研究报告looc课程-revelation about kodak bankruptcy

1、Revelation About Kodak BankruptcyTeam：Bees Of ChangeZhang LiGe HaiyanRen YanjinWan LetianWhatWhyRevelationHowCONTEXTIntroductionAnalysisReflectActionWhatPart 1IntroductionHundred Years Glories SeriesOwned More than 10,000 PatentsAdvanced TechnologyPatentsFILM Market Share reached to more than 65% gl

2、obally during its golden ageThe King of FILMThe advantage in the industryThe inventor of Digital Camera Strategic TransformationUseless Self-Recuses200320072012Gave up the traditional FILM market, turned to digital imaging marketStrategically reconstructionThe second strategic transformation Change

3、to patent to Cash FlowSale the patent in 2012The fist strategic transformation Outside：The competitor has moved onInside：Transformation is not strongAdhere to the traditional filmGradually to the digital transformationDirectional error binant sequelaeStop thirst by drinking poison senseless measureR

4、ebirth is difficultWhyPart 2AnalysisThe three stages of Self-cognitionPerceive0.0Lack of Commercial SensitiveLost TriggersHopeless SituationGive UpHalfway TransformationLost CatalystsPerceive1.0Perceive2.0Knowledge 0.0Lack of Business Sensitivity认 1.0Customer changes: the key users have changed from

5、 housewifes to men; the content is not only limited to the family life but also e a place at any time, a variety of shooting; consumption habits changeTechnological change: the maturity of digital technology, the change of storage mode, the change of the mode of transmissionCompetitors: the impact o

6、f digital camerasChanges in market share: continued decline in market share of filmThe change of brand image: the king of film age es the representative of the arrogant and conservativeKodaks top management team has zero response, immersed in vested interestsKnowledge 1.0Transformation is not comple

7、te认 1.0External ： Competitor became the leaderInternal : HesitateChose the Wrong Direction： Huge capital consumption No supports from new marketProblem of Cash flow binant sequelaeSell patent, self breakQuench a thirst with poisonPrinter field competitor is strong and numerous New market barriersCom

8、petitors to complete the layout, the digital camera is difficult to capture market shareLosing market positionTake the wrong way step by stepknowledge 2.0All up with irretrievable.Part 3RevelationReflectChange is the eternal topicFollow the development trend, not self-willedTrend, conform to the tre

9、nd, grasp the trendDecision makers should have a long-term vision, the courage to abandon the eyes of small profits or vested interestsGive up, give up at present, seek long-termIndividual experience and vision are limited to provide a sense of security environment to stimulate the teams strengthAgg

10、regated, manpower & team strengthNo once and for all the story, embrace change is the lasting wayChange is the eternal topicTechnology updates fast, competitors grow fast, fast market changes, to maintain a sense of crisisCrisis to maintain a sense of crisisMarket is the product of the inspection st

11、one, rather than the body in its place of leadershipLoyal to the market rather than the individualhowPart 4ActionKodak is a technology companyStep 1：Self-cognitionMeet the needs: a new way to shoot and developProvide solutions: chemical coating, discover new marketsActionTechnology companys core: th

12、e hierarchical management of R & D teamStep 2：Organizational structure adjustmentFocus on the immediate work, seeking incremental innovationR & D team and business are closely linked, business orientedFocus 2-5 years of innovative product lineR & D team and business are closely linked, mainly R & DF

13、ocus on the concept of product development 10 years laterIndependent research and development room, focus on the development of patent and core competitivenessAction1990200320092012Digital era has arrived, can no longer hesitateExcellent products, does not represent the needs of customers;Market is

14、not a market, but everyonesPromptly & OpportunelyPatents are fundamental to holdSmall and Beauty Company, the transformation of professional camera routePatent transformation productsKeep the Castle PeakThe Beginning Grasp the development advantage of digital camera, open up the digital market;Consumer research to stimulate demandMaintain the current status of the filmTechnology TransferRestructuring has been completed, but the market is not in, through