Market Entry Strategies Adopted by Eastman Kodak Limited in Kenya

Abstract

Photography has been a trend since time immemorial. This has been practiced by many people in various countries. In Kenya there are two main firms in the photography industry. These are imaging solutions Ltd which distributes Kodak products and Vanguard which distributes Fuji products. In regards to market presence and market share, Kodak holds the largest share followed by other distributors. The study sought to find out the market entry strategies that were used by East Man Kodak to enter the Kenyan market. The respondents interviewed included the departmental managers in the company. The data collected was qualitative in nature and hence was analyzed using content analysis. It was found that East Man Kodak gained access into the Kenyan market using strategies such as signing up dealers and also opening up its own outlets within different towns in Kenya. Following the study findings it was possible to conclude that East Man Kodak used various strategies to tap into the Kenyan market and gain a competitive edge. It was also possible to conclude that the biggest challenge facing the firm is the dynamic nature of technology that has greatly reduced their profits and not due to the entry strategies they used to enter the Kenyan market. As a recommendation it was established that due to the dynamic nature of technology within the photographic industry, it is important for the firms to make quick strategic decisions in order to maintain a competitive edge in the market.