Kodak discussion questions

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timer Asked: Feb 6th, 2019
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Video Transcript: [ Music ] >>Mark Weber: Okay. The graphic communications group is one of Kodak's largest growing businesses. It's comprised of many former companies merged into one to drive printing within both the commercial printing industry as well as corporate and government areas. And then our main segments and products are digital printing or consumables or workflow or services are the four main types of products we sell. My name is Mark Weber. I'm the vice president of Worldwide Sales Partnerships for Kodak's digital printing solutions group. Most of our customers are printing to make money. I mean, that is their business. That's what they bring home checks to their families for. So it's very important that we help them grow their businesses from a full plate of solutions rather than just single boxes. [ Music ] Our product strategy is we have two portions of our business. We have customers who are still using offset or analogue equipment. It's a multibillion dollars industry. And we have a portion of our business that is already into digital printing. The offset printing process is using traditional presses that go all the way back to Gutenberg. And what you're doing is you're putting on the press, setting up the equipment, and generally needing to run tens of thousands of images to be cost effective. But customers are coming back and saying, Now I need shorter run lengths and I need it today or yesterday not three days from now. Digital printing, it enables you to more quickly print on demand. Our competition tends to be very specialized. So we compete against Xerox who's specialized in digital printing. We compete against -Agfa's specialized in components for offset printing. Compete against Heidelberg that makes printing presses. We have a workflow now that ties all these capabilities together. [ Music ] Kodak has traditionally been a B2C type company dealing directly with the consumers. B2B is one step different and a different type of customer. We focus on several segments of the industry. Biggest is the commercial segment, and that is commercial printers. Then we have the packaging industry. The packaging industry is about the same size of the overall industry, and that's people producing your Kellogg's corn flakes box. They're also in the publishing industry. That's our third of four segments. And last but not least, we're in the transactional printing part of the world; and that's printing checks, printing documents. So those are the four primary segments. All of them are doing business with very large investments. So if we're selling a camera on the Kodak.com system, I'm having to [inaudible] customer's time trying to sell them a $350 camera. On the other hand, I might be trying to sell them a $350,000 press or a $3.5 million solution. It's a different way of approaching that type of customer that's different from B2B than it is from a B2C. [ Music ] We depend on a direct sales force, both direct and indirect sales force, people calling on those customers. Generally people don't put their credit card down for tens and hundreds of thousands of dollars of equipment. So because we have to touch those customers differently or multiple times before they're really interested, we use a lot of tools available to the B2C. We just use them differently. We also have hundreds of distributors, dealers, and resellers. Sometimes they are in a geography where it's not cost effective [inaudible]. Sometimes they are focused on better professionals on a particular area where we are to get into, but it would be difficult to train our people to do the same thing. So we don't try with Kodak to do things that are outside our normal experiences. [ Music ] There's many different ways we promote graphic communications group products. First and foremost, there's dozens of large trade shows or industry showings and then many more smaller showings. So you get hundreds of thousands of customers coming to these shows, so that's a large part of our promotion. We do some trade advertising both in terms of Kodak's theme and then specific advertising depending on the four segments that we're speaking about. We have one Web site, which is the graphics portion of the Kodak.com Web site, that you can see all of our products. We run electronic campaigns from that site, so we can specifically send an electronic mailing to a customer and get them to come to our site, maybe request a sales rep. Services and solutions are the most difficult. Our work flow is -- you can't show someone a book. And sometimes -- so you have to develop Flash elements and ways of displaying how the workflow actually drives their business. I mean, some of the commercial printers that I've dealt with are still using Post-it Notes to track jobs. And if that Post-it Note falls on the ground, what happens? So we need to show the customer that we have customer management printing systems that allow them not only just to operate their shop and track everything's going through it and run the finances too. But that's a very intangible thing for many customers, so we try to use different ways of animating it and showing customers and references along with it. And what we've developed is a good customer relationship management system. So we know who our customers are, how they're segmented, where they are in the country, what some of their need are, and then we can profile that CRM system and develop a campaign specific for them. So we may have tens and tens and thousands of customers, but a specific campaign may be to just to hundreds of them. [ Music ] Consumer or end user may use what we call Web-to-print capabilities. They may have -- like a local retailer might have several outlets around the country, and they need to print brochures. But they find the New England printer needs a different background like a covered bridge, and a Southwest person might have a pueblo-type building or cactuses or something. So with Web to print, they can choose the template with the background that best meet their customers' localized needs and print them and distribute them in the area where they need distributed. So small or medium-large printers can now offer this Web-to-print capability, saving time, paper, cost, money, and so forth. Papa John's is, you know, a large pizza manufacture -- you know, retailer. They keep really good track of what you and I buy. You like sausage and I like anchovies, they know that and they record that in their system. So working with, in this case, Next Press, they've developed a -- ability to produce coupons that are specifically personally designed for you. They have the database. We provide them a workflow, customize it to that database, and then the equipment and the support goes along with it. [ Music ] I think we try very hard to probe our customers. Again, we do the traditional way with surveys where someone picks up the phone and calls you. But we just did a Web-based survey as well. So people coming to our Web site can fill out any question about what they like and dislike. So with the capabilities we're selling, we're using them to better find out what their needs are. We also have users associations; like we have the graphic users association, hundreds of different customers coming together twice a year talking to our executives, let them know what they like and dislike. So we're always probing because we're in a continuous improvement mode, and that's the only way we can grow is to find out what we're not doing as well, what we can improve. [ Music ] Questions: Kodak's Graphics Communication Group (GCG) is one of the company's largest growing businesses. On one hand, Kodak's GCG serves customers using offset or analog printing that requires long production runs to be cost efficient. On the other hand, the company also serves customers that use digital printing to provide quick, on demand, short production runs. The company markets four types of products — digital printing, consumables, workflow, and services — to commercial printing, corporate, and government customers. Most of the customers are commercial printers, which is one of four market segments targeted by the GCG. The other three market segments are the packaging industry, publishers, and customers engaged in transactional printing (i.e., printing of checks and documents). In order to more precisely target customer subsets within these different market segments, the company relies on a customer relationship management (CRM) system that contains a variety of detailed information about the needs, location, and characteristics of the customers. The company also seeks lots of feedback from its customers in order to better understand their needs and their perceptions of the company's operations vis-à-vis the customers. This feedback is used to foster continuous improvement. Kodak's Graphics Communication Group produces and distributes goods and services that provide various printing solutions for customers. The marketing of these goods and services is an exchange relationship between Kodak and its customers. Which of the following statements does not accurately describe the exchange relationship between Kodak and its customers? a.Kodak markets reliable printing equipment and supplies as well as software to effectively assist customers in managing workflow. b.Kodak's customers tend to be loyal and are repeat purchasers, particularly for supplies and support services. c.Kodak invests significant resources into helping customers improve their printing systems and processes. d.Kodak's long-term profitability makes it more attractive for investors. Which one of the following statements accurately describes Kodak's printing and copying supplies with respect to the "Goods to Services" continuum? a.The products are more intangible. b.The products are manufactured and inventoried. c.The products are more variable. d.The products' qualities are difficult to judge. Which one of the following statements accurately describes Kodak's equipment maintenance and repair market offerings with respect to the "Goods to Services" continuum? a.The market offerings are more intangible. b.The market offerings are manufactured and inventoried. c.The market offerings are standardized. d.The attributes of the market offerings may be evaluated effectively prior to purchase. Which of the following represent the core of the various product lines at Kodak's Graphics Communication Group? a.Consulting services. b.Workflow management systems. c.Equipment maintenance and repair. d.Printing and copying equipment. Which of the following represent value-added services for the various product lines of Kodak's Graphics Communication Group? a.Printing and copying equipment. b.Printing and copying supplies. c.Workflow management systems. d.Imaging devices. Given that Kodak's Graphics Communication Group has numerous goods and services that it markets to four primary market segments, the company's product line would best be described as: a.Having neither breadth nor depth. b.Having little breadth but a great deal of depth. c.Having considerable breadth but little depth. d.Having both considerable breadth and considerable depth. ...
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Tutor Answer

