Contents

• INTRODUCTION
• About Eastman Kodak
• About the Industry
• Macro Environmental Analysis
• PEST analysis
• Porters Five Forces
• SWOT ANALYSIS
• Marketing plan for Kodak Digital Cameras
• Consumer Behavior analysis
• Target Market Choice and Justification
• Target Market Description
• Benefits Sought by Customers
• Profile of Segments
• POSITIONING STRATEGY
• Marketing Objective
• Marketing Mix Marketing Analysis – 4 P’s
• Marketing plan for Kodak Scanners
• Target Market Choice and Justification
• Target Market Description
• Benefits Sought by Customers
• Conclusion
• References

Description

This assignment is based on the following assignment question –
You have been appointed by Eastman Kodak in the UK as a Marketing Consultant. In this role you are required to identify two product categories and prepare a three-year marketing plan for the UK for each of these product categories. You will also focus on one specific customer segment and justify the choice for both the product segments chosen and customer target group selected in your report.