Kodak was desperate to recover some of the market share they had recently lost and implemented a new strategy to help recapture some of their market share. The solution , however, was a deal. Sorry, but only registered users have full access. Kodak believed their dominance and customer loyalty would continue to carry them as new competitors entered the market and as film prices were beginning to fall. Also, seeing in recent years that Costco has become a very common place for consumers to have their rolls of film developed, and frequently sells film rolls in value packs, it seems to be a one-stop-shop for families who are constantly on-the-go. We have received your request for getting a sample The users without accounts have to wait due to a large waiting list and high demand. Making coupons available to customers helps Kodak keep their value.

Most wholesalers would not necessarily be likely to commit to an exclusive partnership to one particular brand in this case, Kodak , simply because they limit their own product availability, and therefore cut into their own sales. We are going to introduce Royal Gold to replace the current film, Ektar, in the high-end segment. We have received your request for getting a sample. The distribution will be allocated in amounts that will maximize profitability and will be attractive to customers who are selective in where they buy film. Prior to this strategy, Kodak offered only two product lines, Ektar, their superpremium line, and Royal Gold, their premium line. New entrants into the market and rising of existing players are solely responsible.

Kodak Case Study Solution – 454826

More than half of picture takers know little or nothing about photography hence view film as a commodity, often buying on price alone. In the eyes of the consumers, offering eatsman different product only at certain times of the year, with a lower price, brought down the value associated with Kodak film.


Choose an optimal rate and be sure to get the wtudy number of samples immediately without having to wait in the waiting list. Would you like to get such a paper? Kodak dominates the U. If wholesalers were to commit exclusively to Kodak, per se, then they could lose out on potential sales from consumers who desire the competing film product.

No marketing costs are involved in this strategy and therefore it cade no cost the company much.

There is need to understand that all customers are not the same both financially and in term of their tastes and preferences. Kodak had dominated the photo film market for most of the s until competitors like Fuji began taking market share from Kodak in Or if you need this sample atudy free, we can send it to you via email.

Whenever you take a picture, Gold Plus is there for you, always dependable in any situation. The reason behind this is quite obvious: This strategy does not solve their problem of competing with their competitors. Gold Plus no longer has the power of setting the price due to the lack of market share and position in the product life cycle.

Kodak Major Case Essay Example for Free – Sample words

Copying is only available for logged-in users. Actual quality differences of films in the same speed are unclear though some companies like Fuji tried to position themselves as using advanced technology and thus their film was of high quality. Promotion will help Kodak educate, along with create brand recognition.

Sorry, but copying text is not allowed on this site. As much as Kodak still possesses the largest market share in the world, it has not come without challenges of competition.

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Coupons create brand recognition and make customers feel like they, personally, are receiving a great deal. Film, at this point, had not been sold in larger wholesale packs, and was being sold primarily in smaller groupings, at general retail facilities.


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Let us first examine customer behavior and what influences them to buy different products. Customers will always look at price before purchase. There are a combination of numerous actions and considerations that every businessman or company should be ready to encounter.

They should have immediately started discussion strategies on repositioning themselves to avoid the competition absorbing their market. Advertising definitely increases sales. A commercial representing Royal Gold as well as Gold Plus is necessary to show the perk of each product.

Eastman Kodak Co.: Funtime Film

Still allowing Kodak to have a distinguished brand image over competitors in the economy brand, this would place Gold Plus as a premium brand competing with competitors of the economy level. Alternative Solution 5 We believe that a combination of Alternative Solutions 2 and 3 would be an effective solution for Kodak. Sorry, but only registered users have full access. It seemed that the economy line was introduced too late to recover caze shares that were lost. Of all the funtike supplying film products, there comes out a distinctive goal: Whichever the product in question is, there are a combination of factors to be put on the table for consideration.

Eastman Kodak — Strategy Vault. It is therefore very important casd please customers to keep them coming back to you. Kodak faced the biggest competition for dominance when Fuji went into Kodak territory in By selling within these types of stores, companies were more likely to succeed because this was a retail niche that was evolving, compxny would give particular brands and products more consumer recognition.