
During one summer night when I was walking on
“Shake it, shake it like a Polaroid Picture, shake it, shake it” – Outkast, “Hey Yall”
Polaroid is a company well known for manufacturing instant cameras that print out “Polaroid” shots right after you capture a picture. It was introduced in 1948 and became the first instant camera and film to the public. Polaroid became such a household name that it became part of the American culture (shaking the “Polaroid”). Although it had such a big influence in the photography industry, Polaroid was unable to keep up with the evolving technology. One of the symptoms that indicated they were experiencing a strategic problem is:
In this fast paced world, Polaroid needs to change and be in sync with their consumers. Socio-cultural changes have revolutionized the way people take pictures. Consumers are no longer lugging around cameras that run on film, but rather using digital cameras. As digital technology replaced instant photographs, their market for instant photographs was lost. Although Polaroid entered the digital camera industry around 2001, they are considered late entrants into this market. While other companies such as Canon were re-inventing their company by changing their strategic plan to move along with changing consumer demands, Polaroid were implementing poor management strategies.
Another symptom...
They have outmoded, depreciated technology and experienced debt-
According to an article in The Boston Globe, in February 2008, Polaroid shut down 2 of their remaining film manufacturing facilities in
These symptoms have caused major strategic problems for Polaroid. This is pretty sad because they are considered a part of the American culture with their instant Polaroids. I also remember having a Polaroid i-Zone pocket film camera 9 years ago (boy, time flies by fast). It worked like a Polaroid camera, but the photos were stickers when you printed it out! How cool was that? (Well, at least back then it was cool) The bad thing about it was that the film was extremely expensive, around $20 for a pack of 10 sticker films. It is sad to see Polaroid struggling, some things are inevitable, but they should have implemented a better strategic plan in the beginning.
4 comments:
Hey!!! You have to show me those pictures that you took :)I do agree with you that Polaroid Co. takes a long time to introduce new products. However "polaroid" has become a national brand name that everyone recognizes. They still offer a product that so far has no immitations. I know digital cameras are much better but they don't print pictures right away, unless you carry a printer everywhere you go, lol!!!
It is very interesting that Polaroid after obtaining a competitive advantage which was supposed to drive them forward resulted in them slipping away. One competitive advantage discussed in your prior blog entry was being the first to enter a market. As you mentioned Polaroid was the first instant camera available to the public. It is a shame that after all their hard work and the advantage Polaroid had against its competitors they were not able to sustain their success. When dealing with technology it is a fast paced environment in which a company has to constantly be thinking of ways to innovate their products. In your opinion can Polaroid reemerge into the company it once was?
Ms. Savvy your right. Polaroid's inability to change with the times, or should I say technology has made them a lagger, leaving them behind the the Digital Camara Market. However, as Erika points out "they still offer a product that so far has no immitations." It's unique product not everyone uses. So couldn't it be said Polaroid is targeting a Niche and doing relativly well in this?
Hey,
Good job on this blog! It was really informative! I think it is sad that the Polaroid is "fading away" but at the same time...I think it was time for it to go and become a part of history! Although the company tried to revive the polaroid concept by developing those cameras that printed mini polaroids and the ones with sticker on the back, they quickly diappeared also. I dont think the company did enough to improve upon a good idea that they had all along. I think that if they found a way to modernize the concept with a slim design camera they would have had something good! Do you agree?
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