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Essay / Research Paper Abstract
This 3 page paper is based n a case study supplied by the student. Kodak Eastman is analyzed briefly using a PEST analysis and Porters Five Forces model, along with consideration of the marketing segment. Following this potential opportunities for the firm are identified. The bibliography cites 2 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEkodak.rtf
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barriers have been an ongoing influence, as seen since the 1970s when they had their first major competition from Fuji a Japanese firm. The economic influences are also very apparent.
The firm is operating in a culture where there is a high level of short-terms, and shareholders demand returns, with Carl Ichan owning 70% o the shares, an investor known
to look for short term reruns, the firm has pressures to create a higher level of return, a strategy that is not aligned to the level of investment that the
CEO Carp wants to make in order to become amass market leader in digital imaging. With a high level of competition there will be the need to gain economies and
scale to be successful (Nellis and Parker, 2006). Influences such as interest rates are also impacting; especially in 2004 the firm sees an increasing level of debt and a lower
net profit indicating lower interest rate coverage. Social influences are seeing an increased emend for convenience, as well as higher numbers of women using cameras. The technology may be seen
as the major driving force, changing the industry at a rapid rate, with the software and hardware developments well as access to complementary services such as the internet, which empowers
consumers. Looking at Porters Five Forces model the threat from competition is high, competition from firms such as Fuji, Olympus from the traditional camera market and newer entrances from
the electronic markets, such as Hewlett Packard. There have been some alliances to develop standardised formats, as seen with the strategic alliance developed with Olympus, but there is a high
level of competition and Kodak only has weak competitive advantages for competing, however they have managed to become the third largest digital imager equipment supplier in the US. There is
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