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 tier, they have restructured and rebranded their other films, making their consumer doubt the quality of their original product. They have renamed their superpremium film to correlate with their premium brand, which is a strength, but could lose a few of their customers in the transition. By not heavily advertising their new line of Funtime film they run the risk of not reaching their consumer. From a business standpoint, it seems odd to devote so little marketing to a new product, it seems as though they don’t care/believe in the product to begin with.
3. What are the alternatives? Be creative! What are the strategic tradeoffs (pros / cons)? This should be a list of at least 5 alternatives. They do not all have to be wonderful ideas. This is a brainstorming step -Take a percentage of the advertising/marketing dollars designated to the most well known, most purchased film, Gold Plus, and use it to run one campaign for Funtime. -Find a way to package the Gold Plus and the Funtime together. -Advertise and market to current consumers of Gold Plus, their most popular film. -Give a free sample to 100 current Kodak users, it’s not incredibly costly and may be able to generate word of mouth advertising. -Sell each roll of Funtime...
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