KODAK STRATEGY
Presented by: Group-5
Arindam Saha- 2125286060
Azmine Adel Al Aziz-2115422660
Md. Nishatur Rahman-2135539660
Introduction
• Established in 1988
• Founder: George Eastman
• Headquarters: Rochester, New York, USA
• Creator of the iconic slogan: "You press the button, we do the rest“
Overview of Kodak's core business areas:
• Traditional and digital cameras
• Film, kiosks, and online printing
• Expansion into printers, document imaging, film and television,
medical imaging, and more
Highlight of Kodak's significant contribution
to digital photography
• Annual sales in 2003: $1.2 billion
• Net Income: $238 million
• Net worth in 2023: $334.50 million
Objectives
I. The competitive forces to have the greatest effect on the
photography industry’s attractiveness.
II. The nature of competition in the international photography
equipment industry.
III. The key factors for success in the digital segment of the industry.
IV. In the context of Kodak’s key resource strengths and weaknesses,
the recommendations we suggest for Kodak to successfully
compete in the digital photography industry.
Competitive Forces Impacting the Photography Industry
• Porter's Five Forces Model:
• Threat from established rivals
• Threat of potential new entrants
• Threat from substitute products
• Bargaining power of suppliers
• Bargaining power of buyers
Threat from Established Rivals
Main competitors in the photography equipment industry:
• Kodak, Canon, Fuji, Sony, Hewlett-Packard, and others
• Intense competition, continuous product innovation
• Examples of rivalry: New product releases and innovations
• Speed to market as a crucial factor for success
Threat of Potential New Entrants
• Opportunities for new entrants:
• Digital camera market, technology-driven areas
• Entry barriers: High R&D costs, brand recognition, industry expertise
• Mention of LG, Panasonic, Dell, Microsoft, Adobe as potential
entrants
Threat from Substitute Products
• Emergence of substitute products.
• Mobile phones with built-in cameras, digital sharing
• Impact on the traditional photography market
Bargaining Power of Suppliers
• Kodak's in-house manufacturing vs. external suppliers
• Potential cost advantages vs. quality considerations
Bargaining Power of Buyers
• Influence of large industry players (Kodak, Canon, Fuji, Sony)
• Shifting consumer buying trends
• Globalization's impact on consumer purchasing power
The nature of competition in the international photography
equipment industry.
Industry Overview
Started Growing Rapidly in 1950.
Key Players:
o The Eastman Kodak
o Sony
o Fuji
o Canon
Market Shares of the Leading Brands
Kodak
Parameters Fuji Canon Sony Ricoh
US Market Leader 70% 13% 27% 34% 9%
40%
World Wide Share 33% 57% 64% 45%
7-9%
Asian Share 70% 62% 27% 58%
The nature of competition
• Availability of Smart Phone
• Niche and Specialized Players
• Technological Advancement
• Intellectual Property and Patents
• Global Market Dynamics
The key factors for success in the digital segment of
the Photography industry
Technological Advancement and Innovation
Product Design and Features
Strategic Alliances and Partnerships
Commitment to Research and Development (R&D)
Key Factors for Success in the Digital Segment
of the Photography Industry
Market Segmentation
Competitive Pricing
Global Expansion
Kodak’s key resource strengths and weaknesses
Kodak’s Strengths
Global distribution presence
Product portfolio
After-sale service
Trained workforce
Kodak’s Weaknesses
Virtual stores
Lack of vision
Market Knowledge
Recommendations
Invest in R&D
Continuous Innovation
Leverage Brand Heritage
Embrace Sustainability
Customer Education
Data and Analytics
Strategic Partnerships
