Kodak SWOT analysis

1.
Weaknesses
• Kodak
has
small
share
in
market
• Poor
strategic
decisions:
resistance
to
change,
didn’t
move
to
digital
world,
didn’t
listen
to
voices
within
company
• Kodak
describes
benefits
of
film
in
the
same
language
today
• Plans
to
phase
out
of
the
market
for
dedicated
capture
devices
(digital
cameras,
pocket
video
cameras,
digital
frame
pictures)
• Reviews
for
recently
launched
Kodak
IM5
(simplistic
android
smartphone,
targeted
at
older
people/
photography
enthusiasts)
already
negative,
going
in
wrong
direction
&
not
taking
full
advantage
of
market
Opportunities
• Build
customer
trust
in
digital
that
Kodak
already
has
in
film
and
focus
on
core
business
• Rebranding:
communication
and
stakeholder
involvement
by
capturing
new
and
unique
growth
opportunities
• Develop
new
technologies
and
products
• Adapt
with
consumers’
needs
and
perceptions
• Kodak
can
refashion
itself
as
an
innovative
technology
company
while
preserving
its
well-­‐
known
brand
• Fastest
growing
part
of
printing
industry
is
3D
• Digital
image,
new
alliance,
online
photo
sharing
&
storage
• Transform
into
more
agile
and
forward-­‐
thinking
technology
company,
grow
power
relevance
of
Kodak
&
value
in
marketplace
• Communication
&
manipulation
of
images
will
grow
in
relevance:
leverage
trustworthiness
to
create
new
sources
of
value
• Deliver
value
in
different
ways,
apply
design
thinking
&
methodology
to
communications
&
corporate
strategy
• CONSUMER
Threats
• Commercial
printing
&
packaging
business
is
highly
fragmented,
competitive
industry
• Savvy
consumers
have
found
high
quality
and
cheap
cartridges
for
ink
printers
• Parts
of
printing
industry
are
declining
• High
competitors
such
as
Fujifilm,
Sony,
Canon
• Smartphones
continuing
to
erode
sales
of
cameras
and
equipment
Strengths
• Kodak
invented
the
digital
camera
(1975)
• Built
on
a
culture
of
innovation
and
change
• Specialty
‘print-­‐on
demand’
• ‘There’s
a
kind
of
emotional
connection
to
Kodak
for
many
people;
it
became
a
curator
of
memories’
• Delivering
leading
solutions
for
today’s
business
customers
• ‘Kodak
has
a
great
heritage
and
great
competency
around
science
• Stands
for
science
&
technology
• Past
campaigns
involved
consumer
in
many
ways:
what
should
be
photographed,
when
&
who
(establishing
need
to
preserve
significant
occasions)
• Key
success
factors:
technological
capabilities,
reputation
for
producing
high-­‐quality
optical
devices
&
consumer
electronics,
multiple
segments
of
industry
value
chain
• Supply
Hollywood’s
six
major
studios
with
film
• Film
business
is
mostly
symbol
of
old
Kodak