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Essay about Kodak Harvard Case

Decent Essays
Case preparation memo

GROUP NAME _____________________________

YOUR NAME_________Jordan Lewis_______ CASE __Kodak_________________

1. What is/are the problem(s) in this case? Keep it to a single statement. At most, you may point out a couple of the key questions. The problem in the Kodak case is that Kodak is losing market value because they are reworking their product line, causing doubt in customer mindset. They have created the Funtime film to attempt to regain market value.

2. What are the key issues? This is just a simple list (condensed SWOT). You do not need to analyze in great detail. The key issues are that they are losing market value by remaking their best seller. By attempting to enter the economy brand-pricing
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4. Present a quantitative analysis of key alternatives (if appropriate). This section may include break even, margin analysis, ROI, LCV, etc. State clearly if you do not find relevant numbers in the case. It is an interesting strategy to sell the Funtime film in “value packs.” By selling them in packs they are making a relatively similar amount of money, as they would by selling one roll of Gold Plus film. On average consumers spent between $2.50 and $3.50 on a roll of film so by bundling Funtime together and selling them for roughly the same price as one roll of Gold Plus, it seems like a higher margin could be made by selling the Funtime rolls individually. If they were to sell them individually they could sell them for 0.50 less than their Gold Plus and still make a decent margin, while maintaining the lower price point necessary for the consumer. The case states that Funtime is to be sold at a price 20% less than Gold Plus, which is sold for 20% less than Royal Gold.

5. In your own words, what is your recommendation? First, what reason(s) do you have to choose this alternative? Second, how will it be implemented? Use the marketing mix elements and research components as implementation guidelines. The previous sections can be duplicated within your group, but this part should be individual effort. The best strategy would be to concentrate on the new product line and promote it heavily with a competitive
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