{"id":11176,"date":"2020-05-25T15:14:31","date_gmt":"2020-05-25T08:14:31","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=11176"},"modified":"2022-11-28T17:12:43","modified_gmt":"2022-11-28T10:12:43","slug":"case-study-kodak-pha-san-vi-bo-qua-insight-khach-hang","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/case-study-kodak-pha-san-vi-bo-qua-insight-khach-hang\/","title":{"rendered":"[Case Study] Kodak \u2013 Ph\u00e1 s\u1ea3n v\u00ec b\u1ecf qua insight kh\u00e1ch h\u00e0ng"},"content":{"rendered":"

Kodak – m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u00e1y \u1ea3nh phim v\u1edbi tu\u1ed5i \u0111\u1eddi h\u01a1n m\u1ed9t th\u1ebf k\u1ef7 \u0111\u00e3 ch\u00ednh th\u1ee9c n\u1ed9p \u0111\u01a1n xin b\u1ea3o h\u1ed9 ph\u00e1 s\u1ea3n v\u00e0o 19\/01\/2012 – h\u1ec7 qu\u1ea3 c\u1ee7a m\u1ed9t l\u1ea7n b\u1ecf qua insight kh\u00e1ch h\u00e0ng<\/a> v\u00e0 b\u1ecf l\u1ee1 c\u01a1 h\u1ed9i trong qu\u00e1 kh\u1ee9. \u0110\u00e2y c\u0169ng l\u00e0 nguy\u00ean nh\u00e2n tr\u1ef1c ti\u1ebfp d\u1eabn \u0111\u1ebfn s\u1ef1 suy gi\u1ea3m k\u00e9o d\u00e0i h\u00e0ng th\u1eadp k\u1ef7 c\u1ee7a Kodak khi m\u00e1y \u1ea3nh k\u1ef9 thu\u1eadt s\u1ed1 ph\u00e1 h\u1ee7y m\u00f4 h\u00ecnh kinh doanh d\u1ef1a tr\u00ean d\u00f2ng m\u00e1y phim c\u1ee7a h\u00e3ng. C\u00f9ng t\u00ecm hi\u1ec3u nguy\u00ean nh\u00e2n s\u00e2u xa m\u00e0 Kodak \u0111\u00e3 sai l\u1ea7m trong b\u00e0i vi\u1ebft n\u00e0y!<\/p>\n

Kh\u1edfi ngu\u1ed3n c\u1ee7a s\u1ef1 th\u1ea5t b\u1ea1i c\u1ee7a Kodak<\/h2>\n

C\u00e2u chuy\u1ec7n b\u1eaft \u0111\u1ea7u v\u00e0o n\u0103m 1975, Steve Sasson, k\u1ef9 s\u01b0 Kodak, ng\u01b0\u1eddi \u0111\u00e3 ph\u00e1t minh ra m\u00e1y \u1ea3nh k\u1ef9 thu\u1eadt s\u1ed1 \u0111\u1ea7u ti\u00ean, \u0111\u00e3 m\u00f4 t\u1ea3 ph\u1ea3n \u1ee9ng ban \u0111\u1ea7u c\u1ee7a c\u00f4ng ty: \u201cV\u00ec \u0111\u00f3 l\u00e0 lo\u1ea1i m\u00e1y \u1ea3nh kh\u00f4ng c\u00f3 phim, v\u00ec v\u1eady ph\u1ea3n \u1ee9ng c\u1ee7a ban qu\u1ea3n l\u00fd l\u00e0 “d\u1ec5 th\u01b0\u01a1ng nh\u01b0ng kh\u00f4ng n\u00f3i cho ai bi\u1ebft v\u1ec1 lo\u1ea1i m\u00e1y \u1ea3nh m\u1edbi ph\u00e1t minh n\u00e0y”\u201d. (Theo The New York Times (5\/2\/2008)<\/a>)<\/p>\n

