Kodak faces weaknesses such as a small market share and poor strategic decisions in the past to resist digital change. However, it also has strengths such as a history of innovation and brand recognition. The document identifies opportunities for Kodak to leverage its brand through new technologies, products, and adapting to consumer needs, as well as threats from high-competition and declining parts of the printing industry.

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