The document discusses marketing opportunities for Kodak to capitalize on after entering the digital camera market due to declining film sales. It recommends that Kodak emphasize increasing sales of photo quality inkjet paper and expanding its online photo sharing and printing service, ofoto.com, which currently has over 2 million members. The case analysis also identifies additional opportunities for Kodak such as consumer segmentation, direct and indirect competition analysis, and assessing foreign market potential.

1. Assignment Topic- Kodak: Capitalizing
On Marketing Opportunity
Kodak Company
Kodak is a world-wide renowned company which ranks as a premier
multinational corporation & one of the largest companies in US.
Kodak was founded by George Eastman & Henry A.Storng On
September 4,1888. But, 2012 in February, Kodak announced that it
would stop making digital cameras & digital picture frames & pocket
video cameras & focus on the corporate digital imaging market.

2. PUNDRAUNIVERSITY OF SCIENCE &
TECHNOLOGY
Name: Mst. Zannatul
Ferdous,
Designation: Lecturer at
Pundra University of
Science & Technology,
Department: Business
Administration
Submitted to:
Submitted by:
1) Nishat Tamanna
Roll: 15,
2) Md. Abid Hasan
Roll: 20,
3) Ainoon Naher Soheli
Roll:21,
4) Md. Shamim Akter
Roll: 23,
5) Md. Moudud-Ur-Rahman
Roll:24
Program: BBA,
Semester: 5th ,
Batch: 9th ,
Course Code: BBA 2107
Submission date: 19.02.2019
Assignment Topic : Case Solve Kodak

3. Our Case solve About Kodak :
Capitalizing on Marketing
Opportunities
1) What trends in the marketing environment led Kodak to enter the
digital camera market?
2) Why have the Easyshare cameras been so successful ?
3) Which of the marketing opportunities being considered would you
recommend Kodak emphasize ? Why ?
4) What other Marketing opportunities can you identify that Kodak
might pursue ?

4. What trends in the marketing
environment led Kodak to enter the
digital camera market?
The trends in the marketing environment led Kodak to enter the digital
camera market. That are: When Kodak film sales have been decling
slow economy, terrorist attack & the acceptance of digital photography
have led consumers to out back sharply on the use of traditional film &
coustomers , consumers are attract the digital & acceptance the new
invention. So, Kodak enter the digital camera market want to fulfilled
the consumers satisfaction & consumers need also want to increase
profit & increase it’s stock price cause when film sales decling Kodak’s
profit’s reduced 54% a big amount loss for this company . So, Kodak &
any company don’t want to have any loss occur . So, Kodak enter the
digital market.

5. Why have the Easyshare cameras been so successful ?
The Easy share camera’s been so successful because-
 These cameras make downloading images easy.
 Have a longer battery life than other brands.
 Kodak solve problem who faced upper problem in digital camera
users.
 The camera’s were the best selling for 50% by retailers.So, this
camera successful .Example: Olympus & sony.
 The world’s first Wi-Fi consumer digital camera & The only camera in
the world from which people can E-mail pictures.

6. Which of the marketing opportunities
being considered would you recommend
Kodak emphasize ? Why ?
One Opportunity is increased sales of photo quality Inkjet paper for
consumers to print images at home. Only 15%-20% of digital photos
are printed now but Kodak hopes this will increase because it is
easy to do with the easy share camera.

7. 2nd Opportunity is the company’s ofoto.cpm on-line photo-share &
printing service.It currently has 2 million members & one of the three
photo printing service featured in Microsoft’s xp operating system.
So, both of these offer higher higher profit margins than digital
camera. I recommend 2nd opportunity cause it’s have large ammont
members.That’s why Kodak can increase profit more. So, I
recommend this opportunity.

8. What other Marketing opportunities
can you identify that Kodak might
pursue ?
Other marketing opportunities I can identify that Kodak might pursue
that’s are-
 Consumer segmentation
 Direct comprtition analysis & indirect
 Purchase situation analysis
 Analysis of complement any products & service
 Analysis of other industries
 Foreign market analysis
 Environment analysis

9. Conclusion
The Kodak is usually succeeds in producing nice pictures, but some
parts of the camera just get in the way.At the End, We are judging a
camera comes down to its ability to produce a good image. On this
score, this camera is generally a success.