Kodak vs Fuji
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Swapna Pillai- 42Amey Sankhe- 46Priynaka Shelatkar- 48Aditya Rao- 44Priyanka Patil- 38Swapnil Penkar- 40
V/S
Introduction The Us-based Eastman Kodak company founded by George
Eastman in Waterville, New York. Eastman had a goal to make photography “As convenient as
the pencil”. Before 1980s it enjoyed a monopoly status Eastman Photographic Material Company Limited-London,1889 The Company settled on the name Eastman Kodak Company in
1892
Kodak in Japan Kodak entered the Japanese market in 1900 and its first
distribution outlet in 1905 . Access to 60,000 camera stores. Kodak introduced Waterproof disposable camera which
became highly popular. Kodak failed to get good retail acceptance with market
share of only 7-9%.
You press the Button, We do the Rest.Eastman built his business on four
basic principles: Mass production at low cost International distribution Extensive advertising A focus on the customer
Success invited competitors..
Introduction
History
Products
For All The Colors of Your life
IntroductionFounded in 1934 with its headquarter at Tokyo Japan
Entered the US market in 1964 as a supplier of private label films
Focused on providing quality and innovative products at cheap price
Was the market leader in Japan worlds second largest market for photography products
In 1986, Fuji was the first to introduce one-time use cameras, and by the time Kodak caught up with the technology, Fuji established a lead in one-time usecameras that Kodak never experienced with traditional film
Fuji Film’s Logo
1934
1960
1980
1985
2006
In 1934 Dainippon Celluloid Company, Japan's first cinematic film manufacturer, Named Fuji Photo Film Co., Ltd., employed 340 people and named “Shuichi Asano” as its first president
product line included motion picture film, dry plates, and photographic paper
The company struggled for three years, mainly due to the poor quality and high prices of its products relative to imports.
In 1945 Allied bombing raids partially damaged two Fuji factories, but recovery during the postwar era involved more than infrastructural repair.
The Allied powers allowed civilian trade to resume in 1947, and Fuji immediately began exporting to outlets in South America and Asia.
History
Product LineConsumer Product
Digital Cameras 3D Image ProductsFilms & CamerasSupplies
Business Products
Graphic Systems Photofinishing products Motion Picture FilmsRecording MediaOffice & Industry
Strategies By Fuji Quality and innovation Cost Efficiency Main focus on Customer requirement Reactive Follower
Kodak innovator – Fuji Imitator (product and process) Fuji – substitute products for Kodak in Japan
R&D runs at about 7% of sales Compatibility with Kodak Cameras, Films
Strategies By Fuji Established a Production plant in US Inventory Management Aggressive Marketing Distribution Strategies Gain international recognition by sponsoring major
international sporting and cultural events.
DISTRIBUTION STRATEGY
DISTRIBUTION STRATEGY
Kodak’s strategies in JapanLate 1970’s J/V with Nagase & Co and Bandai Set up R&D and technical assistance centre
1980 Concept of minilabs Entered into an agreement with Noritsu Koki
Early 1980’s Photographic film named Kodacolor VR Panoramic Disposable Camera
Kodak’s strategies in JapanMid 1980’sTried to gain greater control over distribution networkSpent heavily on promotion
Late 1980’sWaterproof Disposable CameraFirst of its kind print film, Ektar
1984-90 : Spent $500 mn to set up a strong base1994: New single use camera Falcon
Reasons for failureDid not take Japanese market seriously
Fuji’s greater control over Japanese distribution channel
Low trial rates and low Brand Recall
Inability to tailor products specifically for Japanese market
Competitive and trendy market where product lifespan lasts a month as compared to a year in US.
Selling Directly to Retailers & Wholesalers
No Distribution Expansion Barriers
No Ban on Establishing Production Plant by Foreign Co.
No Trade Associations of Local Company in Distribution System
Retailers & Wholesalers
Manufacturer
DISTRIBUTION NETWORK OF PHOTOGRAPHIC
FILMS IN ‘US’
DISTRIBUTION NETWORK OF PHOTOGRAPHIC FILMS IN ‘JAPAN’
Trade Barriers by Government
Trade Associations of Established Company with Retailers & Wholesalers
Mediation of Distributors between 2 Parties
Local Companies Had Strong Ties with Main Members in Chain
Retailers & Wholesalers
Manufacturer
Distributors
Retailers & Wholesalers
DISTRIBUTION NETWORK OF FUJI IN JAPAN
Fuji’s 216000 Retail Outlets
Regular Serving of Retail Channel Members
Control on Major Wholesalers
Strong Tie-ups with Main Distributors- Asanuma, Misuzu, Kashimura & Ohmiya
Strategic Relationship Management- Political Relations
Maintaining Market Share in Japan even while Expansion in Foreign Countries
2003 ; The world's first digital camera to feature a full-color, active-matrix organic light-emitting diode (OLED) display.2004 ; Company is removed from the Dow Jones Industrial Average index on April 8, 2004; having been listed for the past 74 years.2005 The world’s first Wi-Fi consumer digital camera, and the world's first camera that could e-mail pictures2006; the world's first dual-lens digital still camera was unveiled at the CES.2007; Kodak announced a two to fourfold increase in sensitivity to light (from one to two stops) compared to current sensor designs.2008; Kodak Graphic Communications wins the British Columbia Technology Industry Association Impact Award for Excellence in Product Innovation.
KODAK
2009In January 2009, Kodak posted a $137 million fourth-quarter loss and announced plans to cut up to 4,500 jobs.
On June 22, 2009, Eastman Kodak Co announced that it will retire Kodachrome color film by the end of 2009, ending its 74-year run after a dramatic decline in sales.
On December 4, 2009, Eastman Kodak Co sold its OLED business unit to LG Electronics.
Study of environment (WW2 effect on Japanese market) Keep eye with Possibilities
All P’s are equally make competitive advantage learn from mistake not only to blame
Grab Opportunity at the right time
LEARNING'S
In international market don’t underestimate your competitor, its same as product life cycle ,it depends on you to ensure how long you stay at growth stage .
Conclusion
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