GLOBAL BUSINESS MANAGEMENT DISCUSSION QUESTIONS 67

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1. Western nations were more informed about Kodak's products compared to Russia. They have a more developed market for photography than the Russian market. Unlike the West, a good infrastructure for the distribution of the products did not exist in Russia…

Introduction

Similarly, not having a good distribution infrastructure would cause difficulty in the product reaching the consumer and thus result in a decline in demand for the product. Also, demand for expensive goods in a poor country is very low. Black practices also affect the demand for products adversely.
2. First, Kodak aimed at making the Russian citizens aware of its products and for that it communicated with them through various forms of media; television, radio, print, etc. Promotional campaigns and sponsored events were carried out for this purpose. 1
All the marketing tactics that Kodak implemented were the right measures to take in order to encourage demand in a country that posed numerous challenges otherwise. The measures taken proved to be favorable for both Russia and Kodak and hence were the right tactics to employ.
3. Adjusting its marketing mix for digital photography in Russia should be thought of at a later stage. Since the concept of photography on the whole is new to the nation, it may be a long time before digital photography can be introduced in the market.
Kodak needs to first research on whether or not the market for traditional film photography is saturated. Once it has reached the maturity stage in the product lifecycle, it will be a favorable time for change. It is only then that Kodak's digital photography can be launched in Russia.
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