Abstract

The case explains the entry of Kodak into China and its growth strategies. Kodak established its representative office in China in 1927. Till the late 1990s, Kodak products were imported into China through Hong Kong. As imports were costlier, Kodak wanted to start its manufacturing operations in China. In 1998, with the support of the Chinese government, Kodak acquired three domestic companies. This helped it strengthen its position in the Chinese market. To consolidate further, Kodak acquired a 20 percent stake in Lucky Films, a domestic company. The case also explains the competition between Kodak and Fuji in the Chinese market. The marketing initiatives taken up by both companies are explained. The case ends with the future outlook of Kodak in China.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Setting up a new company in international market
• Growth of a US imaging company in China
• Joint venturesl
• Corporate Social Responsibility.

Keywords

Eastman Kodak, George Fisher, Economies of Scale, Kodak China, Kodak Wuxi, Xiamen Fuda Photomaterials Co., Fuji Film, Lucky Films, Joint Ventures, Legend, Nokia, Kodak Express, Goldman Sachs, Digital Photography and Corporate Social Responsibility