1. Eastman Kodak Company
Haley Duell
5/12/2016
BUS/475
Eastman Kodak Company
The consumer electronic field is a great and also equally
competitive business area. Different companies usually design
different techniques to and outsmart their fellow business

2. counterparts. They do this via developing various business
promotional methods and marketing designs. Companies
normally review their marketing strategies from time to time in
order to ensure that they make maximum profits in their
businesses, the do this due to changing internal and external
factors of their business enterprises that they view as factors
that slow their advancement. Most of the marketing departments
have the likelihood of considering their consumers wants, they
have a tendency to make or design products that are very much
appealing and motivating to their customers. They do this to
ensure customer satisfaction and ultimately they do this to
ensure that their company makes maximum profit. Most of the
marketing departments try to understand consumer feedback
concerning their products therefore they have set up forums to
ensure that they get the consumer feedback in order to think of
even more interesting strategies that will ensure the companies
maximum profit and sustainability in the market. To increase its
competitiveness in the industry, the company should produce a
new middle range smart phone in the market,
1.1 Brief Description of the company
Eastman Kodak is part of one of the growing largest multi-
billion dollar corporations in the world. In 2007 it exceeded the
$100bn mark in annual sales for the first time in its history.
This makes it one of the world's top three companies in the
electronics industry where only two other companies, Siemens
and Hewlett-Packard, have posted larger revenues. The name
Eastman Kodak literally means grow Group’s dominance in two
further sectors: Eastman Kodak Heavy Industries and Eastman
Kodak Engineering and Construction. If you are talking
innovation in Eastman Kodak walks the walk and is now the
established leader in consumer electronics, providing a range of
leading-edge premium products and, in their own words,
‘leading the digital convergence revolution’. In so doing
Eastman Kodak has made a remarkable transformation from
copy-cat manufacturer to become Asia's most valuable
technology company.

3. 1.2 Organizational Structure
As of 2013, Eastman Kodak Electronics has established 15
regional headquarters, 54 global sales offices, 38 global
production facilities and 34 global R&D centers.
Eastman Kodak consists of three main divisions: Consumer
Electronics, IT & Mobile Communications and Device
Solution
s. Each division consists of several subsidiary divisions.
1.3The product being offered
To increase its competitiveness in the market, the company
should introduce a new mid-range smart phone, Blast, targeting
the middle class consumers and the teenage population in third
countries who are the largest consumers of mobile phones.
1.4 The strategy behind the plan
The plan is designed to achieve the company's targets are
formulated to ensure the company adaptiveness. The intent of
this plan is to analyze the company’s marketing strategy, the
business environment of the Eastman Kodak which focuses in
particular in the smartphone production and sales functions.
This report therefore intends to explore the various intrinsic and
extrinsic factors of the marketing strategy for the new Eastman
Kodak Blast and the methodologies of the retailer through
SWOT.

4. 2.1Market Summary
Total mobile phone shipments (that is, sales from manufacturers
to the distribution channel, also referred to as "sell in") in 2013
reached 1.83 billion units globally, a year-on-year increase of 6
percent from 1.73 billion units in 2012. Although plenty of
growth remains in the smartphone segment, growth as a whole
is slowing. Total handset market growth of 6 percent in 2013
was down from 9 percent in 2012 and 13 percent in 2011.
Smartphone shipments exceeded the 1 billion unit mark for the
first time in 2013, reaching 1.03 billion units and accounting for
56 percent of total mobile phone shipments. This represented
growth of 40 percent on 734 million units in 2012. Yet
smartphone shipment growth was down from 46 percent in 2012
and is forecast to slow to 21 percent in 2014 (see Section 6,
Market Forecasts and Assumptions, in this report). CCS Insight
estimates the sell-in value of the mobile phone market in 2013
at $303 billion, up 15 percent from $265 billion in 2012. driven
by replacement sales. CCS Insight estimates replacements rates
in 2014 were 60 percent of the installed base in 2013 in North
America, and 40 percent of the installed base in 2013 in
Western Europe. Smartphone growth is now heavily dependent
on emerging markets, notably China. China accounted for
mobile phone shipments of 385 million units in 2013, or 21
percent of the global total. Smartphone shipments in 2013
approached 300 million, or 29 percent of global smartphone

