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