Essay about BUS 302 Assignment 1 Kodak and Fujifilm

The problem in this case is concerned with Eastman Kodak losing its market share in film products to lower-priced economy brands. Over the last five years, in addition to being brand-aware, customers have also become price-conscious. This has resulted in the fast paced growth of lower priced segments in which Kodak has no presence.

George Eastman invented roll film and an easy to operate camera that made photography easier for anyone to experience photography. He founded the Eastman Kodak Company to manufacture cameras and photographic supplies, making the art of photography available to the masses. This talks about his life and how he came about the inventions that made photography easier for people to use and produce their own photographs.

Kodak is known for providing the quality services, innovative products offering the best quality to customers. It developed competitive advantages and satisfied its customers during many years. Kodak has evolved different strategies in the field of traditional photography where it brought innovations and modification. Kodak has a successful history in the industry. According to the case study, the main reason behind the success of Kodak in the industry is its quality.

The problem in this case is Kodak's steadily eroding market share and shareholder value in the film rolls market. This is especially undesirable given the fact that the market has been growing at a tepid 2% annual rate and the steadily increasing threat from competition. Kodak needs to come up with a strategy for corrective action so as to arrest this decline, regain market share and increase share holder value. Kodak's strategy is to reposition itself by targeting a new segment of price sensitive customers and re-segmenting the super premium customers’ space by including a wider segment of special occasion customers.

Taking pictures with the Kodak camera was simpler than the earlier camera because first, it did not require a darkroom or chemicals and glass plates. It did not require any of these things because it was not only one person’s job to develop and take the photo. The photographer could send their camera in, and the Eastman Kodak Company would develop the pictures for them. “In the first year, 13,000 people paid $25 for a Kodak; they each took 100 pictures, returned the camera and within ten days, Kodak sent back the prints and camera with film for another 100 pictures,” (Buckland and Lefer 250). This opened up a whole new door for inexperienced photographers. All they had to do was take pictures, and send the camera

When Kodak began making changes to its organizational architecture in 1984, its current architecture did not fit the business environment for the industry. The largest factor that motivated Kodak to make this change was increased competition and decreased market share. Until the early 1980’s, Kodak owned the film production market with very little competition. This suddenly changed when Fuji Corporation and many other generic store brands began producing high quality film as well (Brickley, 2009, p. 358). Another factor in this change was technology advancements. As technology rapidly expanded in the 1980’s, other

* Marketing- Kodak is the world’s foremost imaging innovator. Its reputation in the film printing business is dominant. Introducing a new line of cost efficient printer ink will be effective and popular. Kodak’s target market will include anyone with a household printer. Kodak’s goal will focus

In general, Kodak has done well in the innovation implementation. This paper mainly discusses the innovation system within the group also influence the innovation

In 1888, George Eastman made the first light and portable camera under the company name Kodak (Graham 28). These cameras gave people the ability to take a photo almost anywhere. The cameras had to be sent back to the factory so the photographs could be printed. Twenty years after Kodak’s first camera, they produced an improved camera, called “Brownie”. The Brownie was simple to use, making the art of photography boom. Flash cameras did not appear until the 1930s, letting people take pictures in areas with dim or little lighting. In 1947, Edwin Land invented the instant camera. Land got the idea after his daughter asked to see her picture after he took her photo. The next step in improving the camera was by making it digital, which was done in 1975 by a Kodak employee. As the camera gets smaller and simpler to use, the quality of the photographs it produces gets better.

Since the formation of Kodak, the company has remained the world’s leading film provider with virtually no competitors. That is until the arrival of Fuji Photo Film, which now surpasses Kodak in earnings per share and is viewed as the industries number two.

During the beginning years of film and video production, cameras where large and bulky machines that had

Tremendous rivalry with Fuji film; recognized the threat of digital and tried to diversify, but slow on the strategic and tactical implementation.

By the 1950’s, Canon attained the title of leading producer of cameras in Japan. Since that time, Canon has made it a point to expand and diversify their company as much as possible. They are able to accomplish this primarily through a strong Research and Development program. Through this program, Canon has explored many different technologies such as home electronics and x-ray

Canon has around 77 years of history and it is full of ups and downs, highs and lows, for which it is what we would expect in such a high innovative company. Over the years, Canon has been introducing various types of products over the years and gradually became the leader in imaging markets. When people think of buying a camera, first brand pops out in their head is “CANON”.

However, even in Japan Polaroid enjoyed a dominant market share. Thus in the consumer market, Polaroid’s strengths for instant photography was unrivaled.