Inquiry Project: Kodak's Failure and Recommendations

This inquiry project delves into Kodak's history, identifying areas of failure and reasons for their downfall. It analyzes current trends and competition, and provides recommendations for Kodak's success, including a focus on innovation and effective marketing strategies.

Inquiry Project

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Company history background:.....................................................................................................3
Identifying area of failure and reason for failure:........................................................................4
Current trends and competition at that era:..................................................................................5
Models of analysis:......................................................................................................................5
Recommendation:........................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Inquiry based learning means learner will make connection with real world and examine
case study that failed or succeed, with real life experience learner explore different area of
development that allow them to gain as much knowledge as possible (Khalaf, Zin and Bt, 2018).
This study based on Kodak company, this company was one of the most successful photography
and videography provider. The product of Kodak tend to rule over the industry at certain time
but due to continuous wrong decision, company have failed in the market.
This report will discuss history of company and its success timeline and will examine
area where company lack behind. Later this report will discuss area of failure and why failure
have occurred in the process of company. Later this report will discuss current trend and
competition in era of company that become reason for failure. Later this report will discuss
model of analysis including PESTLE and porter five forces. At last this report will discuss
recommendation.
MAIN BODY
Company history background:
The Eastman Kodak Company was one of the most successful imaging company started
their journey in 23 May 1892 and have been ruling photography industry for years. This
company have been well-known for camera company where every Hollywood movie was filmed
with the help of Kodak camera (Moon Jr, 2019). This company successful because of modern
design and reels used in printing the photos at that time, with the aim of analogue photography,
Kodak was industry ruler. Kodak was originally named as Eastman Kodak but due to long and
difficult name, George Eastman changed the name with Kodak which was strong and easy to
speak.
The Kodak company released its first camera in the year 1888 with the trademark of
Kodak that have capabilities of capturing 100 photographs in one go. After finishing photo shot,
customer tend to send back their camera to Kodak headquarter where they develop photograph
with the help of roll. First product of Kodak was game changer because customer liked the
concept of analogue photography, the clarity of first camera was quite impressive where
company have provided crystal clear photo to their customer. Kodak company know how to win
their customer, with the help of small pocket size, product of Kodak was liked by everyone.

The arrival of 20th century was time changer for Kodak, there was high demand of camera
because in 20th century photography have become a trend that is adopted by almost everyone.
From the year 1900 to 1930, was considered as most stable company that is reachable by every
customer, with the arrival of 20th century, Kodak made massive profit allowing them to become
market leader (Shanebrook, 2016). With wide range of product, company tend to capture great
marker share. With the help of success, this company developed coloured camera that again
become key element of company's success.
Fall of Kodak: Kodak company enjoyed huge success in their era, but at some period of
time, Kodak have faced huge losses due to wrong decision. The story of company's failure is
more famous than story of success, Kodak not only faced huge losses but this company fall out
of business line where other giant have become market leader (Hrnčiřík, 2016). Kodak took
those bad decision which lead to company's fall, these decision provide knowledge to other
company that they should not think primitively and should run with technological advancement.
At present, Kodak company have other products such as link cater age and other products.
Identifying area of failure and reason for failure:
Every business organization fail because of certain reason, mainly due to lack of
awareness about industry and demand of customer. Business failure is one of the most common
thing where company have to face losses or even have to discontinue, thousands of reasons are
available why a company failed. Kodak company was most stable photography company that
enjoyed great success in their era but there are many reason why Kodak company failed, due to:
Lack of innovation: Lack of innovation is one of the biggest reason why a company fail, Kodak
failed because they stopped innovation at that stage where whole world was moving towards
digitalization. This company avoid suggestion of Steven Sasson who was electrical engineer of
Kodak, Steven suggested that company should bring digital technology in their camera that will
allow company to fulfil demand of the customer (Shibata, Baba and Suzuki, 2022). Kodak did
not consider innovation as key element in rapidly changing business environment and faced
failure, other competitors who adopted digital advancement become market leader. Avoiding
innovation was one of the worst decision took my Kodak that lead to success to failure.
Ignored market trend: Ignoring market trend is the worst mistake a company would do in their
business process, it is very clear that ignoring market trend means missing important element to
run a company. Every business organization examine market trend to make their company cope

up with the situation but Kodak ignored market trend because they believe their product will
meet the demand without any modification. Customer was demand digital camera in the era of
Kodak, which means this company should have stopped production of analogue camera but due
to ignorance, company lacked behind in fulfilling demand of current market trend.
Continuous wrong decision: every company make wrong decision in the process business
success, but they overcome them after analysing its first impact but Kodak company ignored
negative impact of their wrong decision for more than 10 years. This company continuously took
wrong decision for over a decade which bring down last hope for survival (Boso and et.al.,
2019). First wrong decision was lack of innovation where company ignored digitalization and
continued old product, other wrong decision may including ignoring movement and growth of
competitors who were performing better than Kodak because of digital technology. There are
many wrong decision took by Kodak that have become reason for failure.
Current trends and competition at that era:
Fuji film: Fuji film was one of the biggest competitor of Kodak that provided great competition
to the company, Fuji film shifted their analogue camera to digital camera after analysing current
trend at that time (Ho and Chen, 2018). When the customer was demand innovation in camera,
there were many small companies who introduce digital camera that allow customer to take clear
photo, and they even can get instant view of clicked photo. Fuji film took rigth decision and
changed their camera type to win demand of customer whereas Kodak simply used old camera
that was not trending in the market.
Agfa-Gevaert: This company was another competitor of Kodak company that have destroyed
success of Kodak with advance manufacturing and production technology. Afga took advantage
of manufacturing digital camera with rapid speed and fulfil demand of customer on time when
Fuji film was lacking behind due to lack of proper production. Neck to neck competition was
going on with Fuji films but Kodak was out of this competition because they do not have digital
camera. Both Afga and Fuji films was rapidly growing because of advancement and innovation
at every stage and continuously impacting Kodak and their success.
Models of analysis:
SWOT analysis:
Strength: every business organization have strength, these strength lies in uniqueness they have
or innovative product they manufacture. Kodak's strength lies in brand image and reputation they

