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: costâÂÂcutting 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 lateâÂÂ1990s as a result of the decline in sales of
photographic film and its slowness in transitioning to digital photography (despite inventing the
core technology...