Eastman Kodak and Fujifilm
Sandra Greene

BUS 302

Professor Cheryl J. Johnson

2 Feb, 2013

Eastman Kodak and Fujifilm

1. Describe the history and core business of each company.

Kodak was considered the Google of its day. It was founded in 1880 and known for its pioneering technology and innovative marketing. “You press the button, we do the rest,” was its slogan in 1888. By 1976 Kodak accounted for 90% of film and 85% of camera sales in America. Until the 1990s it was regularly rated one of the world's five most valuable brands (The Last Kodak Moment, 2012). The business was built based on four principles; mass production at low cost, international distribution, extensive …show more content…

The impact of the layoffs, of course freed money that could be used to help Kodak try to get back on track, but it really only helped them to barely survive (Kochan, 1999).

Fujifilm seems to be socially and ethically conscious as well. They have a social contribution policy and a green policy, which basically states that they will continue to remain on the cutting edge of invention to help improve and maintain the planet as well as its citizens. They also have an transparency policy regarding keeping the government and its citizens aware of its activities in its daily business. This has helped their profitability because they are always on the lookout for new ideas and innovations to help the planet and the people. This has lead to them expanding their business model to include medical products and internal and external health products. They are “adaptive and innovative in their product, the way they work, and in their interaction with the world” (Fujifilm).

5. Discuss the extent to which management of both companies adapted to changing market conditions. Both company’s conducted environmental scanning, they just chose to handle the results of their findings differently. This benefited one company and significantly hurt the other. “Fujifilm saw omens of digital doom (external change) as early as the 1980s. It developed a three-pronged strategy: to squeeze as much money out of the film business as