KODAK

Kodak advances on many fronts in the digital age.

Kodak advances on many fronts in the digital age.

Introduction

"The rise in Digital Photography generated a chain of aftershocks at Kodak Co. as one after another of its aged factories was destroyed. Since 2004, the world's largest film producer has reduced more than 28,000 jobs, recycled major operations and spent billions to get a firm grip in the extremely aggressive field of Electronic Imaging. It currently presents an appealing mix to help people attach their photo collections: a 70-million-member online service, 8o,ooo retail kiosks and a collection of digital printers, cameras and other devices.

Discussion

The most hazardous turn in Kodak's 127-year history is formally over, and 4th-quarter results will explain the final o4-year toll — upward of $3.5 billion. But many experts are supposing that issues about the photography pioneer's prospects are intensifying:

Will it adapt and flourish, propelled by a rich portfolio of patents?

Is it destined for a breakup?

Might it even join forces a few years from now with Xerox Corp., its historic cross-town rival?"

As a promising trading platform, e-business is growing rapidly. E-business markets are also at their most advanced stage of development. Together with the rapid-development of Internet technology, e-business will grow further in the future.

E-business is 'technology-mediated exchanges between parties (individuals, organisation, or both) as well as the electronically based intra- or interorganisational activities that facilitate such exchanges'. (Smith 2004 32)

In this paper, It may choose the on-line imaging service of Kodak and Fuji as the samples and analyse their e-business mode accordingly. As two main competitors in imaging industries, Kodak and Fuji lead this industry for a long time. In today's Internet-driven business environment, both Kodak involve themselves into e-business and apply this business mode into their new product/service - on line imaging service. (Smith 2004 34)

The strategic goals established were to bring Kodak to the digital age. In major restructuring effort in January 2oo4, Kodak organized its business into four segments. These are: Photography, Health Imaging, Commercial Imaging and all other. The Photography segment includes digital and traditional products for consumers, professional photographers and the entertainment industry. Products of the Health Imaging segment include traditional analog medical films, chemicals and processing equipment. The Commercial Imaging segment derives revenues from microfilm equipment and media, wide-format inkjet printers, inks and media, scanners and graphics film products. The all other group derives revenues from the sale of organic light emitting diode displays, imaging sensor solutions and optical products to other manufacturers. (Siegel 2002 123)

A) Explain the concept of product as a bundle of benefits that delivers customer values

In e-business, users obtain almost the same values they want from traditional business but the further convenience. As the expense, they may likely to lose the enjoyment of touch, taste and practice what they can have in traditional business. (Rayport 2005 36)

Kodak has relevant intellectual property, such as professional managers, experts, specialists, and technicians etc, which can develop and proceed to more technological innovation to maintain its technological ...