Kodak and Fugifilms
The relationship between two giant competitive photographic companies Eastman Kodak and Fuji Photo Films began in the 21 century. Kodak has seen some troubled times, yet recently seems too stabilized. Fuji continues to slowly gain more of Kodak’s still- dominant market share. The progression of the industry has been astonishing and compelling, and continues to adapt as consumer’s change.
Kodak and Fuji has always been against one another as competitors naturally. In May 1995 when Kodak filed a Section 301 Petition under U.S. trade law. The petition claimed that Kodak’s 7-10 percent market share in Japan was not a result of consumer choice and marketing efforts. Rather a result of four principles Japanese wholesalers, backed by the Japanese government, that are exclusive Fujifilm supporters (Warren J Keegan).
In 1984 the general photographic market and particularly Kodak has noticed a subtle change in consumers’ attitude (Warren J Keegan). Kodak still remains first choice to a lot of customers today, but the market perception consumers of the new millennium now have more choices and do not just automatically choose Kodak. First American consumers are more accepting of foreign based products, than foreigners are of American products. In January 1999 study showed that the U.S. recorded its single largest trade deficit month ever at $17 Billion dollars (USA Today, 19 March 1999, Source: US Commerce Department). Second, consumers have found a bona fide competitor to Kodak in the name of Fujifilm. In the early 80’s Fuji took a solid number two position with the US market and caught attention as well as rage from Kodak (USA Today, 19 March 1999, Source: US commerce Department). Third, the landscape within retail America has change dramatically within the past 10 years. Like the success of Wal-Mart one stop shopping has taught retailers that diversification and scrambled marketing are important. As consolidation sweeps that nation in mass retailers realized they must
Kodak and Fuji has always been against one another as competitors naturally. In May 1995 when Kodak filed a Section 301 Petition under U.S. trade law. The petition claimed that Kodak’s 7-10 percent market share in Japan was not a result of consumer choice and marketing efforts. Rather a result of four principles Japanese wholesalers, backed by the Japanese government, that are exclusive Fujifilm supporters (Warren J Keegan).
In 1984 the general photographic market and particularly Kodak has noticed a subtle change in consumers’ attitude (Warren J Keegan). Kodak still remains first choice to a lot of customers today, but the market perception consumers of the new millennium now have more choices and do not just automatically choose Kodak. First American consumers are more accepting of foreign based products, than foreigners are of American products. In January 1999 study showed that the U.S. recorded its single largest trade deficit month ever at $17 Billion dollars (USA Today, 19 March 1999, Source: US Commerce Department). Second, consumers have found a bona fide competitor to Kodak in the name of Fujifilm. In the early 80’s Fuji took a solid number two position with the US market and caught attention as well as rage from Kodak (USA Today, 19 March 1999, Source: US commerce Department). Third, the landscape within retail America has change dramatically within the past 10 years. Like the success of Wal-Mart one stop shopping has taught retailers that diversification and scrambled marketing are important. As consolidation sweeps that nation in mass retailers realized they must