Abstract

The caselet discusses the entry of Fuji into the American market and how the company build its marketshare slowly and steadily. The case looks into the marketing strategies followed by Fuji and how Kodak retaliated to the threat from Fuji in the US and the Japanese market.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Strategies adopted by a multinational corporation while trying to enter and expand in an international market. The ways in which a foreign company challenges the market leader in the photographic industry in its home markets. Understand the market leader’

Keywords

Fuji Photo Film (Fuji), Eastman Kodak Company (Kodak), high resolution film, Summer Olympics sponsorship, R&D, Processing speed, Nagasse, Bandai, minilabs, Noritsu Koki, product range, single use camera, photographic paper, marketshare