Market In between 1996 and 1997, Kodak held almost 80 percent of the U.S market and their products was selling quite well at that time, people were willing to use their roll film and film camera, and this was the main focus of Kodak during that time. When Fujifilm joined the US market, their target strategy is pried its film just a little bit lower than Kodak’s, since they did that, their market share increased form 10% to 16%, they made a price war to Kodak as their competitive advantage. Still
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Kodak fails to position itself as the indisputable solution between today‘s consumers and their need for connection. Therefore, Kodak must focus on delivering a clearer message, a differentiating promise, and products that meet such a promise. For example: Kodak is the premier provider of imaging solutions that bring your loved ones within arm’s reach. Additionally, Kodak‘s marketing campaign should present one path within the imaging process that allows the consumer to process the company‘s offerings
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Sukanda Uthairat (01608844) Kodak Case Study 1. What was the basis for Kodak’s success in analog or film photography, and why was it able to maintain its leadership position for so long? In 1884, Kodak roll of film was launched. This was the future innovative product in film business in that era. The first Kodak camera was introduced in 1888. The company distinguished itself and advertised products with the slogan “You press the button, we do the rest.” Kodak focused on customer needs by developing
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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
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------------------------------------------------- Harley-Davidson Question 1: What are Harley-Davidson’s current sources of competitive advantage? The challenge for a marketing strategy is to achieve sustainable competitive advantage. A competitive advantage is an advantage over competitors gained by offering consumers greater value, either by means of lower prices or by providing greater benefits and services that justify higher prices. At present, Harley-Davidson has a number
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Kodak and the Digital Revolution (Group Assignment) 1. Why has transition to digital technology been so tough? a) The beginning of the transition to digital technology is tough because the quality of digital imaging photos wasn’t as sophisticated as the traditional silver halide photos. The digital camera’s memory is one of the major dependencies since memories were costly that led the low price of digital cameras for attracting consumers. b) Kodak has huge R&D in digital imaging industry
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Contents: Executive Summary Terms of reference Kodak company history Employee viewpoint Section 1 Rebranding Examples of rebranding fails London Olympics Tropicana Example of rebranding success Influence of alternatives Section 2 Research Exploratory research Focus groups In-depth interview Projective techniques Descriptive research Surveys Observations Panels Primary research recommendations Why use market research Why Kodak need to conduct primary research Results and conclusions
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motivated Kodak to change its organizational architecture? There were several factors that motivated Kodak to change its organizational architecture. For many years Kodak owned the market and there was very little to no competition. Quite suddenly they found that they had many strong competitors which took its toll on Kodak’s market share. In addition, technological advancement made it easier for the competition to get their products to the market. As a result of these changes, Kodak saw its
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Bankruptcy filing of Kodak Whenever a big corporation files for bankruptcy, many investors question the move. After the recession, many big corporations like Lehman Brothers etc filed Chapter 11. A chapter 11 case starts when the company voluntarily files for a petition in bankruptcy court. When the company has many outstanding, it prefers to file for the case. It was no big surprise when Eastman Kodak, 131 year old company that was founded by George Eastman filed for bankruptcy protection in
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of a business. Kodak has understood this importance and has invested a lot in their customer service and marketing areas so the brand is easily recognizable. In terms of inseparability, the service provider is the integral part of the service itself. It is due to Kodak’s commitment to quality that the brand is recognized as being reliable and is easily one of the most recognized in its field. Heterogeneity means that it is difficult to achieve a uniform output in service. Kodak has made its mark
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