5. shipments.
2.2 SWOT ANALYSIS
Strengths
· Eastman Kodak is currently to be apparently the world’s most
successful electronics producer; it surely supplied the best LCD
panel’s mobile phones and smartphones.
· Eastman Kodak is strong in terms of manufacturing and
manufacturing, and still has a high potential.
· Eastman Kodak has established good relations between the
retailers in the United States and Europe which are good
marketers and provide a steady sales channel for its products.
Weaknesses.
· Despite introduction of new features, Eastman Kodak has not
yet been able to beat Apple or to match Apple in their
marketing capabilities.
· Eastman marketing structure is not as sophisticated as apple's.
· Eastman Kodak phones use Google’s androids matching
operating system which is not very much accepted by the people
compared to apple iOS which is much preferred by the people.
Opportunities
· There are new technologies such as wearable technology.
· The increasing middle-class in growing countries is likely to
improve the market space.
· There is growing online markets such as Amazon and Alibaba.
· Increased demand for smartphones and tablets boosts the

6. market.
Threats
· Apple has dominated ion some markets in the smartphone and
tablet slot. For instance, the United States.
· Some companies such as Huawei are serious threats for
Eastman Kodak.
· Apple reputation in terms of its quality and dependability has
been growing from time to time.
· Apple has expanded its market mix and directly competes with
the Eastman in those fields.
2.2. Direct and Indirect competition
Eastman Kodak faces stiff competition from Apple on the high-
end of the smartphone market thanks to the iPhone 6 and 6 Plus,
while simultaneously facing pressure on the lower-end from
makers Xiaomi and Huawei in China. Eastman Kodak has few
competitors in the mid-price smartphone market.

7. References
http://www.lenovo.com/transactions/pdf/CCS-Insight-
Smartphone-Market-Analysis-Full-Report-07-2014.pdf
Piao, M., &Kleiner, B. (2015). Excellence in the Electronics
Industry: The Comparison of the Organizational Culture among
Apple Inc., and Google Inc. Conflict Resolution & Negotiation
Journal, 2015(1).
3.1 Marketing Strategy
Eastman Kodak marketing strategy is of the most effective
marketing strategies ever developed since it assists a cost driven
company to change its structure; hence become a leading
manufacturer. As a result of the ever changing consumer tastes
and preferences in the technology industry, Eastman Kodak had
to follow the pace and provide progressive and evolving
products to customers. Hence, the company had to accept
change to obtain an upper hand and the new marketing strategy
had to be developed and was the key to evolution. In
technology, growth and development are paramount. As a result,
Eastman Kodak has created a new product (The Eastman Kodak
Blast) that would satisfy the needs of the targeted users. The
company has developed in terms of innovation and started to
create the need for customers. The company has a vast product
portfolio, with a wide range of products. In addition, the
company has the largest marketing budget that has propelled it
in the competition, which explains its leadership position in

8. terms of market share. It deploys a marketing communication
strategy that comprises of production and execution. These also
include advertising and sales promotion.
3.2 Marketing Objectives
Eastman Kodak marketing objectives for the Blast include:
i. To provide the market with a mid-price Smartphone.
ii. The company seeks to appeal to the mid price consumer by
offering a great choice Smartphone for the category.
3.3 Financial Objectives
The company has sound financial objectives. For instance, a
part from being a trading business, the company sees to
diversify into different market segments, such as insurance,
securities, as well as retail. In essence, the company has a sound
financial strategy, which is Behind its endless success. The
company seeks to be a leader in managing finances that has
made it to look into financial issues as well as concerns. It
adopted and exclusive and effective financial strategy to cope
with the current challenges that may cause negative effects on
the company’s financial status. Nonetheless, the financial
strategy covers a wider scope but this has to be give priority
and monitoring to ensure that the company maintains its
financial record. Thus, the company seeks to manage finances
strategically to achieve its objectives and maximize value
(Morrison & Bergen, 2015). The financial strategy involves a
comprehensive sequence of approaches, which encompasses an

