Global Strategy and Leadership
Exam cases:
Kodak
Virgin
Australia Post
Pre-seen exam information
Semester 2 2012
Global Strategy and Leadership
© CPA Australia Ltd 2012
Case Scenario 1
Kodak case facts
Eastman Kodak Company (Kodak) was founded in the late 19th century by amateur photographer
George Eastman in Rochester, New York. With the slogan ‘you press the button, we do the rest,’
Kodak gave consumers the first simple camera in 1888, making a cumbersome and complicated process easy to use and readily accessible. A major multinational organisation, Kodak was listed on the New York Stock Exchange and became a powerhouse in the photography industry. The company led the way as an innovator, launching a large range of new products and processes to make photography simpler, more useful and more enjoyable.
With the rapid growth of digital photography, competition against its product and being slow to embrace the move to digital technology Kodak has fallen on hard times. In January 2012,
Kodak and its US subsidiaries filed voluntary petitions for Chapter 11 business reorganisation1 in the US Bankruptcy Court for the Southern District of New York. A company spokesperson said the aim of the business reorganisation was to enable Kodak to bolster liquidity, sell off nonstrategic intellectual property, and enable the company to focus on the most valuable business lines.
The process will allow Kodak to continue normal business operations while it attempts to emerge a profitable and sustainable enterprise2.
Kodak: Snapshot of an innovative icon slow to move with the times
In filing for bankruptcy protection, Kodak executives say they are seeking to follow the path of US corporations that have reinvented themselves after a court-supervised reorganisation, like United Airlines and Chrysler. Antonio Perez, the company’s oft-criticised chief executive who has been trying to turn the company around since
2005, said the bankruptcy was a step ‘in the transformation in
Kodak
Virgin
Australia Post
Pre-seen exam information
Semester 2 2012
Global Strategy and Leadership
© CPA Australia Ltd 2012
Case Scenario 1
Kodak case facts
Eastman Kodak Company (Kodak) was founded in the late 19th century by amateur photographer
George Eastman in Rochester, New York. With the slogan ‘you press the button, we do the rest,’
Kodak gave consumers the first simple camera in 1888, making a cumbersome and complicated process easy to use and readily accessible. A major multinational organisation, Kodak was listed on the New York Stock Exchange and became a powerhouse in the photography industry. The company led the way as an innovator, launching a large range of new products and processes to make photography simpler, more useful and more enjoyable.
With the rapid growth of digital photography, competition against its product and being slow to embrace the move to digital technology Kodak has fallen on hard times. In January 2012,
Kodak and its US subsidiaries filed voluntary petitions for Chapter 11 business reorganisation1 in the US Bankruptcy Court for the Southern District of New York. A company spokesperson said the aim of the business reorganisation was to enable Kodak to bolster liquidity, sell off nonstrategic intellectual property, and enable the company to focus on the most valuable business lines.
The process will allow Kodak to continue normal business operations while it attempts to emerge a profitable and sustainable enterprise2.
Kodak: Snapshot of an innovative icon slow to move with the times
In filing for bankruptcy protection, Kodak executives say they are seeking to follow the path of US corporations that have reinvented themselves after a court-supervised reorganisation, like United Airlines and Chrysler. Antonio Perez, the company’s oft-criticised chief executive who has been trying to turn the company around since
2005, said the bankruptcy was a step ‘in the transformation in
Bibliography: Access Economics (2010) ‘Household e-commerce activity and trends in Australia’, Department of Broadband, Communications and the Digital Economy, Australian Government, Canberra, 25 November. Australia Post (2011), Annual Report 2010–11, Melbourne. Battersby, L. (2011), ‘Australia Post in Telco push’, The Age, Business Day, 23 November. IBISWorld (2011) ‘Australia Post Corporation—Premium company report Australia’, Melbourne, 30 June. Kdouh, F. (2011), ‘Australia Post banks on rural tie’, The Age, Business Day, 3 August. Lemont, L. (2012), ‘Writing’s on the wall for snail mail’, The Age, 13 June. Maiden, M. (2011), ‘Post service plans to parcel up its services’, The Age, Business Day, 13 October. Stevens, N. (2010), ‘Australia Post in profit plunge’, The Age, 15 October.