Kodak

Kodak’s Communication Plan Analysis as seen from the Publics Eye.

Kodak has struggled to stay a competitor in the marketplace of new digital technology, and is in panic mode. When Antonio Perez stepped in as new CEO of Kodak, he inherited a lot of problems with the fallen company. Mr. Perez made some very drastic changes such as demolishing some of Kodak’s building and trimming the employee work force. Kodak, who was once in every household throughout the United States, is now moving towards the commercial marketplace with their new products. They are no longer the number one photographic film company that consumers are taking home, and making “a Kodak moment” with. Kodak is now trying to reinvent themselves to the commercial marketplace that is already competitive.

The public is skeptic on Kodak’s future and their strategy for re-organizing the company. The general consensus is Kodak is “a day late and a dollar short.” No public entity has enough trust in Kodak to say their new change plan strategy is going to work. In fact the public believes that there is already too much competition for Kodak in the new market they are pursuing with digital products.

The public has seen that Kodak passed on more than one opportunity to engage with the new trends of technology, and wonders why. What was the problem? Did Kodak believe they were untouchable, or did they have the worst upper management that a company has ever had. It seems the public always refers back to Kodak’s past, the invention of the digital camera. Kodak was to afraid to pursue that market at the time. Kodak turned a blinds eye when Fujifilm entered the United States marketplace, and took their customers one by one. The public just shakes their head, and says, “What happened.” The majority of the public believes that Kodak will not be in business in the near future.

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