Kodak Success and Downfall

1. “You press the button, we do the rest”

2. HISTORY OF THE COMPANY
• 1877 - George Eastman,
became interested in
photography while planning a
vacation to Santo Domingo.
• 1877 – 1879 - Developed a
gelatine emulson for dry
plates.
• 1881- Forms Eastman Dry
Plate Company with
Henry.A.Strong.

3. FORMATION
• 1888- The name “Kodak”
is registered as
trademark.
• 1898 - Pocket KODAK
camera introduced.
• 1932 - George Eastman
kills himself at age 77.
• 1996 - Peak year for
KODAK.

4. ERA OF GROWTH
• 1950 -“Kodak was a company at the top of its game”.
• Kodak controlled almost 70% of the US film market and became one of the
strongest brands in the world.
• For the three-quarters of the twentieth century, Kodak's supreme success was not
only developing a new technology – the film camera – but creating a completely
new mass market.

5. FAILURE
• Although Kodak developed a digital camera in 1975, the product was
dropped because it feared it would threaten Kodak's photographic film
business.
• Digital devices allowed newcomers to enter.
• Kodak used Ofoto to try to get more people to print digital images but
didn’t recognize that it can be used to share images.
• Kodak stagnated while its rivalries explored opportunities , creating
products adjacent to its film business.

6. FAILURE
• The sales of the printers started as it was replaced by electronic copies on
computers, tablets and smartphones.
• Customers switched from Kodak to Fuji because the Japanese colour film was 20%
cheaper than Kodak’s.

7. NEW STRATEGIES
• Outsourcing of Manufacturing by CEO Antonio Pérez.
• Workflow software and packaging were viewed as the company's new core
businesses.
• Ceasing production of all digital cameras.
• Razor and blade strategy.

8. PRODUCTS
• Instant Print Cameras
• Digital cameras
• Smart Home Securities
• Kodak 3d printing
• Kodak HD televisions
• Portable projectors
• Printing and supplies

9. RIVALRY WITH FUJIFILM
• Fujifilm entered the US market with lower priced films and supplies.
• Fuji aggressively explored new opportunities, creating products adjacent to its film
business, such as magnetic tape optics and videotape, and branching into copiers
and office automation, notably through a joint venture with Xerox.

10. ERA OF BANKRUPTCY
• September 2011: Kodak shares fell more than 80 %[All-time low of
$0.54 a share].
• January 19, 2012: Kodak filed for Chapter 11 bankruptcy
protection. The company's stock was delisted from NYSE and moved
to OTC exchange. Following the news it ended the day trading down
35% at $0.36 a share.
• February 9, 2012: Kodak announced that it would exit the digital
image capture business, phasing out its production of digital
cameras.

11. THANK YOU