Marketing Management

Group 7Johni Purwantoro - 2401150024

Melva Irene Damanik- 2401150017Mutia - 2401140030

Nurwulansari - 2401150025Siti Aisyah - 2401150031

Case Study

GDR versus KODAK – Bart Film Scanner

Organisation• GDR was a global

company • production facili ties in

the United States, Europe and China

• All design was located in the United States

• mar keting and sales dispersed geographically to sup port the international regions

Product• Dental products :

processing equipment, light boxes, film dispensers, scanners for dentists

Customer• Dental offices and

education and research institutes

• mar keting and sales dispersed geographically to sup port the international regions

Competitor• Kodak• Agfa• Fuji

BACKGROUND

• GDR was a global company with production facili ties in the United States, Europe and China. All design was located in the United States, with mar keting and sales dispersed geographically to sup port the international regions

• The founder of GDR, Julie Georglnelli, had been a dental student at Cornell University, Her research in dental imaging led to the company's first film product She graduated with honors from Cornell and within three months had venture capital to start GDR.

• Through her reputation as an up and coming dental imaging researcher and her college connections, Georginelli quickly exploited the education and research markets with her patented film

• Georginelli Dental Research (GDR) had been designing and manufacturing “dental products for use in dental offices and education and research institutes,” being sold around the country

• It was one of numerous small companies in the dental industry fighting for customers against giants like kodak (carestream health), agfa, fuji.

• Many of the research related sales led to customer suggestions that GDR adopted to continually improve its product to stay competitive

• GDR sold the majority of its products through dealers that called on dental customers

CASE FACT

• Georginelli Dental Research (GDR) had been designing and manufacturing “dental products for use in dental offices and education and research institutes,” being sold around the country

• Being a relatively small organization, GDR had previously been competing with giants like Kodak and Fuji, who had the funding to develop innovative new products for the dental market

• It had to find a way to compete without spending everything in the budget. Thus, the push to “sell a low-cost scanner that could bridge both the analog and digital worlds was a strategic play to gain more time to launch new digital products”.

• The company created a path to save revenues being lost to digital transfer of dental imagery. The low-cost system, named Bart, was a scanner that scanned film into a workable digital format at a low cost, thus bridging an expense gap within the industry.

• However, GDR had failed at this task before, and this had created a certain level of doubt surrounding the completion of the Bart project. Some of Bella’s managers had “been a part of these past train wrecks,” and so this doubt permeated with even the team which was planning its success

CASE FACT

1. GDR knew that eventually digital imaging could be a huge threat to the overall profits of the corporation

2. Could The project team named the scanner Bart somehow develop a low-cost scanner that could provide a bridge to digital and keep the very profitable film portfolio viable?

3. How can the Bart team meet to time-to-market and cost goals, and prove to management that it could succeed where the others failed?

PROBLEM STATEMENT

SWOT Analysis

Positive Negative

Exte

rnal

Inte

rnal

Strengths Weaknesses

Opportunities Threats

S

O

W

T

Loyal Customer- dental offices - education - research institutes- dental customers

Competitors Analysis- New Product : Digital Image- Kodak- Fuji- Agfa

Resources Analysis- Mar keting and sales Team- GDR's commercialization process - Organisational Capability

Resource Analysis- Budget- Failed Project- GDR managers lost some of their zeal

PROBLEM ANALYSIS

Porter’s Five Forces Model

Suppliers BuyersIndustry

Competitors

Substitutes

Potential Entrants

Rivalry Among Existing Firms

Threat of new entrants

Bargaining power of buyers

Threat of substitute products or services

Bargaining power of suppliers

Kodak, Agfa, Fuji

OEM : DIS, Loyal Customer

Digital Image

PROBLEM ANALYSIS

Market Penetration

Diversification

Product Development

Market Development

Existing New

New

Exis

ting

Mar

ket

Products

It had to find a way to compete without spending everything in the

budget. Thus, the push to “sell a low-cost scanner that could bridge both the analog and digital worlds was a strategic play to gain more time to

launch new digital products”.

“

”-- Julie Georglnelli --

PROBLEM ANALYSIS

Product Development

The Big Idea

OEM Selection

Lounching Prototipe

PROBLEM ANALYSIS

PROBLEM ANALYSIS

The New-Product Development Decision Process

CONCLUSION

Product Development

Physical Prototypes

Customer Test

Market Test

Managing the Development Process : Development to Commercialization of GDR

Product Concept

• Review• Approval

Technical Feasibility

• Review• Approval

Product Design

• Review• Approval

Testing• Review• Approval

Lounching• Review• Approval

CONCLUSION1. although digital scanners can be a threat to corporate profits

which have been the main business (the film), because morbidly would want innovation to be done, follow the market development and demand from consumers

2. It is evident that the end bart team is assisted by a team of DIS was able to make the product concept even to its prototype in time-out which powered specified, find a partner (oem) who are willing to become its supplier

3. At the end of it, bart team was able to achieve its goal, the timely completion of the program and approve management programs that are designed by bart time.