Kodak and Harley

Kodak and Harley-Davidson

Eastman Kodak and Harley-Davidson companies have been iconic symbols in the U.S. business world. With new competitors entering their arena offering new age products the companies had to reevaluate their strategies to stay competitive. Kodak and Harley-Davidson need to scrutinize the present environment, in order to recognize potential threats and opportunities within their industry to stay competitive.

Synopsis of the Case

Both companies have survived numerous economic downturns. Harley-Davidson is identified for producing a unique product that is a direct representation of American culture (Grant, 2010a). Kodak is recognized for being the best at producing photographs and cameras (Grant, 2010a). Due to the financial crunch in 2008 both sectors were feeling a decline in profits.

Relevant Factual Information about the Problem or Decision the Organization Faced

Profits for both businesses were declining and the problem was identified to be the product being sold. Senior management at Kodak realized they needed to evolve into the digital photography market and offer consumers new age products because the need for traditional photography was rapidly declining (Grant, 2010a). Other companies were moving into Kodak’s territory because they fell behind in developing digital technology. Harley-Davidson’s product was not inferior but sales were declining because consumers were not spending excess funds for recreational modes of transportation (Grant, 2010a). The dilemma was to discover what strategies will increase sales for both parties.

Explanation of Relevant Concepts, Theories and Applications Derived from Course Materials

The financial crunch led both companies to reevaluate their products and the way they market them. It is evident that Kodak and Harley have a strong loyal consumer base but they need to broaden their horizons to not only increase sales from that base, but also to increase the base itself. Both...