Case Study of Eastman Kodak: Secret of Success in Business

Kodak is one of the oldest companies on the photography market, established more than 100 years ago. This was the iconic, American organization, always on the position of the leader. Its cameras and films have become know all over the world for its innovations. Kodak’s strength was it brand – one of the most recognizable and resources, that enabled creating new technologies.

Kodak is not just selling their still image films, Kodak have quite number of product lines  and service to offer (Product diversification), such as digital images, printer cartridges, paper kits and innovative big sign boards, which Kodak sells globally. Further, Kodak’s quality goal and overall objective is to achieve Total Customer Satisfaction. This is accomplished by utilizing appropriate process improvement techniques (e.g. Zero Defects, Supplier Certification, Lean, Six Sigma, etc.) in a manner that delivers improved productivity and the optimal deployment of resources.

Kodak achieves their objective through the Supplier Quality Process (SQP). Which utilizes a number of different elements to improve, measure, monitor. The flexible design of SQP allows it to be applied to the specifics of each Kodak / Supplier relationship. The improvements gained should benefit all suppliers’ customers and eliminate unnecessary costs. Furthermore, each supplier is expected to measure their performance in a way that is consistent with Kodak’s business needs, and they are responsible for driving continuous improvement within their operations. Effective quality improvement is hardly easy, but if SQP has been deployed well, the following results should occur for both Kodak and suppliers.

  • Defect trends will decrease and overall performance improve
  • Number of supplier “corrective action” requests will decrease
  • Productivity/Cost of Quality (COQ) savings will result
  • Number of certified suppliers will increase

As more people are worry about environmental conditions vis-à-vis, Kodak also show concerns over environment,  Kodak begins its mass advertisement in 2005 and manifests their philosophy as environment friendly relating with ISO’s certification on their products, which Kodak also sees their CSR (Corporate social responsibility) as environment friendly. Kodak projected their societal marketing strategies, plays an important role towards their products as safe to use.

Environmental delicacy and companys’ strategies towards it as waste management, to becoming environmental friendly Kodak products are more appreciated among existing as well as potential and target customers.  Kodak Greenhouse Gas (GHG) emissions represent a waste so Kodak have to take action to reduce GHG emissions.

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