... output and display areas has been a world leader. One hundred years of helping people retain fond memories, the exchange of important information. 1990s digital technology has been growing up very fast, Kodak cannot follow the market high-speed development, Kodak has filed for bankruptcy protection on January 19, 2012. The company has the following business areas: Photography - provides digital and traditional products and services for consumers、professionals and cinematographers; Medical imaging - for the health care industry to provide both traditional and digital image acquisition, storage and output products and services; Business Imaging - for business and government to provide image capture, output and storage products and services; Components - for original equipment manufacturers (OEMs) to provide optical components and light-sensitive chip; Display - the design and manufacture the world's leading organic light-emitting diodes body (OLED) displays and other special materials. 2.1 Identity Audit - What areas is it suffering now? Kodak was developed digital camera technology and use for the aerospace industry in 1976; when 1991, Kodak already has a 1.3 million-pixel digital camera. But by 2000, Kodak's digital products sold only $ 3 billion and the accounting of total revenue only 22% ; 2002 Kodak's digital product rate of only about 25%, while Kodak's competitor Fuji has reached 60%. 100 years ago, Eastman...
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...from a photographic company into a world leader in digital imaging. At this time, K was the US market leader in still digital cameras (#3 worldwide) & led the retail market in printed digital photographs and digital dental imaging -However, K posted an operating loss of $600 m and net loss of $1362 m for this year (traditional film business was declining faster than they’d anticipated, and the digital business—with intense competition, compressed product cycles, and declining product prices—failed to fill the gap), and share prices were tumbling -Perez’s response: accelerate reallocation of resources from film business to digital imaging; massive layoffs; cut manufacturing capacity by 2/3; phase-out of film; focus on creating digital image management software Background 1980–1993: K diversified into healthcare, commercial imaging systems for printing, image storage and retrieval systems, data storage (floppy disks), photocopiers, Photo CD systems, and early digital cameras 1993–2005: K’s new management decides to focus on traditional imaging business and spin off or sell healthcare businesses; create greater coherence among its digital imaging projects -new digital strategy comprised the following themes: 1. An incremental approach: hybrid strategy where K only introduced those aspects of digital imaging that could offer advanced functionality for users (digital cameras offered poorer resolution than film, but digital imaging offered potential for image manipulation and...
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...Case study focuses on Camera Company, SMaL Camera Technologies, and its decisions on what to do so that they can get higher margins of profits. SMaL Camera Technologies general manager Maurizio Arienzo trying to decide which market areas should be targeted. The company has developed a revolutionary imaging technology that powered small digital cameras and camcorders. Its first generation product powers the credit card size consumer cameras was a success. Now, Arienzo had to decide whether to focus on the reflection of new competitors in the consumer space, stepping up efforts to crack the security and surveillance market, trying to get in the car market, the development of mobile phone camera, or make a “left turn.” SMaL Company came up with credit-size camera. SMaL’s ultra pocket camera was recorded in Guinness world. Autobrite technology allowed higher quality pictures in brightly lit conditions The first generation had been a commercial success for the company. There was a potential market for that. Small and Startup Company so faced challenges. SMaL should make a decision for the future. SMaL had copycats who enter the market but with different technologies or different specifications or even higher specifications. Pixim with combining CMOS and CCD. Foveon had X3 high quality image. Casio Exilim Company in 2003 in size of back pocket with 300$. The company had camera with more bargain qualities than their competitors. Unique benefits of Camera are light weigh -0.2ounces-...
