Eastman Kodak Company: Funtime Film - SPARCS

Exhibit 3. Porter’s 5 forces
Factors/Suppliers
(Bargaining power )
It's relatively high.
Because films
become commodity
to the consumers.
Threat of New Entrants
It's a little bit high. Film needs not
so difficult technology. Under this
situation, company like Polaroid
can enter.
The Industry
(Rivalry Existing Firms)
There are several
companies that are selling
films which has almost
same function. And, their
qualities are similar. In
other words, there are
some rivals.
Threat of Substitutes
It's very high. From the survey of
quality, consumers think that quality of
films are almost same. It means that
consumers can change at any time.
Furthermore, there is no switching cost.
Buyers
(Bargaining Power)
It's relatively high.
As we said, there is
no switching cost.