Case Activity: Polaroid

In $1937,$ Edwin H$.$ Land founded the Polaroid Corporation. The company first produced glasses, $3$D glasses, ski goggles, and dark$-$adapter goggles for the Army and Navy. Land first conceived the idea of the instant camera in $1943$ and sold the first version five years later. In $1977,$ the Polaroid OneStep Land camera debuted and became the bestselling camera, instant or conventional, in the United States shortly after it was introduced.

Although the original Polaroid Corporation filed for bankruptcy in $2001,$ the company has gotten new life and is now owned by Impossible America Corporation. The newly branded Polaroid Originals released a new camera, the OneStep $2,$ and the Polaroid Pop instant digital camera. The cameras have been popular with Millennials, who have contributed to market growth of instant print cameras. Fujifilm and Kodak sell Instax and Printomatic, respectively. In addition to cameras and film, Polaroid sells pocket printers, televisions, projectors, and $3D$ pens around the world.

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Polaroid's $3$D pen allows users to create $3$D models. You can free draw or use the Polaroid Trace App to trace over stencils and build $3$D models. The product is currently sold in the United Kingdom and parts of Europe. For Polaroid, the addition of the $3$D pen to the U$.$S$.$ market would be viewed as a strategy on Ansoff's opportunity matrix.

diversification

market development

market penetration