Kodak, one of the most iconic companies in the photography industry, has faced a major downfall in

recent years. The company, which once dominated the market with its film and camera products,
failed to adapt to the digital revolution and ultimately filed for bankruptcy in 2012. This case study
takes a closer look at the factors that led to Kodak's downfall and what we can learn from it.

The Rise and Fall of Kodak

Kodak was founded in 1888 and quickly became a household name in the photography industry. The
company's success can be attributed to its innovative products and strong brand image. However,
with the rise of digital cameras and smartphones, the demand for traditional film and cameras
decreased significantly. Despite being one of the pioneers of digital photography, Kodak failed to
capitalize on this market and instead focused on its traditional film business.

The Failure to Adapt

One of the main reasons for Kodak's downfall was its failure to adapt to the changing market. The
company was too focused on its traditional film business and did not invest enough in digital
technology. This lack of innovation and foresight ultimately led to its downfall. In contrast,
companies like Canon and Nikon, who recognized the potential of digital photography, were able to
stay relevant in the market.

The Importance of Innovation

The case of Kodak serves as a reminder of the importance of innovation and adaptation in today's
fast-paced business world. Companies that fail to keep up with changing trends and technologies are
at risk of becoming obsolete. It is crucial for businesses to constantly innovate and evolve in order to
stay competitive.

