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Presented By: Group 4 Diwakar Pasricha Himanshu Rajput Kanwarpreet Obrai Kushaal Joshi Ramit Wadhwa Sachin Garg

HOW KODAK CAME INTO EXISTENCE


1878 - George Eastman was one of the first to demonstrate the great convenience of gelatin dry plates over the cumbersome and messy wet plate photography 1880 - Eastman began commercial production of dry plates in a rented loft of a building in Rochester, N.Y. 1881 - In January, Eastman and Henry A. Strong formed a partnership known as the Eastman Dry Plate Company 1888 - The name "Kodak" was born and the KODAK camera was placed on the market,

ABOUT KODAK
Eastman Kodak Company-Established in 1888 by George Eastman.
Slogan : You press the button, we do the rest Provide a fully integrated photographic service supplying the camera and film through to processing and printing.

BUSINESS PRICIPLES

Mass production at lower cost

Reinventing Profits of Business Growth

International Distribution

Fair Treatment of Employees

Extensive Advertising

Customer Focus

Growth & Development

PRODUCT RANGE

Kodak offers a wide variety of products, spanning the entire motion picture value chain from image capture to post, on through distribution and archival applications.
Photo Printing Instant Cameras Digital Cameras Film Cameras Digital Picture Frames Image Sensors Motion Picture and TV production Document Imaging Consumer Inkjet Printers

BUSINESS PRESSURES

Challenges faced by Kodak

Lowering Costs:
Traditional films were costlier People could not see the picture until it was developed

Changing structure and process:


Kodak needs to shift from traditional films to digital pictures Kodak needs to rethink its strategy to capture the new market like digital photography

BUSINESS PRESSURES

Strategies of Kodak
Vertical integration combined with continuous innovation and product development. Kodak introduced a new product development methodology called Manufacturing Assurance Process(MAP). Collaborate with experts like HP to enhance the competency. Digital strategy was to create greater coherence among Kodaks multiple digital projects. Previously they had diversification strategy but later they focused on Imaging business.

RESPONSE STRATEGIES.

Enter George M.C. Fisher. Eliminate Debt. Streamline Management. Increase Profitability. Reinvent Corporate Culture. Refocusing on Imaging. Digital Imaging Strategy.

$6

Million of debt was eliminated through sales of subsidiaries. The company was refocused on digital as the future of company. Expenses were slashed. Management was held accountable.

SWOT ANALYSIS
STRENGTH Good brand image Better retail network Proper quality maintenance Online photofinishing services OPPORTUNITY Increasing opportunity in European and UK market Advent of supermarkets own brand photo services THREAT Emergence of unfamiliar brands like Snapfish Decreasing use of home printers Camera phones Digital media WEAKNESS Late innovator Not keeping up with changing market trends Poor marketing strategy

ROLE OF IT AS A CONTRIBUTOR TO THE BUSINESS TECHNOLOGY PRESSURE


The shift from hard product to digital services is a huge challenge. Japanese firm Fuji Photo Film Co. invaded on Kodaks market share as customers switched to their products after launching a 400-speed color film that was 20% cheaper than Kodaks.

The company failed to recognize the change in the environment and instead followed and sticked to a business model that was no longer valid for the postdigital age.

ROLE OF IT AS A CONTRIBUTOR TO THE BUSINESS TECHNOLOGY PRESSURE

Fujis combination of cost leadership, high quality, and market aggressiveness forced Kodak to retaliate through price cuts and bigger advertising budgets It has also been hit by a failure to develop new models fast enough and has tended to focus on the ultracompetitive entry-level market

ROLE OF IT AS A FACILITATOR TO THE CRITICAL RESPONSE ACTIVITIES


Kodak developed digital camera technology Pictures taken with the digital camera, saved into the cameras memory and downloaded to a computer The final output can either be printed or saved on the computer for later retrieval or posted onto the Internet to be viewed by others. Kodak realized that software was key to digital photography and established relationships with software companies, such as Adobe, Microsoft and LivePix to develop imaging applications that allow users to easily make sophisticated manipulations to images.

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