Eastman Kodak is a company which is synonomous with photography in the United States, although it has gained additional competition from 35mm camera manufacturers. However, Kodak brought photography to the masses through its instamatic cameras, and its film products dominate the American market. The company has recently encountered competition from Polaroid in the instant camera market, and from Fuji (a Japanese company) in the film market. In addition, digital technology offers new challenges to companies in the photography industry that did not exist a decade ago. This research considers how Kodak can build on its strengths and renew investor confidence in its performance.
Kodak develops, manufactures and markets consumer and commercial imaging products. The consumer imaging products are used for capturing, recording or displaying a consumer originated image. For example, traditional amateur photography requires, at a minimum, a camera, film and photofinishing. Photofinishing, in turn, requires equipment and supplies, including chemicals and paper for prints. Kodak manufactures and markets various components of these imaging systems. For amateur photography, Kodak supplies films, photographic papers, processing services, photographic chemicals, cameras and projectors. Recent imaging products developed by Kodak include new generations of films, cameras, photographic papers and single-use (disposable) cameras.
The commercial imaging segment consists of businesses that serve the imaging and information needs of commercial customers. Products in this segment are used to capture, store, process and display images and information in a variety of forms, including film, photographic papers, photographic plates, chemicals, processing equipment and audiovisual equipment, as well as copiers, graphic arts films, microfilm products, applications software, printers and other business equipment and service agreements to support these...