kodak

Running Head : Kodak 's Marketing Strategy

Kodak 's Marketing Strategy

[Name]

[School]

In partial fulfillment of the requirements for [subject]

[Professor]

[Date]

ABSTRACT

Kodak is known as a company that is in the imaging industry . There are several players in the industry however , Kodak is known as a major player in the business . Kodak had started to make its transition from traditional imaging to digital imaging . However the transition had proved to be a challenge because the company had to face its competition Fuji and the conceptualisation

and creation of the digitasation Company Pro

Eastman Kodak Company , also known as KODAK , was founded in the year 1880 . Kodak is engaged in the businesses of development , manufacturing and marketing of digital and traditional imaging products . It also has services and solutions that the company offers to their clients worldwide . There are three core groups in the company according to Yahoo Finance (2007 . Each of the core groups has their own industry and clients . There is the Consumer Digital Imaging Group , the Film and Photofinishing Systems Group and lastly the Graphic Communications Group . The Consumer Digital Imaging Group offers all the products related to creating and capturing images and photographs which ranges from Cameras to imaging sensors . The group also offers online store and sharing of photos online . The Film and Photofinishing Group offers all products that are related to production of photographs and the materials used to store the images and provide output to the user or client . The group 's products include films used in camera , the chemical to develop the film , photo s and imaging applications . The Graphic Communications Group offers conversion of traditional images to digital images which includes scanners , micrographic peripherals and films commercial printing , packaging , news and service bureau markets

Company History

In to understand why Kodak is taking the marketing strategies that it applies in the present , the history of the company must be studied Chicago Sun-Times (2003 ) had featured Kodak 's history timeline . When the first camera was developed in the year 1839 , George Eastman and William Walker started to develop and manufacture flexible film . This had started the evolution of the company . In the year 1889 , the Eastman Company was first created . In the next few decades , the company has developed the motion picture camera (1891 , the pocket Kodak Camera (1895 , Brownie Camera (1900 , the instamatic camera (1963 , and Ektaprint Copier Line (1976 . In the year 1986 , the company was sued by Polaroid regarding the infringement of patents amd the company had also discontinued the sales of its instant cameras . In 1990 , the company had developed a Photo CD System and electronic cameras for the photojournalist . The company paid Polaroid a lump sum of 910 million in damages . The company had started introducing advanced technology Photo System or Advantix film in the year 1996 . The company had started its digitisation in the year 1998 . When the digital cameras and film were first introduced , the company expected a growth in revenue , however people...