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Hi\u1ec3n nhi\u00ean c\u00e1c nh\u00e0 qu\u1ea3n l\u00fd c\u1ee7a Kodak kh\u00f4ng nh\u1eadn th\u1ea5y r\u1eb1ng kh\u1ea3 n\u0103ng m\u00e1y \u1ea3nh k\u1ef9 thu\u1eadt s\u1ed1 l\u00e0 m\u1ed9t c\u00f4ng ngh\u1ec7 \u0111\u1ed9t ph\u00e1, ngay c\u1ea3 khi c\u00e1c d\u1ef1 \u00e1n nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng \u0111\u00e3 ch\u1ec9 ra s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a xu h\u01b0\u1edbng m\u00e1y \u1ea3nh k\u1ef9 thu\u1eadt s\u1ed1 s\u1ebd ti\u1ebfp t\u1ee5c trong nhi\u1ec1u th\u1eadp k\u1ef7 t\u1edbi.<\/p>\n

Kodak \u0111\u00e3 chi ti\u1ec1n cho h\u00e0ng lo\u1ea1t nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng<\/a> s\u00e2u v\u00e0 r\u1ed9ng nh\u01b0 xem x\u00e9t c\u00e1c c\u00f4ng ngh\u1ec7 c\u1ed1t l\u00f5i v\u00e0 c\u00f3 kh\u1ea3 n\u0103ng \u00e1p d\u1ee5ng c\u00f4ng ngh\u1ec7 v\u00e0o vi\u1ec7c ch\u1ee5p \u1ea3nh k\u1ef9 thu\u1eadt s\u1ed1. K\u1ebft qu\u1ea3 c\u1ee7a nghi\u00ean c\u1ee9u cho th\u1ea5y c\u1ea3 r\u1ee7i ro v\u00e0 c\u01a1 h\u1ed9i ph\u00e1t tri\u1ec3n<\/a> cho h\u00e3ng n\u00e0y. R\u1ee7i ro l\u00e0 c\u00e1c d\u00f2ng m\u00e1y \u1ea3nh k\u1ef9 thu\u1eadt s\u1ed1 c\u00f3 kh\u1ea3 n\u0103ng thay th\u1ebf c\u00e1c d\u00f2ng m\u00e1y \u1ea3nh phim nh\u01b0 c\u00e1c s\u1ea3n ph\u1ea9m c\u1ee7a Kodak. Tuy nhi\u00ean, Kodak v\u1eabn c\u00f2n c\u01a1 h\u1ed9i \u0111\u1ec3 ph\u00e1t tri\u1ec3n v\u00ec ph\u1ea3i m\u1ea5t m\u1ed9t th\u1eddi gian n\u1eefa \u0111\u1ec3 \u0111i\u1ec1u \u0111\u00f3 x\u1ea3y ra v\u00e0 Kodak \u0111\u00e3 c\u00f3 kho\u1ea3ng m\u01b0\u1eddi n\u0103m \u0111\u1ec3 chu\u1ea9n b\u1ecb cho qu\u00e1 tr\u00ecnh chuy\u1ec3n \u0111\u1ed5i n\u00e0y.<\/p>\n

>> Xem th\u00eam: [Case study] Dove | Th\u1ea5t b\u1ea1i v\u00ec b\u1ecf qua Th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m<\/a><\/strong><\/p>\n

Kodak \u0111\u00e3 l\u00e0m g\u00ec tr\u01b0\u1edbc s\u1ef1 thay \u0111\u1ed5i c\u1ee7a th\u1ecb tr\u01b0\u1eddng<\/h2>\n

