EASTMAN KODAK ANALYSIS

EASTMAN KODAK ANALYSIS Background It was disclosed in January, 1994, that stock of fill manufacturing giant, Eastman Kodak, had alienated 8% in value, and its market sh ar in the unite States had dropped from 76 to 70%. Figures for 1993 showed that U.S. dollar gross gross revenue of both fuji cherry and Polaroid had increased to over 15% compared to Kodaks 3%. centre of attention Issues Declining differentiation of goods in the filming industry, so other companies are providing almost the said(prenominal) reaping but with lower set than Kodak. A persistent worry for Kodak was its inability to keep the suck on price and constraints obligate by a 1921 acquiesce phase which disallowed Kodak from marketing under a private label. Kodak, with twice the gross sales dollars of Fuji, worn out(p) four multiplication the amount Fuji spent on advertising. Both companies attempt to position themselves in the marketplace by promoting the superior start of their fil m accomplished with advanced technology. However, in a series of tests performed by Consumer Reports, it was name that there was no significant expiration in the quality of the top six ISO 100 films. Proposed Strategies intro of a unseasoned Product Line To offset a perceived downward social movement and to compete with chief(prenominal) rivals, the Fuji Film Co.

and Konica, Kodak proposed to introduce a new score priced comparably with Fuji and Konica and 20% cheaper than Kodaks top-of-the-line film, Gold asset. The new give away was named Funtime. Shortcomings There was sizeable skepticism rega rding the last success of Kodaks Funtime i! nfer. Reservations were based on the following shortcomings: 1. the 1921 consent decree seemed likely to limit harvesting distribution and sales since the film could exactly be change under the Kodak brand name; 2. no advertising dollars were earmarked for the venture; 3. the product would totally be offered twice a family at off-peak film utilisation times; 4. limited quantities of the product would be produced; 5. the product would only be available...If you want to cast a full essay, allege it on our website: OrderCustomPaper.com

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