case study of fall of kodak

1. FALLOF
KODAK
JITHIN SAJAN
ROLL NO:32
AKHIL ARAVIND
ROLL NO:7
DATE: 15 OCT 2018

2. INTRODUCTION
 The American technology company, Kodak, was built on the culture of innovation and change in
1888.
 The company was invented and marketed by George Eastmen .
 Kodak held a dominant position in photographic film in its time.
 Its tagline “Kodak Moments” was so famous that it was used for promoting events.
 The real genius of founder Eastman lied in his marketing strategy.
 with a slogan, “You press the button, we do the rest.”
 Kodak owned the film market with 90% market share in 1970s.
 They Created the first digital camera in 1975.
 The first digital camera was designed by a Kodak engineer, Steve Sasson in 1975.

3. Cont..
 They didn’t want to threaten their film business so didn’t do the marketing of the Digital camera
 Other digital companies like Sony, Nikon, Fujifilm took the full advantage of the situation.
 Kodak missed the opportunities in the technology, they themselves invented.
 Kodak failed due its slowness in transition.
 The world moved ahead with digital cameras, SD cards and USB cables but the company
remained stuck with films.
 They didn’t know how to respond in time and technology eventually ,killed the Kodak films.
 In jan 19 2012 company files for ‘bankruptcy’. And court approved it.

4. STRENGTH
 Strong brand value
 High market share ie90%
 High skilled Technical engineers.
WEAKNESS
 No Advanced technology implementation.
 Grow without direction/weak management
strategy.
 High cost of product.
 Failure of conducting feasibility study.
 Investment in research and development is
below than that of their competitors.
OPPERTUNITIES
 Technology adaptation.
 Conduct researches & development on their
product and in market.
 By producing product with advanced technology
and in with reasonable price.
THREAT
 Fall of demand in analogue(film) cameras.
 Competitors with advanced product and with
reasonable price.
 The trend of market and the taste of customer is
changed.
SWORT ANALYSIS

5. ALTERNATIVE SOLUTIONS
ALTERNATIVES
1. Launch new & innovative/advance featured product.
2. Conduct feasibility study.

6. Explanation of ALTERNATIVE SOLUTIONS
ALTERNATIVE NO:1 Launch new & innovative/advance featured product.
 Make the product according to trends of the market.
 Implement technological advancement in the product.
 Market the product with advanced technology and in with reasonable price.
ALTERNATIVE NO:2 Conduct feasibility study.
 which is used to define the business problem and/or opportunity to be addressed.
 It can forecast the market trends.
 It shows the strength ,weakness ,opportunities ,threat of the company.
 It help them to get back to market .

7. Best solution..
ALTERNATIVE NO:2 Conduct feasibility study.
 which is used to define the business problem and/or opportunity to be
addressed.
 It can forecast the market trends. Know about the taste of customers ,It help
them to get back to market
 It shows the strength ,weakness ,opportunities ,threat of the company.
 The study evaluates the companies potential for success; therefore,
perceived objectivity is an important factor for the success.
 It must therefore be conducted with an objective, unbiased approach to
provide information upon which decisions can be taken.
 Helps to make the product according to trends of the market . Implement
technological advancement in the product.

8. FINDINGS
The new technology developed by kodak engineer steve sasson is not
implemented in there product.
They does not conduct any feasibility research for the companies
strength, weakness ,opportunity and threats.
They doesn't reduce the price of their product even if they are outdated.
There competitors used the new technology in their products and
marketed it with low price.
The customers are preferred the product with more advanced technology,
with reasonable price .
Without the implementation of advanced technology Kodak market
leadership is fell in to a big fall

9. SUGGESTIONS
The kodak company should market the new technology(Digital
camera)developed by there engineer.
They should conduct a market analysis about the taste of customers
before taking the decision of continuing the film business.
They should conduct the feasibility study.
Make the product according to trends of the market(implement
technological advancement)

10. CONCLUSION
From the case we see that the company Kodak doesn't adapted or
accepted the new technology which is invented by there own
engineer.
The Kodak failed due to its slowness in transition.
They doesn't done any market research for identify the trends in the
market.
They doesn't conduct feasibility study.
 If they done any good managerial decisions by adapting the
research in the market, they can achieve or maintain their market
leadership

11. THANK
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