Restructuring / Turnaround Strategies Case Study

Kodak’s Turnaround Strategies

Abstract:
Kodak was a $8 billion company and a leading player in the imaging industry. It had four main businesses -- commercial digital imaging, film and photofinishing, health care and graphic communications. Its digital business offered digital cameras, software for organising and manipulating pictures, printer docks, and the Web-based EasyShare Gallery for buying and storing photos online. Since the 1990s Kodak’s film-based business was a major revenue generator for Kodak. However, with the advent of digital photography, its based business suffered losses. This case study discusses Kodak’s transition strategy from analog to digital technology and its attempts to regain market share.

Pedagogical Objectives:

• The case outlines Kodak’s rise and its product portfolio in imaging industry
• The case discusses Kodak’s new product launches and comparative performance of these products against the film based products
• It discusses the changeover strategy from analog to digital technology and its attempts to recapture the market share.

Keywords : Kodak; EasyShare; Brownie camera; Fuji Photo Film CO.; Olympus; Nikon; Canon; Polaroid; Restructuring / Turnaround Strategies Case Study; Snapfish.com; Maytag; Hewlett-Packard; Xerox Corp; Cingular Wireless; Seiko Epson; NexPress