Use the Internet to research the marketing strategy history of the Eastman Kodak Company. Be prepared to discuss.
From the e-Activity and the “Hit & Miss: Kodak Ignores the Digital Picture” reading in Chapter 12 of the text, examine the main reasons behind Kodak reinventing itself in order to stay in business. Evaluate the level of success of Kodak’s reinvention attempts. Support your position with two (2) examples of Kodak’s success or failure in its efforts.
From the scenario, assess the importance of a company’s ability to understand its customers when creating its marketing strategy. Determine the degree to which this understanding factors into distribution strategies for its products and services. Provide a rationale for your response.