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Essay / Research Paper Abstract
This is a 4 page paper which is a case analysis of the marketing strategy of Eastman Kodak Company for Funtime Film in 1994.
The bibliography has 4 sources.
Page Count:
4 pages (~225 words per page)
File: D0_JHEast.rtf
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Unformatted sample text from the term paper:
Company, 2006). Since its beginnings, the Eastman Kodak Company has been the front runner in inventing an array of new products and processes which have served to make photography
simpler and more enjoyable for the common person. Kodak has continued to expand its ideas and products to make the art of photography not only an occupation, but a hobby
for many. The company now ranks as a multinational corporation with a readily recognized brand. In 1994, Kodak faced a loss of market share as a result of competition
from film makers like Fuji and Konica. These two film makers were manufacturing and supplying film to the consumer at a lower price than Kodak. At that time,
the new chief executive officer, George Fisher met with analysts and investors to determine a new strategy for film products. A decision analyst such as this encourages and promotes
close examination concerning the possible strategies and the possible alternatives, improves the understanding and appreciation of the risk and often uses systematic decision-making principles (Clemen and Kwit, 2001). DECLINE OF
MARKET SHARE Kodak began to loose it market share as the film sales for both Fuji and Polaroid increased. Both Fuji and Polaroid were able to increase their sale
of film by offering film at a lower price. Further Fuji became the official film of the 1984 Summer Olympics which took place in Los Angeles. This increased
its visibility and was a smart marketing move for Fuji. Fuji again took advantage of marketing strategy in 1994 when it celebrated the World Cup USA 94 by offering consumers
a Pins and Pups promotion that gave each consumer a free pin and a free plush animal (Symons, 1994). Fuji supplied these souvenirs through the mail with proofs of
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