Strategic proposal

Student's name: Viviana Katherine Navia Hoyos

Case Title: Kodak
Group Number: 212053_19
Date: 1/11/2021
Type of Strategy selected: backward vertical integration

Vertical integration describes when a company buys or starts a company that buys or sells and
integrates it for itself. Forward integration means that you are integrating the companies towards
the end customer; Backward integration means that you are integrating in the opposite direction
from the customer. Backward vertical integration can be a part of a company's strategy because of
the competitive advantages it offers.
Strategies Amazon.com entering not only to sell books but to edit them
• Discover other commercial activities that generate resources and allow you to acquire them for
your main activity.

• Obtain more income since you would have the opportunity to produce your raw material.

• With the implementation of this strategy, the company will achieve the reduction of
dependence on third parties.

• The Kodak company must improve the work approach and have greater control of the
processes.

• Being closer to the final consumer allows obtaining more valuable information in the market.

• Reduces expenses due to the way of carrying out transactions.

the Kodak company dominated the photographic industry for decades to At the beginning
of the 2000s, when digitalization revolutionized the industry, but due to its lack of
innovation, it took time to enter into competitiveness with companies in the middle, thus
generating economic instability and a great financial crisis, declaring bankruptcy in 2012.
 Strategic Plan
Case title: Kodak
Group number: 212053_19
Date: 1/11/2021
Type of strategy selected in Activity 7.3: Backward vertical integration
Selected Strategy short description: The backward vertical integration strategy is considered a
business movement that consists of increasing control over suppliers, including the acquisition
of them in order to have greater dominance and negotiation in the production chain. To be
vertically integrated means to have ownership over the factors that allow to produce, within the
company, the necessary goods to fulfill the central productive activity.

Company´s Mission:
“provide its consumers with the necessary solutions to capture, store, process, generate and
communicate images wherever and whenever”
Company´s Vision: " Continue to be the undisputed leader in the world image market"

Company´s Values:
1. Respect for the individual
2. Integrity
3. Confidence
4. Credibility
5. Continuous Improvement and Personal Renewal Recognition and Celebration.n and
Celebration.
Student 1. VIVIANA Goal 1: Manage to get Strategies/Tactics: Role:
KATERINE NAVIA out of the financial Given the In order to achieve
HOYOS crisis in which the characteristics of the the proposed
kodak company finds company, we proceed objective, it is of the
itself to carry out a utmost importance to
backward vertical control the supplies
integration in order of raw materials in
for the company to order to acquire them
get closer to its of the best possible
supplier suppliers in quality and at the
order to incorporate best price with the
them into its value application of
chain. This implies backward vertical
taking control of integration and in this
companies supplying way reduce expenses
their inputs and and increase costs.
managing the cost profits since the
and demand of their quality of the final
raw materials. products is
guaranteed, in
addition to creating
jobs to get the small
new sections of the
company out of the
way.