The trend in photography has gradually shifted from traditional film cameras to the use of digital cameras. Aiming to grade a bigger market share, Kodak invested a large sum of money on the development of high-resolution inkjet printer as well as digital cameras and other electronic gadgets. (Hamm, Lee, & Ante, 2007; Olivier, 2004)Application of Patents and other intellectual property rights protect the company from its competitors from copying its invention. (Arner & Tiplady, 2004) For this reason, Kodak should immediately finalize the technicalities behind its innovation. Among the environmental concerns in the US includes acid rain, smog, and climate change.
(U. S. Environmental Protection Agency, 2008) (See Table I – PESTLE Analysis on page 7)Opportunity and Threats AnalysisKodak’ s decision to enter the consumer Ink-jet printer specially designed to give high-quality printing photos open an entirely new business opportunity on the part of the company since the company’ s decision to become digital enables the company to have the ability to compete in the global markets. (Symonds & Burrows, 2005; Hamm, Lee, & Ante, 2007) The fact that Kodak printers were designed to print fast aside from having a higher resolution than giving consumers the opportunity to have their pictures printed vibrantly that lasts for at least 100 years enables the company to have a competitive edge over other printers manufactured by other companies.
As soon as Kodak has perfected the new inkjet printer technology, the company may start taking advantage of intellectual property rights could protect the company from copying its newly innovated inkjet printing technology. (Arner & Tiplady, 2004)Considering that Kodak’ s inkjet technology is not yet proven in the market (Symonds, 2006), there is a serious threat that the company may not be able to increase its sales and profitability which will make the company not able to pay back its debt.
In case the company failed to protect the new technology with intellectual property rights, other companies could end up offering a similar high-quality digital printer at a much lesser cost.
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