Kodak 2009 Annual Report Download - page 6

4
PART I
ITEM 1. BUSINESS
Eastman Kodak Company (the “Company” or “Kodak”) helps consumers, businesses, and creative professionals unleash the power
of pictures and printing to enrich their lives. When used in this report, unless otherwise indicated, “we,” “our,” “us,” the “Company”
and “Kodak” refer to Eastman Kodak Company. The Company’s products span:
• Digital still and video cameras and related accessories
• Consumer inkjet printers and media
• Digital picture frames
• Retail printing kiosks, APEX drylab systems and related media
• KODAK Gallery online imaging services
• Prepress equipment and consumables
• Workflow software for commercial printing
• Electrophotographic equipment and consumables
• Commercial inkjet printing systems
• Document scanners
• Origination and print films for the entertainment industry
• Consumer and professional photographic film
• Photographic paper and processing chemicals
• Wholesale photofinishing services
Kodak was founded by George Eastman in 1880 and incorporated in 1901 in the State of New Jersey. The Company is
headquartered in Rochester, New York.
The recessionary trends in the global economy, which began in 2008 and continued through much of 2009, significantly impacted
the Company’s revenue. While the rate of decline slowed significantly in the fourth quarter of 2009, the level of business activity has
not returned to pre-recession levels. During this recessionary period, the Company maintained market leading positions in large
product segments and gained market share with investments into large market categories in need of transformation. The Company
ended 2009 with a more efficient cost structure and a strong cash position. The Company believes it is entering 2010 with its most
competitive digital portfolio ever, sustainable traction in new markets, value propositions that are embraced by its customers and a
leaner cost structure that will help deliver profitable digital growth.
The Company’s key goals for 2010 are:
• Improve segment earnings
• Accelerate digital revenue growth
• Continue to invest in new markets in need of transformation
• Exploit benefits of operating leverage
• Drive positive cash flow before restructuring
Reportable Segments
As of and for the year ended December 31, 2009, the Company reported financial information for three reportable segments:
Consumer Digital Imaging Group (“CDG”), Film, Photofinishing and Entertainment Group (“FPEG”), and Graphic Communications
Group (“GCG”). The balance of the Company's operations, which individually and in the aggregate do not meet the criteria of a
reportable segment, are reported in All Other.
The following business discussion is based on the three reportable segments and All Other as they were structured as of and for the
year ended December 31, 2009. The Company's sales, earnings and assets by reportable segment for these three reportable
segments and All Other for each of the past three years are shown in Note 24, “Segment Information,” in the Notes to Financial
Statements.