Kodak's Challenge
Faculty of Management Sciences MKT404 – Marketing Management
Kodak's challenge: Surviving the disruptive "Winds of Change"
Second Draft
Spring 2012
Table of content 1. Situational analysis
1.1 Organization / company history ……………………p.2
1.2 Company's Market structure ……………………….p.2
1.3 Company's Position ………………………………...p.3
1.4 Company's Image……………………………………p.4
1.5 Company's Marketing Strategy ……………………..p.4 1.5.1 Porter's Generic Strategy 1.5.2 Dominance Strategy 1.5.3 Innovation Strategy 1.5.4 Growth Strategy 2.6 Company's Competitive Strategy…………………....p.
1.7 Company's Competitive advantage………………….p.5 2. Segmentation and target market 3. Product and services 4. SWOT analysis
4.1 Strengths
4.2 Weaknesses
4.3 Opportunities
4.4 Threats
5. Problems
5.1Competitive pressure
5.2Components of the product
5.3Digital camera features
5.4The decline of photography shops 6. Solutions
6.1Competitive pressure
6.2Components of the product
6.3Digital camera features
6.4The decline of photography shops 7. Recommendation and plan 8. Using three references
1. Situational Analysis
1.1 Company's history:
On January 1st 1881, George Eastman and Henry A, Strong formed a partnership that they did not know would create one of the most legendary marks on the photography market today. Beginning with a simple company of dry plates, Eastman did not want any stone unturned when it came to the photography industry. Ament, P. (2006, October 9)
"You press the button, we do the rest" known to be one of the most infamous slogans worldwide. In 1888 George Eastman introduced the phenomena of capturing the most precious moments of your life and keeping them forever through a simple snapshot, people began using the Kodak camera. Technology took its role and as we see today the digital industry has developed a new level of advancement. Companies are now on constant rivalry of developing the newest gadget that will
Kodak's challenge: Surviving the disruptive "Winds of Change"
Second Draft
Spring 2012
Table of content 1. Situational analysis
1.1 Organization / company history ……………………p.2
1.2 Company's Market structure ……………………….p.2
1.3 Company's Position ………………………………...p.3
1.4 Company's Image……………………………………p.4
1.5 Company's Marketing Strategy ……………………..p.4 1.5.1 Porter's Generic Strategy 1.5.2 Dominance Strategy 1.5.3 Innovation Strategy 1.5.4 Growth Strategy 2.6 Company's Competitive Strategy…………………....p.
1.7 Company's Competitive advantage………………….p.5 2. Segmentation and target market 3. Product and services 4. SWOT analysis
4.1 Strengths
4.2 Weaknesses
4.3 Opportunities
4.4 Threats
5. Problems
5.1Competitive pressure
5.2Components of the product
5.3Digital camera features
5.4The decline of photography shops 6. Solutions
6.1Competitive pressure
6.2Components of the product
6.3Digital camera features
6.4The decline of photography shops 7. Recommendation and plan 8. Using three references
1. Situational Analysis
1.1 Company's history:
On January 1st 1881, George Eastman and Henry A, Strong formed a partnership that they did not know would create one of the most legendary marks on the photography market today. Beginning with a simple company of dry plates, Eastman did not want any stone unturned when it came to the photography industry. Ament, P. (2006, October 9)
"You press the button, we do the rest" known to be one of the most infamous slogans worldwide. In 1888 George Eastman introduced the phenomena of capturing the most precious moments of your life and keeping them forever through a simple snapshot, people began using the Kodak camera. Technology took its role and as we see today the digital industry has developed a new level of advancement. Companies are now on constant rivalry of developing the newest gadget that will
References: Ament, P. (2006, October 9) The Great Idea Finder. Fascinating facts about George Eastman inventor of the first film in roll form in1884 and the Kodak camera in 1888. Retrieved October 9, 2006 from http://www.ideafinder.com Kotler, P Luiz, M. (2008) Problems in Marketing SAGE Publications. eBook. Retrieved from http://www.web.ebscohost.com Morozov, B [ 3 ]. Luiz, M. (2008) Problems in Marketing SAGE Publications. eBook. Retrieved from http://www.web.ebscohost.com [ 4 ] [ 5 ]. Morozov, B. (2009) KODAK 'S CHALLENGE: SURVIVING THE DISRUPTIVE "WINDS OF CHANGE", Business case journal p. 34 [ 6 ] [ 7 ]. Kotler, P. (2012) A Framework For Marketing Management England: Pearson. p.52 [ 8 ] [ 9 ]. OpCit., (2012) p.26