Topic: Kodak Vs. Fuji

Type of paper:	Term Paper
Subject area:	Marketing
Academic level:	College
Style:	MLA
Size:	35.5 kB
Word count:	1216
Mark awarded:
Date submitted:	2008-11-21 20:00:35
Rating/Votes count:	4.43 / 7

See alike papers

Tags:

company, question, digital, kodak, fuji, xerox, Eastman Kodak, Chandler, Rank Xerox, Polaroid Corporation, Eastman Kodak Company, dicussion

KODAK vs FUJI
2007
Kodak vs Fuji
Introduction
The case study is about the struggle in the global film industry ,
involving two of its greatest players , Kodak and Fujifilm , other
competitors and newcomers , along with elaboration of how conditions of
the global business environment have influenced the industry .
Specifically , the case study argues that Kodak has been lazy in
maintaining its leadership in the global film industry and letting Fuji
and other competitors take away parts of the otherwise stable and
`controlled ' market .
The case study also discussed the threat of the digital photo industry ,
which existence threatens to take over existing markets in the film
industry . Some considers this issue quite important because the digital
industry has several advantages over the traditional film industry .
Nevertheless , both company stated that they have strategies to deal with
such threat .
Kodak : Protecting Strategic Advantages and Facing New Challenges
Kodak is often criticized for letting another incidence of `Japanese
takeover ' happen in the global industry . The history of Japanese
takeover in various global industries (including the motorcycle and
high-tech industries ) has been so well-known that it increases the pain
of yet another Japanese aggressive move to dominate the global market
share of an industry . In the global film industry however , Fujifilm , the
Japanese based industry is not yet taking over the first place in the
global film markets . According to the case study , the latest report
indicated that both company , Eastman Kodak Company and Fujifilm has
similar strength in the global market , each controlling one-third of the
global film market .
Despite the current strategy , Kodak can still preserve its leadership by
performing the following strategies :
Engaging on price competition to the required level
Kodak manager stated that kodak would not engage in price wars as many
would have suspected . He believes that the best way to deal with the
challenge is by searching for better ways to attract customers through
product development and innovation however , a considerable attention
should be allocated to price management . This is necessary because price
is one a very important determinant of buying preferences . As the
manager of Southwest airline once said , it is better to see price as a
pert of the value offered to customers rather than seeing it as a last
resort because inability to enhance product quality .
Foreign market
As stated in the case study , there has been a sponsorship war occurs
between Kodak and Fuji . This promotion war seems to happen in every
market both companies are targeting . However , Kodak is loosing the
battle when it comes to promoting its product overseas and especially in
Asian markets . In the previous years , the Asian market has seen Fuji as
it number one supplier of quality films .
In some nations , Kodak 's retail and customer service centers were
replaced by Fujifilm 's retail center . The reason for this change of wind
is the lack of investment by Kodak toward Asian markets . Kodak should
enhance their competitiveness in these foreign markets by increasing
promotional activities .
Getting ahead...

Please login to download this paper (for registered users).

Download this paper NOW for $15.95