have in the market, with wide range of product including camera roll, ink cater age and photo
material (GURL, 2017). Kodak company have strong set of supplier that allow them to get raw
material in affordable prices, Kodak company even provide after sales service to repair and get
new part of the product.
Weakness: every business organization have weakness, this weakness lies in area where
improvement is required. Weakness of Kodak lies in poor management, this company do not
have effective management that can make right decision which often lead to business failure.
Kodak have lack of vision where they unable to make critical decision, this company face huge
losses due to lack of vision. Apart from this, Kodak lack behind in market knowledge which
become their biggest weakness and push them to make wrong decision.
Opportunity: opportunity lies in area of improvement where company gain advantage if they
improver their weakness. Kodak have opportunity to become market leader if they use latest and
fastest technology in the process, this company lack in innovation which means developing
innovative product will allow them to regain market share and capture their lost image.
Developing digital camera with the finest technology will allow Kodak to win customer in the
market.
Threat: every business organization face threat from competition which means Kodak will face
threat of competition in their business process, it is very clear that Kodak lack behind innovation
from many years which means other companies have taken over the market and left no space for
the company (Sarsby, 2016). Movement of competition for example GoPro and features
provided by competition will be the biggest threat of survival that will be faced by Kodak
company.
Porter five force:
Rivalry: Rivalry in the market play vital role, this factor impact company and its smooth flow.
Kodak company was facing huge competition from Fuji Films and Afga in their era but now
Kodak company will have to face many competition due to advancement they provide to their
customer for example GoPro, Nikon, Canon and other companies, even phones are provide
competition to Kodak company (Bruijl, 2018).
New entry: New entry means new competition, Kodak have been facing threat from new entry
where competition are using latest and fastest technology to win customer. Kodak will going to

face competition from new entry who will provide the best product at affordable price, even from
price range company will going to face threat and may even fail.
Power of supplier: Power of supplier is one of the most important factor that impact company
and their manufacturing process. Kodak company will going to face high charges even on low
cost raw material because there is high inflation in the economy, this company need to find those
supplier who can fulfil demand of raw material in low cost accruing in manufacturing process.
Power of customer: power of customer means bargaining power of consumer that bring down
price of the product, Kodak company do not have strong customer bases and bargaining power of
customer impact their business. Kodak company need to fulfil demand accordingly because
spending capacity of customer is quite low.
Threat of substitute: threat of substitute means company's innovative product can be steal by
competitor, product of Kodak and their design can be stolen because of competitors. It is very
clear that this company need to have copyright and patent to ensure their product remain safe
from any kind of substitute.
Recommendation:
Focus on innovation: Innovation is continuous process which means company can adopt
innovation at any time and develop those products that win customer and their demand. It is
recommended to Kodak company to focus on innovation and should develop those products
which help them to regain their lost image and reputation, there is still a chance available with
the Kodak to enter the market and fulfil demand of these customers.
Marketing: Marketing will allow company to reach as much audience as possible and sell their
product, Kodak company need to have effective marketing strategies that will allow them to sell
even old products, it is very clear that analogue camera have become vintage which means
Kodak company can use marketing platform to run an trend in the industry. This is quite
challenging but company will gain image and reputation.
CONCLUSION
This report has discussed inquiry based learning and its importance in learning process
that allow learner to use real life example in inquiry process. Later this report has discussed
background and history of the company and discussed key issue/reason why company failed and
can not survived the market. Later this report has discussed competition and current trend in that
time and analysed competitors and their involvement in the process. Later this report has

discussed SWOT analysis to examine strength and weakness of the company. At last this report
has discussed recommendation to help company to become stable in the process.

REFERENCES
Books and journals
Boso and et.al., 2019. Do entrepreneurs always benefit from business failure
experience?. Journal of Business Research, 98, pp.370-379.
Bruijl, G.H.T., 2018. The relevance of Porter's five forces in today's innovative and changing
business environment. Available at SSRN 3192207.
GURL, E., 2017. SWOT analysis: A theoretical review.
Ho, J.C. and Chen, H., 2018. Managing the disruptive and sustaining the disrupted: the case of
Kodak and Fujifilm in the face of digital disruption. Review of Policy Research, 35(3),
pp.352-371.
Hrnčiřík, J., 2016. Why Did Kodak Go Bankrupt?.
Khalaf, B.K., Zin, M. and Bt, Z., 2018. Traditional and Inquiry-Based Learning Pedagogy: A
Systematic Critical Review. International Journal of Instruction, 11(4), pp.545-564.
Moon Jr, P.T., 2019. Missed moments: Kodak’s failure to define the consumer market for digital
photography.
Sarsby, A., 2016. SWOT analysis. Lulu. com.
Shanebrook, R.L., 2016. Making Kodak Film. Robert L. Shanebrook.
Shibata, T., Baba, Y. and Suzuki, J., 2022. Managing exploration persistency in ambidextrous
organizations: Case of Fujifilm and Kodak. R&D Management, 52(1), pp.22-37.
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