Topic: Mgt599 Case 2- Kodak

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Type of paper:	Book Report
Subject area:	Management
Academic level:	College, Bachelor
Style:	MLA
Size:	29.5 kB
Word count:	1493 words/6 pages
Mark awarded:
Author:	Gabriella Howe
Date submitted:	2008-11-22 01:56:19
Rating/Votes count:	4.00 / 3

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school, business, case, system, management, operations, digital, kodak, Porter, Anne, York, Company, Business School, Eastman Kodak, Chandler, Small Business Management, Eastman, Polaroid Corporation, Eastman Kodak Company, Thomson Delmar Learning, mgt, Schlichtman, Teaching Content Literacy

Running head : Eastman Kodak
University :
Name :
Date :
Course :
Tutor :
Introduction
Eastman Kodak company is a multinational corporation founded by George
Eastman in the late 1800 . The company had a manufacturing base of
equipments , supplies and systems in professional imaging films , digital
camera , printers , scanners and photographic chemicals .
In 1980s the company started facing a lot of competition in photography
leading to a decline in its product demand due to technological
breakthroughs by other firms . However , Kodak instituted several measures
which included looking for broader international market strategy .
Eastman decided to remake itself due to the uncontrolled losses it had
been facing on its sales and market share in photo imaging . It was
important for Eastman to diversify its market range by entering into
additional markets with a variety of products and quality finishing .
We can analyze the environment of Kodak company using the Porter 's five
forces model . The model was developed by Michael E . Porter of Harvard
Business School in 1979 . He developed a model of pure competition .
His analysis used concepts derived from industrial organizations that
determined the level of competition thus attractiveness to the market (Grant 2005 ) The attractiveness of a company in this context is its
level of its profitability . Unattractive companies are as a result of
these forces which drive a companies profitability downwards . These
forces Porter refers to then as micro-environmental elements . Porter
defines macro-environmental forces as those forces that affect a
companies ability to serve its clients and make profits at the same
time . Strategic managers who are keen in developing an edge over rival
firms can utilize the Porters five force model to understand the
industrial context one is operating in (Porter 1979 )
Rivalry between firms is brought about by competition in the
traditional economic model . Firms in the modern world strive for
competitive advantage over their rivals through expansion of profits .
When rivalry intensifies between firms a counter response is elicited by
the other firm in response . In this pursuit , firms can choose a number
of competitive moves .
Some of these moves may include changing of prices mostly by lowering
them giving firms a temporary advantage against their rivals . This is
what happened with Kodak when they realized that other smaller companies
were emerging in the market . This created advantage for them to survive
amidst many challenges .
Improving product quality is the other way of fighting rivals . This
involves giving the best either at a cheaper price or at the same price
as the rival company . This strikes a level ground and the decision is
left with the customers (Porter 1979 )
Rivalry in the market can also be facilitated by slow market growth . In
this respect , the Kodak company evolved as the only photo production and
photo accessories company since the late 1800s . This rivalry is
aggravated by low switching cost by customers from one company to the
other . This results to a struggle to capture the customers again .
The threat of substitutes or products that the substitute company
produce is...