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Kodak and fujifilm - Research Paper Example

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Its original name was Eastman Kodak Company. The company is credited for launching its revolutionary camera that made the process of taking photos simpler (Stuart, 2005). Kodak focused on imaging and photography that entailed…
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Kodak and fujifilm
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Download file to see previous pages The executives at Kodak did not want to abandon the traditional film. They did not realize how digital cameras would become common within a short time. Since there was a slow transition of traditional to digital technology and competition from other companies, Kodak lost a considerable market share globally. By early 2012, Kodak filed for Chapter 11 bankruptcy protection which was approved by the court for financing. Kodak was able to sell its patents to various companies like Google, Apple and Microsoft among others (Stuart, 2005).
Fujifilm was started in 1934 and like Kodak, focused on imaging and photography. The company was at the top of the Japanese market and ranked the second best in film usage after the United States (Nakamura, 2000). Fujifilm entered the global market and made use of aggressive marketing with low prices. The company’s breakthrough was in 1984 when it chosen to be the official film of the Los Angeles Olympics. Fujifilm took its place in the global market permanently. This made it overtake Kodak’s market share since they offered similar products at a cheaper price. Fujifilm was fast to widen its business scope to printers, digital cameras, optical devices and photocopier. In addition, Fujifilm engaged its services into the health sector by producing medical equipments and machines such as x-ray imaging and chemicals (Nakamura, 2000).
Kodak company failure to acknowledge innovation in the late 1970s could be blamed on the management’s approach (Haig, 2011). The management seemed to control from behind the desk right from the headquarters at Rochester. This made them become ignorant about the new inventions in technology and the increasing customer needs. They were advised to embrace the digital technology that they had created in 1975, but the management was reluctant. The main reason why Kodak remained behind was avoiding revolutionizing technology that led to the loss of market shares. This ...Download file to see next pagesRead More
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