B\u1ea1n c\u00f3 bi\u1ebft r\u1eb1ng Kodak \u0111\u00e3 chu\u1ea9n b\u1ecb g\u00ec kh\u00f4ng? C\u00e2u tr\u1ea3 l\u1eddi l\u00e0 “Kh\u00f4ng”, H\u1ecd \u0111\u00e3 kh\u00f4ng l\u00e0m g\u00ec c\u1ea3 v\u00e0 ti\u1ebfp t\u1ee5c \u0111\u1ea7u t\u01b0 v\u00e0o d\u00f2ng m\u00e1y \u1ea3nh phim, b\u1ecf qua c\u00e1c k\u1ebft qu\u1ea3 c\u1ee7a d\u1ef1 \u0111o\u00e1n nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng<\/a> theo xu h\u01b0\u1edbng m\u00e1y \u1ea3nh k\u1ef9 thu\u1eadt s\u1ed1.<\/strong><\/em><\/p>\n

D\u1ef1 \u0111o\u00e1n c\u1ee7a c\u00e1c nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng d\u1ef1a tr\u00ean nhi\u1ec1u y\u1ebfu t\u1ed1, bao g\u1ed3m: chi ph\u00ed cho thi\u1ebft b\u1ecb ch\u1ee5p \u1ea3nh k\u1ef9 thu\u1eadt s\u1ed1; ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a h\u00ecnh \u1ea3nh v\u00e0 b\u1ea3n in; v\u00e0 kh\u1ea3 n\u0103ng t\u01b0\u01a1ng t\u00e1c c\u1ee7a c\u00e1c th\u00e0nh ph\u1ea7n li\u00ean quan kh\u00e1c nhau, ch\u1eb3ng h\u1ea1n nh\u01b0 m\u00e1y \u1ea3nh, m\u00e0n h\u00ecnh v\u00e0 m\u00e1y in. T\u1ea5t c\u1ea3 ch\u1ec9 ra k\u1ebft lu\u1eadn r\u1eb1ng vi\u1ec7c \u00e1p d\u1ee5ng m\u00e1y \u1ea3nh k\u1ef9 thu\u1eadt s\u1ed1 l\u00e0 ph\u01b0\u01a1ng h\u01b0\u1edbng b\u1eaft bu\u1ed9c n\u1ebfu mu\u1ed1n t\u1ed3n t\u1ea1i. L\u1ecbch s\u1eed \u0111\u00e3 ch\u1ee9ng minh k\u1ebft lu\u1eadn c\u1ee7a nghi\u00ean c\u1ee9u l\u00e0 ch\u00ednh x\u00e1c, c\u1ea3 trong ng\u1eafn h\u1ea1n v\u00e0 d\u00e0i h\u1ea1n.<\/p>\n

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V\u1ea5n \u0111\u1ec1 l\u00e0, trong su\u1ed1t 10 n\u0103m c\u01a1 h\u1ed9i \u0111\u00f3, Kodak \u0111\u00e3 h\u1ea7u nh\u01b0 kh\u00f4ng n\u1eafm b\u1eaft v\u00e0 chu\u1ea9n b\u1ecb n\u1eafm b\u1eaft c\u01a1 h\u1ed9i cho ch\u00ednh t\u01b0\u01a1ng lai s\u1ed1ng c\u00f2n c\u1ee7a m\u00ecnh. Tr\u00ean th\u1ef1c t\u1ebf, Kodak \u0111\u00e3 ph\u1ea1m ch\u00ednh sai l\u1ea7m m\u00e0 George Eastman, ng\u01b0\u1eddi s\u00e1ng l\u1eadp, \u0111\u00e3 tr\u00e1nh hai l\u1ea7n tr\u01b0\u1edbc \u0111\u00f3, khi anh t\u1eeb b\u1ecf m\u1ed9t doanh nghi\u1ec7p kinh doanh \u0111\u1ec3 chuy\u1ec3n sang l\u00e0m phim v\u00e0 khi anh \u0111\u1ea7u t\u01b0 v\u00e0o phim m\u00e0u m\u1eb7c d\u00f9 ch\u1ea5t l\u01b0\u1ee3ng phim m\u00e0u k\u00e9m h\u01a1n so v\u1edbi d\u00f2ng phim \u0111en v\u00e0 tr\u1eafng (m\u00e0 Kodak th\u1ed1ng tr\u1ecb).<\/p>\n

