Kodak Challenges HP

Hugh Johnson was just going into a meeting with his boss Amanda Bennington and the higher-ups in marketing at Hewlett-Packard (HP).  Amanda is a category manager for Deskjet printers and she has asked Hugh to be prepared to give his recommendations for what HP should do in regards to Kodak's announcement of their first inkjet printers.  Hugh is an assistant category manager in marketing and has only been with HP for four months.  Before that, he was most concerned about passing his finals at BYU-Idaho.  He hopes he is up for the challenge.  

When Hugh questioned why he was presenting instead of her, Amanda said his presentation would be the starting point for HP's discussion on what marketing strategy to choose.  She also mentioned it was a great opportunity to see how Hugh performed under pressure. 

A few days ago Amanda asked Hugh to begin his analysis by reading the following articles Kodak's Strategy for First Printer Proquest/WSJ Article and Kodak's Press Release.  Then, to help Hugh better understand HP's existing strategy for inkjet printers, he was directed to the following article: Photo Finish... Proquest/WSJ Article.  She said she would give him some more instruction as soon as she could.

• You need to put yourself in Hugh's shoes and come up with a marketing strategy for HP--specifically how HP should differentiate itself from Kodak.