Research Paper on:
EASTMAN KODAK

Unformatted Sample Text from the Research Paper:
being a leader digital imaging. Yet despite massive investment and a string of acquisitions and strategic alliances, Kodaks ability to establish competitive advantages within the digital imaging sector, as well  as to generate satisfactory returns from investments remained in doubt. In this case, we will examine Kodak, its digital imaging strategy and how  it has fared in a competitive, fast-moving sector. In addition to examining the background of this Fortune 500 company, we will also perform various analysis on it including PEST, SWOT  and Porters Five Forces. COMPANY BACKGROUND Kodak, inventor of the world-famous Brownie camera in 1990, is the worlds #1 maker of photographic film,  ahead of Fuji Photo Film (Perlisky, 2003). Even in the face of this, the company has launched a billion-dollar remake of its business; focusing less on sales of traditional photographic  film, which represents 70% of the companys revenues, and investing heavily in digital cameras, imaging and printing (Perlisky, 2003). Digital technology is transforming photography, and Kodak is aiming for a  big share of the digital imaging market (Perlisky, 2003). Digital imaging allows photos to be altered via computer and stored on the Internet or CD-R. Kodak announced it will spend  $3 billion in the next three years acquiring and investing in digital technologies (Perlisky, 2003). George Eastman founded The Eastman Dry Plate and  Film Company in 1884 and in 1888 the company introduced its first camera, a small, easy-to-use device loaded with enough film for 100 pictures (Perlisky, 2003). When the film was  taken, owners mailed the camera back to the company, which returned it with the pictures and more film (Perlisky, 2003). The company became Eastman Kodak in 1892, and the Brownie