Eastman Kodak once dominated the consumer photographic market, but has recently lost some market share to Fuji film in photographic supplies, and to Polaroid in instant cameras. The high rate of usage of 35mm cameras also meant a loss of market share as consumers moved away from Kodak's flagship instamatic cameras and to the higher quality (but now easier to use) reflex cameras. This research considers the current strategies in place at Kodak, the competitive environment in which the company operates, and evaluates alternatives the company might follow in coming years in order to ensure its success.
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 the...