9. inclusive range of company’s incurred expenses. The company
also seeks to manage its income and finances to enable
organizations and other companies evaluate their financial
needs and support sources to be able to meet their objectives
and fulfill the company’s mission.
3.4 Target Markets
The company targets a wide range of users ranging from the
normal users, students, researchers, business executives, and
professionals. However, the usual target age range of customer
range from 20 years to 50 years or even older depending on the
ability to purchase and use the product that the company offers
in the market (Zikmund&Babin, 2007). Early adults are usually
Eastman Kodak Smartphone target market since they mostly
technology savvy. It is a growing target market and has more
spending power. Between 25 and 50 years target group are the
largest portion of the company’s target market because they
have the most ability to purchase the gadgets that the company
offers and is expected to expand in the coming years.
3.5 Positioning
Positioning is concerned with customer perception concerning
the brand as being different from other brands on specific
features including product specifications or attributes.
The strategies adopted by Eastman Kodak are to emphasize on

10. the real margin with regards to high end segments and to brand
itself as a synonym for quality. In addition, the company is to
design a unique brand image for itself to be a high end value
driven brand.
3.6 Strategies
The company deploys channel marketing strategy within its
industry. As a result of this strategy, only service dealers are
considered for corporate sales. In addition, the retailers who
present the technology chain are more likely to include the
products among their list.
3.7 Marketing Program
i. Pricing
The company uses skimming pricing and competitive pricing.
Eastman Kodak uses skimming to gain the upper hand over rival
firms. Competitive pricing is used because the company is a
competitive company to be able to withstand the still
competition.
ii. Distribution
Distribution is an important part of the company’s marketing
strategy. There are cases where the company has a direct
contact with a single distribution outlet that distributed the
products.
iii. Promotion
Eastman Kodak marketing strategy incorporates numerous forms
of promotions. It is convinced that advertising is one of the

11. vital forms of promotion through engaging with customers.
Besides advertising, the company introduces discounts,
sponsors, and also engages with national as well as global
events; hence its promotional strategies assist in organizing
progress in various aspects.
iv. Customer Service
Eastman Kodak supports its customers and products in different
ways. First, the company has a website where the customers can
use the “contact us” page to communicate their concerns. In
addition, the company also offers Eastman Mobile Customer
Care Number where customers can easily contact them.
3.8 Marketing Research
Eastman Kodak is one of the companies that is currently reaping
profits in the wireless device market; hence their marketing
research includes creative qualitative research approaches to
collect vital information in interpreting and using data
(Cavusgil, 2009). Marketing research informs the knowledge
and insights of creative designers and markets.
References
Cavusgil, S. T. (2009). Conducting market research for
international business. New York, NY: Business Expert Press.
Morrison, M. & Bergen, M. (2015). Advertising Age, Available
at: http://adage.com/article/cmo-strategy/-launches-marketing-
blitz-latest-galaxy/297995/

12. Zikmund, W. G., &Babin, B. J. (2007). Exploring marketing
research. Mason, Ohio: Thomson South-Western.

13. Strategic Plan Part 2
Haley Duell
05/24/16
BUS/475
Internal and external environmental analysis and supply chain

14. analysis.
Internal environmental analysis
Eastman Kodak company is Asia’s most considered
technology company that considers its customers likes and
dislikes on products they produce. They progressively
produce new products in the market so as to cater for the
customer’s tastes and preferences. Among its large range
of products, is smart phones and tablets seeing Blast smart
as the newest Smartphone model known as Blast and each
day the demand for these products increases . all together,
the market place is seen growing as the population of
middle class people in growing countries is rapidly
growing. There are several markets for the company’s
products and more are emerging such as Amazon and
Alibdoa which is one of the boosters for the company’s
growth.
External environmental analysis.
Some of the external factors that affect the company
,include competition just as any other organization would
face. Its main competitor is Apple which it competes with
directly. Apple company remains ahead of Eastman Kodak
company because it produces more sophisticated
technological products. In addition it uses iOS in its
operating system in comparison to Eastman Kodak

