MKT 3411 Lecture 6: MKT 3411 Lecture 6 Kodak Case Study (2.16.17)
Document Summary
Rise and fall of kodak: looked down on by serious photographers, created a new market of amateur photographers, kodak"s competition fighting this by creating a camera that could carry 20x as many glass plates. 1898 introduced the brownie camera: so cheap practically anyone could afford it, sold 90% of all cameras sold in 1902, named company east kodak company. Realized first person to make color camera could dominate market. Sony introduced first commercial camera in 1980s. Kodak"s company taken over by people that didn"t know what they were. Kodak invested billion in sterling drug company doing: horrible fit. Within 5 years, kodak had lost over . 5 billion. Made new ceo george fisher: his very first project he oversaw was the advantix camera. Digital camera without benefits of digital, but with all the downsides of a traditional film camera. Lost million almost overnight on this product: next strategy: install kodak kiosks.