Juniper
School: UT Austin

Hello buddy, kindly find your paper attached below. Let me know what you think. Thank you

Video Transcript:

[ Music ]
>>Mark Weber: Okay.
The graphic communications group is one
of Kodak's largest growing businesses.
It's comprised of many former companies merged into one
to drive printing within both the commercial printing industry
as well as corporate and government areas.
And then our main segments and products are digital printing
or consumables or workflow
or services are the four main types of products we sell.
My name is Mark Weber.
I'm the vice president of Worldwide Sales Partnerships
for Kodak's digital printing solutions group.
Most of our customers are printing to make money.
I mean, that is their business.
That's what they bring home checks to their families for.
So it's very important that we help them grow their businesses
from a full plate of solutions rather than just single boxes.
[ Music ]
Our product strategy is we have two portions of our business.
We have customers who are still using offset
or analogue equipment.
It's a multibillion dollars industry.
And we have a portion of our business that is already
into digital printing.
The offset printing process is using traditional presses
that go all the way back to Gutenberg.

And what you're doing is you're putting on the press,
setting up the equipment, and generally needing to run tens
of thousands of images to be cost effective.
But customers are coming back and saying,
Now I need shorter run lengths and I need it today
or yesterday not three days from now.
Digital printing, it enables you to more quickly print on demand.
Our competition tends to be very specialized.
So we compete against Xerox who's specialized
in digital printing.
We compete against -Agfa's specialized in components for offset printing.
Compete against Heidelberg that makes printing presses.
We have a workflow now that ties all these capabilities together.
[ Music ]
Kodak has traditionally been a B2C type company dealing
directly with the consumers.
B2B is one step different and a different type of customer.
We focus on several segments of the industry.
Biggest is the commercial segment,
and that is commercial printers.
Then we have the packaging industry.
The packaging industry is about...

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Anonymous
awesome work thanks

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