Case Study Fuji Film

631 Words3 Pages
From Fuji Photo Film to Fujifilm : facing a turbulent competitive environment In 2000, Fujifilm was in crisis. Digital photography was replacing film faster than executives had expected. This rapid shift toward digitalization has strongly reduced demand for films and photographic products. In 2001 Fuji produced a record two hundred million films in the Netherlands alone; this amount reduced by 50 per cent in the five years that followed, as consumers started to switch to digital photography. The CEO of Fujifilm, Komori, realized he needed to change its vision. For many years Fuji had emphasized film and printing of pictures taken - hence the name Fuji Photo Film. With the advent of digital technology, a disruptive technology for Fuji, the company had to reconsider what it wanted to be. Fuji chose to prioritize digital imaging and phase out film. Komori also mapped out a two-year, top-to-bottom reorganization costing nearly € 1.57 billion. In short order, Komori cut 5000 jobs and streamlined the company's supply chain, shutting unprofitable film factories and transferring camera production in Japan to China. In doing so, flowing from Fuji's new vision, he formulated a fundamentally different strategy and took the necessary steps to implement by changing the organization and reconfiguring the value chain. In order to stay competitive in this market Fuji changed its mission and expanded its product portfolio to serve its customers with digital cameras and colour film, as well as photofinishing equipment and services. Flat panel display materials, medical imaging, graphic arts and other businesses constitute its Information Solutions segment, and digital colour copiers and other office products and services comprise the Document Solutions segment. Through development and selective application of its advanced digital, network, image processing and other proprietary

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