Eastman Kodak Company: Funtime Film Written Case The market for camera films is very competitive. During the five year period from 1988 to 1993‚ Kodak’s market share fell from 76% to 70%. In response‚ Kodak decided to revamp its product line to include Funtime Film‚ a seasonal offering at a low price point. In this case‚ you are asked to decide whether the new product line strategy will lead to a reversal in Kodak’s market share decline. In preparing this case‚ consider the
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supplies‚ but Kodak did not believe that American consumers would ever desert its brand.[30] Kodak passed on the opportunity to become the official film of the 1984 Los Angeles Olympics; Fuji won these sponsorship rights‚ which gave them a permanent foothold in the marketplace. Fuji opened a film plant in the U.S.‚ and its aggressive marketing and price cutting began taking market share from Kodak. Fuji went from a 10% share in the early 1990s to 17% in 1997. Meanwhile‚ Kodak made little
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Analyzing Managerial Decisions: Eastman Kodak Victoria Callan Saint Leo University Managerial Economics MBA 540-MBOL4 James Larrieve August 02‚ 2013 Analyzing Managerial Decisions: Eastman Kodak With the slogan “you press the button‚ we will do the rest”‚ George Eastman (a high school dropout) put the very first simple camera into the hands of a world of consumers in 1888 ("History of Kodak‚" n.d.‚ para. 1). For many years‚ Eastman Kodak was virtually the only film manufacturer around
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competitive photographic companies Eastman Kodak and Fuji Photo Films began in the 21 century. Kodak has seen some troubled times‚ yet recently seems too stabilized. Fuji continues to slowly gain more of Kodak’s still- dominant market share. The progression of the industry has been astonishing and compelling‚ and continues to adapt as consumer’s change. Kodak and Fuji has always been against one another as competitors naturally. In May 1995 when Kodak filed a Section 301 Petition under U.S. trade
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Introduction: Eastman Kodak Company- “You press the button‚ We do the rest”!!! Who could have missed the catchy advertising slogan of the company who pioneered in the fields of photography for more than130 years. The motto of the company had always been to develop and make simple products that are of good quality‚ long sustainability‚ easy accessibility and easy usage became the world’s archive for photographic images. It was responsible to have invented the very first handheld camera‚ introducing
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Kodak and Fujifilm The film industry has undergone several changes over the years. Kodak was the pioneer in the industry dominating the United States market as well as many other parts of the world. Kodak specialized in the photographic film and camera market which enabled it to rapidly expand its operations. However‚ technological changes in the industry saw a shift from the film to digital photography. Kodak was slow in responding to the market which led to its loss of market share to Fujifilm
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Kodak "Will Kodak’s ’razor and blade’ pricing strategy succeeds?" "Will Kodak’s ’razor and blade’ pricing strategy succeeds?" I believe Kodak’s razor and blade pricing strategy will succeed. Kodak started the photo business a century ago so it is conceivable that they will enter the printer business‚ particularly with an eye on getting more of us to print our digital photos. The Kodak brand has always ranked among the top in the world by name recognition and quality which is a
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POSITIONING STRATEGY POSITIONING Creating a unique and distinctive image for a brand relative to the competition Brand should be perceived as different from competitors by consumers EFFECTIVE POSITIONING Meaningful to consumers Credible/believable Unique to your brand Durable over time FOCUS OF POSITIONING Attributes and benefits of the product Competition Product user Product use or application Product class Cultural symbols Jet Blue Airways Focus on the benefits of Jet Blue
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POSITIONING Positioning the process of designing an image and value so that consumers with the target segment understand what the company or brand stands for in relation to its competitors. It also refers to the place an offering occupies in consumers minds on important attributes related to competitive offerings. Positioning is not actually something that is done to product; rather it is something that is done to minds of consumers by marketers. It relates to now consumers perceive the product
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PROBLEM STATEMENT Kodak is the photo film market leader since 1994 but the company is loosing share‚ in the past five years in United States has decrease from 76% to 70%‚ the main reason is the growing share of brands with lower prices. In January of 1994 Kodak is analyzing if launching a lower price product is the best alternative to stop loosing share. DIAGNOSIS As said before Kodak is loosing market share and looks like if the company doesn’t do something the tendency is going to be the same
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