Kodak Case - This Case Is in Portuguese

In: Business and Management

Submitted By InesOliveira
Words 1369
Pages 6
Caso Kodak
“Você carrega no botão, nós fazemos o resto”
“Share moments. Share life”

ÍNDICE

NOTA PRÉVIA 3 INTRODUÇÃO 4 CASO EASTMAN KODAK COMPANY: FUNTIME FILM 5 BIBLIOGRAFIA 9

NOTA PRÉVIA

No presente trabalho expomos as conclusões que retirámos da nossa análise do caso “Eastman Kodak Company: Funtime Film”, apresentando as mesmas numa estrutura “pergunta – resposta”, de forma a respeitar a sequência que o Professor Dr. João Carlos Rosário nos forneceu. Desta forma, os temas serão apresentados em tópicos numerados, de modo a facilitar a compreensão e a consulta dos temas desejados.

INTRODUÇÃO

Em primeiro lugar, é importante fazer um enquadramento histórico da Eastman Kodak Company e, por conseguinte, à indústria a que esta pertence.
Em 1880, com apenas 26 anos, George Eastman iniciou o fabrico de placas secas, um produto inovador, criado pelo próprio após três anos de estudo intensivo sobre fotografia.
Apesar de, comparativamente às pesadas máquinas e chapas húmidas que se utilizavam na época, estas placas serem já um produto revolucionário, Eastman ainda não estava satisfeito com o produto final: queria levar a fotografia a todas as pessoas.
Continuando a sua pesquisa conseguiu, em 1883, criar um filme fotográfico em rolo, que surpreendeu toda a indústria e, alguns anos mais tarde (1888) lançou a primeira maquina Kodak que funcionava exclusivamente com rolo e tornou a fotografia acessível a todos.
A partir de 1892 a empresa passou a ter a actual denominação “Eastman Kodak Company”.
Até meados de 1980, a Kodak não enfrentava qualquer concorrência real no mercado da fotografia. Por um lado este foi um aspecto favorável, pois permitiu à empresa criar fortes raízes, mas por outro, fez com que esta se acomodasse e não tivesse necessidade de promover grandes inovações.
No entanto, com o surgimento de outras marcas concorrentes, a Kodak…...

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