This report is to investigate and analyse the main marketing activities of Eastman Kodak Company.
1. Company orientation
1.1 Company
Eastman Kodak has four business segments such as - Photography, Health Imaging, Commercial Imaging, and Components Group (Bookrags, 2006). In the year 1988 Kodak launched its first camera for the consumer. The main objective of Kodak is to make the photography simple and easy for everyone. Kodak has variety of applications for leisure, commercial, entertainment and scientific sectors. In the year 1990 – 1991 Kodak introduced digital camera in the market. In several time intervals Kodak develops many imaging products like - Kodak Royal Gold Film, One-time-use Kodak Fun Saver Panoramic 35 Camera, The Kodak DC20 Digital Camera, pocket-sized digital cameras, Easyshare LS633 digital camera, Kodak Easyshare V570 Dual Lens Digital Camera, Kodak Photo CD Player, Kodak Dryview 8600 Laser Imaging System for mammography, The Kodak XL 7700 Digital Continuous Tone Printer, Kodak sold its digital printer, copier/duplicator, Kodak OLED display outshines, Easyshare printer dock 6000, Kodak Scanner. Kodak Easyshare Digital camera ranked highest customer satisfaction in the year 2004. Initially Kodak was involved with developing, manufacturing and marketing traditional and digital imaging products. According to the growing market and changing trend in photography Kodak started introducing latest technologies to combine images and information for improve communication for people and businesses (Kodak corporate n.d.).
1.2 Orientation
Organizations orientation can be differentiate in four ways firstly Production orientation which focuses on production efficiency, Marketing orientation in this case products are developed accor ...