Grand Strategy Options and Recommendations
The situation being what it is, Kodak is going to be forced to make some significant changes. Core products are heavily depended upon to fund growth potential in new areas. An attack during the infancy of a new product growth cycle should always be anticipated and strategically planned for. Be that as it may, in order to respond to the growing issues that the company must face on a daily basis, the following recommendations seem most likely to steady the ship and bring the company back some needed respectability.
Kodak must approach its growth more conservatively than it did in the mid-90's. Investment in new product lines is necessary for all companies to continue to operate in the future; however, this could lead to over stretching resources that can make the company weak in core technologies. Kodak should significantly reduce its focus in the digital camera segment of the digitization product line. Returning resources back to the core technologies in both the marketing and cost reduction areas will provide Kodak the opportunity to reestablish any losses in market share and provide necessary financial resources to purse other growth areas but at a slower, more conservative pace. A positive marketing strategy in the core technologies should begin with recapturing the traditional film market while advertising should be focusing on slowly introducing the consumer to the new emerging product lines.
