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Eastman Essay Topics & Paper Examples

Kodak Major Case

Kodak‚Äôs main problem was not foreseeing and adapting to market changes of price and competition. Kodak had dominated the photo film market for most of the 1900s until competitors like Fuji began taking market share from Kodak in 1984. Kodak ignored the new threats until the late 1990s, relying on their market dominance. Problem Analysis Kodak offered three product lines to target various market segments as a part of their Funtime strategy to regain market share. Prior to this strategy, Kodak offered only two product lines, Ektar, their superpremium line, and Royal Gold, their premium line. They planned to introduce Funtime film, an economy brand film, which targeted the price sensitive consumer. The target market is the average film user…