PresentedDiwakar
By: Group 4
Pasricha
Himanshu Rajput
Kanwarpreet Obrai
Kushaal Joshi
Ramit Wadhwa
Sachin Garg
 

HOW KODAK CAME INTO EXISTENCE 

 1878 - George Eastman was one of the first to
demonstrate the great convenience of gelatin dry
plates over the cumbersome and messy wet plate
photography
 1880 - Eastman began commercial production of

dry plates in a rented loft of a building iin

n Rochester,
Rochester,
N.Y.
 1881 - In January, Eastman and Henry A. Strong
formed a partnership known as the Eastman
E astman Dry
Plate Company
 1888 - The name "Kodak" was born and the

KODAK camera was placed on the market,

 

ABOUT KODAK 
• Eastman Kodak Company-Established in 1888 by
George Eastman.

• Sl
Slog
ogan
an : “ You pr
pres
esss the button, we do the rest” 
‡
• Provide a fully integrated photographic service
supplying the camera and film through to processing
and printing.
‡
 

BUSINESS PRICIPLES

Reinventing
Mass
production Profits of
Business
at lower Growth
cost

Fair
International Treatment of
Distribution Employees

Extensive Growth &

Customer
Advertising Focus Development
 

PRODUCT RANGE 
 Kodak offers a wide variety of products, spanning
the entire motion picture value chain from image
capture to post, on through distribution and archival
applications.

 Photo Printing
 Instant Cameras

 Digital Cameras


Film Cameras
 Digital Picture Frames
 Image Sensors

 Motion Picture and TV production

 Document Imaging


Consumer Inkjet Printers
 

BUSINESS PRESSURES
 Challenges faced by Kodak

 Lowering Costs:

Traditional films were costlier
 People could not see the picture until it was developed

 Changing structure and process:



Kodak needs to shift from traditional films to digital pictures

 Kodak needs to rethink its strategy to capture the new market
like digital photography
 

BUSINESS PRESSURES 
• Strategies of Kodak
• Vertical integration combined with continuous
innovation and product development.
• Kodak introduced a new product development
methodology called “Manufacturing A
Assurance
ssurance
Process”(MAP). 
• Collaborate with experts like HP to enhance the
competency.
• Digital strategy was to create greater coherence
among Kodak’s multiple digital projects. 

• Previously they
they focused onhad diversification
Imaging business.strategy but later
 

RESPONSE STRATEGIES.

 Enter George M.C. Fisher.

 Eliminate Debt.

 Streamline Management.
 Increase Profitability.

 Reinvent Corporate Culture.


Refocusing on Imaging.
 Digital Imaging Strategy.
 


$6 Million of debt was eliminated
through sales of subsidiarie
subsidiaries.
s.
 The company was refocused on digital

as the future of company.

 Expenses were slashed.

 Management was held accountable.

 

ANAL
SWOT AN ALYSI
YSISS
STRENGTH WEAKNESS
•Good brand image  •Late innovator 
•Better retail network  •Not keeping up with
•Proper quality  changing market trends
•Poor marketing strategy
maintenance
•Online photofinishing
services

OPPORTUNITY THREAT

•Increasing
European andopportunity
UK market in •Emergence of unfamiliar 
brands like Snapfish
•Advent of supermarkets •Decreasing use of home
own brand photo services printers
•Camera phones
•Digital media
 

ROLE OF IT
I T AS A CONTRIBU
CONTRIBUTOR
TOR TO THE
BUSINESS TECHNOLOGY PRESSURE

The shift from hard product to digital services is a

huge challenge.

Japanese firm Fuji Photo Film Co. invaded on

Kodak’s market share as customers switched to
their products after launching a 400-speed color film
that was 20% cheaper than Kodak’s. 

The company failed to recognize the change in the

environment and instead followed and sticked to a
business model that was no longer valid for the post-
digital age.
 

ROLE OF IT AS A CONTRIBUTOR TO THE

BUSINESS TECHNOLOGY PRESSURE


Fuji’s aggressiveness
market combination of cost leadership,
forced Kodak tohigh quality,
retaliate and
through
price cuts and bigger advertising budgets

It has also been hit by a failure to develop new models

fast enough and has tended to focus on thet he ultra-
competitive entry-level market
 

ROLE OF IT AS A FACI
FACILIT
LITA
ATOR TO THE
CRITICAL RESPONSE ACTIVITIES
 Kodak developed digital camera technology
 Pictures taken with the digital camera, saved into

the camera’s memory and downloaded to a

computer
 The final output can either be printed or saved on
the computer for later retrieval or posted onto the
Internet to be viewed by others.
 Kodak realized that software was key to digital

photography and established relationships with

software companies, such as Adobe, Microsoft and
LivePix to develop imaging applications that allow
users to easily make sophisticated manipulations to
images.