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Detailed SWOT Analysis of Kodak | IIDE 1932 – suicide of George Eastman at age 77 with note
saying “To my friends. My work is done. Why wait? G.E.” 1. Team O Eric Edmonds, David
Graham, Deborah Mendez, Chris Priebe, Carolina Thomas KODAK Funtime Film Download Now
18. •Launch an advertising campaign that emphasizes long-term quality over short-term savings and
educate the consumer. •The company should focus its efforts on innovation in all product lines,
thereby justifying and maintaining its premium market position. •Innovation is the only way Kodak
can fight their product becoming a commodity. The Solution 5. George Eastman revolutionized
photography created Kodak in 1880 Manufacturer of film “You push the button, we do the
rest” In 1935, Kodak produced the first mass-market color film in 16mm and 8mm. 1970s-
Kodak owned the film market with a 90% market share Created the first Digital camera in the
1970s Did not want to threaten their film business, did not go through with the marketing of the
Digital camera Because of this, other digital camera companies, such as Nikon, Sony and Fujifilm
put pressure on Kodak, and their sales began to plummet. On January 18th, 2012, Kodak filed for
Chapter 11 bankruptcy protection. (e.g., photo CDs are not compatible with CD-ROMs 4. Digital:
The Disruptive Technology • Business model • Customer behavior • Value chain • Marketing strategy
One of the company's first setbacks was the loss of the instant photography patent against Polaroid,
for which it ended up abandoning the instant camera market in 1986. Download Now 3. 670 Million
24-Exposure Rolls = 2x $3 average/roll $Billion Market Size from the Last Year The Photo Market
Cumulative Case Study • The Kodak Case brings together several of the key concepts discussed in
the course to date: • Disruptive technology • Innovation and the culture of innovation • Financial
concepts such as NPV • Change management • We will approach the Kodak case in the following
fashion: • Foundation / history • Pre-Fisher Era • Fisher’s Era • Today 0% I have a case where a
company is taking out a 350,000 bank loan, . The question is : What are the risks, payback periods,
and returns of accepting various sizes of lines of credit? Evaluate the tradeo 7. 4 Price Tiers Market
and Pricing Polaroid High Definition, Kroeger, Walgreen’s, York, Clark Color, Kmart Focal, Target
Fujicolor Super G Konica Super SR ScotchColor Kodak GoldPlus Agfacolor XRG Fujicolor Reala
Kodak Ektar Superpremium Price: $4.27-$4.69 Premium Price: $3.49 Economy Price: $2.69-$2.91
Price Price: $2.91-$2.49 Course Hero, a Learneo, Inc. business 2. More about KODAK Page (252)
Q1(a).Has Eastman Kodak relied on product-mix expansion, alteration of existing products, or
product-mix contraction in the past five years? Answer: In its past 5 years the company has relied on
product-mix expansion i.e. digital and imaging from amateurs to professionals, also in health
imaging. In graphics communication and also concentrating on leading edge display devices and
components. Also in 2007 they have interested millions to start producing inkjet printers, ink
cartridges as their main focus and high speed commercial inkjet printers. Q1(b).Which of these three
product-mix strategies will Kodak need to follow in the next five years? Answer: Since product mix
expansion was the previous strategy followed by 120dak and resulted them in high profit only till the
90’s, but then after that they have been struggling to stay on their feet and even went bankrupts in
late 90’s and had to borrow loans in millions. Because of the decline of products and not being able
to keep up with competitors like Apple, Canon, Epson who are out running them in digital imaging.
In the next 5 years product mix contraction is the strategy to be followed because of integration of
cameras in cell phones, Smartphone’s and tablets. Their company invested in millions since 05 to ink
jet printers and is slowly trying to phase out digital camera business. It sees home photo printers, high
speed commercial inkjet process and ink cartridges as care of its future business. 13. The Option
•Reposition Ektar as a brand, not for professionals and serious amateurs, but for the “very special”
moments •The newly positioned product would be branded as Kodak Royal Gold •It would receive
40% of the total advertising budget •Maintain Gold Plus, the flagship brand •Would maintain same
pricing strategy and 60% of the advertising budget 7. 4 Price Tiers Market and Pricing Polaroid High
Definition, Kroeger, Walgreen’s, York, Clark Color, Kmart Focal, Target Fujicolor Super G Konica
Super SR ScotchColor Kodak GoldPlus Agfacolor XRG Fujicolor Reala Kodak Ektar Superpremium
Price: $4.27-$4.69 Premium Price: $3.49 Economy Price: $2.69-$2.91 Price Price: $2.91-$2.49
Download to read offline • Download Now “Film-based digital imaging” Developed the first digital
camera in 1975 Felt that it went against the razor-blade strategy Developed the Photo CD in 1991
Not initially compatible with CD-ROM Week 9: Cumulative LectureKodak Case Study MIS5001:
Management Information Systems David S. McGettigan Over time, access to photography ceased to
be exclusively for the elite, as more accessible cameras began to be marketed to the general public.
Hence, it was very common for there to be a Kodak in the home. Case Study #9. Jackie Adams:
Evaluating a Federally Funded Faculty Training Program Melody Murphy AIL 606 The University of
Alabama. Part One: Creating an Evaluation Plan. A Harvard study in 1976 found that Kodak Editor's
Notes Download Now
This resistance to change on the part of the company was probably due to the assumption that they
would lose loyal customers if they ventured into other more innovative markets, which moved away
significantly from the original value proposition of the brand. Wasn’t it interesting to know the
