BM1807

ANSWER KEY
Kodak: What Happened to a Great Company? (3 items x 10 points)

1. The variable of environmental scanning present in the case study is the societal environment,
particularly the technological forces. As mentioned in the case, Kodak grew rapidly on the back of
research and patents that set the standards for decades. However, the company failed to adapt to
new market conditions brought by the innovation in technology and other society related factors.

2. The most appropriate industry analysis tool which could have been employed by Kodak to avoid
the said organizational problem is the SWOT analysis. This tool could have helped the company
assess their internal and external environment, which may result to identification of possible
strengths, weaknesses, opportunities, and threats for the company. Through this method, Kodak
could have formulated the needed plans and courses of action that may have let the company
adapt to market trends and retain its superior competitive position in the market.

3. SWOT analysis for Kodak:

STRENGTHS WEAKNESSES
 Remaining intellectual property  Decreasing sales revenue
 High-speed printing  Conflicting corporate culture
 Digital imaging
OPPORTUNITIES THREATS
 New alliances  The photographic capabilities of mobile
 Online photo sharing and/or storage devices
 Economic conditions

Rubric for grading:

CRITERIA PERFORMANCE INDICATORS POINTS
Content Provided pieces of evidence, supporting
8
details, and factual scenarios
Grammar Used correct grammar, punctuation,
1
spelling, and capitalization
Organization Expressed the points in clear and logical
1
of ideas arrangement of ideas in the paragraph
TOTAL 10

05 Activity 1 Answer Key *Property of STI

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