Film company Kodak loses $1 billion (주제: 코닥필름의 적자경영)

[g-DaY]

공부방법

1. 지문을 읽습니다.

Eastman Kodak, the world’s largest manufacturer of photographic film, has reported a third-quarter loss of $1.03 billion, due largely to taxes related to its company-wide restructuring coupled with a steep slide in film sales. News of the loss sparked a 5.3 percent fall in the company’s shares. Uneasy investors were weighing up the prospects of the company gaining a firm foothold in the digital imaging market. The company is still struggling to adapt to a transition in consumer purchasing from film to digital. Although Kodak has invested heavily in digital imaging, it is yet to reap the rewards from its shift into the new medium. The billion-dollar loss indicates a change in fortunes for the photo giant. In the same quarter last year it netted $458 million in profits.

Not all was doom and gloom for the company. The numbers showed that Kodak’s evolution from traditional photography is nicely on track for it to battle for the industry’s top spot in terms of sales. This quarter saw revenue generated from its digital products overtake that for film, paper and darkroom supplies. Digital sales shot up by a healthy 47 percent to $1.89 billion. In comparison, traditional revenue fared rather badly with a 20 percent slump. Sales of camera film, Kodak’s prime earner for the past century, look set to deteriorate further with a 30 percent drop forecast by analysts. Kodak has for a long time recognized that its non-digital products will experience an irreversible decline and is now forging ahead to become a digital heavyweight.
 

2. 문제를 풉니다.

a.
 Kodak is the world’s largest moviemaking company.
 T / F
 
b.
 Kodak lost a billion dollars despite increases in sales of photo film.
 T / F
 
c.
 Investors were weighing digital cameras and traditional cameras.
 T / F
 
d.
 Kodak has now reported losses for the fifth quarter in a row.
 T / F
 
e.
 Kodak will track the evolution of the traditional photography industry.
 T / F
 
f.
 Kodak’s digital product sales are yet to match its film and paper sales.
 T / F
 
g.
 Camera film has been Kodak’s cash cow for over a century.
 T / F
 
h.
 Kodak executives predict a rise in fortunes for non-digital products.
 T / F
 
 

3. 정답을 확인하세요.

a. F
 b. F
 c. F
 d. F
 e. F
 f. F
 g. T
 h. F