Xerox Corporatin 1

The Marketing Environment

Presented by:Hamid RazaM.COM

Xerox Corporation

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Case Study

Xerox: Adapting to the Turbulent Marketing Environment

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Xerox Corporation: HistoryXEROGRAPHIC IMAGE Patent in 1906 by CHESTER

Carlson at Makeshift Laboratory Queens, N. Y.In 1949 XEROX COPIER debut.In 1958 Haloid Company changed to Haloid

Xerox.In 1960 Xerox 914 Copier becomes an Instant Hit.Xerox Corporation, virtually synonymous with

Photocopying.By 1985 Xerox’s worldwide plain-paper copier

share had dropped to 40 percent, from 85 percent in 1974.

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Xerox Corporation: HistoryDuring the seven-month period from September

1990 to March 1991, Xerox introduced five new types of computer printers.

In May 1992 Xerox introduced Paper works, software making it possible to send documents to a fax machine directly from a PC.

In 1994, Xerox began to calling itself The Document Company.

In 1996 Docucolor 40 was Launched, which captured 50% of the market.

In May 1998 Xerox bolstered its Document Services Group.

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Xerox Corporation:Business Declination 2000

By 2001 the stock prices of the company decreased from $70 in 1990 below $5 incurring $38 billion loses in the Market Place.

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New Thinking and big revolutionXerox determined that its target

customers were no longer equipment purchasing managers, they are high level information technology managers; their main product is no longer copiers but document management system. As a result, Xerox competed with IT companies like IBM, HP instead of copying machine companies like Sharp or Canon.

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AchievementsXerox now offers business portfolio of

various customers – oriented products, software and services that helps its customers manage documents and information.

Within three years, Xerox introduced 100 innovative new products.

Offers consulting and outsourcing services.Signed with P&G cooperation a

multiyear contract valued more than $100 million in

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dealing with printing and copying machines.

Transforming its image and logo.Xerox was ranked by Fortune as the

world’s most admired company in the computer industry.

In 2009, Xerox received more than 230 outstanding achievement awards from leading industry publications and independent testing and testing and research firms in the world.

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Xerox Corporation Competitors

IBM, Apple, Microsoft, etc were providing more sophisticated document management solution.

Sharp, Canon, HP, Ricoh, etc were increasing their values of shares.

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How Xerox adapted with this change

Dealing with the shift in customers demand

Dealing with the competitors.

The concequences.