The company is not exactly starting from scratch, but in some ways it will have to behave as a new company in a new industry in order to shape its image in a new way and to decide on how to create a unique niche for itself.
Opportunities:
The company has the opportunity to forge a new identity and to enter new fields in a way that will serve its needs into the future. How to do this is the problem. Other companies also have the opportunity to do the same, which increases competition for Kodak and so makes whatever it does come under greater scrutiny.
Threats:
The entire shift to digital is the biggest threat to the traditional business of the company and has already reduced its overall effectiveness. Other entrants into the same field include Canon, Fuji, and Sony, and these companies also have considerable funding and much expertise that Kodak has to acquire in this new field.
6. In order to gain a foothold in the area of digital photography, Kodak has to offer services that are more specialized than what can be found at other companies and to do so in a way that associates those services with...
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