Eastman Kodak - Comprehensive Strategic Plan Memo.

Eastman Kodak - Comprehensive Strategic Plan Memo. Essay example
Masters
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Marketing
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Eastman Kodak’s corporate site and its annual financial and sustainability reports were helpful in comprehending the company’s vision and mission, organizational structure and the management style used, the company’s business strategy, its present financial position, and its approach in creating a competitive advantage over its peers. …

Introduction

Key insights from the organizational and industry analysis report
The industry analysis revealed that the imaging industry is a swiftly developing industry which requires the organizations operating in the industry to be highly innovative and adaptive. The rapid development of digital technology brought about a far-reaching change in this industry, and Eastman Kodak could not adapt to it as fast as many of its competitors. Thus, Eastman Kodak lost its foremost position in the photographic equipment and supplies market. The company had to compete with established players who innovated faster than it and build a strong foot hold in the industry in addition to encountering substitute producing companies like HP, Xerox, and Canon etc.
The key matter that Kodak had to face in building its position in the digital imaging sector was that though it held the top position in terms of the conventional photography business associated with photo films, its position in context of digital imaging was very weak in comparison to its established competitors (Blackwell Publishing, 2012).
The key assets of Eastman Kodak that could be its source of competitive edge over its rival companies are its brand equity and awareness in addition to its internationally wide-reaching distribution presence. ...
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