L'entreprise Eastman Kodak

De Oliveira Jeffry

Kevin saint cyr

Vidil Loic

Concetti Enzo

Harmendjian Jo

I. The brand

Eastman Kodak Company, commonly known as Kodak, is an American technology company focused on imaging solutions and services for businesses. The company is headquartered in Rochester, New York and incorporated in New Jersey it was founded by George Eastman in 1888.

Until Digital revolution, that brand was the top brand of focuses on imaging solutions. After that revolution and the refusal on the company to move to digital age, Kodak loose market share, notoriety, customers as a result money and his top position in the rank.

DIGITAL MARKET SHARE IN 2010

Bankruptcy and restructuring:

On 18 January 2012, Kodak files bankruptcy. The group hopes to emerge from bankruptcy in July, with a new status and a new board of administration.

Early 2014, JKmaging16 bought Kodak and presented the new Pixpro S1, his first hybrid which adopt the micro four thirds system that allowed the brand to enter in the market.

Kodak is a old successful company that has not adapted to the environment.

II. Which country for success

Application

We have decided to choose India for target. Firstly the problem of the brand is principally market share. That reasons below can help us to understand marketing process:

Segmentation

In 2013 we can see that DSLR ( Digital signle lens reflex) represent 23 % of market . Indeed , if Nikon and Canon has 94 % of the market share in that 76 % of compact Digital camera , the market is closed.

Our strategy consist to place our force on that 23 % and take 90 % of market share on this market to revive the brand.

Indian population does not have lot of knowledge on camera system. Indeed , they looking for a good camera , for good photos, a safe product. If we place our effort of low cost product that can reunite all these characteristics we can go to success. The principal thing that we want to do is to bring the reflex quality camera on this market and not only the simple compact camera.

DSLR

Sony

Kodak( US) Canon

Nokia

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