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Running head: Final Bus 200 Fall 2020

Final Bus 200 Fall 2020

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Final Bus 200 Fall 2020
A successful brand is a result of continuous investment and monitoring. Failure to which

a business may suffer dire consequences. Perhaps a perfect example is Kodak, one of the most

successfully film companies founded in 1880. The company dominated the film industry;

however, its failure to adapt to the dynamic changes in technology meant its doom, declaring

bankruptcy in 2013 (DiSalvo, 2020).

Tasked to reinvigorate the company to its past glory, I believe the company’s

success lies in its core business that has since evolved into digital and online platforms. After a

conscious analysis of the current competitors Instagram, Snapchat, and Facebook, there is an

opportunity for Kodak to develop a niche in this industry that is solely dedicated to photography

moments. The recent commercialization of these competitor’s platforms has reduced their

customers’ attachment as some say Instagram feels like an open-air market today. Developing a

marketing plan to capture avid social media users with the sole intent of capturing life moments

is key. To successfully achieve the objectives of financial and market growth there are a few but

significant changes of strategies that will be undertaken.

First, embracing the fast era of fast internet and social media, aggressive digital

marketing will be integrated with other promotion channels and applied as one of the regular

marketing channels. This adoption will require the company to develop a cohesive

communication plan to capture the market in platforms that they did not expect. To satisfy the

market required a careful analysis of what people want; privacy and a custom content network

that offers a feel of memories rather than an online commercial platform. Finally, at the initial

formation stage, return on customer experience will be key to our survival. The main focus will

be to ensure that customers will enjoy the brand, content, and experience at every stage of
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Final Bus 200 Fall 2020
interaction. By providing much required and rare memory aesthetic the company can recapture

its dominance.

Reference

DiSalvo, D. (2020). The Fall of Kodak: A Tale of Disruptive Technology and Bad Business.

Forbes. Retrieved 27 November 2020, from

https://www.forbes.com/sites/daviddisalvo/2011/10/02/what-i-saw-as-kodak-crumbled/.