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...Marketing Mix –the 4P’s- Kodak’s pixpro FZ51 is the perfect camera to capture all the special beautiful and happy moments in life. With its perfect slim design, it can be use anywhere and at any time. Captures high quality photos without missing any detail with its 16MP CCD sensor and 5x zoom. (1) Product: Price: $.76.00, $.79.99, $.89.99 Place: www.Amazon.com, Best Buy, Wal-Mart Promotion (1 Ad and 1 Promotion) Add: Promotion: Another great promotion Kodak offers for this camera is that it can take up to 200 pictures without a camera flash drive. (1) This camera’s seller point is its rechargeable battery, no more purchasing of AA’s or AAA’s, which can get quite costly and bothersome. Wal-Mart also offers Kodak PixPro with an 8GB camera flash drive for a total of $.91.29, saving the customer $.4.39 if bough separate. (2) In the past, Kodak has also used movie- themes promotions and sweepstakes prizes by using a variety of media outlets. For example, when Pirates of the Caribbean came out, Kodak EasyShare Gallery offered consumers free movie tickets with a $.20.00 purchase at KodakGallery.com. They also offered a chance to win Kodak products or a trip to Disneyland by an online sweepstakes whom asks consumers to participate in a photo treasure hung. (3) STP: Every business has to focus on all the elements that will affect the company, or a product before putting it in the market. There are 6 elements, which include: Demographic Influence ...
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...photography. Why has the company been so successful throughout the history of the industry? Invented a user-friendly product („easy to use as a pencil“) First to enter market Kodak had good marketing and good relationships to retailers. Razor-blade strategy worked out very well. Good R&D in color films - Photo finishing process became industry standard. Simply way bigger then competitors (1976 - 90% film market , 85% camera sales in US) 2. Compare traditional photography to digital imaging. What are the main structural differences? Will digital imaging totally replace traditional imaging? How have value creation and value appropriation changed in digital photography relative to traditional photography? 3. Evaluate Kodak’s response to Sony’s introduction of the Mavica in 1981. Was it appropriate? Kodak extended its portfolio to many other sectors (IBM copier service, Clinical Diagnostics, Mass Memory, Bioscience, Drug Company) Invested a lot in R&D toward digital sector- (invented first digital camera) Linked the digital and the Film sector - Defense Inertia First products in the digital-film business: Photo CD + Stand-alone Player Created a electronic photography department in 1987 (6 years later then Sony) Developed every product in the digital imaging to gain market shares 4. How would you assess Fisher’s attempt to transform Kodak? Why did it fail? I would say it was a good attempt. Fisher tried to restructure...
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...Eastman Kodak Company Industrial Analysis Mitul Patel The main objective of this industrial analysis is strategically analyzed the economic as well as the market position of Eastman Kodak Company commonly referred to as Kodak. This report will uncover any competitive advantage that the company has in today’s market. The analysis will begin with a brief overview of Kodak’s industrial history and influences on the economic, social, and technological environment that surrounds the company. The analysis will then proceed to focus on a SWOT Analysis that will designate what Kodak’s Strengths, Weaknesses, Opportunities, and Threats in today economic market. In addition Porter’s Five Forces Analysis will be conducted to determine Kodak’s competitiveness and overall attractiveness it now holds in the market today. To bring out the full strategic potential of Kodak, it is important to understand Kodak’s value chain and recognize the resources available and their capabilities in relation to the firm’s direction. The report will then conclude with a VRIO analysis which determines the core competencies of the firm. Kodak has been a big player on the market since its founding. In order for Kodak to survive we must question Kodak and ask “Does the Kodak of today have the organization to fully utilize their available resources and obtain a competitive advantage?” Eastman Kodak Company is an American imaging, photographic equipment, and services company. The company was founded by George...
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...Kodak Digital Conversion & Archiving June 3, 2005 Marketing Final Project Ron McClurkin Shaina Swartz Eric Goehring Takahiro Degach Table of Contents Introduction & Concept................................................................................................................................3 Demand...........................................................................................................................................................5 Customer Analysis.........................................................................................................................................7 Competitor Analysis......................................................................................................................................9 Competitor Position.....................................................................................................................................13 SWOT Analysis.............................................................................................................................................14 Strengths........................................................................................................................................................14 Weakness................................................................................................................................................
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...finding holds true across a range of industries, we propose that the finding is not as robust as is generally assumed. We introduce an alternative pattern of evolution in which, during the emergent stage, an industry experiences a sharp decrease in the number of firms – a “mini shakeout” – before increasing again, reaching a final peak and undergoing a major shakeout as described in the extant literature. Using panel data across multiple product innovations introduced in the 20th century, we first show the pervasiveness of the mini shakeout phenomena. We then examine why some industries are more likely to experience a mini shakeout. Finally, using detailed quantitative and qualitative data on the emergence of handheld computers and digital cameras, we investigate why some firms abandon...
