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Kodak’s Products

Kodak’s Products. Famous from ?. Film ‘ You press the button, we do the rest ‘ Invented the world’s first digital camera in 1975. What happened ?. Lost film business on foreign competitors. Mishandled the transition to digital cameras.

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Kodak’s Products

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  1. Kodak’s Products

  2. Famous from ? • Film ‘ You press the button, we do the rest ‘ • Invented the world’s first digital camera in 1975.

  3. What happened ? • Lost film business on foreign competitors. • Mishandled the transition to digital cameras. • Burning its cash - remaking itself into the company that sells printers and ink.

  4. Turning to printers • Kodak CEO Antonio Perez • Worked at HP ( Hewlett Packard ) for 25 as a Corporate Vice president. • Named president of Kodak on 2003 • Named CEO of Kodak on 2006 • Given 3 goals : Shrink the film business, create a new digital company and manage its pension and health-care costs for retirees. • Capability to make pigment-based ink that wouldn’t clog the nozzles of printing heads.

  5. Their strategy • Kodak began selling its printer from 2007 • ‘ More expensive printer , Cheap ink ‘ • Nanotechnology : produce an ink that wouldn’t clog printer heads. • Subsidize the cost of the printers Shares • H-P , Canon and Seiko Epson • In 2010 : 3% of the all-in-one inkjet printer market world-wide.

  6. What are the problems ? • Print head failures – Kodak needs to cover the cost of replacements, by the time the company sorted out the complications, the recession had set in. • Can not penetrate into printer’s market. • Kodak’s leadership has been inconsistent.

  7. What could they have done ? • While leading the market be ‘Provident’ • Film – Digital • Take time and expense to develop technologies in-house • Market share in ‘Printers’ • Consistency of leaders • CEO visions

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