A New strategy for Kodak

Kodak's New Strategy George Eastman founded Eastman Kodak Company in 1884; Today, Kodak became the industry leader in imaging. The company was originally a photographic film company based in Rochester, New York. Since then, the company has diversified its business and has gradually evolved to maintain competitiveness with the advent of the digital revolution. Kodak no longer has a major market share, but we can guarantee to maintain competitiveness in the new Millennium through ongoing investment in research and development.

In order to enter the world stage, Kodak shifted focus from movie to video. By doing so, Kodak made technology a focus of the new strategy. It is clear that Kodak recently entered the field of digital cameras and digital imaging. In addition, Kodak is aware that the quality of the images of special occasions (wedding ceremonies, birthdays, etc.) is the most important to you and you can zoom in easily. This allows Kodak to create a one-stop photo printing center where customers can create these valuable pictures and enlarge photos directly from photos.

In response to the changing business environment, a new strategy was announced in September 2003. Among them, Kodak's management team aims to focus on market displays and inkjet segmentation. This change in Kodak's strategy is accompanied by a change in the demand of the target market and customers are changing from film-based cameras to digital cameras. The company's biggest focus in photography business is to attract customers who believe in printing hard copies of digital images by providing various options to desktop inkjet printers and printing at kiosks. Kodak made it easy to obtain a hardcopy of digital photos by installing a minilab and a customer. Since Kodak has to compete with many fixed players with a wide range of technical expertise in the digital photographic processing market, products need to be carefully displayed in the target market.

In 1993, George Fisher was appointed CEO of Kodak and changed Kodak 's marketing strategy, "imaging" mainly in single line business, and invested heavily in digital imaging functions. In order to change Kodak's position in the market, he analyzed his global market share and evaluated Kodak Japan's unavailability and low market share. In order to capture the Japanese market, it is important to build a new marketing strategy. The strategy for this marketing campaign is within the following goals