Failure Case

Presentation
Team 4
Thomas K. Mahon
Ronak Dave
Andrew Clark
Todd Swardenski
Rae Jang
Aakarsh Agarwal

Background
Founded in 1937 by Edwin Land
Originally dominated polarized
sunglasses but more famous for instant
cameras
Outsold any other brand of instant
cameras ever produced
Discontinued the production of instant
cameras February 2008

Target Market
Originally targeted towards a diverse
market
People who have never owned a
camera
People who havent bought a camera
in a long time
Business
Anyone wanting an instant photo
Kodak was their main competitor

Difference is What Matters

Technology

Innovation

Advertisements

Muppets

Causes of Failure

Failed to adapt to changing technology trends

Didnt anticipate digital revolution in photography
Sony
Panasonic
Kodak

Later lack of innovation

Poor marketing management

Inability to distance themselves from instant
camera roots

What could they have

done?

Kept up with technology

Failed to compete 35mm
Failed to commit to digital
cameras
1996 PDC-2000

Diversified product
portfolio
35mm
Camcorder
VCR

Conclusion

Polaroid became wildly successful with their

instant film cameras

They dominated the market and became

known for their technology

Lost market share with advent of One-Hour

photo and digital cameras

Filed for bankruptcy 2008