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Fuji’s strategy2

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Fuji’s strategy2 Fuji’s strategy2 Presentation Transcript

  • FUJI’S STRATEGY
    • "Fuji's greatest strength is that they always make sure that consumers are ready to buy their new products, and they actually get the products to the consumers."
    • - Toby Williams, an analyst at SBC (Swiss Bank Corporation)Warburg in Tokyo, Fortune Magazine, May 1998.
    • “ What's ailing Kodak? Fuji while the U.S. Giant was sleeping, the Japanese film company cut prices, marketed aggressively, and now is stealing market share”.
    • - By EDWARD W. DESMOND REPORTER ASSOCIATE JEREMY KAHN October 27, 1997
    FORTUNE MAGAZINE
  • CONT…
    • FOCUS ON BUILDING ITS MARKET SHARE BY ADOPTING STRATEGIES TO GET THE SHARE OF WEAKER US COMPETITORS RATHER THAN THAT OF KODAK.
    • FUJI PROVIDED BUYERS OF JAPANESE CAMERA WITH FREE FILM ROLLS BUT KODAK DIDN’T
    • IN 1977 FUJI REDUCED THE PRICE OF ITS PRINT PAPER. THE PRICE WAS LOWER THAN THAT OF KODAK
    • FUJI’S PRODUCT WERE 100% COMPATIBLE WITH KODAK CAMERAS AND KODAK FILM
    • FUJI GAINED MORE FROM PRICE CUT IN US
    • Reason 1- Distributor in US ditched Fuji for
    • Kodak
    • Reason 2- Access to incredibly cheap
    • borrowing--around 2.5%--thanks to
    • Japan's record-low interest rates.
    • ( US- 7%, Kodak has more than $1
    • billion in short- and long-term debt)
    SOURCE : FORTUNE MAGAZINE OCT 1997
  • CONT….
    • IN 1997 FUJI REDUCED ITS PRICE BY 50% ON ITS MULTIPLE FILM ROLLPACKS
    • FUJI ADPOTED THE STRATEGY OF PRODUCING LOCALLY AND COMPETING GLOBALLY
    • THE COMPANY ENCOURAGES ITS SALESFORCE TO SPEND MORE TIME WITH DISTRIBUTERS THEREBY BUILDING GOOD PROFESSIONAL RELATIONSHIP WITH THEM.
    • FUJI HAD STRONG RELATIONSHIP WITH 4 MAIN DISTRIBUTORS – ASANUMA MISUZU, KASHIMURA AND OHMIYA IN THE US ON THE OTHER HAND KODAK HAD ONLY ONE DISTRIBUTER NAGASE IN JAPAN
  • OLYMPIC 1984
    • Olympic czar Peter Ueberroth( The architect of the 1984 Summer Olympic Games at Los Angeles ) believed that Kodak was the natural choice to be the exclusive film sponsor, but Kodak wouldn't bite. Even after Ueberroth visited Rochester to make his pitch, Kodak refused to pay just $1 million, far below the $4 million floor for sponsorships that Ueberroth had established. So he approached Fuji, which in those days was still barely known in the U.S. market. Ohnishi said yes on the spot and eventually committed around $7 million.
    SOURCE : FORTUNE MAGAZINE OCT 1997
    • In technology too, Fuji has shown that it can set the pace by consistently spending about 7% of sales on R&D.
    • In Late 90’s Fuji has built a reputation for price, quality, and sharp marketing.
    • Fuji A Hipper, More Technologically Oriented
    • Marketing
    • Kodak Sentimental
    • In 1993, Fuji ran a highly successful, award-winning TV campaign obliquely directed at Kodak. The killer line: "Pictures should be nostalgic; your film shouldn't."
  • CSR
    • Enhanced governance of affiliates by FUJIFILM Holdings America
    • Celia A. Spence
    • (VP, Environment, Health & Safety Dept. FUJIFILM Holdings America Corporation)
    • The Environment, Health & Safety (EHS) Department of FUJIFILM Holdings America Corporation supervises all environmental conservation and occupational health and safety activities at Fujifilm Group companies in the United States.
  • ++++++++++++++++++++++++++++++++ PRINT DISPLAY PROJECT (PDP)- Kodak Print Maker is NOT a real photo processor. It does not use silver based paper and does not use chemicals for processing.