Kodak Porter's Five Forces Analysis

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Introduction Eastman Kodak Company (Kodak) is an American based global imaging company which has leading the film-based photography industry throughout the twentieth century. Moreover, there was a rapid changeover from film-based to digital starting from the late 1990’s. Although Kodak was the inventor of digital camera in 1975 (Eastman Kodak, 2016), the company decided to move to digital slowly. The digital revolution has crashed Kodak’s film business. Kodak’s Management then decided to transit into digital from the early 2000’s. For understand Kodak’s competitive global imaging environment in 2006, the Porter’s Five Forces Competitive Model is applied. The reason of using this model because this is a useful framework for determines the intensity and the dominance forces of competition in an industry. In the next section, I will briefly describe the theory of Porter’s Five Forces Analysis. Description of Porter’s Five Forces Analysis…show more content…
Porter during his career at Harvard Business School in 1979. He wrote a book called “Competitive Strategy: Techniques for Analyzing Industries and Competitors” in 1980. The concept of industrial structural analysis was described in this book. Porter (1980) proposed that it is important for firm to understand the nature and the degree of competition of its industry, hence the industry profitability and attractiveness. By determining the characteristics of the industry structure, firm can modify its business strategies in dealing with the potential threats and opportunities. Business strategy is a firm’s business plan for gaining competitive advantage in a single business or industry (Barney and Hesterly,

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