5 key objectives for Eastman Kodak that encompasses aspects of the business.

–Value Driven Behaviors– Respect for the Dignity of the Individual, Integrity, Trust,Credibility, Continuous Improvement and Personal Renewal.–Attention to Quality– The goal is to exceed customers’ expectations in each contactthey have with the company, its products and its people.–Strong Corporate Governance– Kodak believes investors have a right to expect anhonest, complete accounting of the business.–Workforce Policies– Kodak strives to maintain an inclusive work environment whereall employees can contribute to their fullest potential.–Environmental Practices– In all communities where the company operates, theycontinually work to improve the health, safety and environmental aspects of ourproducts and operations.(Kodak: Practices and Actions)Analyze Kodak’s horizontal and vertical integration strategyFrom 1972 to 1982, Kodak saw a decline in sales from 16% – 10%, due to the decline ofpopularity in glossy photos.This situation brought in Colby Chandler as the new CEO in July,1983, who proceeded to make dramatic changes in Kodak’s business through 4 objectives:1.Increase Kodak’s control of its existing chemical-based imaging business.2.Make Kodak the leader in electronic imaging.3.Diversify into new businesses to increase profitability.4.Efforts to reduce costs and improve productivity.To achieve the first three objectives, he started with a program of acquisitions after realizing thatKodak didn’t have the time to venture new activities internally. By 1989, Kodak had beenrestructured into 4 main groups because of these acquisitions: Imaging, information systems,health and chemicals. (Hills & Jones, 2013, p. C377)