What marketing strategy may Kodak pursue to protect its position in the U.S. market?
What will be an ideal response?
Kodak should use the quality of its film as the focus of its strategy. In other words, Kodak should attempt to differentiate its film as superior in quality to Fuji’s film, among both amateurs and professionals. This will mean coming out with two different film lines—one for amateurs, and the other for professionals, each especially designed and manufactured to meet the unique needs of the target segment. (The market does offer opportunity for further segmenting the market. For example, among amateurs there could be beginners, occasional users, regular uses, etc.) Further, a promotion campaign should be designed to convince the customers: that they should buy a quality film; and Kodak films are superior to Fuji’s.
In other words, Kodak’s marketing strategy should be formulated around product quality and an aggressive advertising campaign. Caution is needed to make sure Fuji does not create problems in implementing the strategy.
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