Business Case Studies, Leadership Case Study, Tata Group,Ratan Tata

Code : COM0074

Year : 2005

Industry : Engineering, Electrical and Electronics

Region : China

Teaching Note:Not Available

Structured Assignment :Not Available

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Introduction:With a global operating experience for over a century, US-based Eastman Kodak Company, (Kodak) is the world's biggest film manufacturer which operates four business segments namely: photography, health imaging, commercial imaging and other imaging.

Kodak had its presence in China since the early twentieth century. But it was not until themid-1980s, that Kodak could gain a foothold in the world's most populous country - China.

Kodak's investments in China and extensive promotion strategies helped the company to establish its presence in the country. Since the mid-1990s till 2004 Kodak's revenue in China has grown by 40%. With only 20% of Chinese households possessing cameras in 2004, Kodak forecasts a tremendous growth potential in future.