The story of how Kodak became the largest photo company in the world and later filed for bankruptcy because it did not change with the changing photo industry.
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The Rise and Fall of Kodak Empire
1.
2.
3. THE BIRTH OF KODAK EMPIRE
THE RISE OF THE KODAK EMPIRE
THE FALL OF THE KODAK EMPIRE
4. TYPE: PUBLIC COMPANY
TRADED AS : NYSE:KODK
INDUSTRY: DIGITAL IMAGING PHOTOGRAPHY
FOUNDED: 1888
FOUNDER: GEORGE EASTMEN
HEADQUARTERS: ROCHESTER, NEW YORK
5. GEORGE EASTMEN WAS “ALSO”
A COLLEGE DROPOUT!!!!
THE COMPANY WAS FOUNDED BY GEORGE
EASTMEN FOLLOWING HIS INVENTION OF THE
DRY PLATE FORMULA
THE INITIAL MANUFACTURING BEGAN IN A
LEASED BUILDING IN ROCHESTER, NEW YORK.
AND HENCE THE BUSINESS TOOK UP…
6. KODAK’S LEADERSHIP CAME FROM
ITS MARKETING AND
ITS REALTIONSHIPS WITH RETAILERS.
USED THE RAZOR BLADE STRATEGY:
SOLD CAMERAS FOR LOW COST, AND FILM
FUELED KODAK’S GROWTH AND PROFIT.
THE IDEA THAT MONEY CAME FROM
CONSUEMABLES NOT FROM HARDWARE WAS
INDEED HANDY……
7.
8. BUT…… KODAK ALWAYS AVOIDED
ANYTHING RISKY OR INNOVATIVE.
WORKED TO DEVELOP COLOR FILMS
SINCE 1921 AND SPENT OVER $120
MILLION BY 1963.
ITS PHOTO FINISHING PROCES BECAME
THE INDUSTRY STANDARD WORLDWIDE.
9. BY 1976 KODAK CONTROLLED 90% OF
THE FILM MARKET AND 85% OF THE
CAMERA SALES IN THE UNITED STATES…
IN 1981 ITS SALES REACHED $10 BILLION.
WOW THAT INDEED BIG…
10.
11. BETWEEN 1983 AND 1993, KODAK
ACQUIRED:
IBM: COPIER SERVICE BUSINESS
MASS MEMORY: WHICH SOLD FLOPPY
DISK
STIRLING DRUGS: PHARMACEUTICAL
FIRM.
CLINICAL DIAGNOSTIC: PRODUCED IN-
VITRO BLOOD ANALYZERS.
12. “WE WERE THE IMAGING COMPANY OF
THE WORLD. WE LITERALLY HAD NO
COMPETITON FOR SO LONG,
MANAGEMENT HADN’T BECOME
ACCUSTOMED TO IT. HISTORICALLY, IF
THERE WAS A COMPETITOR, KODAK
WOULD BLOW THEM AWAY.”
-- A FORMER KODAK EXECUTIVE
15. THE COMPANY BROADENED THE SCOPE
OF PRODUCTS THROUGH
MOTION PICTURE,
MEDICAL IMAGING,
DOCUMENT IMAGING,
PRINTING AND PUBLISHING,
SPACE EXPLORATION.
16. A VARIETY OF PRODUCTS INCLUDE:
FILM ROLL HOLDERS,
AREIAL CAMERAS SPECIFICALLY FOR
WORLD WAR I,
16 MILLIMETER MOTION FILM AND
CAMERA,
X RAY PAPERS,
STEREOSCOPIC CAMERA USED ON
APOLLO 11 MISSION
LIGHT EMITTING HIGH SPEED PRINTER,
PHOTO CD SYSTEM AND MUCH MORE.
17. THIS BUSINESS MAGNET KODAK KEPT
GATHERING MANY AWARDS, NAME AND
FAME BUT THEN SOMETHING
HAPPENED IN THE MID 1980s.
SOMETHING THAT CHANGED THINGS
FOREVER……
18. INSTANT PHOTOGRAPHY
IT THREATENED KODAK’S PROFITS FROM
CHEMICALS AND FILMS.
KODAK RESPONDED BY INTRODUCING
ITS OWN INSTANT PHOTOGRAPHY
PRODUCTS.
BUT POLAROID SUED ALLEGING THAT
BETWEEEN 1976 AND 1986 KODAK STOLE
ITS TECHNOLOGY, ASKING FOR $12
BILLION IN DAMAGES
19. CUT RATE FILM FROM JAPAN
FUJI STARTED SELLING FILMS AT THE
LOWEST OF PRICES POSSIBLE, FAR
BELOW THAT OF KODAK’S.
20. DIGITAL PHOTOGRAPHY
THOUGH DIGITAL PHOTOGRAPHY WAS
INVENTED BY RESEARCHERS AT KODAK,
YET IT COULDN’T HELP IT FLOAT ON THE
POOL OF DEMOLITION.
WITH THE ADVENT OF DIGITAL
PHOTOGRAPHY THE DEMAND FOR FILMS
ROLLS VANISHED AND SO DID KODAK.
21. THE BIGGEST THREAT AND COMPETITION
TO KODAK CAME UNDER THE
BRANDNAME
“FUJI FILM”
FUJI STARTED SELLING COLOR FILMS AT
COST NEARLY 20% LESS THAN KODAK’S.
25. IN JANUARY 2012, KODAK FILED FOR
CHAPTER 11 BANKRUPTCY
PROTECTION AND IN FEBRUARY 2012,
KODAK ANNOUNCED THAT IT WOULD
CEASE MAKING DIGITAL CAMERAS,
POCKET VIDEO CAMERAS AND DIGITAL
PICTURE FRAMES AND FOCUS ON THE
CORPORATE DIGITAL IMAGING MARKET.
26. IN AUGUST 2012, KODAK ANNOUNCED IT
IS PLANNING TO SELL ITS FILM,
COMMERCIAL SCANNERS AND KIOSK
DIVISIONS. ALL, THESE EVENTS HAVE
AFFECTED THE SHARE PRICE OF
KODAK AND THE NUMBER OF
EMPLOYEES
27.
28. “AND REMEMBER THAT CHANGE IS THE
ONLY THING IN THE NATURE THAT
CANNOT BE CHANGED……
SO IF YOU DON’T CHANGE WITH TIME,
YOUR TIME WOULD CHANGE FOR EVER”
AUSTEEN CYGNUS.
