The Kodak –Fuji Rivalry
Presented By:
Ajay Avhad 62
Poonam Bhondve 64
Anuj Deshmukh 66
Sudhir Ghanekar 68
Omkar Inamdar 70
Namrata Kalaskar 72
Topics covered
• Introduction of case
• About Fuji and Reason for success of Fuji
• Strategy of Fuji
• Pros and Cons of Fuji
• Kodak in Japan
• Diversification of Kodak
• Reasons for poor performance of Kodak
• Distribution strategy of Kodak and Fuji
• Relate Porter's 5 models to case study
• Dispute
• Role of WTO
Introduction to the Case
• Top Management of US based Eastman Kodak Company were
reviewing the company’s Financial results for the year ending 1997.
KODAK 1996 19997
Revenues $15.97 billion $14.36 billion
Net Earnings $1.29 $ 5 million
US Market Share 80.1 % 74.7 %
Financial Results for year ending 1997
• Analysts felt that Kodak had underestimated its competitors
especially Fuji Photo Film.
• Fuji entered the market in the mid- 1990s with 10% market share
and increased it to 17% in 1990s
• Aggressive marketing by Fuji brought down prices significantly
Background Note
• George Eastman founded Eastman
Kodak Company in Waterville, New
York
• In the wet plate camera,
Photographic images were made on
heavy, fragile glass plates that had to
be coated with a wet emulsion just
before picture was taken.
• Eastman developed and patented the
dry plate process.
1879 Eastman developed and patented the dry plate process.
1884 Eastman introduced a “Roll of Film” as a replacement for glass
photographic plate
1887 Eastman turned attention towards manufacturing Cameras
1889 Eastman Photographic Materials Company Limited in London
1892 The company settled on the name Eastman Kodak Company
1905 Kodak Setup a distribution outlet in Japan
1924 George Eastman retired .
Became the chairman of Board of Directors.
1970’s Kodak faced competition from Polaroid, Berkley Photo, 3M, Agfa and
Fuji
1981 Sony Corporation introduced electronic camera “Mavica”
Though several Japanese companies entered the
US Market, Kodak faced real threat only from Fuji
Introduction to the Case
Kodak’s revenues were down from $15.97 bn in
1996 to
$14.36 bn in 1997 and net earnings fell from $1.29
bn to just $5 mn
More than 5 percent points decline in the US market
share (from 80.1% to 74.7%)
Analysts felt that Kodak had underestimated its
competitors especially Fuji Photo Film
Fuji entered the market in the mid- 1990s with 10%
Market share and increased it to 17% in 1990s
Aggressive marketing by Fuji brought down prices
significantly
Contd…
Analysts felt that Kodak should not take its home
market for granted as Fuji had become the world’s
second largest manufacturer of photographic film
and paper after Kodak
Fuji was not just winning over cost-conscious
consumers but also steadily eroding Kodak’s lead in
the professional photography market
Background
George Eastman founded Eastman Kodak Company
in Waterville, New York
Photographic images were made on heavy, fragile
glass plates that had to be coated with a wet
emulsion just before picture was taken
Pioneered and patented the dry plate process
About Fuji……
About Fuji……
Founded in 1934, with its headquarter at Tokyo,
Japan
Entered the US market in 1964 as a supplier of
private label films
Focused on providing quality and innovative
products at cheap price
Was the market leader in Japan, world’s second
largest market for photography products
Reasons for Success
Built a reputation for quality and innovative
products
Gained market share by offering products at prices
lower than that of Kodak’s
Consumers viewed the company as Customer-
oriented
Regular introduction of new products, promotions
and slashing of prices
Being follower it was using wait and watch policy
instead of provoking Kodak
Fuji’s Strategy
Established a Production plant in US Cost Efficiency
Reactive Follower
Customer & Quality were the prime focus CLV &
CRM
Distribution Strategies
Compatibility with Kodak Cameras & Films
Aggressive Marketing
FUJI’S PROS
Fuji’s chances for future growth
Fuji is attacking market leader by innovating in
almost every sphere.
Fuji looks to be more in line with customer needs
and have a great distributor network.
The high spending on R&D has reaped results in the
past and might do the same in future.
Digital technology seems to be the future of
photography. Fuji will do well to concentrate on
this.
FUJI’S CONS
Fuji has to overcome following disadvantages
They have concentrated on long term strategy and
their profits are low as of now.
Their market share might stagnate because of
counter offense by Kodak with much higher profits.
Might result in low performance in the eyes of
stakeholders
It is still not seen at par with Kodak in US market.
Reasons for poor performance of Kodak in Japan
Poor distribution network
Neglect Japanese market
Underestimation of it’s competitors
High product price
DISTRIBUTION NETWORK of Kodak-Fuji
Kodak:
In 1977 KODAK tied up with the distributor Nagase
& co. in Japan.
Increased its workforce from 12 to 4500.
Joint Venture and strategic alliance with many
Japanese partners. Such as Bandai a leading Japanese
toy manufacturer – co. to established branding .
The concept of “minilabs” at certain retail outlets in
Japan.
DISTRIBUTION NETWORK of Kodak-Fuji
Fuji:
• Fuji products were sold through 216000 retail
outlets
• Fuji owned a controlling interest in 3 of the 5 major
wholesalers
Distribution Strategy of Kodak and Fuji
Fuji
Asanuma Misuzu Kashimura Ohmiya
(Distributor) (Distributor) (Distributor) (Distributor)
Large retailers / Large retailers / Large retailers / Large retailers /
wholesalers wholesalers wholesalers wholesalers
stores stores stores stores stores stores stores stores
Distribution network of Kodak and Fuji
Kodak
Nagase
(Distributor)
Large retailers / Large retailers / Large retailers / Large retailers /
wholesalers wholesalers wholesalers wholesalers
stores stores stores stores stores stores stores stores
DIFFERENCE IN DISTRIBUTION
In US manufacturers sold directly to retailers &
photofinishers
In Japan distributors acted as intermediaries
Fuji had strong ties 4 main distributors Asanuma,
Misuzu, Kashimura and Ohmiya
Whereas Kodak had only 1 distributor – Nagase
Fuji gave high commission to the distributors