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Case
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Reference no. E505-069-1
Spanish language
Subject category: Marketing
Authors: Julio Ayca Vargas (INCAE Business School); Victor Donaire (INCAE Business School)
Published in: 2005
Length: 20 pages
Data source: Field research
Notes: Not to be distributed to customers in Ecuador

Abstract

This is a Spanish translation of ‘505-069-1’. FUJI Ecuador is a family-owned business with experience in the photographic market that had been independently engaged in the photofinishing business, until it got the FUJIFILM brand distribution for Ecuador in 1996. This representation was granted through the entrepreneurship of one of the owners, who wanted to compete against the main actors in the Ecuadorean market: Kodak and Konica, which had captured 95% of the market. FUJI Ecuador reached a 10% market share in 1999, an increase from the initial 2% in 1996. This was achieved through a growing distribution business, after opening 20 FUJI brand shops throughout the country. The 1999 Ecuadorean crisis caused a 25% reduction in the photographic market and almost left competitors out of business. In 2001, with a recovering market, FUJI Ecuador had to make a decision on how to face growth, in order to capture a higher share of a market still dominated by Kodak and Konica. This case cannot be distributed to customers in Ecuador.
Location:
Size:
USD3 million in annual income
Other setting(s):
2001

About

Abstract

This is a Spanish translation of ‘505-069-1’. FUJI Ecuador is a family-owned business with experience in the photographic market that had been independently engaged in the photofinishing business, until it got the FUJIFILM brand distribution for Ecuador in 1996. This representation was granted through the entrepreneurship of one of the owners, who wanted to compete against the main actors in the Ecuadorean market: Kodak and Konica, which had captured 95% of the market. FUJI Ecuador reached a 10% market share in 1999, an increase from the initial 2% in 1996. This was achieved through a growing distribution business, after opening 20 FUJI brand shops throughout the country. The 1999 Ecuadorean crisis caused a 25% reduction in the photographic market and almost left competitors out of business. In 2001, with a recovering market, FUJI Ecuador had to make a decision on how to face growth, in order to capture a higher share of a market still dominated by Kodak and Konica. This case cannot be distributed to customers in Ecuador.

Settings

Location:
Size:
USD3 million in annual income
Other setting(s):
2001

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