George Eastman founded Kodak in 1877 and introduced the Kodak camera in 1888, which popularized photography for amateurs. Kodak dominated the film market for much of the 20th century, controlling 70% of the US film market by 1950. However, Kodak failed to transition to digital photography in time and was disrupted by digital cameras. By 2011, declining film sales caused Kodak's stock to fall 80% and it filed for bankruptcy in 2012, exiting the camera business entirely the following year. While Kodak invented the digital camera in 1975, its film business model prevented it from fully embracing and leading in digital photography.

1. “You press the button, we do the rest”

2. HISTORY OF THE COMPANY
• 1877 - George Eastman,
became interested in
photography while planning a
vacation to Santo Domingo.
• 1877 – 1879 - Developed a
gelatine emulson for dry
plates.
• 1881- Forms Eastman Dry
Plate Company with
Henry.A.Strong.

3. FORMATION
• 1888- The name “Kodak”
is registered as
trademark.
• 1898 - Pocket KODAK
camera introduced.
• 1932 - George Eastman
kills himself at age 77.
• 1996 - Peak year for
KODAK.

4. ERA OF GROWTH
• 1950 -“Kodak was a company at the top of its game”.
• Kodak controlled almost 70% of the US film market and became one of the
strongest brands in the world.
• For the three-quarters of the twentieth century, Kodak's supreme success was not
only developing a new technology – the film camera – but creating a completely
new mass market.

5. FAILURE
• Although Kodak developed a digital camera in 1975, the product was
dropped because it feared it would threaten Kodak's photographic film
business.
• Digital devices allowed newcomers to enter.
• Kodak used Ofoto to try to get more people to print digital images but
didn’t recognize that it can be used to share images.
• Kodak stagnated while its rivalries explored opportunities , creating
products adjacent to its film business.

6. FAILURE
• The sales of the printers started as it was replaced by electronic copies on
computers, tablets and smartphones.
• Customers switched from Kodak to Fuji because the Japanese colour film was 20%
cheaper than Kodak’s.

7. NEW STRATEGIES
• Outsourcing of Manufacturing by CEO Antonio Pérez.
• Workflow software and packaging were viewed as the company's new core
businesses.
• Ceasing production of all digital cameras.
• Razor and blade strategy.

8. PRODUCTS
• Instant Print Cameras
• Digital cameras
• Smart Home Securities
• Kodak 3d printing
• Kodak HD televisions
• Portable projectors
• Printing and supplies

9. RIVALRY WITH FUJIFILM
• Fujifilm entered the US market with lower priced films and supplies.
• Fuji aggressively explored new opportunities, creating products adjacent to its film
business, such as magnetic tape optics and videotape, and branching into copiers
and office automation, notably through a joint venture with Xerox.

10. ERA OF BANKRUPTCY
• September 2011: Kodak shares fell more than 80 %[All-time low of
$0.54 a share].
• January 19, 2012: Kodak filed for Chapter 11 bankruptcy
protection. The company's stock was delisted from NYSE and moved
to OTC exchange. Following the news it ended the day trading down
35% at $0.36 a share.
• February 9, 2012: Kodak announced that it would exit the digital
image capture business, phasing out its production of digital
cameras.

11. THANK YOU