Marketing Article Analysis
“KODAK SHIFTS FOCUS AWAY FROM FILM, TOWARD DIGITAL LINES”
WSJ, Thursday, Sept. 25th, 2003-10-06
You could pretty well predict the answer with a great degree of
certainty, if you decided to ask anyone on the street what they
thought of first when you mentioned the word Kodak. Most people, as
imagined, would answer that they are the company that makes
photographic film. Perhaps others would simply give the answer:
film. With this in mind, it was very interesting to see an article
presented in Thursday’s Wall Street Journal, indicating that Kodak is
shifting their focus away from film and toward digital lines.
From the article title, one may hazard a guess that Kodak, being a
film company, may be shifting their focus to the product that has been
eating away their consumer film business piece by piece: digital
photography. But this is only a small portion of their focus. Kodak
has instead decided that they are going to bet the future of their
business on a wide array of digital segments of various markets. One
of these forays into new territory is inkjet printers and compete
head-to-head with companies such as HP, Canon, and Seiko Epson Corp.
Another line extension that Kodak is planning is the high end digital
printing market and compete directly with Xerox and HP in this area as
well.
The article raises many issues that are associated with this Kodak
strategy. One of these is that Kodak has stated that it will do “no
more significant long-term investments” in consumer film. This
decision is in response to the technological pressure that the company
has felt for years that traditional...
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film. The responses that don’t come to mind are digital imaging,
digital cameras, photo ready inkjet printers or high end printers.
It’s ok to go into all these lines of business, but they should use a
different brand name for each like Honda did for Acura in order to
increase chances of brand success, not only from a national standpoint
but internationally as well. Also, they should take advantage of the
powerful brand image of Kodak in the mind of the consumer and keep
this on the film. Putting non-Kodak brand names on their film will
most likely result in further loss of market share to other companies
that specialize in consumer film. Finally, moving into a couple
already saturated markets with no attempt to innovate and instead
taking head-on the segment leaders is a sure strategy to product
suicide.
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