CAVITE STATE UNIVERSITY

Imus Campus
Cavite Civic Center Palico IV, Imus, Cavite
(046) 471-66-07 / (046) 471-67-70/ (046) 686-
2349 www.cvsu-imus.edu.ph

Arellano, Christine Jade S. 202211171

BSOA – 4B Prof. Raffy M. Bacay

CASE ANALYSIS

I. Introduction

"You press the button, we do the rest," a well-known tagline made by one of the all-time
inventors who helped to develop a film roll camera in photography, George Eastman,
together with Henry Strong. Eastman was the one who created the term "Kodak" without any
meaning behind it, and just because he liked the letter K, later, it became a well-known
brand and a successful company around the world. The company was incorporated on May
23, 1892, after they released the Kodak Camera and their headquarters located in
Rochester, New York.

In the 1890s and early 1900s, Kodak continued to thrive despite the challenges it faced
upon them. They grew rapidly, and they have outmaneuvered their competitors with the
combination strategies of innovation, acquisitions, and exclusive contracts. Kodak has
provided a lot of products and services throughout its reigning years, such as photographic
film and paper, still film cameras, slide projectors, instant cameras, digital cameras, and
many more. However, their bright light has been outshone by their competitors as the
technology arose and resulted in their bankruptcy in January 2012.
 “Kodak” Logo
II. Time Context

Although the business has stood for over a hundred years in the business industry,
specifically in photography, it may differ in the following years. Uncertainties and rapid
changes are some of the elements in the business world, and Kodak has ignored these
elements and has chosen to ignore the signs of downfall. In 1981, they did some market
surveys about the relevance of core technology innovations and their effects on the market.
However, instead of preparing for more innovative technology products, they have focused
on expanding the business with spin-off companies and still sticking to the old ways of
innovating films. The decline in profits slowly started in 1994, when they had a considerable
debt and needed to sell the spin-off company. Although their cameras and films are still in
demand, digital cameras arose throughout the 2000s; in 2005, they ranked as no. 1 in the
U.S. in sales. However, in 2007, their digital camera sales declined as well, resulting in 2012
of filing bankruptcy. They could not save the company anymore as they had before.

III. Viewpoint

Although Kodak filed for bankruptcy in 2012, it still has the parent company, led by
James V. Continenza, acting as Executive Chairman and Chief Executive Officer. Together with
other boards of directors, they manage the business and transform it as much as possible to
profit. Due to the situation, spin-off companies are created to perform under the name Kodak,
like Kodak Alaris. The company has been acquired by the private equity company Kingwood
Capital Management.

IV. Central Problem

The main problem of Kodak is that it needs to be able to keep pace with the rapid
changes within the business industry. They need to keep improving their innovations of the
products. Thus, they lost control of the situation, especially in handling decision-making
within the company, which resulted in their bankruptcy. Even though the company has been
around for 100 years, more than having loyal customers is needed; it needs to target more
consumers to ensure the establishments arise again. They need to adapt to the market
trends and keep up their challenge to create new advanced technologies.
V. Objectives

MUST

 To create and improve their products to align with the trends now and offer to their
customers worldwide at least 65% of products in the market in just 5 years after
their return.

 To be able to give 100% satisfaction to the customers again with the new offers that
may contribute to their daily lives by the end of 2029.

 To make a comeback in terms of profit by 2029 in the business industry at least

50% of their standing before they went bankrupt.

WANT

 To be able to get the loyalty of the customers just like before and gather new
consumers.
 To be able to have their company with a lot of branches around the world once
again.
 To be able to stay in the business for at least 50 years.

VI. Areas of Consideration

The following are the factors that affect the business processes:

Strengths

 They have been in the business industry for a century.

 Their business name is unique, so customers can easily forget it.
 The company is well-known worldwide because of its stand in business.
 They provide high-quality materials and equipment for the photography industry.
 They started a well-known tagline, "Kodak Moments."
 They have a great advertising and marketing strategy through emotional influence
on their customers.
Weaknesses

 They let fear overcome the reality that technology has an advantage in the future.
 They have failed to take the company's extensive research seriously and assess
their decision-making within the company, resulting in a decline in the market.
 They underestimated the time and needed to prepare better for the changes; they
focused on their own standing beliefs and let themselves be overconfident because
they were successful businesses in the industry.
  They failed to adapt quickly to the changes in the market trends.

Opportunities

 Collaborations or partnerships with other well-known companies are possible

nowadays.

 More customers will buy if they are associated with different online platforms to
introduce their new innovative products to potential buyers.

 The company can give more job opportunities to their fellow people within the country.

Threats

 Another rival competitor, especially a well-off company, may have more advantages
than Kodak investing in innovations.

 Threats of new entrants within the industry that could reduce the expected profits.

VII. Alternative Courses of Actions

Living in this world is not permanent, and this can be applied especially in the world of
business. Challenges and difficulties are a natural part of the journey, even for big,
successful companies that have lasted for more than 100 years in the industry.
Businessmen must find a solution to survive in the industry. Every step and decision they
make is crucial for them because their future is in their own hands. Therefore, after
analyzing the situation, these are the alternative courses of action that the company must
implement.

First, the company is well-known in the business, locally or worldwide. It has a record of
operating for more than 100 years, and it should have enough information about the
management process of a big company. It should gather the relevant information that can be
used in the decision-making process of the plan that will be implemented to re-establish the
company.

Second, because of their well-known brand name, we can form future partnerships with
other famous companies in this generation. We should partner with them to step up our
game in the business field and create more profit than its profit after it goes bankrupt.

Lastly, the company should create fresh, new products or services that are uniquely
different from the market trends. These will be convenient for future customers and will
surely be favored.
VIII. Recommendation

I think the best alternative course of action that suits very well with situation of the 100-
year-old business, Kodak, is the second option. Since the company already filed a
bankruptcy, the smartest move they should make is to collaborate with other well-known
companies that are aligned with the line of their business. Money is one of the problems
here, thus, the company should make more profit to gained their status they have lost
before. By profiting a lot more than after the bankruptcy, then we could further it to create
new products or services with that profit.

IX. Plan of Actions

• Research all the information you needed about the company you want to be partnered
with. You must make sure that your vision and goals are aligned, at the same time,
you are well-informed about customs of that company.

• Gather all the relevant information that are positive and useful about the Kodak
Company. You will be assessing and creating a presentation that you will be
proposing to the company.

• Use the information to make a concrete plan or strategy to use to boost the sales of
the products.

• Plan it wisely. Think thoroughly.

• Keep drafting and revising until you are satisfied with the plans.
• Engage and contact with the future partner/s you want to collab with.

• Wait for further confirmation or approval of meeting presentation.

• Do all your best to get their yes to your proposal.

Determining what will be the best research design for your study is a significant start to go
further and proceed for research methodology. It will also depend on the research question,
hypothesis, and the goals of your study or questions want to be answered. Considering also the
period of time the study will need feasibility, ethical constraints, and the resources available, as
these factors often influence the choice of research design, especially in the course of
Psychology.

Psychology research can have a variety of goals, they implement research to describe,
explain, predict, or change human behavior. Many kinds of quantitative research
design could be used to achieve this goals in research, but for my preference