Eastman kodak company case study solution

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  1. Kodak: Funtime Film MRKT 4001
  2. Eastman Kodak Co.: Funtime Film Marketing Strategy Analysis & Solution
  3. Kodak - Wikipedia
  4. Case Analysis Eastman Kodak Company Marketing Essay

Kodak has difficulty in attracting these many no of new customers as there is no advertising support in the Funtime marketing plan. Analysis for the impact of cannibalization in terms of the extra sales that Kodak should aim for Funtime. Few people know the actual history of both companies and the competition they have been in over the years.

George Eastman, who was the founder of Kodak, started his business career as a year old boy when he had to quit school and work to…. Kodak External Analysis words 9 pages though Eastman Kodak is the leader in digital camera sales, all is not well. Film has always been a high-margin product for Kodak but as this part of the business is rapidly shrinking it's time to look to new products and markets.

While it may appear Kodak is in dire straights, they are taking actions to establish themselves in the digital printing market. Perez, Eastman Kodak is….

Kodak: Funtime Film MRKT 4001

Keep it to a single statement. Pricing strategy of Funtime is fundamentally correct, as it is competitive vs. However, it must be clear that the price per pack should be compared. As mentioned in the case, Funtime is planned to be sold only in multi-packs of 2 and 4 rolls. In this case an additional discount per pack is necessary, in order to offer an additional value. Overall, I believe that multipack strategy is a very good step to boost product loyalty: Branding of Funtime represents a big challenge. Here are the main reasons of the situation: The photo film eastman has reached a mature funtime Competitors are attacking analysis lower prices and are using private labels: Kodak can compete with private labels because of a consent decree that forbids the beach resort architecture thesis to sell products in a private label basis.

According to and kodak on the consumer is company photo films as a commodity and film buying the lower price in the Eastman Kodak — Case Analysis Problem The study in this case is concerned with Eastman Kodak losing its market share in film products to lower-priced economy cases. Over the last five years, in addition to being brand-aware, customers have also become price-conscious.

This has resulted in the study paced growth of lower eastman segments in which Kodak has no presence. Enterprise professional services offers print and managed media services, brand protection solutions and services, and document management services to enterprise customers, including government, pharmaceuticals, and health, consumer and luxury good products, retail and finance.

Heidelberg acquired Eastman Kodak Co. Kodak continues to research and develop Digital Printing Systems and introduced more products. Kodak entered into consumer inkjet photo printers in a joint venture with manufacturer Lexmark in with the Kodak Personal Picture Maker. In February , Kodak re-entered the market with a new product line of All-in-One AiO inkjet printers that employ several technologies marketed as Kodacolor Technology. Advertising emphasizes low price for ink cartridges rather than for the printers themselves.

Kodak announced plans to stop selling inkjet printers in as it focuses on commercial printing, but will still sell ink.


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Kodak's graphics business consists of computer to plate CTP devices, which Kodak first launched in when the company introduced the first thermal CTP to market. In CTP, an output device exposes a digital image using SQUAREspot laser imaging technology directly to an aluminum surface printing plate , which is then mounted onto a printing press to reproduce the image. Kodak's Graphics portfolio includes front-end controllers, production workflow software, CTP output devices, and digital plates.


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  7. Kodak's Global Technical Services "GTS" for Commercial Imaging is focused on selling service contracts for Kodak products, including the following service categories: field services, customer support services, educational services, and professional services. The Kodak company played a role in the invention and development of the motion picture industry. Many cinema and TV productions are shot on Kodak film stocks.

    The company helped set the standard of 35mm film , and introduced the 16mm film format for home movie use and lower budget film productions. The home market-oriented 8mm and Super 8 formats were also developed by Kodak. Kodak also entered the professional television production video tape market, briefly in the mids, under the product portfolio name of Eastman Professional Video Tape Products.

    In , Kodak launched a Worldwide Student Program working with university faculty throughout the world to help nurture the future generation of film-makers. Kodak formed Educational Advisory Councils in the US, Europe and Asia made up of deans and chairs of some of the most prestigious film schools throughout the world to help guide the development of their program. Kodak markets Picture CDs and other photo products such as calendars, photo books and photo enlargements through retail partners such as CVS, Walmart and Target and through its Kodak Gallery online service, formerly known as Ofoto.

    On January 13, , Kodak announced it would stop marketing traditional still film cameras excluding disposable cameras in the United States, Canada and Western Europe, but would continue to sell film cameras in India, Latin America, Eastern Europe and China. Kodak licensed the manufacture of Kodak branded cameras to Vivitar in and After Kodak did not license the manufacture of any film camera with the Kodak name.

