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Assignment 3: A New Strategy for Kodak

Due Week 8 and worth 300 points

Review Case 28 “The rise and fall of Eastman Kodak: Will it survive beyond 2012?” located in the textbook. Assume that you have been hired by Kodak as a business consultant to recommend a new corporate-level strategy for the company to improve declining sales, increase profitability, and expand the company to the Cloud service industry.

Write a five to seven (5-7) page paper in which you:

1.Establish five (5) key objectives for Eastman Kodak that encompasses the operational, financial, human resource aspects of the business. Next, argue that each of the established objectives is essential to the success of the company within the Cloud service industry.

[Consider “objectives” to be the same as “goals” as discussed under “Major Goals” on pp. 6-7 of the textbook and write your goals/objectives to include one or more of the four characteristics shown bulleted near the top of p. 7]

2. Analyze Kodak’s horizontal and vertical integration strategy and determine the corporate level strategy that is more appropriate for the company to establish a competitive advantage in the Cloud service industry. Provide a rationale for the determination.

[Use the terms “horizontal integration,” “vertical integration,” and “corporate level strategy” as well as the associated vocabulary used in the textbook where these high-level concepts are discusses. For instance, in discussing “vertical integration” you might want to discuss “backward vertical integration” or “forward vertical integration.”]

3.Determine five (5) ways in which pursuing a multibusiness model based on diversification may increase profitability for the company. Provide at least two (2) examples of such use of a multibusiness model from industry to support the rationale.

[You will want to answer this question using key words in the question, such “multibusiness model” and “diversification” as well as the associated vocabulary found in the textbook where these high-level terms are discussed.]

4. Recommend one (1) implementation strategy for Eastman Kodak that considers organizational design, strategic control systems, structure, and the type of organizational culture fitting for the organization and its new industry. Justify the recommendation.

[You will want to answer this question using key words in the question, such “implementation strategy, organizational design, strategic control systems, structure, and the type of organizational culture as the associated vocabulary found in the textbook where these high-level terms are discussed.]

5. Speculate on the way in which both the corporate-level strategy and the implementation strategy you recommended in Question 2 and Question 4 would support ethical business behaviors. Analyze the significant manner in which ethics, corporate social responsibility, and environmental sustainability impact the implementation of the strategies that you have recommended.

6. Use at least five (5) quality academic resources in this assignment. Note: Wikipedia and similar type Websites do not qualify as academic resources.