The paper "The Collapse of Kodak Australia" is a perfect example of a business case study. According to (Grant, M. R 2005), Kodak Australia Ltd came into existence in 1908, when Thomas Baker and John Rouse formed a partnership with George Eastman, an American who was a camera pioneer by then. Kodak became a household name by 1884 when it started using a roll of film that replaced glass photographic plates. According to Eastman, this was a success since the product was user friendly and convenient to use. He used the slogan “ You press the button, and we do the rest” in his initial marketing campaign.
The partnership embraced new technology, and in 1888 they invented the new Brownie camera which led to a reduction in the cost of photographing. Eastman later developed the Company’ s guiding principles which emphasized mass production at a reduced cost, distribution to international markets, focus on the customer, and growth through research. It is the very embrace of technological advancements by the Australians that led to the collapse of Kodak Australia. The company started to realize reduced profit margins.
In 2001, Kodak Australia saw a reduction in its profits by $15 million, but the dropped further to $615 000 the following year. The sudden drop in Kodak Australia’ s sales was due to an increased supply of digital cameras, and phones with in-built photos. In 2004, the announcement was made that Kodak’ s Coburg plant was going to close in November the same year losing 600 jobs. The introduction of the first digital cameras with high quality in late 2005 eventually killed off film cameras which Kodak Australia was using.
Eventually, Eastman Kodak cut off more than 12,000 jobs across the world which then led to its closure. The decision to close Kodak’ s Coburg manufacturing plant was a result of Eastman Kodak’ s failure to realize the gradual change in technology. Kodak faces white-water rapids environments The demise of Kodak Australia was unavoidable given the sudden change in technology.
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