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...KODAK and the Digital Revolution 1. Evaluate Kodak's strategy in traditional photography. Why has the company been so successful throughout the history of the industry? Kodak had several core competencies to its advantage. Of primary importance were its “user-friendly” qualities, cost, extensive advertising that helped built its name; perceived quality of its products and its customer focus that lead to strengthening an important core competency i.e. customer satisfaction. Kodak’s leadership also came from marketing and its relationships with retailers (for shelf space and photo-finishing) and also its investments in R & D. During its heyday, its technological capabilities and its rapid design to market cycle times were success factors. Kodak used a razor-blade strategy wherein film was regarded as the consumable so it sold cameras for low cost and profited from increased sales of films. 2. Compare traditional photography to digital imaging. What are the main structural differences in the industry? (Use the 5-forces model) | Traditional | Digital | Rivalry among competing firms in industry | Initially none until 1976 when Fuji came in | High- many companies producing different brands at all price category | Bargaining power of suppliers | Low – since Kodak was their main consumer | ...
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...Week 6 Course Project B) Written below is a sample communication via the use of a memorandum George Fisher has sent out to his employees at Kodak. In this communication message it will give information about the change Kodak is making into the digital world. Memorandum To: All Staff From: Mr. George Fisher, CEO Date: January 12, 2002 Subject: Changes to come For the past ten years we have been designing a strategy to embark on a new change into the digital world, leaving behind the existence of the use of film. It is crucial that we stay above our competitors and continue to change and explore new ways of finding our way in staying competitive in this ever-changing market. That is why we are beginning our conversion from film to digital imaging in the weeks to come. We will launch the changes immediately to in order to get our production started as our estimates are growth show much potential for success. Now, we might face some obstacles along the way in executing the change. Such as the need to invest in research and “release incrementally updated products in a number of different fields” as soon as possible, but we believe this will work. Therefore, we need you on board because you are the essential factor in helping us making this change a success story, and a great moment in Kodak’s history. We might have to cut some of our losses along the way, such as factories and jobs, in order to keep up with our counterparts and competitors, but there is more information...
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...Bullet A bullet CCTV camera is a wall-mount or ceiling-mounted unit that is typically designed for indoor use, but can also be fill some outdoor applications. The camera derives its name from its sleek, thin cylindrical shape. Many bullet cameras also tout themselves as being waterproof. The camera is not typically designed to have pan/tilt/zoom control but instead to capture images from a fixed area. The unit is mounted pointing at a particular area. (Sony Chipset, Day + Night Vision, 6 mm Lens, 1/3" Colour Sony CCD, 480 TVL, 0.5 Lux/ F1.2, 36 IR LEDs. Rain Shelter. Range : approx. 25 mtrs.) Rs.2200 Dome: A dome cameras get their name from the dome-shaped housing in which they sit. These housings are designed to make the cameras unobtrusive… not covert or hidden. Typical applications are retail, where the camera is designed to be unobtrusive, but visible. These units serve a dual purpose: “bad guys” will know the facility is being watched and patrons will feel at ease knowing the facility is being protected. Units that allow the camera to spin quickly within the housing are often referred to as “speed domes.” Dome Camera (Model : TED-NT-70D-I50) (Sony Chipset, 3.6 mm Lens, 1/3" Colour CCD, 700 TVL, Range : approx. 12 mtrs. Plastic Body. NO IR.) Rs.2700 Covert/Desktop/Board Cameras: These tiny cameras are well suited for desktop use for Skype and other low-resolution teleconference applications. Discreet Cameras: It’s clock… it’s a smoke detector… it’s motion sensor...
