Eastman Kodak Company is an American company specializing in the manufacturing of photographic, printing and film products such as digital cameras, printers and scanners. It was founded in 1888 and is headquartered in New York, United States. To understand Kodak's situation in 1993, you need to know what the market was like at that time. Eastman Kodak Company was the largest player in the early 1990s and Kodak Gold Plus was considered the industry standard. In 1993, the U.S. photo and film market included 670 million 24-roll plates priced between $2.50 and $3.50, representing a total of about $2 billion. The sector was mature, leading to annual growth of 2%, and the market was relatively concentrated with four major players, namely Kodak, Fuji, Agfa and 3M. Eastman Kodak Company and Fuji sold branded products, while Agfa and 3M sold b2b and b2c products under private labels. Polaroid sourced its supplies from 3M. Among film companies, Kodak had the highest market share at 70%, well beyond companies like Fuji (11%) and Polaroid (4%) as well as private labels (10%) and others (5%). ). ). (Exhibit “Market Share”) However, Fuji's global sales of $10 billion made it half the size of Kodak. Even though Kodak was the dominant brand, it faced the problem of a 6% decline in market share over the past five years and a 3% decline in sales last year. At the same time, sales of Fuji and Polaroid have increased by more than 15% over the past year. This is closely related to the four price levels in the film market, namely Superpremium brands, Premium brands, Economy brands and price brands. With prices ranging from $4.27 to $4.69, Fuji and Kodak position themselves in the high price segment thanks to their superprem...... middle of paper ...... and photo takers price-sensitive to switch to other providers when Funtime is not offered and probably even longer. Additionally, the distribution of the advertising budget has counterproductive effects: not educating people about a new product is a decision I would never expect from high-ranking executives. On the other hand, I would market Funtime from the start and I would even offer it all year round. Additionally, I would price Royal Gold a little higher. The problem Kodak faces here is that the price of Royal Gold is too close to that of Gold Plus and could cannibalize it. Beyond that, I would sell the products with a different distribution strategy, making them accessible to a wider audience. Even though Kodak made the right decisions, there were still some strategic mistakes that could improve Kodak's bottom line in terms of sales and profitability..