplier of digital imaging products had been far from smooth. Despite investing over $3 billion in digital technology and new imaging products since the late of 1980s, Kodak had failed to establish either market or technological leadership within the sector, and continued to earn losses on this investment.
Competing the dominant position among other digital firms such as Fuji, Sony, Hewlett-Packard (HP), Olympic Casio and Canon, Kodak has to face many difficulties from different aspects: the new challenges of products diversification market competitions, etc. ... Mission Statement
Kodak Mission statement: "Build a world-class, results-oriented culture. ... to the marketplace quickly and with flawless quality through a diverse team of energetic employees with the world-class talent and skills necessary to sustain Kodak as the World Leader in Imaging. ... As the result, Kodak would have to transfer those extra costs to the consumers. ... The current trend towards to consume a cheaper, older model digital camera instant of an expensive and latest one. ... Social
With the rapid growth of Internet use and the explosion in demand for digital image for web site, commercial demand increased greatly, to be followed by increasing consumer demand. ... Technological
As mention by Grant & Neupert in 2003, initially, the users of digital technology were primarily business users, professional photographers because of the high cost of digital camera and scanners. In recent year, the prices of making a digital product reduce sharply which is mainly due to most powerful photographic firm such as Kodak, Fuji and Sony put a major investment in research and development process. The reduction in costs of digital product caused the popularity of application of using of digital technology. ... 1 Strengths
Kodak’s key strengths were well-known and trust and its powerful, extensive distribution network (Grant & Neupert, 2003).
Research and Development
After almost a century of global leadership in the photographic industry, Kodak brings with it an enormous base of resources and expertise. ...
Distribution Channels
At the market end, Kodak’s brand and its worldwide distribution are probably its most important resources. ...
Brand names
Kodak is the global leader for the traditional photographic industry and it is most famous for the colour management. ... 2 Weaknesses
Market
The key weakness, noted Business Week (1995), was in bringing Kodak’s technology to market. Most of Kodak’s innovations in digital photography have been high-priced products for professional market. In the consumer market, Kodak has been handicapped by marketers who have little understanding of the digital world. ... Meanwhile, Kodak has been pouring money into new ideas for digital imaging that have yet to pay off. ... 3 Opportunities
Joint venture
The most beneficial opportunity is to joint venture with other digital imaging companies and computer organizations such as Hewlett-Packard, Intel and IBM. Kodak co-operates with these companies in research and development, in order to share the experience of selling or technology of producing innovative products. ...
Money earnings
To expose even more consumers to digital photography, Kodak since June has offered a service nationwide called Picture CD. ... 4 Threats
There is intensity of competition in the digital imaging business. While Kodak had long enjoyed market dominance in conventional photography, in digital it was different story.
Approximate Word count = 3230
Approximate Pages = 12.9
(250 words per page double spaced)
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