CASE STUDY: KODAK
1) Give the variable/s of environmental scanning which is/are present in the
given case study.
The variables of environmental scanning which are present in the given case study
are Societal environment and Task environment. We include Societal environment
because it includes general forces that do not directly affect the Short-run
activities of the organization but can influence its long-term decisions. Since the
company grew rapidly they thought that they are effective because their short-run
activities are successful but as the day goes by and time passes by it is slowly
affecting their long term activities due to their confident that their strategy is still
effective but due to the improvement of technology they were unable to cope up
with the new market condition. One of the factors why societal environment is
present in the given case study it is because it has (3) three forces which are the
economic, technological, and sociocultural forces. First, is Economic because it
regulates the exchange of information which the company preceded by a decade
of selling of intellectual property and sold off a majority of its remaining valuable
patents to a group of companies. Second is Technological forces it’s generate
problem solving inventions owing to the fact that technology is improving the
company itself was left behind by the new invented technology because they
focused only to KODAK cameras, they did little with it, only dabbling cameras
for consumers. Lastly is Sociocultural forces it regulates values, morals and
customs of society are since the society accustomed that Kodak produces cameras
and film they noticed that the company is not relating and improving the products
based on the trends. Also we identify the Task Environment because it is shows
that they are not including the external environment in their strategic decision.
2) Explain the most appropriate industry analysis tool which could have
been employed by Kodak to avoid the said organizational problem.
The most appropriate industry analysis tool which could have been employed by
KODAK to avoid the said organizational problem is SWOT Analysis because it is
used to evaluate a company’s competitive position. It also assesses internal,
external, current and future potential factors that may affect the market position of
their organization. The KODAK should identity its strength, weaknesses,
opportunity and threats. Because it only kodak did assessed the components of
SWOT Matrix especially the opportunities that the company could have, and the
Threats that may pose potential harm to the business, Kodak wouldn’t have been
encountered the organizational problem.
3) Perform an industry analysis for Kodak based on the present context,
using your recommended method or tool in item #2.
We recommend SWOT Matrix as the most appropriate industry analysis tool
which KODAK company should employed because it defines the business
strength, which are the internal areas where an organization excels and factors
which separate an organization from its competitors, Weaknesses which are the
internal areas that hinder on organization from performing at its optimum level,
opportunity which are the favorable external factors that could give an
organization a competitive advantage and threats which are the factors that may
pose potential harm to an organization.
The following are the strength, weaknesses, opportunities and threats of the
KODAK company that was being described in the case study.
STRENGHT:
Known for its digital photography and puts the technology into
professional cameras
Has a strong brand image
Unique technology
Excels at high-speed printing and digital imaging
Has over 145,000 employees
WEAKNESSES:
Rapidly decreasing sales revenue
Corporate Culture
Struggling management team
OPPORTUNITIES:
Technology adaption
New Alliances/Partnership
Online advertising that can attract more customers
THREATS:
Decline in film
Strong competitions
New market conditions
Management teams floundered
