Kodak strategic analysis

Essay by hebamontasserA, July 2012

download word file, 35 pages 0.0

KODAK NEW ERA

Strategy to Success

Executive Management Course

Group A

Omar Mohammed Ali600110790

Alyaa Mohamed Abbas600111117

Heba Montasser600111119

Ahmed Osama600111079

Table of Contents

Company overview ..................................................................................................................................... 3

Company analysis ....................................................................................................................................... 3

Corporate governance ................................................................................................................................. 4

SWOT Analysis .......................................................................................................................................... 5

EFAS Excel table ........................................................................................................................................ 7

EFAS Narrative ........................................................................................................................................... 7

IFAS Matrix ................................................................................................................................................ 8

IFAS narrative ............................................................................................................................................. 9

SFAS Table ............................................................................................................................................... 12

SFAS Narrative ......................................................................................................................................... 12

Strategic Formulation................................................................................................................................ 14

Strategic Implementation .......................................................................................................................... 17

Evaluation and Control ............................................................................................................................. 22

Strategic Alternatives ................................................................................................................................ 25

Conclusion ................................................................................................................................................ 27

References ................................................................................................................................................. 28

Company overview

Eastman Kodak Company is one of the world leaders in the development, manufacture, and

marketing of both conventional and electronic imaging technology. The business was founded in

1882 by George Eastman who is credited with commercializing photography. Originally, the word

Kodak didn't mean anything. George Eastman just made it up. Today, the Kodak colors and name

are among the most recognized brand images in the world.

Kodak is the fifth most popular

consumer brand in the U.S.

In response to reduced revenues, the company hired George M. C. Fisher, from Motorola Inc., as

CEO in 1993. Fishers tenure began a series of changes at Kodak: cost‐cutting measures were

introduced, faster decisions were encouraged and there was a move towards proactive business

strategies. An informal manager, Fisher replaced the rigid hierarchical organization at Kodak and

delegated decisions to line managers. The change in also resulted in a refocus of activities which

resulted in reductions of 9,000 jobs worldwide during 1994 and 1995 - almost 10% of the

workforce. The company posted a net income of $1,252 million in 1995.

Kodak began to struggle financially in the late‐1990s as a result of the decline in sales of

photographic film and its slowness in transitioning to digital photography (despite inventing the

core technology...