ELOUATAOUI Zineb BASSITOUN Ayoub BASSI Ismail TYARTI Ahmed

2232 2223 A0659 T4117

 Presentation

company. External analysis. Internal analysis. Swot analysis. BCG Matrix.

of Kodak Eastman

The company has been called Eastman Kodak Company since 1892, when Eastman Kodak Company of New York was organized. In 1901, the present firm Eastman Kodak Company of New Jersey was formed under the laws of that state. Eastman built his business on four basic principles:
mass production at low cost international distribution extensive advertising a focus on the customer

Make continually- measurable improvements in the health, safety and environmental aspects of our products, services and operations.

Providing customers the solutions they need to capture, store, process, output and communicate images anywhere, anytime. This is assured by delivering consumables, hardware, software, systems and services quickly and with flawless quality.

PESTEL analysis. Supply and demand analysis. Porters five forces. Key sucess factors

1. Competitors

Canon
leads in digital imaging concerns about the group's strategy going forward established electronics giants

Sony

leads in digital imaging concerns about the group's strategy going forward established electronics giants established electronics giants

Hewlett Packard

2. New Entrants
Other

companies
technology

3. Substitute products
digital

4. Suppliers
rebel

investors popularity of digital cameras

5. customers
growing

 (1) Housing, (2)Shutter mechanism, (3) Optics, (4) Flash and Power source, (5) Development, (6) Printing, (7) Wholesale and (8) Retail

Retrieval

Value Chain
Transmission
-Online (email, Internet)

Image Capture*
- Digital camera - Film camera - Video camera

Digitisation
- Digital Cameras software - Scanner at home - Kiosks at retailers - Digital mini-labs - Online services

Storage
- Hard disk - Floppy disk / CD -Removable storage - (e.g. Memory stick)

Printing

Manipulation
- CPU Manipulation

Projection

Kodak digital picture frames

M a r k e t G r o w t h

Star

Question Mark

Kodak ink-jet printers and cartridges to Print photos at home

Cash Cow

Dog

Market Share

Kodak digital cameras

Kodak film

1.

Kodak digital cameras. In 2008, about 80 percent of U.S.

consumers owned a digital camera because it is now easier to use than a film camera, is cheaper, and allows images to be uploaded and shared online. But Kodaks digital camera sales may flatten due to high household penetration, the economic downturn, and increased competition. Kodak remains No. 3 in market share behind Canon and Sony. Kodak expects this SBU to continue to be a cash cow, with its new digital camera models generating mainly replacement sales.

2.

of digital picture frames that allowed consumers to upload, store, and view digital images. In 2008, Kodak expanded its line with more than 10 items ranging in price from $60 to $230. And in 2009, it introduced the $999 OLED (organic light-emitting diode) digital picture frame that features a high-resolution flat-panel display to present extremely sharp photo images. Global demand has exploded, and today Kodak is the market leaderclearly a star. By 2012, sales could approach 50 million units.

Kodak digital picture frames. In 2007, Kodak introduced a line

3.

Kodak ink-jet printers and cartridges to print digital photos at home. In 2008, the ink-jet printer market dramatically changed as consumers shifted from singlepurpose to multi-function machines designed to print photos, make copies, scan images, and send faxes. Today Kodak now offers only multifunction models. Moreover, Kodaks high-quality ink cartridges make photos at half the cost of Hewlett-Packards (HP) printers.

The result:

In two short years, Kodak has sold over 1 million printers. Consumers buy an average of eight ink cartridges a year. Because HP is the entrenched 300-pound gorilla in this market, the future of this question mark could evolve into a star if Kodak is able to double or triple unit sales. Or this SBU may turn into a dog because online printing and sharing have taken off and may soon reach $1 billion.

4. Kodak film. An $8 billion cash cow in 2003, Kodak film sales were the companys biggest single source of revenue. Now in a free fall because of digital cameras, Kodak film sales dropped to $3 billion in 2008, moving it from being a cash cow to a potential dog. Kodak stopped producing its Kodachrome slides in late 2009. Experts believe film sales will evaporate by 2012.

Competitive profile matrix show the clear picture to the firm about their strengths and weaknesses relative to their competitors. The CPM score is measured on basis of critical success factors

Kodak
Fujifilm Key success factors Continuous innovation Weight Rating Score Rating Canon Score Score Rating

0.1

3
4

0.3
1.2

3
2

0.3
0.6

4
3

0.4
0,9

A fierce commitment to develop 0.3 product stewardship A successful diverse team dedicated to customers satisfaction Brand 0.2

0.6

0.4

0.4

0.2

0.6

0.4

0.8

Total

1.00

2.7

1.7

2.5

Financial ratios
Liquidity ratios Leverage ratios

Current ratio Quick ratio

Activity ratios

Debt to asset ratio Debt to equity ratio Long term debt to equity ratio Time interest earned

Profitability ratios

Inventory-turnover ratio Total-assets turnover Fixed assets turnover Average collection period Accounts receivable turnover

Gross profit margin ROE Return on total assets (ROA)

Liquidity ratios

Current ratio

Quick ratio

Comment For every dollar the company owes in the short term it has $1.34 available in assets that can be converted to cash in the short term. Fedex is liquid and has the ability to pay its current obligations in time and when they become due.

Comment For every dollar of current liabilities there are 1,1 dollars of readily convertible assets. Inventory is excluded from current assets because it is often difficult to convert to cash . This makes the quick ratio more accurate than the current ratio.

Leverage ratios
Debt to asset ratio Debt to equity ratio

Comment

Comment

A ratio above 1 means a majority of assets of Eastman KODAK co.are financed more by debt.

For every dollar Eastern owned by the shareholders, Kodak owes 6,79 $ to creditors, which is relatively high. Kodak has been aggressive in financing its growth with debt.

Leverage ratios
Long term debt to equity ratio Time interest earned

Comment

Comment

This means that a company has $1,1 in long term debt for every dollar of asset

Eastman Kodak co income before interest and taxes is 4,76x the amount of the total interest charges.

Activity ratios
Inventory-turnover ratio Total-assets turnover

Comment

Comment

Eastman Kodak co. is able to sell out its inventory 10 times during the reporting period.

The managers use rationally the funds that are confided to them..

Activity ratios
Fixed-assets turnover Average collection period

Comment

Comment It takes Kodak 76 days on average to collect its receivables. this means that it does take a very long to turn its receivables into cash.

The productivity of the use of the fixed assets by the company is low. Total sales covered 1,19 times the fixed assets.

Activity ratios
Accounts receivable turnover

Comment

An Accounts Receivable Turnover Ratio of 5,7 means that the average dollar volume of Accounts Receivable are collected 6 times during the year.

Profitability ratios
Gross profit margin

Comment

It means that for every Dollar generated in sales, the company has 0,33 $ left over to cover basic operating costs and profit.

Profitability ratios
Return on total assets (ROA)

Comment

It means that for every dollar invested in Assets, the company is generating 0,11 $ in Net Income. High ROA number is better because it indicates that the company is earning more money on less investment.

Profitability ratios
Return on Stockholders equity (ROE)

Comment

Return on equity measures a corporation's profitability by revealing how much profit a company generates with the money shareholders have invested.