Eastman Kodak and Harley Davidson

Eastman Kodak and Harley-Davidson have been symbolic in the American business world. New competitors entered into their arena, offering new and updated products which let led the companies to reevaluate its strategies to be effective and competitive. Kodak and Harley-Davidson need to examine the current environment, in order to overcome potential threats and take advantage of opportunities within the industry.

Synopsis of the Case

Kodak and Harley-Davidson survived the downward spiral of the economic crisis. Eastman Kodak is known for bringing photography into the homes of the American people. It produced the best photographs and cameras that operated in different segments (Grant, 2010). Harley-Davidson is recognized for producing a unique product that is a direct representation of American culture (Grant, 2010). Due to economic hard times in 2008, both companies experienced decline in profits.

Relevant Factual Information about the Problem or Decision the Organization Faced

Kodak and Harley-Davidson recognized the products sold are a factor to the problem of why the profits were declining. The management team at Kodak understood the problem at hand and reacted in being evolved in the digital photography market. It provided customers new, updated cameras due to the need for traditional photography was rapidly declining (Grant, 2010). Competitors were moving into Kodak's world because it failed to innovate in the digital technology. Harley-Davidson's product was not substandard but sales declined due to customers' interest in other recreational activities (Grant, 2010). This allowed the companies to revisit its strategies and reevaluate ways to increase sales.

Explanation of Relevant Concepts, Theories and Applications Derived from Course Materials

Both companies reevaluated its products and took a different approach to marketing its products. Kodak and Harley-Davidson have a strong base of loyal customers and it just need to broaden its horizons to increase sales and step outside of its normal operations. Both companies lagged in meeting customers' needs and wants. In order to give its customers a "wow" experience, new products needed to be designed to earn their loyalty. Management at both companies broke down segments to find what customers wanted in order to create a product that met their needs.

Kodak needed to transition from the old traditional photo market into the digital arena. It expanded the opportunity to create digital images through using kiosks located in retail stores, and shifted its focus in producing software equipment for home use (Grant, 2010). The move allowed and created competitive advantage amongst the new entrants. Harley-Davidson developed new designs and products to stay competitive (Grant, 2010). Harley-Davidson

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