Xem th\u00eam: C\u01a1 h\u1ed9i th\u1ecb tr\u01b0\u1eddng l\u00e0 g\u00ec? L\u00e0m sao \u0111\u1ec3 nh\u1eadn di\u1ec7n, n\u1eafm b\u1eaft c\u01a1 h\u1ed9i th\u1ecb tr\u01b0\u1eddng tr\u01b0\u1edbc \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh<\/a><\/strong><\/p>\n

Kodak ph\u00e1 s\u1ea3n – k\u1ebft qu\u1ea3 c\u1ee7a vi\u1ec7c b\u1ecf qua insight kh\u00e1ch h\u00e0ng<\/h2>\n

Ng\u00e0y 19\/01\/2012 Kodak \u0111\u00e3 n\u1ed9p \u0111\u01a1n xin b\u1ea3o h\u1ed9 ph\u00e1 s\u1ea3n<\/a>. M\u1ed9t t\u1eadp \u0111o\u00e0n \u0111a qu\u1ed1c gia\u00a0Hoa K\u1ef3\u00a0chuy\u00ean s\u1ea3n xu\u1ea5t c\u00e1c s\u1ea3n ph\u1ea9m h\u00ecnh \u1ea3nh v\u00e0 thi\u1ebft b\u1ecb\u00a0nhi\u1ebfp \u1ea3nh, n\u1ed5i ti\u1ebfng v\u1edbi ph\u1ea1m vi \u0111a d\u1ea1ng c\u00e1c s\u1ea3n ph\u1ea9m phim \u1ea3nh th\u00e0nh l\u1eadp n\u0103m 1892 v\u1edbi quy m\u00f4 18.800 nh\u00e2n vi\u00ean (2010) \u0111\u00e3 bi\u1ebfn m\u1ea5t.<\/p>\n

Tr\u00ean th\u1ef1c t\u1ebf, sau cu\u1ed9c nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng \u0111\u00f3, Kodak \u0111\u00e3 ph\u00e1t tri\u1ec3n m\u1ed9t m\u00e1y \u1ea3nh k\u1ef9 thu\u1eadt s\u1ed1 nh\u01b0ng t\u1ea1m g\u00e1c d\u1ef1 \u00e1n sau khi nh\u1eadn ra r\u1eb1ng m\u00e1y \u1ea3nh n\u00e0y s\u1ebd kh\u00f4ng gi\u00fap b\u00e1n \u0111\u01b0\u1ee3c phim v\u00e0 nh\u1eefng th\u1ee9 li\u00ean quan. Kodak \u0111\u00e3 quen v\u1edbi m\u1ed9t c\u00e1ch l\u00e0m vi\u1ec7c nh\u1ea5t \u0111\u1ecbnh, v\u00e0 do s\u1ef1 \u0111\u1ea7u t\u01b0 l\u1edbn v\u00e0o gi\u1ea5y v\u00e0 h\u00f3a ch\u1ea5t, c\u00f4ng ty c\u1ea3m th\u1ea5y kh\u00f4ng kh\u00f4n ngoan khi theo \u0111u\u1ed5i k\u1ebft qu\u1ea3 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng n\u00e0y (v\u00e0 th\u1ef1c t\u1ebf s\u1eafp x\u1ea3y ra).<\/p>\n

