How Can Kodak’s Ceo Use Digital Imaging to Revitalize the Company?

Topics: Digital single-lens reflex camera, Camera, Photographic film Pages: 4 (936 words) Published: December 7, 2008
How can Kodak’s CEO use digital imaging to revitalize the company? Market Research

Background: ITEM 1. BUSINESS
Eastman Kodak Company (the Company or Kodak) is the world’s foremost imaging innovator, providing imaging technology products and services to the photographic and graphic communications markets. The Company’s products span: • Digital cameras and accessories

• Consumer inkjet printers and media
• Digital picture frames
• Retail printing kiosks and related media
• On-line imaging services
• Prepress equipment and consumables
• Workflow software for commercial printing
• Electrophotographic equipment and consumables
• Inkjet printing systems
• Document scanners
• Origination and print films for the entertainment industry • Consumer and professional photographic film
• Photographic paper and processing chemicals
• Wholesale photofinishing services

COMPANY RESTRUCTURING:
When comparing the company’s growth over the past several years, at the end of 2003 most of Kodak’s revenue came from the film business, whereas now the company has most of their revenue coming from digital products. Also, only five years ago, most of the company revenues came from the consumer business but now 50% is commercial and the other 50% is from the consumer business.

In a three year time period the Graphic Communication Group yielded $3.6 billion in revenue, this business group did not exist in the company prior to 2003. This also proves pivotal efforts from Kodak to become a digital company. At the end of 2006, revenues in Consumer Digital Group were $4.7 billion. The Film Products Group where Kodak has done significant restructuring finished in 2006 with revenues of $2.3 billion. (from Kodak Annual Mtg. Report 2007)

Kodak has a number of product lines with significant positions in the current market. Sub-markets that make-up the digital imaging industry = digital cameras, home printing, online services, and retail kiosks and mini-labs. Tables have...
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