Should Kodak, a company whose name was synonymous with film and photographic papers, really exit a market so central to its identity? Stockholders and stock analysts were questioning whether Kodak was moving rapidly enough into the digital photography market. As the price for digital cameras and photo printers declined, consumers were embracing the new technologies much quicker than Kodak executives had expected...
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As the price for digital cameras and photo printers declined, consumers were embracing the new technologies much quicker than Kodak executives had expected. Although international photography markets held out some promise for growth in traditional photography, Kodak knew it was only a matter of time before the whole world "went digital...
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eastman kodak company But in order to increase market share and therefore profits, it should sell the product with advertising support. If firm does not do any advertising, "brand equity" could decrease as consumer perception will be of less value...	2 / 296
Kodak Concede the economy market and offer a film between "Gold Plus" and "Royal Gold." Replace "Funtime" with "Gold Premium Plus." Pros ? Retain Kodak's respected brand equity, no new product or packaging to detract from image as quality ? Higher gross margins (see Table 2) ? Distances perceived quality divide between Kodak and low-price competitors ? Maintains Kodak's reputation as a market leader, as opposed to a "me too" strategy of following competitors Cons ? Concede economy market segment ? Give up some market share Recommendations Kodak should abandon Funtime film and pursue an alternative strategy...	3 / 703
Kodak Even thought the competition is fierce and the competitors is closing in, either in market share or profit, Kodak still has the advantage of being the ?standard' of the photo film industry...	4 / 1057
Kodak Strategy Most of Kodak's significant innovations in digital photography are associated with such a market. However, in consumer market, Kodak's poor performance to bring up a world-beating product has been considered a key weakness...	2 / 396