ABOUT THE CASE:

Kodak was founded by George Eastman in the year 1888.

During most of the 20th century, Kodak held a dominant position in
photographic film.
The company's ubiquity was such that its "Kodak moment" and ''Kodak Smile"
tagline entered
to describe a personal event that was demanded to be recorded. Kodak began
to struggle
financially in the late 1990s, as a result of the decline in sales of
photographic film and its slowness in
transitioning to digital photography. As a part of a turnaround strategy,
Kodak began to focus on digital
photography and digital printing, and attempted to generate revenues through
aggressive patent litigation.

A case study of Kodak is been given as example because

Kodak has gone through a transion phase in
a period between 1980's to 1990's , due to introduction of new technology in
the field of photography specially
digital photography. Kodak was the only one that developed many of the
components of digital photography,
yet the new form of photographic technology has had a serious,
unconstructive impact on the business firm.

SWOT ANALYSIS

STRENGTH :
1)Kodak is one of the most trusted brand in the camera industry since its
establishment.
Eastman Kodak is a technology company focused on imaging.
2)It has offerings ranging from personal use to commercial use to industrial use
spread across the
different industries & that’s what makes Kodak so strong for different
industries.
3)High level of customer satisfaction – the company with its dedicated customer
relationship management department has able to achieve a high level of customer
satisfaction among present customers.
4)Many products lines- they manufactured products like : camera , film , printing
sheets and other accessories .
5) Captured upto aximum numbers of shares in America
6)Adopted the 'Razor & Blades' business strategy.

WEAKNESSES :
1)They were busy in fighting to capture the old position in the market , against
the wrong competition and killed there own actual business.
2)The top management lacks in reflective listening about there blind spot.
3)Not ready for the change : after digital camera introduced in the market they
where still producing film camera beacause of razor and blade's strategy.
4)Not very good at product demand forecasting leading to higher rate of missed
opportunities compare to its competitors.
5)Quality Control: Eastman Kodak Company has a lower budget for its quality control
department than competitors.
This leads to lack of consistency and the possibility of damage to quality
across its various outlets.

OPPORTUNITIES:
1)Kodak has its reputation on the field of photography, promoting a new line
ofproduct is easy
because of their well-known brand name.
2)Firstmover advantage - they introduced 1st Film camera and 1st Digital camera.
3)Lower inflation rate – The low inflation rate bring more stability in the market,
enable credit at lower interest rate to the customers of Eastman Kodak
Company.
4)The changing customer needs, tastes and preferences can act as an opportunity if
the
business organisation has good market knowledge.

THREATS:
1)Competition: From many companies likes - Fuji,Apple ,IBM and other companies.
2)Photo capable mobile phones - later camera phone where introduces into the market
that make less use of camers.
3)Price sensitive : The digital camera was not that affordable.
4)Cheaper technology coming in and price wars from competitors can reduce Kodak's
market share.
5)The rise in inflation increases the cost of production and affects the business
profitability.

SOLUTIONS:
If I would be the manager of the Kodak company I would suggest to change in
product-advancement from film camera to digital camera
because the in morden era of time, people need advance technology with
affordable price . We can ask for feedback from our customers
and from reciving feedbacks we can proceed feedforward .Early the company were
using the razor & blades strategy
for business firm , in this strategy there is no guaranty that this strategy
will run for long term ,and according to need of the people
we have to produce our range of products so that the our company can compete
from our competitors and stay in the market .

CONCLUSION:
* Great example of strategic failure.
* Different theoretical concepts were applied to identify the key factors that have
led the
company from where it was to where it stands today.