Marketing case analysis, Kodak film, white rabbit toffee and other enterprise solutions.

I dare not comment, but, to put it simply, there may be problems with the marketing strategies of both companies.

So what's wrong with them,

First, market research? Macro and micro?

Macro, political, economic, social, scientific and technological development, look at these four aspects and development trends. Micro-analysis, market, enemy situation, our situation.

There may be some problems in the market research and analysis of the two companies. Kodak didn't realize the impact of future social digitalization, and perhaps didn't analyze the competitors and industries. The so-called know yourself and know yourself. If the transformation is made in advance, the situation may be much better, and so may the white rabbit.

Second, using market analysis to see the pros and cons, perhaps they have ignored their own weaknesses and external threats. As no one can imagine, a company that makes software is called Apple, which not only changed the life of Nokia, but also changed the life of all digital cameras. Just like two telecom giants never imagined how many SMS shares a Penguin company robbed him. This is the threat, and it is also the revolution and development of technology. This is the general trend, and we can only follow suit.

Third, then analyze their market segmentation, target consumer groups and product positioning. Now that it's all digital, is there no market segment for Kodak? Maybe not. For example, Kodak film, is it possible to arouse nostalgia, so nostalgia is in use? Can positioning be reconsidered? A pen brand in China is called Hero, and a pen brand in Europe is called Parker. With the change of the times, the pen faded out of people's sight, and China's hero declined. However, Parker repositioned himself and went to the other end-luxury goods. You must not fantasize that you can meet everyone's needs. Did the white rabbit toffee say how old he was? Or is it the most suitable for students? Or for those petty bourgeoisie?

Positioning, subdivision.

BMW sells the front seat with a strong sense of control; Mercedes-Benz sells the back seat, distinguished; The front and rear seats are sold out, and Volvo sells safety; Audi sells temperament. Is it not safe to drive a Mercedes-Benz BMW? Don't you have a sense of control when driving an Audi? Brands are emotional.

Height determines the first, and angle determines the only.