INSERT Kodak related photos

THE 21ST CENTURY
KODAK
Strategic Business Management –
Assignment #3
12/15/2013

Armen Khecho...
The very short story of the very little black roll of film.

INSERT photo of roll of film
Environment Scanning
+ Internal Analysis
- Company Overview
- Organizational Strengths
- Organizational Weaknesses
- Custo...
Environmental Scanning – Internal
Analysis
Company Overview
Kodak has transformed itself into a technology company focused...
Environmental Scanning – Internal
Analysis
Document Imaging:
+Scanners
+Services
+Software
Personalized Imaging-Consumer:
...
Environmental Scanning – Internal
Analysis
Organizational Strengths
-Market advantage: in business over 100 years
-Valuabl...
Environmental Scanning – External
Analysis
Competitors
Fuji Film: direct
Business Climate
Describe the business environmen...
Challenges & Solutions

Organizational Challenges
We feel that Kodak is moving in the wrong direction if they want to rega...
Strategy & Formulation

To be able to make such as major change to such a multi faceted company such as
Kodak we will need...
Strategy & Formulation

INSERT Chart
#1
Strategy & Formulation – Sales & Marketing
Marketing Campaign
The marketing campaign surrounding the new Kodak direction w...
Strategy & Formulation – Legal &
Ethical
Legal Factors
Because we will be looking to higher competitors current and former...
Financial Data Analysis
Financial Overview of the Company
Since Kodak has just started climbing their way out of a Chapter...
Financial Data Analysis
Financial Overview of the Company
Since Kodak has just started climbing their way out of a chapter...
Strategy Implementation
Financial Overview of the Company
Since Kodak has just started climbing their way out of a chapter...
Strategy Evaluation
Evaluation Strategy & Benchmarks
The evaluation of this change of direction for Kodak will happen over...
Conclusion
List Conclusion Points
KODAK related photo
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KhechoumianA_BurrowsB_Assignment#3(DRAFT)

