Kodak Case Study

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The Eastman Kodak company is at a crossroads. For a company who has historically been a market leader, the future seems less uncertain. Digital photography exploded onto the consumer market and Kodak was caught behind the curve. The company leaders failed to recognize that digital was the future and since January 1, 2000, the company’s revenue and net income has declined, its shares had dropped to 66 percent, and Standard & Poor’s (S&P) had cut Kodak’s credit rating by five grades. How did this happen to such a stalwart in the photography business? The biggest factor was the switch by consumers to digital photography happened much faster than expected. Digital cameras gave users capabilities that were not possible with traditional cameras. If you didn’t like the picture you took, you could just delete it until you got the shot you were looking for. With film cameras, this was not possible and you had to wait until the film was developed to see the result. This caused a delay for the consumer and also an expense that was generated no matter how the picture had turned out. Digital cameras also gave the consumer the option to print their own pictures using a camera compatible docking station. This allowed more flexibility in determining which pictures you want to print. From 2001 to 2002 there was a 22 percent increase in revenues generated by digital cameras for a total of $2.96 billion. It has been projected that by 2008 digital photography will complete the shift from traditional film cameras such as the 35 millimeter Single Lens Reflex (SLR). A second factor between film based and digital cameras has been the price range. When first introduced, digital cameras were more expensive than film version SLR’s. However, since 2002, the prices have become more competitive while the technology and picture quality have improved dramatically. A 4

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