This website uses cookies to ensure you have the best experience. Learn more

Analisis De Caso: Eastman Kodak Company: Funtime Film

2633 words - 11 pages

INTRODUCCIONEastman Kodak sufre un significativo declive en su cuota de Mercado a manos de productores de marcas de bajo precio y marcas propias. Este caso presenta la propuesta de George Fisher, CEO de Kodak para lanzar una nueva marca economica para combatir esos rivales. Categorizada por Fortune 500 con $20 millones en ganancias en 1994, Kodak es una empresa estadounidense dedicada a proveer equipos de fotografia y suministros. Hoy en dia, la compania involucra cada vez mas la tecnologia digital, combinando el poder y la comodidad de la electronica con la calidad de la fotografia tradicional.ENFOQUES A CONSIDERARComo mecanismos para lidiar con el decaimiento de la diferenciacion de bienes en una industria de mercado libre:·Segmentacion de Mercados·Posicionamientolt;Tab/gt;·Administracion del Mercadeo·Estrategia de Precioslt;Tab/gt;·Patrimonio de Marca·ProductoANALISIS POR HERRAMIENTASEGMENTACION DE MERCADOSEl mercado de las peliculas fotograficas es de preferencias agrupadas que se descomponen en segmentos discriminados por variables psicograficas (estilo de vida) y comportamentales (ocasionales). Cada segmento se nota como medible, accesible, accionable aunque no tan sustancial ni tampoco diferenciable. Por lo que tratar de recuperar/defender su cuota de mercado con un producto en la gama economica resulto una estrategia desenfocada. No obstante, consideramos que Kodak tenia una clara division de los consumidores acorde a la similitud de sus necesidades. Hubiese sido menos riesgoso potencializar las ventas de sus productos mas rentables y no entrar con Funtime cuando realmente este producto no tenia una gran diferenciacion respecto a los productos ya posicionados en el mercado. Era entonces necesario crear una propuesta de valor y una estrategia de posicionamiento producto-precio basada en las necesidades y caracteristicas exclusivas de cada segmento, la estrategia de comunicacion de la pelicula Funtime no comunicaba con claridad las reales diferencias de calidad entre peliculas disponibles, si es que las habia.ESTRATEGIA DE PRECIOSPara estimular las preferencias de los consumidores y recuperar/defender su cuota de mercado, Kodak asigno el precio de la pelicula Funtime al 20% por debajo del valor de su marca Superpremium, mientras que otras marcas en el segmento economico estaban en un 30% menos.Segun las encuestas, el consumidor no distingue la calidad de las peliculas (la sensibilidad al cambio de los precios es alta) por lo cual consideramos que el precio asignado a la pelicula Funtime debio ser tan bajo o mas bajo que el promedio de las marcas en el segmento economico, es decir US$2.38. Esta operacion en consideracion de su amplia cuota de mercado y el generoso margen de utilidad de la pelicula Royal Gold.Adicionalmente, Kodak podria haber optado por "desnatar" el mercado (ventajas de lider) ya que el precio inicial del segmento Superpremium no atraia competencia y comunicaba una imagen de...

Find Another Essay On Analisis de Caso: EASTMAN KODAK COMPANY: FUNTIME FILM

Kodak and Fujifilm: Giants in the Photography Business

1592 words - 7 pages use. Eastman Kodak has benefitted from this by the Kodak company have been gaining profit margins by producing quality picture resources that have become very popular in the film industry. The second approach of Eastman Kodak as their technology moves with performance and flexibility Kodak is becoming more eco-efficient. Kodak cameras is not only environmentally friendly it also takes an approach to their end of life approach. This allows

A New strategy for Kodak Essay

1485 words - 6 pages A New strategy for Kodak Founded in 1884 by George Eastman as the Eastman Kodak Company; today Kodak serves as an industry leader in the area of imaging. The company first started as a photographic film company based in Rochester, New York city. The firm has since differentiated its business and progressively evolved in order to remain competitive with the advent of the digital revolution. Although it no longer holds its once dominant market

Rolled Film

1023 words - 5 pages on the lookout for any patents that he could use for the betterment of his company, Kodak. He found that in,1881, a patent for a the first holder for flexible film was granted to, David Houston of Cambria, Wisconsin. In reality David hadn't invented anything, it was his older brother Peter who had actually invented the film holder. In reality David had only patented the various components of a complete film roll camera that Peter had

George Eastman

648 words - 3 pages stripped from the paper, transferred to a sheet of clear gelatin, and varnished with collodion -- a cellulose solution that forms a tough, flexible film.As he perfected transparent roll film and the roll holder, Eastman changed the whole direction of his work and established the base on which his success in amateur photography would be built.Eastman coined the slogan, 'you press the button, we do the rest,' when he introduced the Kodak camera in 1888

Assignment 1: Kodak and Fujifilm

1514 words - 7 pages Assignment 1: Kodak and Fujifilm When we think about players in the market of photographic films, digital cameras, supplying various products for the photography sector, and medical imaging equipment two key players come to mind, Kodak and Fujifilm. History and Core Business The Eastman Kodak Company, known to many simply as Kodak was created in April 1880 by George Eastman in Rochester NY. Manufacturing dry plates for sale to various to the

Will Kodak's Razor and Blade Pricing Strategy Succeed?