    After losing a patent battle with Polaroid Corporation , Kodak left the instant camera business on January 9, The Kodak instant camera included models known as the Kodamatic and the Colorburst.

    Eastman Kodak Co.: Funtime Film Marketing Strategy Analysis & Solution

    Polaroid Corp. Eastman Kodak Co. District Court District of Massachusetts, decided October 12, , case no. Published in the U. See also the following cases: Polaroid Corp. Kodak was the exclusive supplier of negatives for Polaroid cameras from until , when Polaroid chose to manufacture its own instant film. As part of its move toward higher end products, Kodak announced on September 15, that the new Leica M8 camera incorporates Kodak's KAF image sensor. This was the second recent partnership between Kodak and the German optical manufacturer. Many of Kodak's early compact digital cameras were designed and built by Chinon Industries , a Japanese camera manufacturer.

    The Kodak DCS series of digital single-lens reflex cameras and digital camera backs were released by Kodak in the s and s, and discontinued in In July , Kodak announced that Flextronics would manufacture and help design its digital cameras.

    Kodak - Wikipedia

    Kodak first entered the digital picture frame market with the Kodak Smart Picture Frame in the fourth quarter of It was designed by Weave Innovations and licensed to Kodak with an exclusive relationship with Weave's StoryBox online photo network. The frame could hold 36 images internally and came with a six-month free subscription to the StoryBox network.

    The website enables users to upload their photos into albums, publish them into prints, and create mousepads, calendars, etc. Kodak provides scanning technology. Historically this industry began when George Eastman partnered with banks to image checks in the s. Through the development of microfilm technology, Eastman Kodak was able to provide long term document storage. Document imaging was one of the first imaging solutions to move to "digital imaging" technology. Kodak manufactured the first digital document scanners for high speed document imaging.

    Today Kodak has a full line of document scanners for banking, finance, insurance, [] healthcare and other vertical industries. Kodak also provides associated document capture software and business process services. Kodak continues to produce specialty films and film for newer and more popular consumer formats, but it has discontinued the manufacture of film in older and less popular formats.

    Case Analysis Eastman Kodak Company Marketing Essay

    Kodak is a leading producer of silver halide AgX paper used for printing from film and digital images. Minilabs located in retail stores and larger central photo lab operations CLOs use silver halide paper for photo printing. In Kodak announced it would stop producing black-and-white photo paper. Kodak is a manufacturer of self-service photo kiosks that produce "prints in seconds" from multiple sources including digital input, scanned prints, Facebook, the Kodak Gallery and orders placed on-line using thermosublimation printers. The company has placed over , Picture Kiosks in retail locations worldwide.

    The letter k was a favorite of Eastman's; he is quoted as saying, "it seems a strong, incisive sort of letter. Eastman said that there were three principal concepts he used in creating the name: it should be short, easy to pronounce, and not resemble any other name or be associated with anything else. Additional organizations included the Corporate Research Laboratories.

    Over nearly a century, scientists at these laboratories produced thousands of patents and scientific publications.

    Eastman Kodak Co.: Funtime Film Marketing Case Description

    The Ryerson University Library also acquired an extensive collection of materials on the history of photography from the private collection of Nicholas M. Graver of Rochester, New York. It includes the contents of the Kodak Heritage Collection Museum, a museum established in for Kodak Canada's centennial that Kodak closed in along with the company's entire ' Kodak Heights ' manufacturing campus in Mount Dennis , Toronto. In prior years, Kodak responded by offering consumers an adjustment or an explanation of the company's position.

    The BBB file contains consumer complaints of problems with repairs of Kodak digital cameras, as well as difficulty communicating with Kodak customer service. Among other complaints, consumers say that their cameras broke and they were charged for repairs when the failure was not the result of any damage or abuse.

    Eastman Kodak Company - KODK Stock Chart Technical Analysis for 11-12-18

    Some say their cameras failed again after being repaired. It is inaccurate in the facts presented as well as those the BBB chose to omit. Ironically, we ultimately decided to resign our membership because we were extremely unhappy with the customer service we received from the local office of the BBB. After years of unproductive discussions with the local office regarding their Web site postings about Kodak, which in our view were consistently inaccurate, we came to the conclusion that their process added no value to our own.

    Our commitment to our customers is unwavering. That will not change. What has changed is that, for us, the BBB's customer complaint process has become redundant, given the multiple and immediate ways that customers have to address their concerns directly with Kodak.