Back in the 90s, Kodak was considered as the leader of the film market and the go-to company for amateur and professiona
Posted: Sat Mar 19, 2022 6:03 pm
Back in the 90s, Kodak was considered as the leader of the film
market and the go-to company for amateur and professional
photographers. But in 2012, they filed for bankruptcy! Rather than
look forward and adapt to new trends and technology, Kodak resisted
change and struggled to keep up.
1- Can you identify the concept that they suffered from, leading
them to be short-sighted and not considering customers underlying
wants? (1,5 pt)
2- State a major component of the macro-environment they
did overlook. Develop your answer. (3 pts)
3- Many experts say that this failure was mainly because
they focused on the product itself instead of the value it
provided. What was the marketing management orientation that
they most likely adopted? (1,5 pt)
market and the go-to company for amateur and professional
photographers. But in 2012, they filed for bankruptcy! Rather than
look forward and adapt to new trends and technology, Kodak resisted
change and struggled to keep up.
1- Can you identify the concept that they suffered from, leading
them to be short-sighted and not considering customers underlying
wants? (1,5 pt)
2- State a major component of the macro-environment they
did overlook. Develop your answer. (3 pts)
3- Many experts say that this failure was mainly because
they focused on the product itself instead of the value it
provided. What was the marketing management orientation that
they most likely adopted? (1,5 pt)