The "glory" days of film consumption are over, but that can be taken two ways, you can change to new markets, or you can redefine yourself in your remaining market. The management at Kodak made a critical error, they picked digital imaging as the new market, which meant that they were going up against large players who were already well established in that market. This means you either need something new that people can't get from anyone else or you need a massively huge marketing budget. For Kodak, they went from a largely consumables market to a largely capital asset market, and that's even tougher to deal with. The ideal would have been to redefine itself into a smaller film market, finding ways to make films in smaller quantities without massively increasing costs, less on hand inventory, and more unique or flexible products.
If you wanted to produce only ONE film, ONE paper and one chemistry, then you would need to develop this one:
This film can be processed as B&W, colour or reversal, simply by changing chemistries, can be shot at anywhere from 25 - 3200 EI, and give acceptable results, simply by changing the processing time. Can be processed at anything from 15℃ to 30℃, again by changing processing time. This would give film shooters the same flexibility as digital. Ideally chemistries are designed for low or moderate volume use, in that film shooters are much more likely to soup their own film, especially if it's easy to do.
You either need more products or make the ones you have more flexible. Naturally if they had a do all film, that is all they would need to make, since they don't....