SWOT analysis of Kodak? Learn how to grow your business using digital marketing, check out our
website for more information. Cumulative Impact Management: Cumulative Effects Case Studies.
Presented by: Salmo Consulting Inc. and AXYS Environmental Consulting Ltd. in association with
Diversified Environmental Services GAIA Consultants Inc. Forem Technologies Ltd. May 29-30,
2003. Introduction. Download to read offline Around that time, a magazine stated that Kodak was
being left behind because it was turning a blind spot to new technology. The marketing team at
Kodak tried to convince the managers about the change needed in the company's core principles to
achieve success. But Kodak's management committee continued to stick with its outdated idea of
relying on film cameras and claimed the reporter who said the statement in the magazine did not have
the knowledge to back his proposition. Leads the Learning & Development segment at IIDE. He is a
Content Marketing Expert and has trained 6000+ students and working professionals on various
topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including
IIMs......[Read full bio] 6. Strategy Mistakes • Rejecting opportunities that at first glance appear too
small - Kodak was attached to the same profitability of the traditional photography business model
(1983-1989) - Spreading its digital investments too broadly Kodak's market share in the US photo
film market fell from 76% to 70% over 5 years due to lower pricing strategies from competitors like
Fuji. Kodak introduced a new economy brand called Fun… The credit enabled Kodak to continue
functioning. To generate more revenue, some sections of Kodak were sold to other companies. Along
with this, Kodak decided to stop the production and sales of digital cameras and stepped out of the
world of digital photography. It shifted to the sale of camera accessories and the printing of photos.
11. 0 50 100 150 200 250 300 1985 1990 1995 2000 2005 2010 NetSales(bn) Kodak Fuji Film
Source: http://www.electronicjournal.co.jp/article/PDF/20120601.pdf Transition of Sales Download
presentation by click this link. While downloading, if for some reason you are not able to download a
presentation, the publisher may have deleted the file from their server. No comments yet! Add one to
start the conversation. Practical assignments, case studies & simulations from Harvard Business
Review helped the students from this course present this analysis. 0% Currently, it has reoriented
itself towards digital photography and digital printing, but since 2020, thanks to a millionaire loan
from former President Donald Trump, the ailing photographic company has begun to market
pharmaceutical products for the treatment of COVID-19 infection. 2. Takeaway • Better organization
and communication among divisions • Invest in corporate culture and consistency • Commitment to
R&D projects and forward thinking 7. 4 Price Tiers Market and Pricing Polaroid High Definition,
Kroeger, Walgreen’s, York, Clark Color, Kmart Focal, Target Fujicolor Super G Konica Super SR
ScotchColor Kodak GoldPlus Agfacolor XRG Fujicolor Reala Kodak Ektar Superpremium Price:
$4.27-$4.69 Premium Price: $3.49 Economy Price: $2.69-$2.91 Price Price: $2.91-$2.49 Otherwise,
click here to be redirected to the homepage. F.G. Sir Syed Degree College, Rawalpindi Cantt and
more. Besides, Kodak HD LED TVs were also up for sale at the lowest prices for 2020, in
partnership with Flipkart and Amazon for The Big Billion Days Sale and the Great Indian Sale
respectively. This sale, which took place between 16th and 21st October 2020, also included the all-
new Android 7XPRO series, which starts at Rs 10999 only and is currently dubbed as the most
affordable android tv in India. Digital Marketing Courses Across The World In such a way that
when you say Kodak, Filipinos immediately associate it with the camera or the film and it is a
necessary part that pictures be taken on special occasions Week 9: Cumulative LectureKodak Case
Study MIS5001: Management Information Systems David S. McGettigan 14. •As the brand with
largest market share in a category dominated by premium brands, Kodak should exercise the “high
road” strategy that implies high levels of innovation and “judicious pricing” •If Kodak starts to
compete on price, they run the risk of transforming the category into a commodity •As the market
leader, Kodak should not react desperately to movements of small competitors, but it should protect
its market •Kodak must align its interest with those of the retailers •Sell on brand’s equity and image
– promise consumers that although they can’t see perfection, it exists The Analysis 0% found this
document useful, Mark this document as useful • 2. •Decline in Kodak’s market share from 76% to
70% over 5 years (1989 – 1994) •8% decline in Kodak’s stock due to rumored price reduction in film
•15% increase in U.S. dollar sales for both Polaroid and Fuji compared to Kodak’s 3% •lower priced
brands such as Konica and Fuji were gaining market share faster than Kodak The Problem Kodak,
but which its recent sorry decline has shown it failed to keep pace with. The habit of 1932 – suicide
of George Eastman at age 77 with note saying “To my friends. My work is done. Why wait? G.E.”
Case Analysis I- Lecture 9. Liana Al- Labadi , O.D. If you hear hoof beats, think horses—not zebras.
CC: Dr. I see a black curtain over my eyes. “Dr. I See All Black”. F requency: Constantly (all the
time, everyday) @ D&N Download to read offline The all-new flagship model of Oppo is designed
to be a tribute to the classic Kodak camera design. The camera of this Oppo model will allegedly use
the Sony IMX766 50MP sensor. Furthermore, the phone will also embed a large sensor in its
ultrawide camera as well along with a 13MP telephoto lens and a 3MP microscope camera. Kodak
adopted the 'razor and blades' business plan. The idea behind the razor-blade business plan is to first
