Eastman Kodak Business: Funtime Film
The market intended for camera motion pictures is very competitive. During the five year period from 1988 to 1993, Kodak's market share fell coming from 76% to 70%. In answer, Kodak made a decision to revamp 4-seasons catalog to include Funtime Film, a seasonal providing at a low price level. In this case, you are asked to decide whether or not the new product collection strategy can lead to a reversal in Kodak's market share decline.
In preparing this situatio, consider the next questions:
1 . Discuss the consumer market to get camera film. What are the main element drivers of consumer selection in such a market? What role really does price play in the purchase decision? What position do merchandise features be in the purchase decision? Are there distinct consumer sectors in the film market?
installment payments on your Why is Kodak having a whole lot trouble in the film marketplace? Why is the decline of 6 reveal points essential to a firm with 70% market share? In answering this kind of question, explain and evaluate Kodak's outdated product line strategy.
3. Evaluate the suggested new product line. What role is Funtime Film anticipated to play in the cool product line? How can the various goods in the new line become positioned? Within your opinion, will this new product line strengthen Kodak's competitive location in the film market?
four. Taking a long-run perspective, what should Kodak do to blunt cost competition inside the film market? In answering this question, consider the 4 P's (product, value, promotion, place) and the standard principles of category administration.