Trong h\u01a1n m\u1ed9t th\u1eadp k\u1ef7 kh\u00e1c, m\u1ed9t lo\u1ea1t c\u00e1c CEO m\u1edbi c\u1ee7a Kodak s\u1ebd than phi\u1ec1n v\u1ec1 vi\u1ec7c ng\u01b0\u1eddi ti\u1ec1n nhi\u1ec7m c\u1ee7a \u00f4ng kh\u00f4ng th\u1ec3 chuy\u1ec3n \u0111\u1ed5i t\u1ed5 ch\u1ee9c th\u00e0nh k\u1ef9 thu\u1eadt s\u1ed1, tuy\u00ean b\u1ed1 \u00fd \u0111\u1ecbnh c\u1ee7a ri\u00eang m\u00ecnh \u0111\u1ec3 l\u00e0m nh\u01b0 v\u1eady v\u00e0 c\u0169ng th\u1ea5t b\u1ea1i trong qu\u00e1 tr\u00ecnh chuy\u1ec3n \u0111\u1ed5i. George Fisher, ng\u01b0\u1eddi \u0111\u01b0\u1ee3c d\u1ee5 d\u1ed7 t\u1eeb v\u1ecb tr\u00ed CEO c\u1ee7a Motorola \u0111\u1ec3 th\u00e0nh c\u00f4ng Whitmore n\u0103m 1993, \u0111\u00e3 n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c v\u1ea5n \u0111\u1ec1 c\u1ed1t l\u00f5i khi n\u00f3i v\u1edbi t\u1edd New York Times r\u1eb1ng Kodak coi m\u00e1y \u1ea3nh k\u1ef9 thu\u1eadt s\u1ed1 l\u00e0 k\u1ebb th\u00f9, m\u1ed9t k\u1ebb \u0111\u1ed9c \u00e1c s\u1ebd gi\u1ebft ch\u1ebft ng\u00e0nh kinh doanh gi\u1ea5y v\u00e0 phim d\u1ef1a tr\u00ean h\u00f3a ch\u1ea5t, c\u00e1i m\u00e0 th\u00fac \u0111\u1ea9y doanh thu v\u00e0 l\u1ee3i nhu\u1eadn c\u1ee7a Kodak trong nhi\u1ec1u th\u1eadp k\u1ef7. (Theo New York Time (25\/12\/1999))<\/a><\/p>\n

B\u00e0i h\u1ecdc t\u1eeb Kodak cho nh\u00e0 qu\u1ea3n l\u00fd, l\u00e3nh \u0111\u1ea1o c\u00e1c doanh nghi\u1ec7p<\/h2>\n

Ban qu\u1ea3n l\u00fd c\u1ee7a Kodak \u0111\u00e3 ph\u1ea1m sai l\u1ea7m khi gi\u1ea3i quy\u1ebft c\u00e1c v\u1ea5n \u0111\u1ec1 trong vi\u1ec7c ra quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c. Qu\u1ea3n l\u00fd Kodak \u0111\u00e3 kh\u00f4ng ch\u1ec9 ch\u1ee7 tr\u00ec c\u00e1c \u0111\u1ed9t ph\u00e1 c\u00f4ng ngh\u1ec7 s\u00e1ng t\u1ea1o m\u00e0 c\u00f2n \u0111\u01b0\u1ee3c c\u00f3 m\u1ed9t \u0111\u00e1nh gi\u00e1 th\u1ecb tr\u01b0\u1eddng ch\u00ednh x\u00e1c v\u1ec1 r\u1ee7i ro v\u00e0 c\u01a1 h\u1ed9i c\u1ee7a c\u00e1c kh\u1ea3 n\u0103ng \u0111\u00f3. Nh\u01b0ng Kodak \u0111\u00e3 th\u1ea5t b\u1ea1i trong vi\u1ec7c \u0111\u01b0a ra c\u00e1c l\u1ef1a ch\u1ecdn chi\u1ebfn l\u01b0\u1ee3c \u0111\u00fang \u0111\u1eafn.<\/p>\n

4 b\u00e0i h\u1ecdc m\u00e0 nh\u1eefng nh\u00e0 l\u00e3nh \u0111\u1ea1o, ch\u1ee7 doanh nghi\u1ec7p, nh\u00e0 qu\u1ea3n l\u00fd c\u1ea7n quan t\u00e2m v\u00e0 h\u1ecdc h\u1ecfi \u0111\u01b0\u1ee3c t\u1eeb th\u1ea5t b\u1ea1i c\u1ee7a Kodak:<\/span><\/p>\n