Kodak Case Essay


Eastman Kodak Firm, commonly known as Kodak is an American multinational imaging and photo taking equipment, materials and providers company headquartered in Rochester, New York, United states of america. It was founded by George Eastman in 1889. Kodak is best known to get photographic film products. During most of the twentieth century Kodak held a dominant location in this sector. In fact , Eastman Kodak Co. is one of the dominant market share owners within the camera and other photography-related industries. Kodak pioneered beginner photography and is also often acknowledged for the invention of move film and the first camera. The markets for color film and color photofinishing in 1954 had been controlled simply by Kodak. Completely over 90% of the amateur color negative film industry. In 1994, Kodak appeals to court to terminate 1921 and 1954 decrees that restrict prices policies. In addition, fifteen years ago, Kodak was your fourth most beneficial brand in the world after Disney, Coca-Cola and Microsoft, but today, the company has totally sunk. Indeed, on January 19, 2012, the company filed pertaining to bankruptcy. We all will initially discuss regarding the termination of the two decrees after which, try to find out what went incorrect in the firm that lead to individual bankruptcy. Finally, we will discuss about all of the changes I would make if I was the CEO of Kodak to prevent such an end.

Question you: What are the decrees impacting on Kodak's actions? Why were they put in to place?

Two decrees impacting on Kodak's actions had been implement, in 1921and then in 1954. In line with the first rule, Kodak were required to stop impacting different forms of dealing deals on retailers, divest all of the acquired businesses, license the photofinishing operations and technically assist anybody willing to start up a photofinishing business. The decree's main goal was to provide better conditions pertaining to healthy competition in the photo industry. With all the development of the color film industry, Kodak became its unique innovator. The company sold its color film just as a package deal together with finalizing. Thus, simply by bundling the price of film and processing, Kodak effectively monopolized the photofinishing industry. This resulted in the 2nd decree which usually placed a permanent restriction about Kodak from bundling someone buy of their color videos to the photofinishing process. Additionally, it required Kodak to divest itself of some of the photo labs. Thus, the decrees of 1921 and 1954 experienced facilitated the introduction of a competitive market pertaining to the sale of films along with processing. The decrees against Kodak was executed to limit their market power and prevent monopolization of the photographic industry.

Query 2: Who have are the opponents for Kodak? What market share does Kodak have in comparison to its competitors? What competitive advantages does Kodak include?

Kodak's opponents are since follow: Fuji, Konica, Agfa and 3M. These are the four firms manufacturing and selling camera film in the usa. However , despite a delicate difference in the quality of film, Kodak's sales noticeably exceed those people of it is competitors although the prices charged by the business are generally higher. According to court, Kodak's sales in dollar terms constitute about 75% of all of the film sales in the US. Regarding 241, 500 major retailers provide Kodak film, while only about 71, 000 present its nearest rival, Fuji, even though its prices happen to be reported being 10% decrease. As for the other competition, their market share is relatively small: Konica makes up about only 4% of revenue, Agfa for 3% and 3M to get 8%. Kodak's market share as well increased thanks to several acquisitions it produced; the most important one particular was the purchase of Qualex in 1994 that currently accounts for 70% of all the wholesale macro lab photofinishing market in america. The main competitive advantage that Kodak has is the buyers 'trust and loyalty: in spite of much higher rates, 50% of shoppers will only purchase Kodak film, while forty percent will opt to purchase Kodak products. Additionally, the company likewise provides...

essay website marketing