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Kodak was the most dominant company in its field for almost the entire 20th century, but a series of Latest posts
wrong decisions killed its success. The company declared itself bankrupt in 2012. Why did Kodak,
the king of photography and videography, go bankrupt? What was the reason behind Kodak's failure? FMCG Giant Hindustan Unilever Limited
(HUL) Case Study
Why did Kodak fail despite being the biggest name of its time? This case study answers the same.
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Kodak, for many years, enjoyed unmatched success all over the world. By 1968, it had captured about
80% of the global market share in the field of photography.
Kodak adopted the 'razor and blades' business plan. The idea behind the razor-blade business plan is
to first sell the razors with a small margin of profit. After buying the razor, the customers will have to
purchase the consumables (the razor blades in this case) again and again; hence, sell the blades at a
high-profit margin. Kodak's plan was to sell cameras at affordable prices with only a small margin for
profit and then sell the consumables such as films, printing sheets, and other accessories at a high-
profit margin.
Using this business model, Kodak was able to generate massive revenues and turned into a money-
making machine.
As technology progressed, the use of films and printing sheets gradually came to a halt. This was due
to the invention of digital cameras in 1975. However, Kodak dismissed the capabilities of the digital
camera and refused to do something about it. Did you know that the inventor of the digital camera,
Steven Sasson, was an electrical engineer at Kodak when he developed the technology? When
Steven told the bosses at Kodak about his invention, their response was, “That’s cute, but don’t tell
anyone about it. That's how you shoot yourself in the foot!"
Kodak ignored digital cameras because the business of films and paper was very profitable at that
time and if these items were no longer required for photography, Kodak would be subjected to huge
losses and end up closing down the factories which manufactured these items.
The idea was then implemented on a large scale by a Japanese company by the name of ‘Fuji Films’.
And soon enough, many other companies started the production and sales of digital cameras, leaving
Kodak way behind in the race.
This was Kodak's first mistake. The ignorance of new technology and not adapting to the changing
market dynamics initiated Kodak's downfall.
In this article, we will be discussing the reasons why Nokia Failed miserably.The
ferocious and mighty telecom giant Nokia well known for its productshardware
and battery life. For years, it enjoyed unrivaled dominance. Usersatisfaction with
Nokia’s mobiles was globally recognized. The company la…
Fuji Films and many other companies focused on gaining a foothold in the photography &
videography segment rather than engaging in a verbal spat with Kodak. And once again, Kodak
wasted time promoting the use of film cameras instead of emulating its competitors. It completely
ignored the feedback from the media and the market. Kodak tried to convince people that film
cameras were better than digital cameras and lost 10 valuable years in the process.
Kodak also lost the external funding it had during that time. People also realized that digital
photography was way ahead of traditional film photography. It was cheaper than film photography
and the image quality was better.
Around that time, a magazine stated that Kodak was being left behind because it was turning a blind
spot to new technology. The marketing team at Kodak tried to convince the managers about the
change needed in the company's core principles to achieve success. But Kodak's management
committee continued to stick with its outdated idea of relying on film cameras and claimed the
reporter who said the statement in the magazine did not have the knowledge to back his proposition.
Kodak failed to realize that its strategy which was effective at one point was now depriving it of
success. Rapidly changing technology and market needs negated the strategy. Kodak invested its
funds in acquiring many small companies, depleting the money it could have used to promote the
sales of digital cameras.
When Kodak finally understood and started the sales and the production of digital cameras, it was too
late. Many big companies had already established themselves in the market by then and Kodak
couldn't keep pace with the big shots.
In the year 2004, Kodak finally announced it would stop the sales of traditional film cameras. This
decision made around 15,000 employees (about one-fifth of the company’s workforce at that time)
redundant. Before the start of the year 2011, Kodak lost its place on the S&P 500 index which lists
the 500 largest companies in the United States on the basis of stock performance. In September
2011, the stock prices of Kodak hit an all-time low of $0.54 per share. The shares lost more than
50% of their value throughout that year.
Kodak's Failure Represented In Graph
Also Read: Why Startups Fail? Case Study on Failed Startups in India
The credit enabled Kodak to continue functioning. To generate more revenue, some sections of
Kodak were sold to other companies. Along with this, Kodak decided to stop the production and sales
of digital cameras and stepped out of the world of digital photography. It shifted to the sale of camera
accessories and the printing of photos.
Kodak had to sell many of its patents, including its digital imaging patents, which amounted to more
than $500 million in bankruptcy protection. In September 2013, Kodak announced it had emerged
from Chapter 11 bankruptcy protection.
The all-new flagship model of Oppo is designed to be a tribute to the classic Kodak camera design.
The camera of this Oppo model will allegedly use the Sony IMX766 50MP sensor. Furthermore, the
phone will also embed a large sensor in its ultrawide camera as well along with a 13MP telephoto
lens and a 3MP microscope camera.
The collaborations between Android OEMs and camera makers are not something new. Yes,
numerous other companies have already come together with other camera manufacturing
companies like Nokia, which joined hands with German optics company Carl Zeiss earlier in 2007 to
bring in the camera phone Nokia N95. This can be concluded as the first of such collaborations that
the smartphone industry has seen. Numerous other collaborations happened eventually, which
resulted in outstanding results. OnePlus' partnership with Hasselblad, Huawei pairing up with Leica
and the recent news of Samsung's associating with Olympus are some of the significant
collaborations to be mentioned.
Kodak had earlier made a leap into the smart TV industry and is ushering in success through this new
move. Kodak TV India has already commissioned a plant in Hapur, Uttar Pradesh in August 2020,
designed to manufacture affordable Android smart TVs for India. Furthermore, the renowned
photography company is looking to invest more than Rs 500 crores during the next 3 years for making
a fully automated TV manufacturing plant possible in Hapur. The company committed to this plan as
part of its ‘Make in India’ initiative and will leverage its Android certification. Kodak's announcement,
as it seemed, was further recharged with the Aatmanirbhar Bharat campaign launched by PM
Narendra Modi in the wake of the coronavirus pandemic in 2020.
The TV industry of India imports most of its raw materials and exhibits a value addition of only about
10-12%. However, with the investment that Kodak has promised the company has aimed to increase
the value-added to around 50-60%. The Hapur R&D facility will foster the manufacturing of
technology-driven products and introduce numerous other lines of manufacturing aligned with the
"Make in India" belief.
Super Plastronics Pvt Ltd, a Noida-based company has obtained the license from Kodak Smart TVs to
produce and sell their products in India in partnership with the New-York based company and has
already launched a range of smart TVs already, as of September 2021 including:
and more. Besides, Kodak HD LED TVs were also up for sale at the lowest prices for 2020, in
partnership with Flipkart and Amazon for The Big Billion Days Sale and the Great Indian Sale
respectively. This sale, which took place between 16th and 21st October 2020, also included the all-
new Android 7XPRO series, which starts at Rs 10999 only and is currently dubbed as the most
affordable android tv in India.
Also Read: Jet Airways Case Study: Reasons for Shutdown & Possible Revival
Why did Kodak fail and what can you learn from its demise?
Kodak failed to understand that its strategy of banking on traditional film cameras (which was
effective at one point) was now depriving the company of success. Rapidly changing technology and
evolving market needs made the strategy obsolete.
Chapter 11 Bankruptcy Protection kodak bankruptcy case study Why did kodak fail? Kodak failure
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