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Technological Institute of the Philippines

Quiapo, Manila

AGFA
Case Study

Submitted to:
Mrs. Shirley U. Espino

Submitted by:
Dones, Fred Austie G.
AC42FB1

and uses images. efficient workflows that provide customers with high quality images. The photographic marketplace is in the midst of a period of excitement and change. With instantaneous image capture.Responding Positively to a Changing Environment An AGFA Case Study I. The growth is being fed by the accelerating change from analogue to digital imaging which has transformed and enriched what the industry can offer. and represents optimum value. In going “digital” all these criteria will be satisfied since digital imaging has a lot of advantages over the analogue imaging. The technology can also be applied widely. ease of use and transmission of images to provide a flexible series of solutions for customer needs. the market share obtained. Alternatives Alternative 1 – In order to properly adapt to the changing environment in terms of new technology. Today’s fast pace of transactions also require companies to go “digital”. even single-use cameras take good . Agfa needs to first do an analysis with respect to the appraisal of the value of their investment according to a number of criteria. Digital images have transformed access. II. Problem Statement The market for imaging has grown rapidly. since analogue imaging still has its place in our tradition. Compared with digital systems. hardware and software that allows them to work with images quickly and efficiently without requiring extensive expertise and knowledge. recent analogue advances are ‘low tech’. Image quality is excellent. Alternative 2 – Agfa need not hastily invest in digital imaging. but so too is their cost. These include the rate of return on a specific investment (measured in percentage of capital outlay). processes. the ‘visibility’ and popularity of the initiative in the company’s profile in the eyes of the media and of the general public. Analogue imaging has not been abandoned and still has millions of satisfied consumers. digital images require only minimal storage facilities. The problem revolving around this case is for AGFA to strategize on how it will adapt to the fast pace of digital revolution and to find ways on appraising the value of its investment in digital technology. There are now new. the contribution of the investment to the company’s overall profitability. the total sales achieved. Digital technologies are changing the way in which the world takes.

and flexibility in use really matter. A significant rise in the cost of borrowing to finance investment Alternative 2 . so some form of back-up is vital. and ease of transfer brings with it problems of security and copyright protection. Professional users face high set-up costs. Imaging is an industry where copyright is jealously guarded. Digital files can be lost or become corrupted. In evaluating the alternatives. quality. With instantaneous image capture. Opportunities:   It can become cheaper in the long run It can help Agfa become more profitable Threats:   Agfa’s competitors will invest in research and development aimed at enhancing quality at affordable prices. the price is worth paying. digital images require only minimal storage facilities. really high quality digitally produced images do not come cheap. Digital files can also be lost or become corrupted. It promotes customer satisfaction with transformed access. but in industries where speed. Weaknesses:    Large scale investment Ease of transfer brings with it problems of security and copyright protection. At the present stage of development.pictures. ease of use and transmission of images to provide a flexible series of solutions for customer needs. so some form of back-up is vital. It will create new market sectors. the equipment required is expensive. Alternative 1 Strengths:      Appraising its investment in digital imaging technology will add up to its core competence It is genuinely innovative. SWOT analysis is employed.

to take risk and grab the chance of appraising its investment in digital imaging technology. alternative 1 is the best move for Agfa. Threats:   The chemicals used in processing analogue images raise some environmental issues. and flexibility in use really matter. Weaknesses:     ‘Low-tech’ Analogue images cannot be viewed instantly take time to enlarge or reduce and are on prints or negatives that cannot be re-used Negatives need optimum storage conditions to remain in good condition long term. This still remains the most widely used way to capture images. Opportunities:  Agfa can still maintain their “traditional” customers. quality. the price is worth paying. with more strengths and opportunities and with fewer weaknesses. .Strengths:   As a market. that is. in industries where speed. Although it will take years to recover the costs of the investment. Analogue photography uses traditional cameras to expose silver-halide film. analogue photography has almost reached maturity. Agfa’s competitors will invest in research and development aimed at enhancing quality at affordable prices. Recommendation Based on the results of the SWOT analysis. III. It is still significant in size with almost 70% of the market.