MBA630 Team Assignment
Overview
Each team will prepare a marketing plan outline for company that has been identified as a struggling brand/company (please use initial research to determine qualified company for analysis). Remember, the group will be working on this project together, so the group must agree to the company selected for analysis with the understanding that only one member of the group may gain professional benefit from the project if their own company is selected for analysis.
Directions
Students will be assigned to their project groups by end of Unit 1. Assume you will be presenting this plan to either prospective investors as a company officer, or as a consultant who is assisting the company to identify areas for growth.
Marketing Plan Outline
· Link to Paper: https://docs.google.com/document/d/1wprPggtSny0QFQ8c-eFMy2XIhRSzY3QJGqEBFioGsO8/edit?usp=sharing
· Link to PowerPoint: https://docs.google.com/presentation/d/1lsWXCcCpEKgEO85j09ZzQXXYShecDLmhcxao0hjMb2g/edit?usp=sharing
COMPANY : KODAK Kodak PowerPoint
· https://www.kodak.com/en/company/home
· https://en.wikipedia.org/wiki/Kodak
The marketing plan must contain but not limited to the following:
I. Executive Summary (10 points)- Cat last
Present a brief summary of the main goals and recommendations of the plan to assist top management to define the company quickly, and envision its projections for the future. A table of contents should follow the executive summary.
II. The Company Description (10 points) - Jose
Genesis of Kodak
The Eastman Kodak Company, known around the world as Kodak, an American imaging company that began in the 19th century as an innovator of photography (1ink.com, 2020). The company is known for creating a consumer market for amateur photography and pioneering the technology that allowed Hollywood movies to be filmed (1ink.com, 2020). It is also for easy to shoot home movies and the introduction of digital photography (1ink.com, 2020). The company began with George Eastman, he created single shot sheets of paper covered in photographic emulsion (1link.com, 2020). With help from William Walker, both men invented a holder for a roll of the company photo plates in 1885 (1ink.com, 2020).
Product and Services
During the 20th century the popularity of the company grew and popularity and its profits soard (1ink.com, 2020). Throughout the 20th century, the company introduced Retina Series 35mm camera in 1949, and in 1959 introduced the Brownie camera, The Starmatic (1ink.com, 2020). In 1975, Steven Sasson, a kodak engineer, created the first charge-coupled device (CCD) image sensor (1ink.com, 2020). This sensor had a resolution of 10,000 pixels or 0.1 megapixels (1ink.com, 2020). In 1979, Kodak researchers created the first efficient organic light emitting diodes or OLED (1ink.com, 2020). Kodak and Sanyo teamed up in 1990 to create the first OLED displays (1ink.com, 2020). The main services that kodak provided is the analog film market (1ink.com, 2020). The analog film market was successful throughout the 70s, 80s, and 90s, had remained massively profitable throughout its history (1ink.com, 2020).
Fall from Grace
The company net income took a significant decline and it was due to the digital camera (Djudjic, 2018). Kodak was the first company to create digital camera in 1975, the issue was
· the company’s products/services
· their user benefits, and evidence of their acceptance by customers
· management’s qualifications and major accomplishments
· the amount of and uses for capital required
o Stock jumped 879.8% in July 2020 due to announcement about a $765 million government grant for research “Defense Production Act to undertake the production of ingredients for generic pharmaceuticals including hydroxychloroquine”– (https://www.nasdaq.com/articles/why-kodak-stock-skyrocketed-879.8-in-july-2020-08-05#:~:text=News%20emerged%20on%20July%2028,Trump%20has%20suggested%20could%20be )
o Shares dropped again after the loan was put on hold – (https://www.wsj.com/articles/kodak-says-ex-executives-sold-stock-options-they-didnt-own-11605107967 )
· investor benefits
· market size and growth rate
· the identity of the company’s market niche.
o Photography – cameras, photographs, ink
Include recent history and successes.
III. Organization (5 points) - Marisa
Outline the current organizational chart, including future positions that may be considered as a result of growth. Consider the following:
For each officer of the company, please provide the following information: name, years of experience in the company’s industry, responsibilities/functions of positions with the company; salary, bonus, ownership interest in the company; relevant qualities, achievements, track record, and education.
· What are the strengths and weaknesses of the company’s management team and its board of directors, and how will they enhance the growth potential of the company?
· Explain how the management team will grow and continually improve itself in conjunction with company growth projections.
IV. Strategic Focus and Plan (10 points) - Jose
Consists of the following: Mission, Goals (financial and non-financial), Core Competency and Sustainable Competitive Advantage.
V. Situation Analysis: (30 points) - Cat/Marisa
This is a snapshot of where the current environment in which the company operates. This section should include 1) detailed SWOT analysis, 2) Industry Analysis (include trends), 3) Competitor Analysis, 4) Company Analysis, 5) Customer Analysis, and 6) Customer Characteristics.
