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case 2 Mkt201 - Xiang Lin MKT201 Case 2 I As a leader of...

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Xiang Lin MKT201 Case 2 I. As a leader of traditional film business, Kodak must determine the most successful way to switch into the digital image business, which is the future of imaging industry. II. Alternative solutions 1, Kodak should move its focus on digital imaging business from film imaging by shutting down most of its film factories. Then, it should investigate the capital on innovations in order to catch up digital firms such as Canon, Sony, and Nikon. Advantages, a. By following the right trend of the industry, Kodak will be able to confirm company’s developing direction. b. By shutting down the unnecessary factories, Kodak should recover a considerable amount of capital which will be a major fusion on company’s growth and innovation. c. By narrowing down the company’s objectives, Kodak will concentrate on the most important and profitable business. Disadvantages, A. Kodak will lose a huge amount of money from shutting down the factories. B. Many people will lose their jobs, and this lay off will damage Kodak’s brand image.
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