Polaroid Corporation

Polaroid Why Polaroid failed Polaroid stage setting Information 1937 founded by Edwin visit inaugural to switch to colored dyes 1948 fix of instant film cameras first &038 only brand within its family unit 1982 Edwin Land left the company early 90s introduction of digital cameras Oct 2001 couldnt compete with digital cameras &038 filed a bankrupcy Consumer centric trade Why Polaroid failed? 2 Polaroid Edwin Land Factory of innovation 535 patents Block-buster creator House Genius Edwin Land centric company Product-oriented Showman Marketing is what you do when your proceeds is not good Consumer centric Marketing Why Polaroid failed? 3 Polaroid Contextualizing Competitive vantage competitiveness level food market penchant sales orientation mathematical product orientation mathematical product orientation until mid 80s submit < demand cater = demand supply > demand 4 innovative excellence first mover cult status brand identity Consumer Centric Marketing Wh y Polaroid failed? Polaroid Changes in the market competitiveness level market orientation mid 80s onwards sales orientation product orientation production orientation rices for conventional cameras drop 1-hour-photo shops emerge home computers &038 digital cameras supply > demand 5 supply < demand supply = demand Consumer Centric Marketing Why Polaroid failed? Polaroid Reactions &038 Cause of Failure Polaroid stayed product-centric Failed to anticipate market changes &038 implications cut opportunity despite having technological expertise &038 fixated on Polaroids As electronic imaging becomes more prevalent, there remains a basic gentle need for a permanent visual recordReaction to changes too slow Loss of key brand asset &038 competitive advantages Consumer Centric Marketing Why Polaroid failed? 6 Polaroid Loss of Competitive Advantage express interactivity (social network etc. ) lack of convenience (10 pics at a time) costly compared to digital cameras emergence of instant printing shops. brand identity adopted by digital camera competitors Polaroid nowadays perceived as artsy &038 retroactive Consumer Centric Marketing Why Polaroid failed? 7 Polaroid Way Around It &038 ConclusionPolaroid could take in branded digital products as a logical extensions of its instant come out if they had anticipated the changes early enough and reacted accordingly Concentrate on product &038 brand value rather than products &038 technology Keep up with the market trends Anticipate future changes &038 implications Satisfy a need camera should go beyond amusement and record making to become a regular partner of most human beings a new eye, a atomic number 16 memory. (Land) Consumer Centric Marketing Why Polaroid failed? 8 Polaroid Sources Arvidson, Erik, Polaroid History, retrieved from http//www. how. com/info_8730013_polaroidhistory. html Camerapedia. wikia. com, http//camerapedia. wikia. com/wiki/Polaroid, viewed Oct sixth 2012 Haig, Matt (2011), Br and Failures The Truth About the 100 Biggest Branding Mistakes of any Time Polaroid. com, http//www. polaroid. com/about-us, viewed Oct 7th 2012 Smith, Andrea Nagy (November 2009), What was Polaroid thining? , in Behavioral Research, A publication of the Yale tutor Of Management, retrieved from http//qn. som. yale. edu/content/what-waspolaroid-thinking Consumer Centric Marketing Why Polaroid failed? 9