Case Study

GDR versus KODAK Bart Film

Scanner

Marketing Management
Group 7
Johni Purwantoro - 2401150024
Melva Irene Damanik- 2401150017
Mutia - 2401140030
Nurwulansari - 2401150025
Siti Aisyah - 2401150031

BACKGROUND
Competitor
Customer
Product
Organisation
GDR was a global
company
production facili
ties in the United
States, Europe
and China
All design was
located in the
United States
marketing and
sales dispersed
geographically to
support the
international
regions

Dental products :
processing
equipment, light
boxes, film
dispensers,
scanners for
dentists

Dental offices and

education and
research
institutes
marketing and
sales dispersed
geographically to
support the
international
regions

Kodak
Agfa
Fuji

CASE FACT

GDR was a global company with production facilities in the United States,
Europe and China. All design was located in the United States, with mar
keting and sales dispersed geographically to support the international
regions
The founder of GDR, Julie Georglnelli, had been a dental student at Cornell
University, Her research in dental imaging led to the company's first film
product She graduated with honors from Cornell and within three months
had venture capital to start GDR.
Through her reputation as an up and coming dental imaging researcher
and her college connections, Georginelli quickly exploited the education
and research markets with her patented film
Georginelli Dental Research (GDR) had been designing and manufacturing
dental products for use in dental offices and education and research
institutes, being sold around the country
It was one of numerous small companies in the dental industry fighting for
customers against giants like kodak (carestream health), agfa, fuji.
Many of the research related sales led to customer suggestions that GDR
adopted to continually improve its product to stay competitive
GDR sold the majority of its products through dealers that called on dental
customers

CASE FACT

Georginelli Dental Research (GDR) had been designing and manufacturing

dental products for use in dental offices and education and research
institutes, being sold around the country
Being a relatively small organization, GDR had previously been competing
with giants like Kodak and Fuji, who had the funding to develop innovative
new products for the dental market
It had to find a way to compete without spending everything in the budget.
Thus, the push to sell a low-cost scanner that could bridge both the
analog and digital worlds was a strategic play to gain more time to launch
new digital products.
The company created a path to save revenues being lost to digital transfer
of dental imagery. The low-cost system, named Bart, was a scanner that
scanned film into a workable digital format at a low cost, thus bridging an
expense gap within the industry.
However, GDR had failed at this task before, and this had created a certain
level of doubt surrounding the completion of the Bart project. Some of
Bellas managers had been a part of these past train wrecks, and so this
doubt permeated with even the team which was planning its success

PROBLEM STATEMENT

1.GDR knew that eventually digital imaging

could be a huge threat to the overall profits of
the corporation
2.Could The project team named the scanner
Bart somehow develop a low-cost scanner that
could provide a bridge to digital and keep the
very profitable film portfolio viable?
3.How can the Bart team meet to time-to-market
and cost goals, and prove to management that
it could succeed where the others failed?

PROBLEM ANALYSIS

Loyal Customer
- dental offices
- education
Opportunit
- research institutes
ies
- dental customers

Positive

Resource Analysis
Weakness - Budget
- Failed Project
es
- GDR managers lost some
their zeal
Internal

esources Analysis
Marketing and sales Team
Strengths
GDR's commercialization process
Organisational Capability

Competitors Analysis
- New Product : Digital Ima
Threats - Kodak
- Fuji
- Agfa
External

Negative

SWOT Analysis

PROBLEM ANALYSIS

Potential
Entrants
Bargaining
power of
suppliers

Threat of new
entrants

Kodak, Agfa, Fuji

Suppliers

Industry
Competitors
Rivalry Among Existing
Firms

OEM : DIS,

Threat of
substitute
products or
services

Substitutes
Digital Image

Porters Five Forces

Model

Buyers
Loyal Customer
Bargaining
power of
buyers

PROBLEM ANALYSIS

Product
Developme
nt

Existing

Market
Developme
nt

Diversifica
tion

Existing

New

Market

Market
Penetratio
n

New

Products

It had to find a way to

compete without spending
everything in the budget.
Thus, the push to sell a lowcost scanner that could bridge
both the analog and digital
worlds was a strategic play to
gain more time to launch new
digital products.

-- Julie Georglnelli --

PROBLEM ANALYSIS

Lounching
Prototipe

OEM Selection

The Big Idea

Product
Development

PROBLEM ANALYSIS

The New-Product Development Decision

Process

CONCLUSI
ON

aging the Development Process : Development to Commercialization of GDR

Product
Developme
nt

Product
Concept

Review
Approv
al

Technic
al
Feasibili
ty

Physical
Prototypes

Review
Approv
al

Product
Design

Review
Approv
al

Customer
Test

Testing
Market Test

Review
Approv
al

Lounchi
ng

Rev
App
al

CONCLUSI
ON
1. although digital scanners can be a threat to
corporate profits which have been the main business
(the film), because morbidly would want innovation
to be done, follow the market development and
demand from consumers
2. It is evident that the end bart team is assisted by a
team of DIS was able to make the product concept
even to its prototype in time-out which powered
specified, find a partner (oem) who are willing to
become its supplier
3. At the end of it, bart team was able to achieve its
goal, the timely completion of the program and
approve management programs that are designed
by bart time.