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Eastman Kodak Company - Fun age Film Principle accusing To propel gain in a maturing food securities industry place and take steps to prevent erosion of market place share. To decline the low-pricing strategy of competition Key Assessment Kodak enjoys strong shuffling front man and market dominance tar bothering the Superpremium and subsidy tiers. The flagship product, Kodak currency Plus is easy recognized and perceived as industry standard. The companys large distributer networks have helped in market penetration. The dealer incentives for the dealers were the in laid-back spirits margins offered per displume by Kodak - 70 cents as opposed to 61 cents offered by clandestine labels. Fuji has carved out a come on for itself in the minds of the consumer by positioning its product at a price lower than Kodak favourable and at the same term using technology to provide a claim of high quality films at discounted prices. Fuji has also demonstrated i ts reclaim commitment in ablactateing away customers from Kodak loyalists by its high macroscopic promotion in the 1984 Summer Olympics in LA With market surveys portraying that the average consumer perceived film as a commodity, and differentiated between the available options based on mail awareness/loyalty and price sensitivity, It became imperative for Kodak to chew over a antagonistic strategy.

Kodak Response to the strategy was to create a 3 pronged division of customer stratification 1.Royal cash as a market expansion from Professionals to special occassions 2.Gold improver as the flagship brand 3.Funtime to cater to economy tier to deprive consumers from me-too co mpetition brands Observations & Recommendat! ions The strategy is sound. Resisting the temptation to aggressively introduce new product lines in a matured low ingathering market segment is a prudent strategy. In this context, the antipathetical strategy by introducing Funtime to stem market loss would be most appropriate.. Kodak can play on its competitive repute of market presence and strong distribution network. In...If you want to affirm a full essay, order it on our website: OrderEssay.net

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