  1. 1. INSERT Kodak related photos THE 21ST CENTURY KODAK Strategic Business Management – Assignment #3 12/15/2013 Armen Khechoumian / Bill Burrows
  2. 2. The very short story of the very little black roll of film. INSERT photo of roll of film
  3. 3. Environment Scanning + Internal Analysis - Company Overview - Organizational Strengths - Organizational Weaknesses - Customers - Collaborators + External Analysis - Competitors - Business Climate - Business Opportunities - Business Threats
  4. 4. Environmental Scanning – Internal Analysis Company Overview Kodak has transformed itself into a technology company focused on imaging for business. Today's Kodak provides: Disruptive technologies and breakthrough solutions in the fast-growing product goods packaging, functional and digital printing markets, where Kodak is enabling customers to achieve transformational improvements in efficiency, quality and productivity Quality enhancements for customers of our successful, established businesses in graphics and entertainment. Professional services that help businesses redefine information flow and security.
  5. 5. Environmental Scanning – Internal Analysis Document Imaging: +Scanners +Services +Software Personalized Imaging-Consumer: +Photo Kiosks +Software & Apps +Film Personalized imaging-Business: +Retailers & Photo finishers +Professional Photographers & Labs +Event imaging solutions
  6. 6. Environmental Scanning – Internal Analysis Organizational Strengths -Market advantage: in business over 100 years -Valuable assets: Global distribution -Technology: coloring and printing and image capturing Organizational Weaknesses -Slow acceptance: digital technology -Too big to fail: Kodak believed they didn’t need to change -Over extended: going into markets that they were not familiar Customers Kodak has shorten their reach to the Consumer market by discontinuing their Consumer camera lines. The do seem to focus on the young family people 25-40 who want to print their digital pictures by having print kiosks. Collaborators Belkin: Bluetooth photo sharing DM-Drogerie Market: photo books/ greeting cards
  7. 7. Environmental Scanning – External Analysis Competitors Fuji Film: direct Business Climate Describe the business environment that the organization operates in. This area should cover all elements of the PEST analysis (political and regulatory, economic, social/cultural, and technological environments). Business Opportunities Based on your analysis of the business climate, you should be able to identify opportunities for the business. What is going on in the market place that the organization can capitalize on? Briefly discuss any opportunities you have identified from your research. Business Threats Based on your research, you should be able to identify threats for the business. These are the things that are going on in the market place that the organization must remain aware and on top of to keep their market position and the viability of the organization. Briefly discuss any threats you have identified that are not addressed in the sections above. Areas to consider addressing should include the threat of new entrants, the bargaining power of buyers, the threat of substitute products or services, the bargaining
  8. 8. Challenges & Solutions Organizational Challenges We feel that Kodak is moving in the wrong direction if they want to regain their brands strength they once had. To do so Kodak need to focus resources on things like the technologies of the future and less of fading trends like image reproductions and printing speeds of books that are being replaced by digital formats. Proposed Solution We propose a change in how Kodak as a company sees its self. The act of capturing an image or taking a picture in the beginning was primarily for record keeping. This record keeping was to have a solid state of past information like what a person looked like or what happened at an event. We feel that much like the early days of pictures Kodak should stay focused on the capturing of information primarily. Kodak should focus on development of digital Professional and Consumer grade movie and still cameras, the sensors used for capturing the images on those cameras, and eventually digital projection of those captured images.
  9. 9. Strategy & Formulation To be able to make such as major change to such a multi faceted company such as Kodak we will need to do a major restructuring to departments like the Commercial printing and Film development/production. Other departments such as Consumer cameras will be reengineered and will expand hiring electronic engineers from competitors like Sony and Canon. We will continue to deliver our Customer grade cameras and printing equipment at competitive pricing to create revenue for our research and development department. At first to gain strength in the Commercial image capturing market we will need to imitate the industry leader until we can convince some of their engineers to be part of our team. As our development and research team grows we will make a move for the industry leader in Commercial movie and still image capturing. To stay an industry leader we will pay a competitive wage to our teams who create the cutting edge technology and when we release our newest Commercial sensors we will move the older sensor technology to our Consumer grade products. This will be a technology that builds off of the past technology much like film did for 100 years earlier. To make this successful the Commercial camera/sensor part of the company will have to be supported by stronger Consumer grade sales to strengthen belief in the Kodak brand for image/information capturing.
  10. 10. Strategy & Formulation INSERT Chart #1
  11. 11. Strategy & Formulation – Sales & Marketing Marketing Campaign The marketing campaign surrounding the new Kodak direction will revolve around consumers at first and their use of cameras to capture their special family moments. The commercials will show the history America has had with the Kodak Company and how consumers can still count on Kodak to deliver a dependable product. Later after the BETA Testing we will run advertisements alluding to a change in the Commercial market for digital image capturing through the new technology developed by Kodak. Slogan Kodak’s new tagline will be “From past to present to future moments Kodak will be there to help you capture it all.”. This simple slogan stresses to consumers that Kodak and its strong history with image capturing and record keeping is something that they can rely on for quality. Marketing Strategy To market the changes in Kodakour marketing team will use magazine advertisements, TV/Web commercials, and billboards to create a ground swell, to make Kodak a household name that people undoubtedly believe in again. Social Marketing Strategy Advertising on Facebook and Twitter will be some of the strongest parts of the first phase of advertising. Social media campaigns where we give away discounts on products for customer survey information. Social media also creates CRM and helps relieve the costs of advertising through word of mouth.
  12. 12. Strategy & Formulation – Legal & Ethical Legal Factors Because we will be looking to higher competitors current and former employees we will possibly see some lawsuits for copy write infringement but we will make sure to document all our original works and paten them as Kodak has done through out the company’s long history. Ethical Considerations Because of the intensive development and research that will be done to achieve the new direction of Kodak all employees will have to sign disclosure and no competition contracts to secure the information and technology that may be stolen by competitors.
  13. 13. Financial Data Analysis Financial Overview of the Company Since Kodak has just started climbing their way out of a Chapter 11 situations and has just recently started trading publicly again there is limited amount of information about stock history. But if the plans are followed as we have laid them out then Kodak will be back on top as a market leader. INSERT – Graph #1
  14. 14. Financial Data Analysis Financial Overview of the Company Since Kodak has just started climbing their way out of a chapter 11 situations and has just recently started trading publicly again there is limited amount of information about stock history. But if the plans are followed as we have laid them out then Kodak will be back on top as a market leader. INSERT – Graph #1
  15. 15. Strategy Implementation Financial Overview of the Company Since Kodak has just started climbing their way out of a chapter 11 situations and has just recently started trading publicly again there is limited amount of information about stock history. But if the plans are followed as we have laid them out then Kodak will be back on top as a market leader. * REDO CHARTS ON KEYNOTE
  16. 16. Strategy Evaluation Evaluation Strategy & Benchmarks The evaluation of this change of direction for Kodak will happen over many stages. First will be tracking money that has been reallocated to the reengineered departments for research and product development. Then we will watch the response to the launch of the new Consumer line of product by December 2014. After that we will move forward to Beta testing that will lead to professional feed back on the Commercial line of products. And if all is well then we will launch the final steps of the Commercial line of products with success.
  17. 17. Conclusion List Conclusion Points KODAK related photo

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