As the pioneer in photography industry in Indonesia, Kodak used to enjoy a good reputation in Indonesia as the market leader until the early seventies. But, in 1971, when Fuji Japan appointed Modern Photo Company as its sole agent in Indonesia, and Kodak did not make any significant move, the market had shifted and made Fuji as the market leader in Indonesia until today. It is such a strong image of Fuji in the mind of its users in Indonesia, so that Fuji has about 75% of market share in Indonesia. Even now, when the competition is more intense by the active moves of Kodak and Konica, Fuji is still the dominant player in the photo film industry.



Considering the fact that Kodak is the market leader in most other countries allover the world, it is surprising to see that its position far below Fuji on the Indonesian consumer film market. It is the second player instead of the market leader.



The purpose of this Group Field Project is to assist the management of PT. Inter Delta in its effort to improve the market share in Indonesia. The GFP will address strategic marketing issues faced by Kodak in Indonesia.



Research location: PT Interdelta

Supervisor: Hadi Satyagraha, PhD.

Accepted: July 1992