Kodak Evolution Of Marketing Strategy In China

This thesis uses Kodak抯 case to explore the reason why multinationals successful operate in China by analyzing changes of Kodak抯 marketing strategy, thereby Chinese enterprises can learn how to enter international markets. I adopt the method of theories combined with practice in this thesis. Theories include enterprise competition, multinationals market entry methods, brand management and market marketing etc. Practice includes my working experience with Kodak, I抣l systematically analyze the marketing strategy of Kodak at different stages by comparative analysis from the first-hand material I collected. Eastman Kodak Company is a world-renowned imaging product manufacturer. By now, Kodak has established 23 liaison offices in China with a total of 6000 Chinese employees. Kodak poured US$ 1.2 billion in China to establish a state- of-art manufacturing sites producing film, paper, chemicals, cameras and film processing equipment. Kodak has a total package of imaging products in China ranging from silver halide products to digitals. Kodak stands first position in the Chinese film market with 63.1% market share in urban areas, lagging other competitors far behind. Kodak has built an excellent company image in a very short time through the business development in China, acquiring the No.1 position in film industry. In 1995, China was the No.17 largest market of Kodak, but now it is the No.2 film market in the worldwide market. The reason for such a great success in China depends on its outstanding marketing strategy. According to the theory of corporation competition, Kodak experienced three stages: Market Follower, Market Challenger and Market Leader: 1. From 1979 to 1995 is the first stage ?the Framework Construction. 2. From 1995 to 1998 is the second stage - Advertisement and Promotion. 3. From 1998 to present is the third stage ?Capital Operation. In summary, for these enterprises who are doing multinational operation, they should analyze the specified target market, consider its reality and specification so that to make right marketing strategy accordingly with creative tactics. All of those are the essential to win the game in this drastic competition enviromtient.