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Kodak’s Products
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Famous from ?• Film ‘ You press the button, we do the rest ‘• Invented the world’s first digital camera in 1975.
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What happened ?• Lost film business on foreign competitors.• Mishandled the transition to digital cameras.• Burning its cash - remaking itself into the company that sells
printers and ink.
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Turning to printers
• Kodak CEO Antonio Perez• Worked at HP ( Hewlett Packard ) for 25 as a Corporate Vice
president.
• Named president of Kodak on 2003
• Named CEO of Kodak on 2006• Given 3 goals : Shrink the film business, create a new digital company
and manage its pension and health-care costs for retirees.
• Capability to make pigment-based ink that wouldn’t clog the nozzles of printing heads.
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Their strategy• Kodak began selling its printer from 2007• ‘ More expensive printer , Cheap ink ‘• Nanotechnology : produce an ink that wouldn’t clog printer
heads. • Subsidize the cost of the printers
Shares
• H-P , Canon and Seiko Epson• In 2010 : 3% of the all-in-one inkjet printer market world-wide.
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What are the problems ?• Print head failures – Kodak needs to cover the cost of replacements,
by the time the company sorted out the complications, the recession had set in.
• Can not penetrate into printer’s market.• Kodak’s leadership has been inconsistent.
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What could they have done ?• While leading the market be ‘Provident’• Film – Digital• Take time and expense to develop technologies in-house• Market share in ‘Printers’
• Consistency of leaders• CEO visions