澳洲地理学论文代写：柯达公司案例分析 - 悉尼论文人澳洲论文代写网 澳洲地理学论文代写：柯达公司案例分析 – 悉尼论文人澳洲论文代写网
澳洲地理学论文代写：柯达公司案例分析
本文选取柯达公司进行分析，概述了该组织所面临的关键问题，包括对公司发展和最终衰落的讨论。柯达的主要问题是管理层无法理解适应不断变化的市场需求的必要性。然而，数码技术正在迅速发展，柯达的管理层没有抓住这个机会，决定继续胶片摄影的生产。虽然数码相机的最初创意是柯达公司提出的，但如果不去追求这个创意，就会导致市场份额的流失，从而使竞争对手在摄影行业获得更强的地位(Usborne, 2012)。因此，可以说柯达的主要问题是缺乏对市场机会的认识，专注于消费者需求下降的产品。下图显示了该公司从2005年到2012年的销售下降情况，2012年该公司考虑破产。由于缺乏对数字技术的关注，柯达的销售额出现了重大损失。柯达可以考虑改变其营销策略，专注于4P的营销。市场营销部可以在改善组织的市场地位方面发挥重要作用。产品作为营销的第一个方面，需要结合吸引目标市场的特点(Sutherland & Canwell, 2004)。
例如，需要承认对数字技术的日益偏爱，需要发展数码相机。尽管目标市场过去对柯达的胶片技术作出了积极的反应，但数码技术的融入可以作为一种手段，为客户提供所需的利益，发展与目标市场的联系。就价格构成而言，柯达可以为数码相机提供一个有竞争力的价格。由于柯达是一个全球性的组织，它与各个国家的经销商都有联系，它的经销商网络以及公司运营的网点都可以用来接触客户。组织关注的主要领域之一是使用能够对组织的销售和盈利能力产生积极影响的促销组合(Lamb, Hair & McDaniel, 2011)。柯达可以使用广告和不同的媒体，如电子媒体和广告牌。除此之外，数字时代要求使用社交媒体和互联网作为达到目标市场的手段。柯达可以设计一种合适的社交媒体策略，以有效的方式与目标市场联系，并进行促销活动。
The article selected for the analysis of Kodak outlines the key issues the organization has faced, including the discussion on the development and eventual decline of the company.The main issue with Kodak was that the management was unable to comprehend the need to adapt with the changing needs of the market. The digital technology was rapidly evolving however, the management at Kodak failed to take advantage of this opportunity, deciding to continue with the production of film photography. Even though the initial idea of digital camera was coined by Kodak, failure to pursue the idea resulted in loss of market share and achievement of a stronger position of the rival company in the photography industry (Usborne, 2012). Therefore, it can be stated that the main issue at Kodak was lack of recognition of the market opportunity and focus on the product that had a declining demand among the consumers. The following graph illustrates how the sales of the company declined from 2005 to 2012, with the company considering insolvency in 2012. The lack of focus on digital technology has resulted in a significant loss of sales for Kodak. Kodak can consider bringing changes in its marketing tactics, focusing on the 4P’s of marketing. The marketing department can play a major role in bringing an improvement in the market position of the organization. Product as the first aspect of marketing needs to incorporate the features that are appealing to the target market (Sutherland & Canwell, 2004).
For instance, the increased preference for digital technology needs to be acknowledged and the development of digital camera needs to be undertaken. Even though the target market has responded positively to Kodak’s film technology in the past, the inclusion of digital technology could be used as a means of offering the required benefit to the customer, developing connectedness with the target market. As far as the component of price is concerned, Kodak can offer a competitive price for the digital cameras. Since Kodak is a global organization, having ties with distributors across various countries, the network of its distributors as well as company operated outlets can be used to reach the customers. One of the major areas of concern for an organization is the use of promotional mix that can have a positive impact on the sales and profitability of the organization (Lamb, Hair & McDaniel, 2011). Kodak can use advertisement and use different mediums such as electronic media and bill boards. Apart from that, the digital age requires use of social media and internet as a means of reaching the target market. Kodak can devise a suitable social media strategy to connect with the target market in an effective manner as well as running promotional campaigns.