Eastman Kodak Marketing Strategy

Paper Summary:

The paper relates the change of photography from paper film to digital processing. Specifically dealing with this subject, the paper relates Kodak's marketing strategy in view of the modernization of picture taking and discusses the risks and opportunities afforded to Kodak.

Outline:
Key Concerns Regarding Kodak's Strategy and Market Structure Changes
Strengths and Weaknesses
Opportunities and Threats
Maintaining a Growth Strategy
Marketing Recommendations

From the Paper:

"Secondly, a strength could be also considered Kodak's favorable corporate image (and implicitly a significant brand equity) that results from the values which are said to lead the staff's behaviors ("respect for the dignity of the individual, integrity, trust, credibility, continuous improvement and personal renewal, recognition and celebration"), a transparent management which allows shareholders to have a realistic and up-to-date image of the operations performed, strong Human Resources policies and commitment to the community (http://www.kodak.com/global/en/corp/historyOfKodak/qualityAndEthics.jhtml?pq-path=2217/2687/2694).
Thirdly, the company is renown for its permanent research and development process which is accountable for the numerous and important breakthroughs released on the market. Fourthly, an essential strength is the know how that the company receives due to its external alliances with universities, government laboratories and companies which are considered to be promising in terms of contributing to info imaging breakthroughs (http://www.kodak.com/US/en/corp/kea/index.jhtml?pq-path=2217/9240).
"Unlike strengths, weaknesses seem to be far less numerous. Yet, one could mention the high cost of raw materials which impact prices and implicitly demand (http://www.dpreview.com/news/0009/00092602kodakshares.asp), the huge sums of money claimed by research and development activities and the reputation for being one of the "worst corporate polluters in USA" (http://en.wikipedia.org/wiki/Kodak) which has been somehow softened due to the environmental policies implemented during the last few years."

Sample of Sources Used:

• Shim, R. (2005). Digital camera market peaked too soon. On the Internet at: http://news.com.com/Digital+camera+market+peaked+too+soon/2100-1041_3-5688981.html. Retrieved June 12, 2007.
• History of Kodak (2007). On the Internet at: http://www.kodak.com/global/en/corp/historyOfKodak/historyIntro.jhtml?pq-path=2687. Retrieved June 12, 2007.
• Infoimaging in the Marketplace (2007). On the Internet at: http://www.kodak.com/eknec/PageQuerier.jhtml?pq-locale=en_US&pq-path=1248. Retrieved June 12, 2007.
• Quality and ethics (2007). On the Internet at: http://www.kodak.com/global/en/corp/historyOfKodak/qualityAndEthics.jhtml?pq-path=2217/2687/2694. Retrieved June 12, 2007.
• Kodak External Alliances (2007). On the Internet at: http://www.kodak.com/US/en/corp/kea/index.jhtml?pq-path=2217/9240. Retrieved June 12, 2007.

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