Unit Title: Business Strategy

Assignment 1 Conventional Vs Digital Cameras

Lecturer’s Name: Zeinal

TASK 2.1 & 2.2

Throughout this assignment, there will be an explanation of the classical/rational process of strategic planning, the strengths and weaknesses of the classical/rational, incremental and emergent approaches to strategy for the two companies Kodak and Canon.

The classical/rational process of strategic planning

The classical approach is based on the idea of rational planning and its methods. The use of strategy will be an indispensable part of determining the future business of the company. Also the use of rational planning can help the company to achieve its essential goal profitability. (Whittington, 1993)

Based on the HND/ HNC Business Strategy course book (2004, p-118), there are three diverse phases in the classical/rational planning process:

  • Strategic analysis: it assess of understanding the objectives, the resources and capabilities, the external influences and the future potential of the organization.  For companies such as Canon and Kodak, the question keys to achieve their business are:

 “Why the organization does exist?”

  • For Canon, to be a market leading supplier of consumer and business imaging solutions. And to be committed to the customers' ongoing satisfaction through the empowerment and development of its staff. (Canon, 2008 )
  • For Kodak, to integrate diversity and inclusion in all aspects of the business in order to fully engage the energies of Kodak's employees and a diverse supplier base, meet competitive challenges in the marketplace and maximize shareholder value (Kodak, 2008)

 “What are the company’s objectives?” 

  • For Canon ,to accelerate   the business’ growth  by  promoting technological innovation with the aim of capturing the overwhelming No. 1 market position in all of its existing business areas. (Canon, 2008)
  • For Kodak, to put abundance in its new products and processes to make photography simpler, more useful and more enjoyable. (Kodak, 2008)
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“How successful is the company”

  • For Kodak, it ranks as a premier multinational corporation, with a brand recognized in virtually every country around the world. The second largest Kodak business in terms of turnover, Health Imaging is the world leader in the developing, manufacturing and marketing intelligent imaging products and systems from analogue to digital. ( Zillion Business Review, 2008)
  •  According to the case scenario Kodak & Canon are the supreme dominators of the American digital camera market.

“What are the possible external influences on the organization? 

  • For Canon, it has to develop and make superior ...

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