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Analisis de Caso: EASTMAN KODAK COMPANY: FUNTIME FILM

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Analisis de Caso: EASTMAN KODAK COMPANY: FUNTIME FILM
INTRODUCCION

Eastman Kodak sufre un significativo declive en su cuota de Mercado a manos de productores de marcas de bajo precio y marcas propias. Este caso presenta la propuesta de George Fisher, CEO de Kodak para lanzar una nueva marca economica para combatir esos rivales. Categorizada por Fortune 500 con $20 millones en ganancias en 1994, Kodak es una empresa estadounidense dedicada a proveer equipos de fotografia y suministros. Hoy en dia, la compania involucra cada vez mas la tecnologia digital, combinando el poder y la comodidad de la electronica con la calidad de la fotografia tradicional.

ENFOQUES A CONSIDERAR

Como mecanismos para lidiar con el decaimiento de la diferenciacion de bienes en una industria de mercado libre:

·Segmentacion de Mercados

·Posicionamientolt;Tab/gt;

·Administracion del Mercadeo

·Estrategia de Precioslt;Tab/gt;

·Patrimonio de Marca

·Producto

ANALISIS POR HERRAMIENTA

SEGMENTACION DE MERCADOS

El mercado de las peliculas fotograficas es de preferencias agrupadas que se descomponen en segmentos discriminados por variables psicograficas (estilo de vida) y comportamentales (ocasionales). Cada segmento se nota como medible, accesible, accionable aunque no tan sustancial ni tampoco diferenciable. Por lo que tratar de recuperar/defender su cuota de mercado con un producto en la gama economica resulto una estrategia desenfocada. No obstante, consideramos que Kodak tenia una clara division de los consumidores acorde a la similitud de sus necesidades. Hubiese sido menos riesgoso potencializar las ventas de sus productos mas rentables y no entrar con Funtime cuando realmente este producto no tenia una gran diferenciacion respecto a los productos ya posicionados en el mercado. Era entonces necesario crear una propuesta de valor y una estrategia de posicionamiento producto-precio basada en las necesidades y caracteristicas exclusivas de cada segmento, la estrategia de comunicacion de la pelicula Funtime no comunicaba con claridad las
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