Read the case first before answering the questions:

1. Give the variable/s of environmental scanning which is/are present in the given case study.
2. Explain the most appropriate industry analysis tool which could have been employed by Kodak to avoid the said organizational problem.
3. Perform an industry analysis for Kodak based on the present context, using your recommended method or tool in item #2.

Kodak: What Happened to a Great Company?

Yes, Kodak is still a company, having emerged from a 2013 bankruptcy that was preceded by a decade of selling off intellectual property; failed investments in cameras, printers, and medical devices; and sharp reductions in their workforce. Of the more than 200 buildings that once stood on the 1,300-acre campus in Rochester, New York, more than 80 have been demolished, and 59 others have been sold off to other companies. Eastman Kodak was founded officially in 1881 as the Eastman Dry Plate Company. In 1888, the name "Kodak" was born and the KODAK camera appeared on the market, with the slogan, "You press the buttonwe do the rest."

The company grew rapidly on the back of research and patents that set the standards for decades. By 1990, it had sales of $19 billion or almost P1 trillion and employed more than 145,000 employees worldwide. Kodak created digital photography and put the technology into professional cameras in the early 1990s. While they were the founders of what would eventually mean the demise of the company, they did little with it, only dabbling in cameras for consumers. It wasn't that the company didn't see the decline in film coming; it was just so profitable to keep producing film that everyone assumed the company had time to change.

The end began to become very clear. Film sales began plummeting by 20%-30% a year starting in 2001. The company poured a fortune into a very unsuccessful attempt to enter the digital printing market. Like so many companies that are unable to adapt to new market conditions, the company suffered through many rounds of layoffs, restructurings, and asset sales as management teams floundered. In 2013, the company sold off a majority of its remaining valuable patents to a group of companies including Apple, Samsung, and Facebook for just over $500 million or P25 billion.

Today the company is owned by a group of private equity investors and is trying to manage the remaining intellectual property and employees to find some areas of growth. The company excels at high-speed printing and digital imaging. Some Hollywood directors still use film which Kodak continues to produce, but the future of the company is murky at best due to rapidly decreasing sales revenue and conflicting corporate culture. Kodak, once a brand name that rivaled the greatest in the world, may go the way of other legacy companies that failed to change with the environment.