Eastman Kodak

Harvard Business School 9-594-111 Rev. May 8, 1995 Eastman Kodak Company: Funtime Film On January 25, 1994, George Fisher, Kodaks recently appointed chief executive officer, met with analysts and investors to set unwrap Kodaks new strategy for film products. During the past week (between January 17 and January 24), Kodak stock had lost 8% in honour on rumors of a monetary value cut on film. temporary hookup Kodak continued its overwhelming domination of the photo film commercialise, its market share in the United States had eased from about 76% to 70% over the past five years as competitors like Fuji movie Film Co. and Konica Corp. wooed consumers with lower-priced versions.1 Previously, Kodak had attempted to straight-from-the-shoulder share-gaining attempts by such rivals and private pronounce products by introducing a superpremium brand, Ektar. at a time Kodak proposed to introduce a brand at Fuji and Konicas price level, 20% below the price of Kodaks flagship Gold plus brand. The new brand, Funtime, was to be available only in limited quantities during both off-peak selling seasons. While some viewed the move favorably, other(a)s were more skeptical.

wizard analyst termed the strategy seemingly a long step pop up the slippery slope that ends in private label trial. The U.S. Photo Film Market In 1993, approximately 16 billion color exposures were madeâ€"the equivalent of 670 million 24-exposure rolls. Typically, a consumer paid between $2.50 and $3.50 for a 24 exposure roll. Over the past five years, the markets annual unit growth rate averaged only 2%. Major suppliers were Kodak, Fuji of Japan, Agfa of Germany, and 3M. Kodak and Fuji sold only mark products. Because of a 1921 consent decree still in force, Kodak could not sell film on a private label basis. Both Agfa and 3M sold their film to consumers as branded product and to other firms for sale under a private label.... If you want to get a full essay, order it on our website: Orderessay

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