The company is not exactly starting from scratch, but in some ways it will have to behave as a new company in a new industry in order to shape its image in a new way and to decide on how to create a unique niche for itself. Opportunities:

The company has the opportunity to forge a new identity and to enter new fields in a way that will serve its needs into the future. How to do this is the problem. Other companies also have the opportunity to do the same, which increases competition for Kodak and so makes whatever it does come under greater scrutiny.

Threats:

The entire shift to digital is the biggest threat to the traditional business of the company and has already reduced its overall effectiveness. Other entrants into the same field include Canon, Fuji, and Sony, and these companies also have considerable funding and much expertise that Kodak has to acquire in this new field.

6. In order to gain a foothold in the area of digital photography, Kodak has to offer services that are more specialized than what can be found at other companies and to do so in a way that associates those services with...

Kodak has been known for disposable cameras and for making prints. The company ahs already tried to become the maker of digital prints, though it needs to do so in a way that differs from what can be gained elsewhere. It needs to create products for making prints at home, for instance, specifically a printer that operate for making fine finished prints with ease and at a lower cost. Such machines are appearing now, and Kodak needs to enter that market and make its product better, with more features that make the process much simpler for the consumer. Kodak also needs to offer print services for making larger prints than the home market can usually do and to become the site for making that sort of print. Kodak needs to create a website that helps the consumer make better prints and to sell its products on that site as well, notably better papers and better printers. If the company can produce a low-cost camera to be sold the way its disposable cameras have been, as has been done with a camera to shoot one set of video images that can then be transferred to a CD or other storage, then it should do so to access the same spur-of-the-moment market.