Growth Strategies Case Study

Case Title:

Kodak : The Changing Strategies

Abstract:
By 2000, Kodak, the company that pioneered the imaging industry by inventing easy-to-use cameras and photographic film, was in deep crisis. With the advent of digital cameras in the mid 1990s, Kodak found its sales declining, as consumers preferred the new cameras, which did not use films. The growing popularity of digital cameras led to a slump in film sales, which was a major revenue generator for Kodak. Additionally, the new technology attracted a lot of competition from traditional as well as new players. In order to maintain its lead in the industry, Kodak decided to adopt the new technology and reinvent itself from a camera and film manufacturer to a digital imaging company. The case discusses the evolution of the digital camera market and the shrinking film business. It also highlights the strategies adopted by Kodak to embrace the new technology to sustain its leadership position.

Pedagogical Objectives:

• To discuss the evolution of Kodak from a film company to a provider of digital imaging systems
• To understand the gradual decline of Kodak’s film business
• To understand the evolution of digital technology
• To assess the turnaround of Kodak by new product development
• To debate whether Kodak would succeed in regaining its status.

Keywords : Kodak; Fuji; Digital camera; Film; Photography; Eastman Kodak Company; Growth Strategies Case Study; Disposable camera; Canon; Nikon; Sony; Analogue camera; Inkjet printer; Advanced photo system; Ofoto; Camera phone

Contents : 
About Kodak
Declining Film Business
Evolution Of Digital Technology
Turning Around Kodak: New Product Development
Kodak: Changing Focus
Us Consumer Printing Market: Film Vs. Digital
Kodak’s Revenues: Digital Vs. Traditional