Eastman Kodak files for bankruptcy protection

Date: 2015-10-07; view: 501.

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Speaking tasks

1. Can there be such a thing as a 'world car'? Or should cars be designed to suit the tastes of different markets? What are the financial and marketing implications?
2. You have been asked by the board of a multinational car maker to present the case for a
   'glocalisation' strategy, as described in the article. Prepare a presentation to give your arguments in favour of this.
3. You are members of the global strategy team of US Motors, an American multinational car maker. The company currently has production units in the UK, Germany, France and Spain for the European market. But with the opening up of the markets in Central and Eastern Europe, you are considering whether to set up a production unit in Poland. Hold a meeting to discuss the advantages and disadvantages of this strategy, and try to come to a decision.

Eastman Kodak, the company that invented the hand-held camera, has filed for bankruptcy protection.

The move gives the company time to reorganize itself without facing its creditors, and Kodak said that it would mean business as normal for customers.

The company has recently moved away from cameras to focus on making printers, to try to stem its losses.

The 133-year-old firm has struggled to keep up with competitors who were quicker to adapt to the digital era.

"Kodak made all its money from selling film, then the digital camera came along and now no-one's buying film. It's not like they didn't see it coming. Kodak hesitated because they didn't want to eviscerate their business," said Rupert Goodwins, editor of technology website ZDNet.

Announcing the move to seek bankruptcy protection, Antonio Perez, Kodak's chairman and chief executive, said: "The board of directors and the entire senior management team unanimously believe that this is a necessary step and the right thing to do for the future of Kodak."