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Kodak Case

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Introduction

Kodak and the Digital Revolution Brief Overview: Kodak is a multinational American corporation which has become a household name most known for its film products. The company has come face to face with many changes due to the digital revolution which has created a rapid changing photography industry. George Eastman began Kodak in 1880 and introduced the first Kodak camera in 1888 coining the slogan "you press the button, we do the rest." Eastman held a high standard for the company when it came to competition however with many managerial and product line changes, Kodak has slowly fallen behind in the industry. The company has experienced many shortcomings with the most recent trend of digital photography. According to Exhibit 7, from 1998-2002 Kodak was 2nd to Sony in the U.S. for the percent of units sold. The company is now considering layoffs as market share, film sales, and company revenues are down. Problems: * The company is faced with multiple managerial problems. First, the company lacked fresh blood in its management team. All of its CEO's primarily came from the manufacturing jobs within its own company. This hurt the company overall and put a damper on keeping up with technological changes and competition as "Kodak avoided anything risky or innovative." ...read more.

Middle

Majority of all cellular phones sold today come with a digital camera installed. Most times, users do not print or upload these pictures to their computers because of the hassle. If Kodak implemented an application that automatically came with new cell phones, the user would have the opportunity to immediately upload these photos by the click of a button to the online KodakGallery - an online tool Kodak has already introduced. Below would be the process: a. Take picture on cellular phone. b. Automatically a screen pops up asking you if you would like to save the picture: click yes. c. Now the picture is saved to your phone. By clicking yes with the free Kodak application installed on your phone your picture is automatically uploaded to the KodakGallery as well. d. Select a printing location from your phone, home computer, or in store kiosk or minilab. With your photo now available in the KodakGallery you can either visit their website at www.KodakGallery.com to preview the photo, edit, and print or you can conveniently open the Kodak application from your phone and make your selections to be printed right then and there to a retail store that you have already selected when you first subscribed for the service when you bought your phone. ...read more.

Conclusion

Second, Kodak would need to engage in a strategic alliance with the cellular phone providers and sell the advantage to everyone involved. Next, Kodak would need to map out its placement of kiosks and minilabs around the world and see where they should focus on implementing new ones as well as updating old ones to work with this new application. This process may take upwards to 5 or 6 years or so to break ground and gain market share however it may take a few more years to catch on. Kodak should continue its marketing theme of "ease of use" in order to sell this to the consumer which I think would work fabulously considering it is in fact making it easier and less tedious to print photos from your cell phone since there are less steps. This would allow the user to print photos from their phone by selecting a location to have them printed or they can easily view their photos from a computer since they are already uploaded to the KodakGallery website by the click of a button. It would also allow them to visit the store where the kiosk or minilab is located to view the photos and make any edits needed. Having a larger variety of kiosks and minilabs too will give the user a greater variety of places to have their photos printed which will in turn increase the use. . Kathy Drake Case 2 ...read more.

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