Chapter 5: Kodak Express in Emerging Markets

The Kodak case concerns an executive who must estimate the demand for Kodak Express (KE) outlets in various countries, on the basis of information from Kodak’s marketing department and demographic data regarding the countries. The case requires managers to think about how to transform data on a national scale (e.g., gross domestic product per capita, population, income distribution) into a form that is meaningful for a managerial decision: the number of households in each income category. The spreadsheet model can incorporate advanced skills, such as using data tables and functions.

The objective of the case is to translate the data that are available into a form that is useful for Kodak’s managers. The following data are available: