Kodak

In the world of digital imaging , one of Kodak 's strengths is that it is still the number one supplier of film in the world . While the consumer market has migrated to digital , there are still many applications from cinema to medicine that still uses Kodak Film . Another strength for Kodak is its IP portfolio . Its many technological products are used in many fields , even by their own competitors in the digital camera industry . Another key strength for Kodak is printing services . Kodak booths and Kodak online photo printing services are exceptionally

matched to Kodak 's expertise as well as being areas where Kodak can easily out price any incoming competition . An opportunity for Kodak is the printer market where it will be offering consumer printers whose ink refills are significantly cheaper than the competition - a significant move to cut away market share from Canon and HP . A weakness for Kodak is its poor consumer lineup . Kodak does not have a consumer level SLR camera which is blamed for its declining market share in the digital camera segment . Remaining threats include the eventual obsolescence of film

Kodak 's strategy seems to revolve around leveraging its IP . Kodak is one of the leading CCD manufacturers whose CCDs are at the heart of many digital cameras - even those made by competitors . Kodak has also agreed to license its IP to Motorola for use in cellphone cameras . This enables Kodak to easily gain a slice of the cameraphone market which today is the largest mover of digital cameras . Since substitute products are the strongest force in the industry followed by competitive rivalry licensing IP allows Kodak to earn from the industry while avoiding the intense competition . However due to th fast pace of the industry , Kodak must continually make investments in IP to ensure that they stay at the top of their game . Another key strategy Kodak is pursuing is diversification . Kodak lost ' its camera lead to Canon and Nikon in the digital age . Now , Kodak is more than a camera company , entering all possible facets of imaging technology in to be active in as many markets as possible

Bibliography

Gonsalves , Antone "Kodak Offers Cheap Ink With New Printer Line Information Week 06 Feb 2007 08 Nov 2007

Williams , Martyn "Kodak loses out in U .S . camera market " Macworld 02 Feb 2007 08 Nov 2007 ...