Will it be advisable for Kodak to aggressively compete with Fuji on its home front, the Japanese market?
What will be an ideal response?
Strategically speaking, it will be a good move on Kodak’s part to invade Fuji’s home market. Although, Kodak has a significant presence in Japan, Fuji has a dominant position in the market, which it would like to maintain. If Kodak could successfully challenge Fuji in Japan, it will be forced to abandon or at least reduce its advances in the U.S. market. However, the question is, how could Kodak make further inroads in Japan to harm Fuji? While anything is possible, this will require a huge investment on the part of Kodak, which it might not be able to afford. Further, if the move fails, it will be ruinous for Kodak.
Note: It will be desirable for the instructor to challenge students to come out with alternative ways for Kodak to challenge Fuji in Japan. What marketing tactics might Kodak use? What could be the cost implications? What might be the ultimate result?
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