Eastman Kodak Co Funtime Film Case Solution

Case Solution

Eastman Kodak has experienced significant declines in film business consequently of lower listed high quality producers and label products. The case presents Kodak's proposal to make a completely new economy model of film to combat these rivals.

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Questions Covered

What was happening in the film industry that had Kodak worried?

How did Kodak segment the market before and after the introduction of Funtime film? How would you segment the consumer film market and what would be the key drivers of your segmentation scheme?

How should Kodak adapt its products and strategies to your segmentation scheme?

Given the changes in photographic technology (e.g., digital cameras) over the past several years, do you believe that your segmentation scheme is still relevant? What changes might or might not be appropriate?