Kodak case

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School

University of Calgary *

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Course

502

Subject

Marketing

Date

Jan 9, 2024

Type

txt

Pages

2

Uploaded by Alienforce

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Hindsight allows us to reflect on what Kodak could have done differently to better navigate the shift from film to digital photography. Here are several strategic moves and considerations that might have altered Kodak's trajectory: Embrace Digital Early: What Happened: Kodak was a pioneer in digital photography research but hesitated to fully embrace it, fearing the impact on its lucrative film business. What Could Have Been Done Differently: Kodak could have fully embraced digital technology early on, leveraging its research to lead the transition rather than being reactive. Shift Business Model: What Happened: Kodak heavily relied on film sales and chemical-based photography. The company was slow to diversify its revenue streams when digital photography gained traction. What Could Have Been Done Differently: Kodak could have proactively shifted its business model toward digital products, services, and imaging solutions, reducing dependence on traditional film. Invest in Consumer-Oriented Digital Cameras: What Happened: Kodak initially focused on high-end digital cameras and printers, missing the growing market for consumer-oriented, point-and-shoot digital cameras. What Could Have Been Done Differently: Kodak could have invested more in consumer- friendly digital cameras, recognizing the shift toward simpler, more accessible devices that appealed to a broader audience. Aggressive Innovation and R&D: What Happened: Kodak's conservative approach in the face of digital disruption limited its innovation. The company did not aggressively invest in developing breakthrough digital imaging technologies. What Could Have Been Done Differently: Kodak could have allocated more resources to research and development, fostering a culture of innovation to stay ahead of emerging technologies. Strategic Partnerships and Alliances: What Happened: Kodak operated in relative isolation, missing opportunities for strategic partnerships and alliances with emerging players in the digital imaging space. What Could Have Been Done Differently: Kodak could have pursued partnerships with tech companies, startups, or even competitors to jointly explore and capitalize on emerging digital opportunities. Customer Education and Transition Support: What Happened: Kodak may not have adequately educated its customer base about the benefits of digital photography or provided sufficient support during the transition. What Could Have Been Done Differently: Kodak could have implemented comprehensive customer education programs, offered incentives for transitioning to digital, and provided support for adapting to new technologies. Faster Response to Market Changes: What Happened: Kodak's response to the market changes was slow, allowing competitors to gain significant ground in the digital space. What Could Have Been Done Differently: Kodak could have developed a more agile corporate culture, enabling quicker decision-making and adaptation to rapidly changing market dynamics. Brand Repositioning:
What Happened: Kodak's brand was strongly associated with film photography, and the company struggled to reposition itself in the digital era. What Could Have Been Done Differently: Kodak could have invested in rebranding efforts to emphasize its expertise in digital imaging, communicating a forward- looking identity to consumers. In essence, Kodak's failure to pivot toward digital effectively stemmed from a combination of strategic hesitancy, an unwillingness to disrupt its existing profitable business model, and a lack of foresight in recognizing and capitalizing on emerging trends. Adapting to disruptive technologies requires a proactive approach, innovation, and a willingness to undergo significant organizational change.
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