15. company which uses Google’s android which the customers
do not consider much. This remains a challenge to the
company. Its other competitors are Xiaomi and Huawei
who provide indirect competition and other middle level
Smartphone markets.
It is worth noticing that the company has deployed some
strategies to ensure good relationship with its customers
on where customers can communicate with them. This has
been made effective through creation of certain websites
and provision of Eastman customer care service.
SUPPLY CHAIN ANALYSIS.
The company has three major divisions:IT,Device solutions
and mobile communication with each division having other
sub-divisions. It manufactures electronic equipment and these
include smartphones, handsets and tablets. The company targets
students, professionals, researchers and business people.
Customers aging between 25 and 50 years provide the
highest market as they have the capability of purchasing
and using the electronic gadgets.
Although the general growth of the company in terms of
the market is slow ,the growth in market of smart phones
is quite high. In the year 2013, the total “sell in” had
increased from 1.73 billion units in 2012 to 1.83 billion
units. Growth market of handsets decreased from 9% in 2012 to

16. 6% in 2013. Shipping of smart phones by 2013 was 1.03 billion
units. (3/83/RI, 1999)
A SWOT table summarizing findings:
Strength
Weakness
Opportunity
Threat
Global
It is valued most by Asians in production of electronics.
It cannot match apple company despite introduction of
new features
The population of middle –class in growing countries is
growing rapidly.
Domination of apple company in most USA’s markets is a
threat.
Economic
Its sales are steady.
It uses less sophisticated features in its gadgets.
There is increased demand for smart phones and tablets in
the market.

17. Technological
It offers the best LCD panels, smartphones and mobiles.
It uses Google android in its operating system which is
not considered much by users.
To introduce wearable technology.
Shift in buyers needs.
Innovation
Weak production of innovations.3
To introduce wearable technology.
Social
it has good relations between retailers in USA and
Europe.
There is high demand as most people e.g. students, business
people e.t.c. Wants the gadgets.
Apple company has good reputation from users regarding its
products.
Environmental
Failure to recognize the dynamic environmental that is
digital
Online markets to market its products such as Amazon
and Alibdoa.

18. Apple has a larger market hence it directly competes with
Eastman Kodak.
Competitive analysis
It receives competition direct competition from apple
company
It has created marketing strategies to keep it competitive
e.g. skimming and competitive pricing.
It receives competition from Huawei
Strategy
It uses marketing communication strategy that involves
production, execution ,advertising and sales promotion.
They failed to keep in touch with the market when laying
out strategies.
With the visionary leaders ,effective strategies are laid.
Financial constraints may hinder some of the strategies
from being met.
Resources
It manufactured its own products.
The company uses its own trucks to transportation of
products hence reducing shipping costs.
Market prices are fluctuating affecting purchasing of required
resources.
Goals

19. Produce middle price smart phones to target middle class
customers.
Bring mid price smart phones to customers that are appealing
to them.
Strategic capabilities
Much focus is in smart phone production and sales function.
Some of its leaders are not visionary to lay out effective
strategies.
There are opportunities to lay out marketing strategies that
will help the company sustain its business.
Culture
It was ranked the leading film producer in the world.
Production of analog cameras.
Diversify to other income generating sectors e.g insurance
provision.
Digital revolution as other filming firms have offered
competition.
Technologies
It was ranked the best producer of LCD panels and smart
phones in the world.
Leaders who are not visionary to welcome digitalization.
Installation of internet access features in the gadgets.

20. Rapid diversification in technology
Innovations
There are innovative people willing to create new
innovations.
Provide a middle price phone in the market.
Intellectual property
Consumers like photographs so as to keep fond memories
of events.
The cameras are not digitalized.
New production images, printer services
leadership
Some leaders who are visionary to the company.
Poor management that led to its decrease in sales.
With the visionary leadership, create new innovations to
sustain the business.
SYNOPSIS
Eastman Kodak company was started by the man George
Eastman in the year 1888 with a single camera that took
photographs of people. It has grown to being the most
trusted technology shop in Asia. The company has created

