KODAK A fallen corporate giant. CONTENTS About Kodak Kodak’s gaffes (Missing market...
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Transcript of KODAK A fallen corporate giant. CONTENTS About Kodak Kodak’s gaffes (Missing market...
KodakA fallen corporate giant
contents
About Kodak
Kodak’s gaffes (Missing market opportunities )
Lessons
Type Public company
Industry Digital imaging photography
Founded 1888
Founder George Eastman
Headquarters Rochester ,NY ,US
Area served Worldwide
Key people Antonio M. Perez(Chairman and CEO)
Philip J. Faraci(President and COO)
Products Digital imaging and photographic materials , equipment and services
Revenue US$ 4.11 billion (2012)
Operating income
US$ −600 million (2011)
Net income US$ −764 million (2011)
Total assets US$ 4.67 billion (2011)
Total equity US$ −2.35 billion (2011)
Employees 13,094 (2012)
Eastman Kodak Company
The Market Opportunities that Kodak missed since the 1960s ：
Advantage:
Kodak’s response:
Customers can see their photographs instantly instead of waiting to have Kodak developed.
Kodak’s managers thought the company’s customers would never accept the grainy, less-defined photographs that instant cameras produce.
The Needs of CustomersThe Needs of Customers
Its own silver-halide technology was so superior
Its own silver-halide technology was so superior
Advantage:
Kodak’s response:
Xerography produces poor-quality images. This is not our business.
Xerography was a major breakthrough.
The Needs of Customers, new machine
The Needs of Customers, new machine
Believing its own silver-halide technology was much more high-quality
Believing its own silver-halide technology was much more high-quality
Not be over infatuated with one’s own patents
Persevere in the customer-oriented approach
Never forget the true purpose of one’s business
The that we can draw from Kodak’s flawed marketing strategies:
