FUJiFILM

1. What are the Resources, Capabilities, and Core Competencies require to compete in
the industry?
Resources : Make a good relation with customers, the sources of raw materials, and also with the
staffs
Capabilities : lower number of defective products, unique design. Collect the following target
market information
Core Competencies : develop unique product design, name and features to stand out in the
competitive market. Following factors should be considered to develop the product strategy-
quality, variety, features, packaging, brand name and augmented services.
Fujifilm abandoned its new business ventures, despite having pioneered the digital camera a
decade earlier. The company felt that the printed picture would survive and invested millions in
the Instax Mini, an analogue camera that allowed one to take a picture and print it in seconds. It
sold over a million units in 2002.

2. SWOT Analysis :
S: -  Fujifilm also had the expertise to apply their kiosk technology to other
businesses in their digital-imaging division, while Kodak did not.
This strategy of applying their expertise and technologies into new areas was one of Fujifilm’s
main focuses. Their decision to take the harder route and to do things themselves put them in the
driver’s seat. It is ultimately what helped them to survive.
Successful track record of developing new products – product innovation.
Good Returns on Capital Expenditure – Fujifilm is relatively successful at execution of new
projects and generated good returns on capital expenditure by building new revenue streams.
W: - Financial planning is not done properly and efficiently. The current asset
ratio and liquid asset ratios suggest that the company can use the cash more efficiently than what
it is doing at present.
O: - New customers from online channel
Organization’s core competencies can be a success in similar other products field
T: - Investing into small new projects is risky
Complain from customers that makes name of Fujifilm being bad.
The demand of the highly profitable products is seasonal in nature and any unlikely event during
the peak season may impact the profitability of the company in short to medium term
FUJiFILM developed into cosmetic industry because the company has conducted extensive
research on technologies to prevent oxidation by ultraviolet rays, a cause of color fading, in order
to preserve vivid colors in printed photographs

a. Why they are profitable ?

1.Management restructures its film business by downsizing production lines and closing
redundant facilities
2.The company is also targeting unexpected markets such as cosmetics
3.Fujifilm began mergers and acquisitions when technology that did not exist internally to match
the growing market.
In 2000, 60% of sales and two-thirds of profits came from the film ecosystem, and in 2010, the
digital imaging division earned less than 16% of revenue. Fujifilm survived the storm through a
large-scale reorganization and diversification strategy.
b. Why fuji film can survive ?
1. Because they have new inovation after they realized that monochrome paper became useless
because of the technology has developed so camera doesn't need monochrome paper right now
2. They make a digital camera so they can survive and compete with the others for 'image'
business
3. They also have a new business in document solution like photocopy machine , scanner
machine and etc and this new business give 50% profit after 15 years and they called it Fuji
Xerox

a. Why they failed?