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INTRODUCTION Team Commander was tasked with providing a case analysis on Case 8 Kodak Taking Pictures-Further In doing so Team Commander has provided a summary of the important case facts current history and trends strategic position strategic plan implementation plan and the anticipated outcome Case Summary In the fall of 1998 Kodak entered the digital camera market Their goal was to change the clarity usability and life of Kodak moments- to make them bigger better and more enduring Kodak set out to achieve this goal by supplying the digital camera market with its Digital Photograph Kit The kit provided the home user with everything they need to take and share digital pictures The kit included a Kodak DC20 Digital Camera easy-to-use software packages and paper for making quality prints Also as part of the processing the consumer received a CD called Photo CD which contained pictures that could be loaded onto a computer Kodak hoped its package would be simple and attractive to consumers However sales were disappointing Kodak found consumers reluctant to move away from their familiar and functional traditional cameras In addition this form of picture taking required the user to be wired connected to a computer Kodak had not anticipated the magnitude of these problems In an effort to bridge the gap between traditional and digital cameras Kodak teamed with Intel The result was digitization the ability to convert traditional film to digital format through the standard photographic processing method By checking Picture CD on the envelope containing the regular roll of film to be developed consumers can receive their prints and a CD containing digital images The CD also contains all the software necessary for viewing and altering the images The processing cost is 895 to 1095 In order to fine-tune the CD marketing program Kodak and Intel conducted hundreds of one-on-one interviews with individual consumers and conducted test markets in Salt Lake City and Indianapolis As a
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