The Difference in Management Practice in Kodak and Fujifilm

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Kodak and Fujifilm are competing companies in the photography supply and equipment industry. When the industry changed both companies were impacted, but due to differing management practices and ability to adapt to change one Fujifilm excelled while Kodak faltered and eventually declared bankruptcy in 2012. Kodak was painstaking the Google of many decades ago. It was founded in 1880 and known for its pioneering technology and advanced 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 frequently 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 delivery, extensive advertising, and a focus on the customer. Kodak is no longer in the camera business. They have reorganized into three segments: Digital Printing and Enterprise, Graphics, Entertainment, and Commercial Films, and Personalized Imaging and document imaging. Fujifilm, established in 1934, was a Japanese multinational photography and imaging company with headquarters in Japan. They dominated the Japanese market. They became recognized in the United States in 1965. Sponsoring the Olympics in 1984 gave them the advertising needed for their cheaper camera and lead to them gaining a considerable market share in the United States. Over the decades Fuji expanded into new markets and has built a strong presence around the world. They have expanded their production and other bases overseas, increasing the pace of its globalization (Fujifilm). After 131 years of business American photographic icon, Eastman Kodak, filed for bankr... ... middle of paper ... ...production could not be justified without wide distribution. Distribution needed the support of strong advertising from beginning the company with the conviction that fulfilling customer needs and desires is the only road to success (Perkins, 2001). In conclusion, Kodak is criticized that it was late to take a response to the digital age owing to the conservative culture, a complacent of the company. Kodak was very sensitive to the coming digitalization and devised the various innovations like the first digital camera in the world. Although, Fujifilm had a common in many aspects at the end of twentieth century as far as the company can enjoy the monopolistic situation as a film maker. The drastic change to the digitalization endangers the business of Fujifilm whereas the company could find new business because it was organized vertically and they can incubate them.
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