GDR knew that eventually digital imaging could be a huge threat to the overall profits of the corporation

1. Marketing Management
Group 7
Johni Purwantoro - 2401150024
Melva Irene Damanik- 2401150017
Mutia - 2401140030
Nurwulansari - 2401150025
Siti Aisyah - 2401150031
Case Study
GDR versus KODAK – Bart Film Scanner

2. Organisation
• GDR was a global
company
• production facilities in
the United States,
Europe and China
• All design was located
in the United States
• marketing and sales
dispersed
geographically to sup-
port the international
regions
Product
• Dental products :
processing
equipment, light
boxes, film
dispensers, scanners
for dentists
Customer
• Dental offices and
education and
research institutes
• marketing and sales
dispersed
geographically to sup-
port the international
regions
Competitor
• Kodak
• Agfa
• Fuji
BACKGROUND

3. • GDR was a global company with production facilities in the United States, Europe and China.
All design was located in the United States, with marketing and sales dispersed geographically
to support the international regions
• The founder of GDR, Julie Georglnelli, had been a dental student at Cornell University, Her
research in dental imaging led to the company's first film product She graduated with honors
from Cornell and within three months had venture capital to start GDR.
• Through her reputation as an up and coming dental imaging researcher and her college
connections, Georginelli quickly exploited the education and research markets with her
patented film
• Georginelli Dental Research (GDR) had been designing and manufacturing “dental products
for use in dental offices and education and research institutes,” being sold around the
country
• It was one of numerous small companies in the dental industry fighting for customers against
giants like kodak (carestream health), agfa, fuji.
• Many of the research related sales led to customer suggestions that GDR adopted to
continually improve its product to stay competitive
• GDR sold the majority of its products through dealers that called on dental customers
CASE FACT

4. • Georginelli Dental Research (GDR) had been designing and manufacturing “dental products
for use in dental offices and education and research institutes,” being sold around the
country
• Being a relatively small organization, GDR had previously been competing with giants like
Kodak and Fuji, who had the funding to develop innovative new products for the dental
market
• It had to find a way to compete without spending everything in the budget. Thus, the push to
“sell a low-cost scanner that could bridge both the analog and digital worlds was a strategic
play to gain more time to launch new digital products”.
• The company created a path to save revenues being lost to digital transfer of dental imagery.
The low-cost system, named Bart, was a scanner that scanned film into a workable digital
format at a low cost, thus bridging an expense gap within the industry.
• However, GDR had failed at this task before, and this had created a certain level of doubt
surrounding the completion of the Bart project. Some of Bella’s managers had “been a part
of these past train wrecks,” and so this doubt permeated with even the team which was
planning its success
CASE FACT

5. 1.GDR knew that eventually digital imaging could
be a huge threat to the overall profits of the
corporation
2.Could The project team named the scanner Bart
somehow develop a low-cost scanner that could
provide a bridge to digital and keep the very
profitable film portfolio viable?
3.How can the Bart team meet to time-to-market
and cost goals, and prove to management that it
could succeed where the others failed?
PROBLEM STATEMENT

6. SWOT Analysis
Positive Negative
ExternalInternal
Strengths Weaknesses
Opportunities Threats
SS
OO
WW
TT
Loyal Customer
- dental offices
- education
- research institutes
- dental customers
Competitors Analysis
- New Product : Digital Image
- Kodak
- Fuji
- Agfa
Resources Analysis
- Marketing and sales Team
- GDR's commercialization process
- Organisational Capability
Resource Analysis
- Budget
- Failed Project
- GDR managers lost some of
their zeal
PROBLEM ANALYSIS

7. Porter’s Five Forces Model
Suppliers Buyers
Industry
Competitors
Substitutes
Potential
Entrants
Rivalry Among Existing Firms
Threat of new
entrants
Bargaining
power of buyers
Threat of substitute
products or services
Bargaining
power of
suppliers
Kodak, Agfa, Fuji
OEM : DIS,
Loyal Customer
Digital Image
PROBLEM ANALYSIS

8. Market
Penetration
Diversification
Product
Development
Market
Development
Existing New
NewExisting
Market
Products
It had to find a way to compete
without spending everything in the
budget. Thus, the push to “sell a low-
cost scanner that could bridge both
the analog and digital worlds was a
strategic play to gain more time to
launch new digital products”.
“
”-- Julie Georglnelli --
PROBLEM ANALYSIS

9. Product
Development
The Big Idea
OEM Selection
Lounching Prototipe
PROBLEM ANALYSIS

10. PROBLEM ANALYSIS
The New-Product Development Decision Process

11. CONCLUSION
Managing the Development Process : Development to Commercialization of GDR

12. CONCLUSION
1. although digital scanners can be a threat to corporate profits
which have been the main business (the film), because morbidly
would want innovation to be done, follow the market
development and demand from consumers
2. It is evident that the end bart team is assisted by a team of DIS
was able to make the product concept even to its prototype in
time-out which powered specified, find a partner (oem) who are
willing to become its supplier
3. At the end of it, bart team was able to achieve its goal, the timely
completion of the program and approve management programs
that are designed by bart time.