Presentation

Task Force Committee Report: Issue and Solutions Tiasia Davis

Strayer University

BUS 520: Leadership and Organizational Behavior

Dr. Tonja Gardner

07/24/2019

Organization description

Kodak Company is an American technology corporation which mostly makes camera associated commodities. Its headquarters are in Rochester, and it is unified in New Jersey. Eastman Kodak company majors on packing, practical printing, professional services, and explicit comminutions in the world.it majors on print systems. Moreover, it entails micro 3D production and packing. Eastman Kodak Company leveraged its core technology services and commodities for the development of resolutions for products better packaging with graphics communication flea market (Pasternak, 2015). It was founded Eastman established Kodak Company with Henry in September 1888. In the 20th period, Kodak occupied the leading location in the photographic picture.  In the late 1990s, the company started struggling financially due to decreased sales of photographic films. Besides, its sluggishness in the transition to digital photography, although it developed the self-contained digital cameras.  

Organizational issues

Kodak organizational issues have a significant effect on their productivity. Failure of the company to quickly integrate and change with the highly advancing technology has affected its productivity. Previously, the company used to operate under the traditional industry, which was threatened due to technological shifts (Brockbank et al., 2017). It used to work under a monopoly power, which was hard to change and adapt to the fact that there were better companies in the market. Kodak corporate culture is attributed to affecting the productivity of the company.

Current cooperate culture

Eastman Kodak company corporate culture led to the development of the current issues affecting the company. Kodak had adopted the culture of complacency, which is a hazardous culture which permeates beyond any big organization. Kodak is an excellent example of an institution which as affected negatively by its corporate culture. Although majorly the blame is on the rapid advancement of digital photo technology which could be blamed for the Eastman Kodak company dismal (Brockbank et al., 2017). The question that arises is, was it the advancement in technology or failure of Kodak Company to respond that led to the dismal of a corporation? As economists presented, Kodak's culture linked to its inability since it enjoyed a near-monopoly position in the United States market. It was known for its reputation for classic product innovations. These had a significant impact on the company's productivity. There was the start of the downfall of Kodak Company.

 Another reason attributed to affecting Kodak productivity was the fact that the company was slow to change. The executives had developed the culture of having a mentality of perfect products instead of having a high-tech mindset of making it, launching it, and fixing it. Such corporate culture as poorly suited for the rapid pace of changes which occurred in the Kodak market, which affected the company's productivity. Strategy and culture exert indicated that the primary cause of negative productivity and Kodak's problems were rooted in the culture of complacency (Brockbank et al., 2017). The mission of the company as it suggested that the company aimed at making flawless quality in its products. It focused on having a result-oriented culture was the key contributors to Kodak's problems. The mission required the company always to bring about differentiated and cost-effective solutions in the market immediately, which did not give the company the chance of adapting to change, which affected productivity.

The weakness of Eastman Kodak Company

The advertising of Kodak products has left a gap. Positioning and exceptional vending propositions are not effectively stated that opens a chance for competitors to attack that segment although the company has some sales terms. Kodak speculation in the research and development department is low as compare to the new industries in the industry. Although the company is putting some efforts, it is unable to compete concerning innovation levels effectively (Brockbank et al., 2017).  There is limited achievement external core commercial where the company had encounters of investing in other product segments in the market, which is a weakness. Moreover, the company had a gap since it is not good at merchandise demand predicting, which leads to a high degree of unexploited chances when associated with its contenders. It leads to keeping of upper register equally in opportunities.

Additionally, Eastman Kodak industry has a higher attrition rate in its workforce. It makes it spend more in comparison with competitors in terms of training as developing its employees. Besides, Eastman Kodak has less investment in the new technology which drags it behind since there is a rapid pace of change in technology globally (LI et al., 2017). Another weakness of Kodak Company is there is a gap in the range of product which is offered by the corporation. Competitors can have a foothold in the market due to the lack of choice of the company.

Recommendation

I recommend Eastman Kodak Company to recuperate its market segment, which lost its competition through the introduction of Kodak fun time files. It will serve the merging market and all the demographic segments which have not previously been targeted, which are the casual film users (LI et al., 2017). For the management of the company to achieve this, it should successfully launch a line of extension and ensure allocation of advertising support. Besides, it should sell the products year-round and ensure that they are sufficient to demand quantities. These will be effective if Kodak first does a goal and market analysis to see the market share potential.

The next step involves the determination of the most effective way of launching a line extension for attracting the new market. It is through identification on its assets on marketing networks which opens ways for allowance to obtain new-fangled potential clients through the creation of brand alertness. To maintain the best option, Kodak will need to reevaluate its present film commodities offerings and examination of consumer's needs and buying behaviors.

I also recommend that as an Eastman Kodak company team, they should have a meeting. It modifies the company's mission and vision since they dictate the company's directions.

The company should reduce the cost of transportation by considering lower shipping prices. They help in bringing down Eastman Kodak company's commodities hence province of opportunities for the company. These will help in boosting its profitability, and customers will also benefit consequently increased market shares (Pasternak, 2015). There should be a change in the company's corporate culture. It should change its culture, which advocates for better innovation through making, launching through fixing its products and taking enough time in production to ensure quality products.

There should new training sections for the employees who used to work in traditional times since their skills are outdated. These will help in catching up with the rapid pace of technological advancement (Bowling et al., 2019). I recommend that the company should invest in adverts docket since customers' need to be reminded of the existence of Kodak brands. It should use the relevant advertising channels concerning the targeted customers. Moreover, the company should invest in research and development to catch up with competitors in the market, so its innovations and inventions are of standard.

Executive summary

 Kodak Company produces camera products. Before technological advancement, it operated almost like a monopoly. With time there were organizational issues which had a significant impact on the productivity of the company (Pasternak, 2015). In the ability of the company to keep in pace with rapid technological changes in the world reduced its market shares. There were other companies which invaded the market and offered a high competition for Kodak Company. Eastman Kodak corporate culture of complacency was a vital contributor to the company's failure. Failure to reach about changes in the market contributed to a decreasing in the process of market shares. The mission and vision of the company have an excellent effect on productivity since they have the direction of the company.

Kodak has weaknesses in its operations, which need to be addressed.  The company has an ineffective selling proposition, which leaves a gap for the competitors to grab market shares (Pasternak, 2015).  Besides, the company is unable to do a good product demand forecasting, which makes it lose opportunities to its competitors. Kodak Company is unable to open a line extension for its products, which is a weakness when compared to its competitors.   

Recommendation for the company is that it is invested in opening a line extension of its products. These will be through goal and market analysis to understand the company's market shares. There is a need for the company to make investments in research and development so that innovations can be up to date. Amplified advertisements will help in creating brand awareness, henceforth more customers. Through the reduction of unnecessary expenditures will help in increasing the company's profitability. Lastly, the mission and vision of the company need to be reviewed newly.  

 

 

 

 

 

 

 

References

WANG, Y., ZHANG, L., & Li, Q. (2017). Effect of Entrepreneurs' Cognitive Style on Firm Growth——Case of Eastman Kodak Company. Journal of Capital University of Economics and Business, (3), 11.

Purse, N., & Brockbank, A. (2017). E-Learning at Kodak. In Reflective Learning in Practice (pp. 93-102). Routledge.

Piatt, M. J., Roberts, J. L., & Bowling, B. A. (2019). U.S. Patent Application No. 15/660,000.

King, E. (2018). Making History Work: Corporate Archives and the Eastman Kodak Company.

. Pasternak, G. (2015). Taking Snapshots, Living the Picture: The Kodak Company's Making of Photographic Biography. Life Writing, 12(4), 431-446.