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    Kodak Fuji Rivalry1

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    Sagar Kolte
    The document discusses the rivalry between Kodak and Fuji in the photographic film market. It outlines Fuji's strategies for entering the US market which included aggressive pricing, innovative products, and cultivating relationships with distributors. These strategies helped Fuji gain market share from Kodak in the US. The document also examines Kodak's struggles in the Japanese market due to its initial neglect of the market and its weaker distribution network compared to Fuji.

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    Kodak Fuji Rivalry1

    Uploaded by

    Sagar Kolte
    27 views22 pages
    The document discusses the rivalry between Kodak and Fuji in the photographic film market. It outlines Fuji's strategies for entering the US market which included aggressive pricing, innovative products, and cultivating relationships with distributors. These strategies helped Fuji gain market share from Kodak in the US. The document also examines Kodak's struggles in the Japanese market due to its initial neglect of the market and its weaker distribution network compared to Fuji.

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    KODAK FUJI RIVALRY1

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    The document discusses the rivalry between Kodak and Fuji in the photographic film market. It outlines Fuji's strategies for entering the US market which included aggressive pricing, innovative products, and cultivating relationships with distributors. These strategies helped Fuji gain market share from Kodak in the US. The document also examines Kodak's struggles in the Japanese market due to its initial neglect of the market and its weaker distribution network compared to Fuji.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    27 views22 pages

    Kodak Fuji Rivalry1

    Uploaded by

    Sagar Kolte
    The document discusses the rivalry between Kodak and Fuji in the photographic film market. It outlines Fuji's strategies for entering the US market which included aggressive pricing, innovative products, and cultivating relationships with distributors. These strategies helped Fuji gain market share from Kodak in the US. The document also examines Kodak's struggles in the Japanese market due to its initial neglect of the market and its weaker distribution network compared to Fuji.

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    You are on page 1of 22

    KODAK FUJI RIVALRY

    Presented by-
    1) Dnyaneshwar Kale(22)
    2) Sagar Kolte(24)
    3) Rohit Indurkar(14)
    4) Pravin Kadam(20)
    5) Sagar Jagtap(16)
    6) Hem Shankar Jha(18)
    INTRODUCTION
     Establishment

     Patent

     KODAK in Japan market


     Market share

     Fuji in US Market
    FUJI IN US
    Strategies of FUJI
     International Marketing
     Product
     Price
     Place/ Distribution
     Promotion
    Strategies of FUJI

     Product Strategies
     Maintaining Quality and Innovation

    - Technologically Advanced products


    - Faster films
    - One time use camera
     KODAK Follower
     Research and Development
    Strategies of FUJI
     Price Strategies
     Persistent Dumping

     Kept prices lower than that of Kodak


    YEN per Dollar exchange rates
    Month
    Year
    Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

    1949–71 360

    1972 308

    1973 301.15 270.00 265.83 265.50 264.95 265.30 263.45 265.30 265.70 266.68 279.00 280.00

    1974 299.00 287.60 276.00 279.75 281.90 284.10 297.80 302.70 298.50 299.85 300.10 300.95

    1975 297.85 286.60 293.80 293.30 291.35 296.35 297.35 297.90 302.70 301.80 303.00 305.15

    1976 303.70 302.25 299.70 299.40 299.95 297.40 293.40 288.76 287.30 293.70 296.45 293.00

    1977 288.25 283.25 277.30 277.50 277.30 266.50 266.30 267.43 264.50 250.65 244.20 240.00

    1978 241.74 238.83 223.40 223.90 223.15 204.50 190.80 190.00 189.15 176.05 197.80 195.10

    1979 201.40 202.35 209.30 219.15 219.70 217.00 216.90 220.05 223.45 237.80 249.50 239.90

    1980 238.80 249.80 249.70 238.30 224.40 218.15 226.85 219.20 212.00 211.75 216.75 203.60
    Strategies of FUJI
     Place/Distribution strategies
     Concentrated more on other small players
    first
     Expansion of distribution to Drugstores,
    Super markets and Discount chains
     Spent more time with to build
    relationship
    Strategies of FUJI
     Promotion strategies
     Sales promotion(Free film rolls)

     Event sponsorship(Olympics 1984)


    Strategies of FUJI
    Producing Globally

    Adapting products in that country

    Marketing to the host country conditions


    Reasons of Fuji’s success
     Low competitive prices
     Product features
     Zero switching costs to the customers
     Aggressive marketing
     Distributors relationship
     Minimized cost of production(By situating
    offices)
     Bringing new innovative concepts( one time
    use camera)
    Strategies – Kodak in Japan
    In 1980’s, Japan emerged as 2nd largest
    market in photographic products.

    1. Distribution
    2. Joint ventures & Strategic Alliances
    3. New Product Development
    4. Branding & Advertising
    Distribution
    • Formed Kodak-Nagase for distribution &
    marketing.
    • Double its stores to 60,000 from 30,000
    • More shelf space to display its products.

    Joint Ventures & Strategic Alliances


    • Bandai- leading Japanese toy manufacturer to
    sell single use camera.
    • Tied up with Noritsu Koku- World’s leading
    manufacturer of “minilabs”.
    • Setup R&D centre to make image of technology-
    intensive company.
    New Product Development
    • “Panoramic disposable camera” which used to
    take group photos.
    • Waterproof disposable camera – successful with
    underwater swimmer.
    • “Falcon” a single use camera . Marketed it
    aggressively & unconventionally.
    Branding & Advertising
    • Kodak constructed a huge yellow sign & put it in
    Tokyo.
    • Advertised their waterproof disposable and
    Falcon camera aggressively
    Reason for poor performance of Kodak in
    Japan
     Initially neglect the Japanese market for
    many years, till 1980
     Only one major distributor Nagase with
    them
     Didn’t get the space in stores which market
    Fuji products.
     Japan- high context culture , kodak didn’t
    use brand ambassador to promote their
    product.
    Distribution Network in US Market
    Koda
    Fuji
    k
    Distributor Retailers Costco Wholesalers
    Camer
    a
    Stores
    1) Film manufacturers sold directly to the retailers &
    Photofinishers.

    2) Fuji built a fruitful relationship with distributors.

    3) Fuji distributed film rolls to retailers at a steep discount.

    4) Kodak appointed Costco Wholesalers, leading distributors in


    US to exclusively market their photographic products.
    Distribution Network in Japan Market
    Fuji Kodak

    Distributors Nagase & Co.


    Asanuma Misuzu
    Kashimura Ohmiya Kodak Japan

    Large Minilab
    Retailers & s
    Wholesalers
    Small Camera
    Retailers Stores
    Distribution network
    advantage of Fuji in Japan
    market
    Conclusion
     Globalization

     FDI

     Market Entry Strategies


    Conclusion contd….
     Role of WTO

     Business Ethics

     Business Environment

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