Polaroid

Case Study: Polaroid

“As digital cameras proliferate, they suck the life out of Polaroid’s older instant-film products. It’s only a question of how rapidly these products will fall”

-Cravens et al. 2003-

Referring to this digitals world, if I were a CEO of Polaroid, I would set a new strategy; corporate strategy, business strategy, and functional strategy respectively.

To begin with corporate strategy, the CEO of the company should re-brand Polaroid from a toylish image to a professional image in both of the one stop photo lab services and a leading technology in manual camera. Additionally, they should preserve their niche market which is composed by not only customers who always feel loyalty to Polaroid but also a youngster market. Due to the fact that Nikon stopped the production line of compact film camera since 2004, while Cannon stopped to produce a compact film camera since 2003. Film has died from the photo market; in particular, an instant film was substituted by digital camera already. Undoubtedly, Polaroid should invest in one stop photo lab services. Because Polaroid is specialized in film; in fact it is not too