Case Study on Kodak

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Kodak Group Case Study
Bus 188
Section
W 3:00-5:45
April 28, 2004

Jessica Lo
Calvin Ng
Yvette Olmos
Tiffany Taubodo
Tuan Tieu
Julie Xiong

Table of Contents

Outline….………………………………………………….…..Page 3-4 Kodak’s History…………………………………………………..Page 5-7 Current Status of Kodak……………………………….......Page 7-10 Strengths…………………………………………………………Page 11-12 Weaknesses…………………………………………………………Page 12-13 Kodak’s External Opportunities and Threats…………………Page 13-14 Porter’s Model………………………………………………….Page 15-18 Kodak’s Strategy…………………………………………………..Page 18-21 Endnotes………………………………………………………….Page 22-24 Bibliography…………………………………………………..Page 25-27 Division of Labor…………………………………………………..Page 28

OUTLINE

1.Company: Kodak
a.Background of Kodak
i.When was it established
ii.Company mission statement or goal
iii.Founder and executives
iv.Stage of Kodak
v.Significant challenges faced or opportunities
b.Background of Digital camera
i.When was it established
ii.Stages of Digital camera
iii.Significant challenges faced
c.Current Status of Kodak
i.Sales & Revenue
ii.Company location(s)
iii.Number of employees
iv.Suppliers
v.Customers
vi.Competitors
vii.Company’s use of IT and IS – where in its value chain is IT/IS applied? 2.Internal
a.Strengths
i.Improvements
ii.Weakness
b.Internal weakness
i.Improvements
ii.Weakness
c.External Opportunities
d.External Threats

3.Porters Competitive Forces model
a.key external challenges or opportunities
b.suppliers, customers and existing competitors threats
c.new entrants/new competitors
d.substitutes
4.Kodak’s strategy
a.Cost leadership
b.Differentiation
c.Competitive position
d.IT/IS
5.Division of labor
a.Responsibility area of research
i.Background of Kodak, background of digital camera – Jessica ii.Current Status of Kodak - Julie
iii.Porter’s Competitive model – Calvin
iv.Kodak’s Strategy - Tiffany
v.Internal strengths and Internal weakness – Yvette
b.Coordinator for written report
i.Jessica
c.Coordinator for presentation
i.Calvin
d.Audio-visual aids for presentation
i.Powerpoint

KODAK
Kodak, founded by George Eastman, was officially established by 1889. The name "Kodak" came from Eastman's interest in the letter K. He wanted the company name to begin and end with the letter K.1 Eastman's vision became reality. “Thanks to Eastman’s inventive genius, anyone could now take pictures with a handheld camera simply by pressing a button. He made photographers of us all."2 Today, Kodak is an American icon. However, the company has been struggling due to financial difficulties and new innovations in the photography market. Our research includes the company background, current status, SWOT analysis, Porter’s Model, and competitive strategies.

Kodak’s History
The story of the Kodak began in 1879. George Eastman, the founder of Kodak, received a patent for his plate-coating machine in London, England and in the United States a year later.3 His successful venture in manufacturing dry plates caught the eye of Henry A. Strong. Strong decided to invest during the infancy stage of the company. A partnership between Eastman and Strong was formed in 1881.4 They named their investment the Eastman Dry Plate Company. In 1883, Eastman introduced film in rolls with a universal roll holder that would fit nearly every plate camera available at the time.5 In 1888, the world’s first Kodak camera was born. The company name was changed to the Eastman Dry Plate Film Company in 1884, and changed again to the Eastman Company in 1889. The formation of the Eastman Kodak Company of New York in 1892 led to the firm’s final name change in 1901, the Eastman Kodak Company of New Jersey.6

George Eastman’s vision was to make photography easy to use and accessible to everyone. The slogan, “You press the button, we do the rest” came to be.7 Eastman’s very first Kodak camera was handheld and came pre-loaded with 100 exposures of film. It cost $25.8 Once the...
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