Marketing Case

BUSINESS AND MANAGEMENT

EXTENDED ESSAYS PROPOSAL

Tittle: Marketing

Research Question: Should Kodak Company improve their marketing mix in order to increase their revenue in USA?

Approach:

Modern development victims, Kodak, which is the pioneer of film and Camera Company now struggling for bankruptcy protection, further closure and redundancies possible. The 131 years old company still have their workers even though there is vast decreasing of employee in the company. Kodak is a well-known company who have their name in all over the world and it was not impossible to get their name on top again if they improve their marketing.

Objective:

* To investigate the factor that bring down the Kodak company

* To determine whether by improving Kodak Marketing mix can increase their revenue in USA

* To investigate the possibility of Kodak Company to compete among the giant company again.

Methodology:

* Research the factor of the Kodak bankruptcy

* Research the opportunities for Kodak Company in USA

* Study about the branding of Kodak's products

* Evaluate the effect of worldwide competitor such as Fujifilm, Sony and Nikon to the USA market

* Using SWOT analysis to choose the correct improving way in Kodak analysis.

* Investigate the continuous improvement (kaizen) done by Kodak

* Investigate the effectiveness if they improving their marketing mix

* Conclusion then is to be made.

Hypothesis:

Improving marketing mix can increase Kodak company sales revenue and one of solutions that Kodak should take.