sell the razors with a small margin of profit. After buying the razor, the customers will have to
purchase the consumables (the razor blades in this case) again and again; hence, sell the blades at a
high-profit margin. Kodak's plan was to sell cameras at affordable prices with only a small margin
for profit and then sell the consumables such as films, printing sheets, and other accessories at a
high-profit margin. 17. •DON’T use proposed nomenclature •Instead of Royal Gold, disambiguate
the two “Gold” lines and rename Ektar as Kodak Platinum and Kodak Gold Plus as simply Kodak
Gold. By having Gold and Platinum, the company clearly communicates quality differences to the
consumer •Widen channels - Distribute Kodak Platinum through all the channels, not only through
camera shops The Solution 0% 13. The Option •Reposition Ektar as a brand, not for professionals
and serious amateurs, but for the “very special” moments •The newly positioned product would be
branded as Kodak Royal Gold •It would receive 40% of the total advertising budget •Maintain Gold
Plus, the flagship brand •Would maintain same pricing strategy and 60% of the advertising budget
Fisher Era • Kodak had developed excellent digital imaging technology, yet it introduced products
only in peripheral areas of digital imaging (e.g. Photo CD). • How can we explain this disconnect
between Kodak’s product market strategy and R&D output? • Why did a company with leading
edge technology become fixated on Photo CD? • How did Kodak’s culture play a role here? •
Cultural Exercise Source: Kodak and the Digital Revolution, HBS, Giovanni Gavetti Teaching Note
The credit enabled Kodak to continue functioning. To generate more revenue, some sections of
Kodak were sold to other companies. Along with this, Kodak decided to stop the production and
sales of digital cameras and stepped out of the world of digital photography. It shifted to the sale of
camera accessories and the printing of photos. 15. •DON’T launch Funtime •Questionable pricing
strategy •Priced in the middle of the Economy category and not competitively priced with Private
category •Could spur brand cannibalization •Kodak’s existing buyers are predominantly brand-loyal
– giving them a lower-priced Kodak- branded option could subsume higher-margin lines The
Solution 2. Takeaway • Better organization and communication among divisions • Invest in
corporate culture and consistency • Commitment to R&D projects and forward thinking 0% found
this document useful (0 votes) 19. •Product launches may be supported by promotional activities
and materials that further educate the consumer about the superiority of Kodak products.
•Implement a customer loyalty program to convert “samplers” into Kodak-loyal consumers and
increase the number of rolls purchased per year. The Solution This site uses Akismet to reduce spam.
Learn how your comment data is processed. Currently, Kodak provides packaging, functional
printing, graphic communications, and professional services for businesses around the world. Better
known for making cameras, Kodak moved into drug making and has secured a $765m (£592m) loan
from the US government in 2020. 5. Kodak’s Attempt at Digital • “Film-based digital imaging” •
Developed the first digital camera in 1975 • Developed the Photo CD in 1991 19. Recommendation •
Discontinue unprofitable products • Change middle to high-level management • Launch new and
innovative product • Move to another business segment such as movie and entertainment • Focus on
high potential products – Kiosks and mini-lab – Online services such as photo printing and sharing •
Emphasize on niche market i.e. medical market and professional 19 Previewing 2 of 5 pages Upload
your study docs or become a member. Download Policy: Content on the Website is provided to you
AS IS for your information and personal use and may not be sold / licensed / shared on other
websites without getting consent from its author. Eastman Kodak Case Discussion Points. The
correct price would be the opportunity cost. Evaluate the Methods. Market: may cause substitution
of cheaper non IBM equipment Full Cost-recognizes some opportunity costs but could transfer
manufacturing inefficiencies to the data center In this article, we will be discussing the reasons why
Nokia Failed miserably.The ferocious and mighty telecom giant Nokia well known for its
productshardware and battery life. For years, it enjoyed unrivaled dominance. Usersatisfaction with
Nokia’s mobiles was globally recognized. The company la… 13. Reasons • Inconsistency of
Management • Top Management • Strategy for transformation of the firm • Communication within
the organization • Corporate culture • Complacency • Sticking with current business model • Too
much focus on profitability, ROI, and shareholders 20. • Customer perception ultimately defines
market • An increase in market share does not necessarily mean an increase in profitability • A
company’s pricing strategy should consider the impact on its brand equity The Takeaways That was
Kodak’s first misstep towards failure. The ignorance of novel tech and not accommodating to the
transforming market sparked Kodak’s downfall. However, Japanese company Fuji Films executed the
new invention, followed by many others, leaving Kodak far behind in the race. 8. •Kodak Gold Plus
•Industry standard •Premium price tier at $3.49 •An estimated 70% gross margin •Fujicolor Super G
•Leader in Economy tier •Priced at 17% less than the Premium tier at $2.91 •An estimated 55%
gross margin •Price Brands •Priced about 30% less than Premium brands •Offered higher margin for
dealers Market and Pricing 1. Team O Eric Edmonds, David Graham, Deborah Mendez, Chris
Priebe, Carolina Thomas KODAK Funtime Film This helps the company to know where it stands in
the market, where it needs to improve, and what it needs to be aware of.