Kodak
Kodak
Kodak
dilemma.
About Kodak:
Kodak, was built on the culture of innovation and change in 1888. The company was
invented and marketed by George Eastmen who was a former bank clerk from New
York. At that time, it used to be a simple box camera, loaded with 100-exposure roll of
film. Kodak held a dominant position in photographic film in its time. Its tagline
“Kodak Moments” was so famous that it was used for promoting events.
The real genius of founder Eastman lied in his marketing strategy. He launched an
advertising campaign which featured children and women operating the camera with a
slogan, “You press the button, we do the rest.”
Kodak couldn’t get on the nerve of the modern technology and remained in
denial for long about digital photography while all the other brands adapted the change
by introducing electronic cameras.
Even before the digital photography they were failing to keep up as its rivalry
Fujifilm started doing a better job than them.
1. In January 2012, the big name went bankrupt because of not making the smart
move into the digital world fast enough.
2. On February 9, 2012, Kodak announced that it will exit the digital image
capture business.
Conclusion:
1. Often, Kodak is criticized for lacking the foresight to adjust to the
emergence of the digital camera, seen as the death knell of the print
Kodak.
Abdul Moiz
BBA-A 3rd Semester