Marketing

Explanation of the scope of the exercise

Kodak faces some challenges due to some transformation and evolution technology which threatens their traditional, successful business. Kodak also faces some transition period between 1980’s to 1990‘s introduce of new technology in the field of photography.

Kodak was the only company that developed many of the components of digital photography, yet the new form of photographic technology has had a serious, unconstructive impact on the firm business.

The need for the "change"

George Eastman Kodak Company developed the first snapshot camera in 1888. In 1889, Eastman and his chemist convert the transparent roll of film, which help to development of Thomas Edison’s motion picture camera. Kodak investment rapidly growth in 1880, it was one of the rare company that had a knowledge and processes to succeed.1962 Kodak achieved $ in sales. (Gavetti et al., 2004).that time Kodak captured the majority of the US film and camera market (90% and 85%).Kodak quality of photofinishing process became the industry standard. Kodak had always got better opportunity because of its scope and operations of its business. Kodak continues his growth

This helped the Kodak continues growth of their business for more than 90 years. But from the period 1980's-1990's Kodak faces problems of market share, revenues, competitors and technological explosion which create some decline to do their business. And they began to realize that radical changes in the structure of the company and the technology of their products would be vital toward success of the Kodak brand.

Organisational structure change

Following are some factors that motivated Kodak to change its organisational structure for the survival of their business....