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...comes in providing cheap (but high quality) photo printing and Digital ID services, etc. • To be the trend setter in the digital photo printing industry. • To build a very competitive photo printing shop. IV. Product / Services Basic Services: o Digital photo printing from digital cameras or cell phones via Bluetooth, Infrared and all types of memory cards. o Digital Photo ID o Document Printing o Desktop Publishing Other Possible Services: o Electronic Loading o Typing Jobs o Photo Invitations o Plastic lamination o Calling Cards o Studio portraits o MP3 downloads o MP4, PSP, CP Games Downloads o Souvenir Items V. Location ? Near School Area and also in residential place. ? Near Market but secured place. ? Very populated place. VI. Target Market ? People needing photo requirements like ID. ? Students who do their research and projects in school. VII. Competitiveness on the Market ? Affordable photo printing ? Cheapest digital ID ? Fastest services ? Customer Friendly Staff ? Well Ventilated Place. Marketing Strategies o Promo for Discounts/Membership. o Flyers and Posters. VIII. Capital Section 1. Machines/Gadgets * Computer set with 19in. LED Screen With table and chair * Photo Printer with conversion * A4 Paper cutter * A3 Plastic Laminator/li> * Memory Card reader * Bluetooth device * Infrared devices * USB Port * Digital Camera | * 18,000.00 * 10,000.00 * 900.00 * 3,300.00 *...
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...Marketing and Innovation Case Study Chapter 8: “It is brand new, but make it sound familiar” (NY Times, 4 Oct 2009) * When companies develop innovative products and service that don’t obviously fit into established categories, manage need to help people understand what comparison to make Without this step, potential customers might just walk away wondering “What is it?” * Normally, people instinctively sort and classify things this is how me make sense of a complex world * Basic traits of behavior : When people encounter something they don’t recognize, they make sense of it by associating it with something familiar * Example: “Horseless carriage” use the word “horse” to make people understand the function of the “car” (like a carriage but don’t have horse) giving a clear point of comparison * What category you place something in has a huge influence on how you view its basic properties features to expect & when and how you should use that item * People will place the same item in different categories, depending on what cues they are given * Companies can benefit by using comparisons to create expectations that best match an innovation’s strengths * Example: Tap ‘n Tap company * develop a touchscreen device that combines multiple household applications including communications (e-mail, chat), web-based information access (weather, news), household management (family calendars) and entertainment (videos, e-books) * The company’s...
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...identify or investigate about small intestine. So the only option left was surgery and which was very crucial if the physician does not know which part of the small intestine is affected. So his friend encourages him to come up with better technology. Due to technology revolution after decade small video cameras which uses image sensors like CCDS (Charge coupled devices) has been developed. With his knowledge from developing the eye of guided missile he tried to make small missile like device which could travel through the intestine without a life line leading to the outside of the body and transmit images wirelessly to a receiver outside of the body. He has also done small experiment on chicken with his developed camera and as he succeeds he got more encouragement but he found battery of that camera get exhausted in few minutes. So he developed a prototype CMOS (complementary metal oxide semiconductors) which only consume a fraction of power then CCD and applied for an initial patent on this camera device. Gaviel Meron the CEO of Applitec Ltd., company which makes small endoscopic cameras had founded Given Imaging (GI – gastrointestinal, V – video, EN – endoscopy) to develop and market the technology. Also on joining with Dr. Swain’s team who was working on...
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...myself looking through my camera, through that tunnel, meeting the lens, and snapping the shutter closed. There are many reasons why becoming a photographer has many benefits and simple pleasures in life. I began my photography journey by picking up a camera and not knowing a single thing about how to turn it on. When our first child was born, I was tired of all the lackluster photographs that I was sending to my husband who was serving overseas. I got online and picked apart every forum, blog and website I could find for lessons. After seeing the potential that one picture could have I was hooked into the industry. One thing I particularly love about photography is being able to capture something the way I see it. The angle, the lighting, or the position of the subject makes it unique and makes it yours. Giving it my own twist is what I thrive for in photography. I know that no one else will ever see it the exact same way I do. Think back to a time when you went through pictures with your family and looked at the pictures from your family tree. Imagine what you would feel like to not be able to put a face with those family members who you heard stories about, or not knowing where you get your freckles and red hair from. Stories are stories, but pictures can help paint a vivid picture. Also, the good thing about today is the fact that digital cameras with intense high resolution and nice features are very inexpensive these days. Digital cameras also let you preview photos...
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