Presentazione GROUP1 2 sdf

Kodak history : 

Kodak history 1880 George Eastman founded Eastman Kodak 1888 Introduced the first Kodak camera 1890 Razor Blade Business Strategy Cameras- low cost, film fueled profits 1962 $1 billion in sales

Kodak History : 

Kodak History 1965 Fugi enters the US mkt with cheaper photo paper 1976 leadership in the US market 90% mkt share-film 85% mkt share cameras 1981 Sony launches Mavica – filmless digital camera

Kodak 1983-1993 : 

Kodak 1983-1993 Try to create a profitable bridge between the old and new worlds of photography Digital seen as an add on not a challenge $5 billion on R&D for digital imaging Hybrid model (APS, Picture CD)

Kodak 1993 : 

Kodak 1993 Focused on hybrid model because had control of the film industry Mindset: with digital => more pictures => Kodak- unaware of the direct process of the digital technology & process => by pass the film

Kodak History : 

Kodak History 1995 introduce the DC 40 digital camera Too late! 1996 60% of Kodak’s losses –digital cameras 1998 Fugi slashes prices to ↑ mkt share In 1999 Kodak mkt share 27%

Analysis of Commercials : 

Analysis of Commercials

Kodak Myopia : 

Kodak Myopia Near sighted Marketing- today’s solutions to customer needs would continue indefinitely Competitiors don’t exist Defined their market as being the film industry Petrified of cannibalizing their film business with digital Largely underestimated how consumers would ditch film

Recommendations : 

Recommendations Watch Out for Unknown Competition I.e. Fuji, Sony, Canon, Nikon “We were the imaging company of the world. We literally had no competition for so long, management hadn’t become accustomed to it. Historically, if there was a competitor, Kodak would blow them away.”   “ [Kodak] didn’t believe the American public would buy another film.”

Recommendations : 

Recommendations Define products in terms of customer broad needs Even though they talked about being in imaging and memories – their financial base was still in film although they could move conceptually, they could see no way to move economically Razor Blade Strategy=> resist change

Recommendations : 

Recommendations Forecast Environmental Change "The company is facing a classic end-of-life technology story," says Shannon Cross, a New Jersey-based stock-market analyst. "They were still investing in film and film products when that money should have been targeted at digital. Now Kodak is trying to remake itself, and it's traumatic.“ Among the greatest mistakes had to be Kodak's prediction that consumers wouldn't fully embrace digital cameras before at least 2006. The company stayed with traditional film, and sales remained strong -- until the economy turned south in 2000, then worsened in the aftermath of 9/11.

Recommendations : 

Recommendations Reward Creativity felt Kodak’s executives avoided confrontations and venerated authority: “everybody looked to the guy above him for what needed to be done.” Fisher tried to introduce the Motorola- style of open discussion, but change was difficult. The razor-blade culture in Kodak was so deeply ingrained that even disposable cameras had been considered almost sacrilegious.

Slide 16: 

Coke Vs. Pepsi the never ending battle

Slide 17: 

BAD PARTY? YOU SHOULD HAVE GONE TO MEDIA MARKT!