Eastman Kodak
Eastman Kodak was a company that pioneered the forefront of film technology, but in order for Kodak to remain a viable competitor in the film industry it had to change its business strategy. Entering the photography business as innovators of film and photography equipment, particularly a dry plate coating machine paten in 1879, Eastman was considered differentiators because other companies could not imitate their initial technology. Making their technology available to every one for an affordable price was another one aspect of Eastman Kodak's philosophy. Low cost was made possible by implementing a mass production process. Because mass production could not be implemented without a high demand Eastman Kodak spent an extensive amount of funds in advertisement to promote the usefulness of an easily affordable portable camera. In the 1960's Eastman Kodak started to deviate from its core competency, which was producing photography equipment. Eastman Kodak ventured into businesses such as pharmaceuticals and chemicals amongst other business adventures unrelated to the photography business. As a result Eastman Kodak began to lose market share to foreign competition such as Fuji, and Sony who could produce a comparable product
Strategies are developed at the top level of management usually discussed through a board of executives over seen by a CEO. The skill levels of Eastman's employee base vary from production to, technical, to management. Since a CEO and an elected board makes business goals and decisions, management at the different levels must adhere to the decisions of the board in the process of getting their job done. Kodak's employee promotions are based on performance measures and a combination of financial and non-financial goals such as: share holder's value, customer satisfaction, and employee and peer satisfaction. By using the theses information channels Eastman Kodak is allows its employees to share innovative ideas such as in the design department, or tie different departments such as finance and marketing together to collaborate on the advancement of Kodak's product and image. If needed the job will require additional testing to see if the applicant meets the standards for hiring. New communication technologies such as the Internet are helpful in making additional sales. These workers do the task that is required by management to meet the goals of the strategies that were set. Eastman Kodak has a wide array of people in several target markets. In order to be able to compete in the market Eastman Kodak had to liquidate and dissolve its business ventures that were not related to its core competency and focus on what initially established it as a company, film equipment for a reasonable price. In its operations Eastman Kodak employees over 50,000 people world wide, so in order to maintain and organize a work force of that size it has to utilize several levels of management in all of its business ventures. The fundamental value of the Eastman Kodak company could be summarized in an expression in its mission statement "Our mission is to take pictures further".
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