1066 words - 4 pages I believe Kodak's strategy will succeed. Why shouldn't the company that started the photo business a century ago enter the printer business, particularly with an eye on getting more of us to print our digital photos? The Kodak brand has always ranked among the top in the world by name recognition and quality. Eastman Kodak has built its brand loyalty since 1888 when George Eastman produced the first camera that simplified the complex process of

Kodak strategic analysis

7699 words - 31 pages refocus of activities whichresulted in reductions of 9,000 jobs worldwide during 1994 and 1995 - almost 10% of theworkforce. The company posted a net income of $1,252 million in 1995.Kodak began to struggle financially in the late‐1990s as a result of the decline in sales ofphotographic film and its slowness in transitioning to digital photography (despite inventing thecore technology used in current digital cameras in 1975), and 2007 was

Kodak

1500 words - 6 pages      Eastman Kodak Eastman Kodak went through a considerable transformation change since it was founded. The organization structure at Eastman Kodak was a typical classical hierarchy with the CEO overlooking the entire organization. Later in 1984, the company went through a transformation change in which it was reorganized into 29 separate business units grouped into four lines of business. It included Photography (PPG

Organizational Change - Kodak

1786 words - 7 pages . 28) Since then Eastman and the Kodak brand have been creating film products which enhance both consumer and professional photographers, and Kodak is changing from the traditional company of film and photography and developing into the new "cool" digital company.The recent changes for Kodak were in their traditional supply chain and introduced their demand-driven model, which proved successful in 2008 (Hickey, 2007). With the CEO and Chairman

George Eastman: Founder of Kodak and the Photography Business

1763 words - 7 pages easier way to take photos: roll film. By1880, he had begun his own photography business which would process people's film, make prints, and sell rolls of film.Settling on the right name for his company was crucial for Eastman as he spent a myriad of hours thinking of one. He came up with three principle concepts for the name: 1) it must be short and easily remembered, 2) it must not have the chance of being mispronounced, and 3) it must not

Photography and Evolution

818 words - 4 pages this to only require two to three seconds of sunlight exposure for the image to be captured. 1859 the panoramic camera is patented in Sutton. Eastman invents the Kodak roll film camera. The turn of the century brought around the first mass marketed camera, “the Browning”. In 1913-1914 the first 35mm camera is developed. General Electric an electricity company invents the modern flash bulb which enables the photograph to be brighter of taking in

Similar Essays

Eastman Kodak Company Funtime Films Essay

796 words - 3 pages Is Kodak doing the right thing with the decision to have line proliferation: Gold Plus, Royal Gold and Funtime? Support your statement.I do support the opinion that Eastman Kodak Company made the right decision to enter the economy class market with it new product Funtime Film.Before the 1980`s there was no real competition in the world-market, Kodak was the leader in the selling of photo-films and cameras, because it supplied good quality for a

The Influence Of Eastman Kodak Company On Photography

713 words - 3 pages It is considered that photography only became widely available to the public when the Kodak Eastman Company introduced the box shaped Brownie Camera in 1900. (Baker, n.p.) Its features became more refined since its original placing on the market; one of the reasons why it has become considered the birth of public photography is because of the processing. Using a similar image capture system, the brownie exposed the light to a 120mm roll of film

Kodak Eastman Case Essay

1678 words - 7 pages Problem statementKodak is the photo film market leader since 1994 but the company is loosing share, in the past five years in United States has decrease from 76% to 70%, the main reason is the growing share of brands with lower prices. In January of 1994 Kodak is analyzing if launching a lower price product is the best alternative to stop loosing share.DiagnosisAs said before Kodak is loosing market share and looks like if the company doesn't do

Eastman Kodak Analysis

712 words - 3 pages At your request, I have compiled information on Eastman Kodak Co., so that you may come to an investment decision. The report will consider the company’s background (including Kodak’s areas of production), a past obstacle Kodak has had to face and overcome, and a financial snapshot of Kodak over the past five years. BACKGROUND Originally founded in 1880 by George Eastman, the Eastman Kodak company now stands as a leader in the infoimaging