MBA630 Power Point

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Marketing at Kodak

Points of difference

The company did perform well in the market with its products including the digital camera and photographic paper. The differentiation of the products in the company is a major advantage because it helped improved their standards of the company. The company did make a major move in the market of camera and photography especially because it was the leading company to ever cross that bridge. The inventors of the company did come up with the first megapixel sensor that did help improve its resolution and the face of photography since 1986. The introduction of other photograph companies such as Fujifilm did not have such technologies at the time and thus Kodak did take advantage of the same to push the product on the market giving it a major advantage (Tsurumi & Tsurumi, 2019). It is evident that the company introducing the photographic paper did help make changes in the way that they relate because they got to become the first companies and would then sell even to its competitors. The move did help change the way that Kodak had its competitors which was a major advantage to the organization since it understood how to use its existing products to help change and influence its position on the market. The fact that Kodak was the center of the camera and photography sector the company did manage to make sure that they did integrate unique products that customers from across the world would recognize their brand and because of the good quality they would prefer it on the market.

Positioning

Product differentiation did help the company gain the advantage that would help the organization realize their product positioning to the consumers. A consumer that was a customer of Kodak would stay with the company because of the way that the company did present itself to the customers which was essential for their growth. The company did embrace early technology into the sector that would help make sure that they did have good quality products for their customers (Szendy & Plug, 2019). For instance, the films, the cameras and even the quality of the picture that the company’s product did offer were of high quality and did help in getting ahead of the customers. The fact that Kodak was a leading brand not only in the United States, but also across the world. The move was a major advantage because it helped make sure that they did increase the way that they did relate and perform on the market because being a global brand was a better selling point on the market. The competitors would struggle selling their idea to their consumers because Kodak was already dominant and only their name would sell their products which was unlike the existing competition. The fact that photography was not developed as much, Kodak did make sure that they did invest in the people whereby they would help setup studios with their products that would easily attract and appeal to their consumers regarding the services that they should demand and would get from the health institutions. Kodak did not have much of advertisement and marketing because of proper product positioning because they saw the need of people needing high quality pictures and thus invested in making sure that they did have better pictures (Sheth, 2017). The company’s capability to attain such achievements made it easier to keep developing them while they also advanced and grow with the needs of their customers on the market thus advancing their positioning.

Implementation Plan

Kodak’s realization of new market opportunities with their resources it will become easier for them to execute. The company is struggling to achieve their growth on the market thus it is essential that they do take a deep dive into the market to try and find new market opportunities to help improve their standards. Kodak did make sure that the company was making a major boost and improvement to how they relate that changes the way that they do interact which implies that the company should first source for funds. The company should approach financiers that will help make sure that they have the proper stand to help facilitate their new agendas that should be within 4 weeks. The time frame is sufficient to help find experts and entrepreneurs that will help in collection of ideas and help make sure that there is an interactive of ideas that help make it easier to increase their flow of activities and services. Kodak will then have to come up with a proper plan that will make sure that they table the new ideas and strategies of how to get each to perform on the market which is a major advantage for the company. It is important for the company to introduce a new way that will help come up with a definitive way that will help in checking and keeping track of the developments of the project. The organization has to make sure that there is a path that there is a team working to make sure that the new developments are intact and will help in the progress of the company.

References

Sheth, J. (2017). Impact of Emerging Markets on Marketing: Rethinking Existing Perspectives and Practices. Journal of Marketing, 75(4), 166-182.

Szendy, P., & Plug, J. (2019). Merchandise: Godzilla’s Eye. In The Supermarket of the Visible: Toward a General Economy of Images (pp. 79-83). NEW YORK: Fordham University Press. doi:10.2307/j.ctvdtpk68.6

Tsurumi, Y., & Tsurumi, H. (2019). Fujifilm-Kodak Duopolistic Competition in Japan and the United States. Journal of International Business Studies, 30(4), 813-830.