Case

Kodak has far failed to adapt adequately
Kodak also failed to read emerging markets correctly
Kodak’s leadership has been inconsistent.
They tried to squeeze, as much money out of the film business as possible
They also had good management resources, first rate technology, sound financial footing a reputable
brand and excellence in its diverse workforce.
Using the 5 P’s marketing
They used differentiation strategy
This are the positive strategic moves that Fujifilm made is. They found a way to innovate & Survive
despite the hardships that they do to compete with other brands like kodak. Fujifilm also have a good
technology resource, because they provide what is good to their customers. They make a perfect
outlook on how they business become more famous by creating another strategy for making the
beautiful outcomes. They become a reputable brand just because of their hard work that they spend in
order to create new idea. Because it is important to know first what is your customers wants. They
accept the idea or help of other people in order to survive and have a successful brand. Excellence in
diverse workforce, because in business you need to have a creative mind, more knowledgeable on how
your business to become successful. You need to ready yourself for the standards and expectations of
your customers to you. You need to focus to the growth and development of your business
Because they want their product to be number 1 but they are frightened to compete with other
products so that business should be understood of its customer wants and needs not only depends on
the product.
whatever type of business we are already in, we should study the things that are important to our
business, as well as our customers thoughts and feedback about our service.
We may invest and receive financial support in this area, such as attending conferences where we can
identify new business opportunities.
•Not adapting to changing business conditions
•They raised the prices on film and chemistry

•They sold off IP (intellectual property) to raise cash
•They failed to properly compete with Canon
Introduction Identify four (4) errors in strategy that Kodak made Identify four (4) positive strategic
moves that Kodak made What is the major lesson we can take away from this case study • Kodak had
become complacent monopolist • Failed to reinvent itself • Marketing &, distribution strategy •
Leadership is inconsistent. • They tried to squeeze, as much money out of the film business as possible •
They also had good management resources, firstrate technology, sound financial footing a reputable
brand and excellence in its diverse workforce. • Using the 5 P’s marketing •
The second one is Lack of Marketing Research. Because they always thought they would be the number
one brand in the country and they afraid to compete with themselves. They failed to see how this new
technology was enhancing customers’ lives, and when they finally acknowledged this, it was too late.
Since they were too focused on selling products, they didn’t sell the lifestyle or value that people were
looking for. A company must stay aware of its customers’ needs, and the focus can’t just be on the
product. Kodak failed to see that just presenting their products was not enough. What they needed was
customer engagement which they failed to provide. They failed in creativity strategy, because they
failed to realize that its strategy was effective at one point that led them to success. Rapidly changing
technology and market needs negated the strategy. Kodak invested its funds in acquiring many small
companies, depleting the money it could have used to promote the sales of digital cameras.
Lastly is Lack of innovation, this is the main reason why kodak declined the advent of digital
photography. Although the company essentially invented the digital camera, it suppressed the
technology out of fears it would threaten the profits it made from traditional film. Rather than look
forward and adapt to new trends and technology, Kodak resisted change and struggled to keep up.
Because kodak focused on the product itself instead of the value it provided. The company tried to cling
to traditional film instead of recognizing and adapting to the value that consumers got from digital
cameras.

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Kodak has far failed to adapt adequately

Kodak also failed to read emerging markets correctly

Kodak’s leadership has been inconsistent.

Using the 5 P’s marketing

They used differentiation strategy

•Not adapting to changing business conditions

•They raised the prices on film and chemistry

•They failed to properly compete with Canon

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