Eastman Kodak

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Eastman Kodak Company: Funtime Film
Case Analysis Group-5 PGP-RAK, 2012-14

PARTICIPANT Ankur Sinha Ishant Singal Prakhar Rathee Sambhav Jain Vikram Singh Shekhawat

ROLL NUMBER 2012PGPRAK013 2012PGPRAK023 2012PGPRAK031 2012PGPRAK036 2012PGPRAK039

Situational Analysis
Company Eastman Kodak is currently the market leader in the photo film market. The company has continued its domination of the photo film market, but in the past 5 years its market share has eased from 76% to 70%. Reason mainly being the competitors like Fuji Photo Film Co. and Konica Corp. lured consumers with their lower-priced versions. In 1993, Kodak spent an estimated $50 million on camera and film supply advertising in the United States; this was about 4 times
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So, assuming 10% of Gold Plus users switch to Funtime, then 2.508% of the no. of Kodak customers has to be filled with new customers. These new customers occupy 2.508% * (70% / 100%) = 1.7556% of total market share.  The market share of Fuji and Polaroid is 15%. Therefore, if Kodak want to compensate their loss, 1.7556% / 15%

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