Market Analysis
Eastman Kodak is a company that focuses mostly on providing products and services to other businesses rather than directly to consumers. The company offers digital imaging solutions within the consumer goods packaging, graphic communications and functional printing industries. Kodak also offers brand licensing and use of intellectual property to motion pictures and other film related industries. The company is divided into two main segments: commercial and consumer. These are then divided up between seven business divisions.
The company’s target market consists of: • Magazine and other graphic communication companies
• Film and motion picture companies
• Kodak Licensees
• Consumer printing market
Kodak has three major …show more content…
They have been focusing on producing innovative products and services for more business-to-business transactions since their bankruptcy. Research and development is particularly important for Eastman Kodak, since the technology industry is constantly changing.
The market and industry information available for Kodak is scarce. It says little about their current market share and what they are aiming to achieve. It seems as though their market share has been declining since their bankruptcy. When comparing their revenues against the big competitors, Kodak’s market share only comes out to a measly 0.94%. Their Printing Systems division is the only division that is significantly contributing to this amount. This may be why it was so difficult to find Kodak’s current market share and their divisions associated contributions, as it is not much to boast to their investors. OBJECTIVES AND STRATEGIES
Kodak currently describes their culture to be full of innovation and change, but since they have become successful they have become complacent. It is believed that this contentment has played a role in their …show more content…
The first step Kodak should take in this change is to develop a vision and mission statement that can be easily communicated to their employees, buyers, and investors. By creating universal statements, employees will be able to understand what the company is currently doing and what they wish to do in the future. It will help all Kodak personnel understand what they are working towards. It is a good way to start the alignment of values and goals within the organization. The company also needs to find a suitable organizational structure and stick with it. There have been a lot of changes in their structure over time and it causes upheaval within the company. After doing research, it seems that Kodak currently has a matrix organizational structure and it is failing them. This is why they should restructure once more. By redesigning the structure and creating a vision and mission statement, Kodak should see a positive outcome within the organization. If this is done effectively, employees will be more productive and in-tune with Kodak’s
Eastman Kodak is a company that focuses mostly on providing products and services to other businesses rather than directly to consumers. The company offers digital imaging solutions within the consumer goods packaging, graphic communications and functional printing industries. Kodak also offers brand licensing and use of intellectual property to motion pictures and other film related industries. The company is divided into two main segments: commercial and consumer. These are then divided up between seven business divisions.
The company’s target market consists of: • Magazine and other graphic communication companies
• Film and motion picture companies
• Kodak Licensees
• Consumer printing market
Kodak has three major …show more content…
They have been focusing on producing innovative products and services for more business-to-business transactions since their bankruptcy. Research and development is particularly important for Eastman Kodak, since the technology industry is constantly changing.
The market and industry information available for Kodak is scarce. It says little about their current market share and what they are aiming to achieve. It seems as though their market share has been declining since their bankruptcy. When comparing their revenues against the big competitors, Kodak’s market share only comes out to a measly 0.94%. Their Printing Systems division is the only division that is significantly contributing to this amount. This may be why it was so difficult to find Kodak’s current market share and their divisions associated contributions, as it is not much to boast to their investors. OBJECTIVES AND STRATEGIES
Kodak currently describes their culture to be full of innovation and change, but since they have become successful they have become complacent. It is believed that this contentment has played a role in their …show more content…
The first step Kodak should take in this change is to develop a vision and mission statement that can be easily communicated to their employees, buyers, and investors. By creating universal statements, employees will be able to understand what the company is currently doing and what they wish to do in the future. It will help all Kodak personnel understand what they are working towards. It is a good way to start the alignment of values and goals within the organization. The company also needs to find a suitable organizational structure and stick with it. There have been a lot of changes in their structure over time and it causes upheaval within the company. After doing research, it seems that Kodak currently has a matrix organizational structure and it is failing them. This is why they should restructure once more. By redesigning the structure and creating a vision and mission statement, Kodak should see a positive outcome within the organization. If this is done effectively, employees will be more productive and in-tune with Kodak’s