Subject category:
Strategy and General Management
Published by:
IBS Case Development Center
Length: 5 pages
Data source: Published sources
Topics:
Eastman Kodak; Kodak's presence in China; Chinese photographic film market; Kodak's investments in China; Kodak's market strategy for China; Kodak's retail shops in China; Traditional film business in China; Kodak's digital imaging for China; Kodak's sales in China; Lucky Film Corp; Kodak Express
Abstract
Eastman Kodak Co, (Kodak) forayed into China in the early 20th century. Kodak''s prolonged investments in building manufacturing units, massive promotions, coupled with its strategy to localise its brand in a foreign market brought a shift in its policy, from producing goods in China to producing goods for China. However, its focus still remained on tapping China''s potential market for its traditional imaging products as well as the growing demand for its digital products. This case study focuses on the strategies adopted by Kodak to increase its presence in China, which has grown to be one of its most important markets.
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Abstract
Eastman Kodak Co, (Kodak) forayed into China in the early 20th century. Kodak''s prolonged investments in building manufacturing units, massive promotions, coupled with its strategy to localise its brand in a foreign market brought a shift in its policy, from producing goods in China to producing goods for China. However, its focus still remained on tapping China''s potential market for its traditional imaging products as well as the growing demand for its digital products. This case study focuses on the strategies adopted by Kodak to increase its presence in China, which has grown to be one of its most important markets.