EASTMAN KODAK ANALYSIS

EASTMAN KODAK ANALYSIS Background It was disclosed in January, 1994, that stock of image manufacturing giant, Eastman Kodak, had alienated 8% in value, and its market sh ar in the unite States had dropped from 76 to 70%. Figures for 1993 showed that U.S. dollar gross gross revenue of both fuji cherry and Polaroid had increased to over 15% compared to Kodaks 3%. centre of attention Issues Declining differentiation of goods in the filming industry, so other companies are providing almost the aforementioned(prenominal) reaping but with lower set than Kodak. A persistent riddle for Kodak was its inability to keep the suck on price and constraints enforce by a 1921 harmonize phase which disallowed Kodak from marketing under a private label. Kodak, with twice the gross sales dollars of Fuji, worn out(p) four measure the amount Fuji spent on advertising. Both companies move to position themselves in the marketplace by promoting the superior secern of their f ilm accomplished with advanced technology. However, in a serial of tests performed by Consumer Reports, it was name that there was no significant residual in the quality of the top six ISO 100 films. Proposed Strategies introduction of a unseasoned Product Line To offset a perceived downward social movement and to compete with main rivals, the Fuji Film Co.

and Konica, Kodak proposed to introduce a new pock priced comparably with Fuji and Konica and 20% cheaper than Kodaks top-of-the-line film, Gold sum total. The new tick off was named Funtime. Shortcomings There was sizeable skepticism regardin g the ultimate success of Kodaks Funtime in! fer. Reservations were based on the following shortcomings: 1. the 1921 consent decree seemed likely to limit harvesting distribution and sales since the film could unless be change under the Kodak brand name; 2. no advertising dollars were earmarked for the venture; 3. the product would merely be offered twice a family at off-peak film utilize times; 4. limited quantities of the product would be produced; 5. the product would only be available...If you want to cast a full essay, coiffe it on our website: OrderCustomPaper.com

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