21. several headquarters by the year 2013 that offer best
smart phones with the latest being Blast, electronic gadgets,
cameras , printers and best photographs for one to keep
memories of events.
The company ensures that they provide best services and
best selling goods to its consumers. They provide
communication channels such as websites and customer
care services for consumers and clients to reach them.
With the dynamic consumers tastes and preferences, they
have to consider that so as to improve the business.
Eastman struggles to remain competitive despite facing various
threats and challenges. With the dynamic technological
advancement, consumers prefer cell phones and Personal
Digital Assistants PDAs that have inbuilt cameras
rendering photograph services from Kodak irrelevant. It
receives a stiff competition from other Smartphone
producing companies such as Huawei which has a better
reputation due to its application of sophisticated features
in its gadgets. Fluctuating market prices of electronic
equipment is also a big blow to the company.
To maintain its position, it manufactures a diversity of
items in vast production away from dealing with
photography . there are new marketing strategies that
involve skimming and competitive ways of pricing so as
to be able to withstand the stiff competitition,single

22. distributing outlet and offering promotions to keep
customers engaged.
The company aims at ensuring that its employees and the
members of executive remain hardworking to see the
company sail to great heights. All employees that are
more productive are always retained in the company by
ensuring adequate salaries to its employees.
It continues to invest in other sectors that provides
diversification of its products as well as opening more
branches in various parts of the country. It is the objective
of Eastman to fund these investment sectors.
Maintaining the quality of products for the
consumers is a key issue so as to appeal them. This is
done by contacting the consumers to know what is their
taste and preference. In addition, Eastman Kodak aims at
remaining reliable to its customers as well. This may
involve delivery of goods and services at a fair cost and in
good time so as to win their trust.
The company anticipates to create more markets
for its products as well as bring more services and
products to the limelight. This is to be achieved by
venturing into innovating new technological measures and
produce the gadgets that are in hand with the current
digital platform.
As a way of adapting to the dynamic

23. technological platform, Eastman Kodak company installs
features to help consumers access internet in the electronic
gadgets away from other applications since film
photography is outdated.
They have as well improved printout quality of the
photographs to appeal customers who prefer using their
cell phones and PDAs to capture snaps as well as sell best
quality printers.
Due to the unsteady prices of products, it offers
to diversify into other incoming generating sectors i.e.
Provision of insurances and security. It has financial
strategies that are effective that will withstand challenges
that can affect the company’s finance and strategically
manage the finances in a way it can achieve its objectives.
MAJOR ISSUES AND CHALLENGES.
From the analysis, we identify the following challenges that the
company faces:
· Stiff competition from other smart phone manufacturers in
the world such as Apple company.
· Increased markets rising for digital replacement.
· Downfall of Eastman Kodak Company.
Who are his competitors and what has it done to remain
competitive?
What has brought to the downfall of Eastman Kodak

24. company?
The company faces competition from film photography
companies such as Sony, Nikon and Fuji Films in USA. For
instance Fuji films came with cheaper products hence
winning people’s trust in USA where Eastman Kodak had
dominated for many years. Apple company is also a threat
to the falling company in production of digital cameras
and high tech printers. In regards to the external environment.
The rapid development in technology has instilled
competition as each company is innovating new technology
to remain competitive. Its downfall began in 1990’s when
the digital technology swerved in ,which involved sharing
photos online but the company never adapted to it. This was
due to internal environment force where the company
experienced leadership wrangles. Some were visionary and
wanted to shift to the digital production and others wanted
to remain analog and focus on increasing sales. New firms
emerged after copying what the company was doing and
taking advantage of the digital revolution to come with
new innovations.
· Firms monitor how their competitors strategize their work
and use it as a stepping stone to their success.
· To remain successful it is advisable for a company to
make sure that it is difficult for others to emulate their
main processes and competencies.

25. · The company should keep in touch with the market so
as to be aware of the dynamic tastes and preferences
rather than focusing on how to increase sales.
3/83/RI, L. (1999). NEW YORK.
References
http://www.lenovo.com/transactions/pdf/CCS-Insight-
Smartphone-Market-Analysis-Full-Report-07-2014.pdf
Piao, M., &Kleiner, B. (2015). Excellence in the Electronics
Industry: The Comparison of the Organizational Culture among
Apple Inc., and Google Inc. Conflict Resolution & Negotiation
Journal, 2015(1).
3/83/RI, L. (1999). NEW YORK.