Consider this approach, but do no limit the analysis to these alone : review the competitive forces that affect your industry and/or market segment (i.e., rivalry among existing firms, threat of new entrants, threat of substitute products, bargaining power of suppliers, bargaining power of customers – Michael Porter’s 5 Forces Theory).
Define your major competitors’ future goals, current strategies, and assumptions about the industry.
Compare the company’s strengths and weaknesses with those of its major competitors.
Provide an analysis of how the company’s management plans to capitalize on competitors’ weaknesses and how it will counteract competitors’ strengths. Understand the competitions’ strengths and weaknesses, as well as your own, are key to defending your market share, uncovering market opportunities and developing an effective unique selling proposition.
VI. Market/Product Focus (35 points) - Rymario/ Austin
This section includes Marketing and Product Objectives as the main focus, under which the following information should be included:
· Subheading #1: provide an analysis of the current market in which the company operates, new market opportunities, new product opportunities, and how the industry as it exists currently will support such initiatives
· Subheading #2: Target Market: Subheading #1 should help refine and define this market. A market-product grid may be useful to include to visualize (see Chapter 9).
· Subheading #3: Points of Difference: What makes the product(s) unique, and why would the markets identified in Subheadings 1 and 2 would be attracted to, and attractive for the product?
· Subheading #4: Positioning: identify the strategy that will be used to communicate Subheading #3 (Points of Difference). This is to be approached in relation to the competitive landscape as outlined in Section IV, Competitor Analysis.
VII. Marketing Programs (35 points) - Cat/ Marisa
This section is essentially a detailed analysis of the marketing mix factors (the 4 P’s) and should be fairly well defined in the previous sections. Subheadings are as follows:
· Subheading #1 – Product Strategy – include description of the product line, the unique product quality packaging, etc.
· Subheading #2 – Price Strategy – define the price, the rationale/justification for the price point, etc.
· Subheading #3 – Promotion Strategy – outline how the product will be marketed to your target market.
· Subheading #4 – Place (Distribution) Strategy – consider the current distribution and how changes may need to be made based on any projected increase in sales volume.
VIII. Financial Data and Projections (10 points) - Cat
Define the approximate size, in units and dollars, of the target market for each of the company’s products/services.
Provide management’s estimate of the company’s market share and associated industry rank for both the last three years (actual) and the next three years (projected).
What has been the growth and profitability history of the industry, the company specifically, and what are its future prospects? If the projected growth rate exceeds the historical growth rate, discuss the major factors behind the company’s assumptions (e.g., technological breakthroughs, lower production costs that can be passed on to customers, value chain benefits/competencies, etc.)
IX. Implementation Plan (10 points) – Rymario how will the company turn its plan into action
This section includes setting timeframes for the plan presented thus far, and the area responsible for its successful deployment.
X. Evaluation and Success Monitoring (5 points) –Austin how will the company monitor industry changes, and what course of action will be taken if such changes are anticipated to impact the plan?
Important Notice: It is at the sole discretion of the instructor to change team members with or without advance notice for cause or for no reason at all. In addition, the instructor has the right to change the parameters of the team projects, including, but not limited to: moving up or pushing back due dates, changing deliverable expectations, or request progress reports.
Team Project Deliverable Description (160 points)
There are NO page limits associated with this deliverable; however, it is expected the quality of the product will be consistent with that expected of an industry professional. Special attention should be given to the quality and accuracy of the content; the layout of the content; and ensuring the topics flow logically throughout the document. While the final deliverable will need to adhere to the APA (6th edition) with regard to in-text citing and the listing of sources in a references page, all other style and form guidelines are suspended. The Team Project Deliverable should be prepared as a Microsoft Word document and uploaded in the appropriate Unit 8 assignment page by Tuesday 7:00 p.m. (CT).
PowerPoint and Oral Presentation Description (62 points)
There is NO prescribed number of slides that must be contained within the slide deck. Specific criteria for the successful completion of the presentation (slides and oral delivery) are clearly laid out within the Presentation Grading Rubric. All participants are expected to dress in acceptable business attire and actively present content to the audience.
Online students will deliver and record their presentation using the Canvas conferencing feature before a live, remote audience. The PM will need to ascertain a date and time that will maximize audience participation. The Canvas recording of the presentation is to be archived by Sunday, at 5:30 p.m. (CT).
For both the blended and online students, the PowerPoint slides are due by Sunday, at 5:30 p.m. (CT), and are to be uploaded under the appropriate Unit 7 assignment page. The PM is responsible for ensuring the slides are correctly uploaded by the deadline.
Kodak Marketing Plan
Strategic Marketing - Eastern Group
Rymario Armstrong, Austin Bearden, Marisa De La Fuente, Jose Rivera, Cat Voss
Park University
MBA 630: Strategic Marketing
Dr. Heidi McLaughlin
December 8, 2020
References
History of Kodak. (2020). Retrieved from 1ink.com on November 19, 2020 from: https://www.1ink.com/blog/history-of-kodak-a-brief-look-with-1inkcom/