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Eastman Kodak
Company is losing its relative market share which has decreased from 76% to 70%
in the United States over the past five years. The reasons which are causing
the market share loss are:

 

a.    
The competition is increasing in the film market
as many new players like Fuji, Konica, Agfa and 3M are entering the market. (Line
3, Paragraph 2, Page 1)

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b.    
Private label products have entered the market offering
lower priced product thus affecting the sales of Kodak which can only sell
branded products as per 1921 decree. (Line 3, Paragraph 2, Page 1; Line 4,
Paragraph 3, Page 1)

c.    
Consumers have started viewing film as a normal
commodity as most of the consumers have little or no knowledge about
photography and they often decide on price alone (Line 2, Paragraph 4, Page 3)

d.    
A growing number of price sensitive consumers is
also a major reason behind the decline in sales as Kodak has a brand image of
high priced good quality product. (Line 6, Paragraph 4, Page 3)

e.    
Similarity in quality of all the variants of
different brands is also a major reason as Kodak competitive advantage of high
quality is not getting differentiated. (Line 4, Paragraph 2, page 3)

Kodak’s dealer margin is also low in comparison
to other brands which make dealers go to other brands. (Foot note 3 at the
bottom of page 2)

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