Marketing Presentation

PRESENTED BY
Mohammad Arman reza 34003
Mr. Fahad Bin Aman
MR.Md. Shamsuzzaman
Mr. Anindya Das
Mr. Rifat Bin Helal
Eshrat Farzana Eshika

ABOUT XEROX
Is an American Multinational Document

Management Corporation.
Invented first plain paper copier.
Currently employing over 146000 employees
Generating over US$ 22.39 billion annually

CEO OF XEROX
CASE BRIEF
1959 - Xerox 914 Introduced
The name XEROX becomes almost generic.
Ill xerox this for you.
1960 - Sold all it could produce
1970s - Its ROA was as low as 20%

CASE BRIEF
Strong patents
Growing market
Little competition
No focus on customers
CASE BRIEF
1970s - IBM & Kodak entered the high volume copiers
(Xerox) market
1980 - Xerox market share fallen less than 50%
Xerox ignored, which the Japanese companies

concentrated
High Quality
Low volume copiers

CASE BRIEF
Successfully competing against rival

companies over 1990s
Stock prices were soaring
Lack of adaption in developing Digital

Environment (market myopia)
CASE BRIEF
Loosing over 38 billion market value in less

than 18 months.
Stock price plunged from 70$ (1999) to under

5$ ( mid 2001)
TURNAROUND POINT
Reducing employees by almost half.
Developing new identify by
Including new businesses
Increasing focus on the customers and

their needs
BUILDING NEW STRENGTH
Implying Document Sharing System
Purchase of ACS (IT company)
130 new products (e.g. . Online

document Achieves and in-house printing )
D R E A M I N G B E YO N D T H E
B O U N DA R I E S
Parking assistant and automatic

ticking system.
Automatic grading system for schools

M I C R O E N V I R O N M E N TA L
FA C T O R S
What micro environmental factors

have affected Xeroxs performance
since the late 1990s?
M I C RO E N V I RO N M E N TA L
FA C TO R S
Customers, due to their adaption to

new digital environment.
The company, due to its lack of

innovation and good leaders
M A C RO E N V I RO N M E N TA L
FA C TO R S
What macro environmental factors have

affected Xeroxs performance during that
same period?
FA C TO R S
Demographic, as customers adapted to the

new digital environment and preferred
newer inventions to Xeroxs copy machines
Economic, as Xerox had to deal with the
great Recession
FA C TO R S
Technological, as Xerox did not keep up

with the new technological development
of the digital world
XEROXS STRATEGY
By focusing on the business services

industry, has Xerox pursued the best
strategy? Why or why not?
XEROXS STRATEGY
By focusing on the business services industry

Xerox has pursued the best strategy.
The best way to add value to their product is

through supplying integrated solutions to their
clients
XEROXS STRATEGY
By switching to a business- services industry,

they are, in a sense, making a more
environmentally friendly step in their business
Change of thinking leads to more environment

friendly outcome.
ALTERNATIVE STRATEGY
What alternative strategy might Xerox

have followed in responding to the first
signs of declining revenues and profits?
Being expert in manufacturing hardware, they

could have involved exploring and further
developing upon this core competency.
Expanding their manufacturing to include
additional business devices such as personal
computers.
By taking a poll at business offices or on the

streets
They could have potentially learned this
information sooner from their customers, which
may have even put them at the top of this
competitive market
CURRENT SITUATION
Given Xeroxs current situation, what

recommendations would you make to
Burns for the future of Xerox?
CURRENT SITUATION
Provide effective marketing of the brand and

its new image of document-management
technology and services enterprise
Stay in touch with customers, listening to

their problems and needs and provides
solutions
CURRENT SITUATION
Focus mostly on enterprise customers,

governments and small businesses but keep in
touch with consumers
Monitor market and track new trends- keep

up with the competition at all times.
CURRENT SITUATION
Continue in research and constantly bring

new innovations
Look for new possible markets and be open

to enter entirely new areas of business.
CONCLUSION
A company has to constantly keep track of

the situation on the market and follow new
trends
It has to be able to analyze needs of its

customers and then bring suitable solutions
CONCLUSION
It has to be aware of micro and macro

economical threats and be able to quickly adapt
itself in this turbulent and competitive
environment
It should try to stay ahead of the competition
by bringing new innovations and products,
exploring new markets.
THANK YOU

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PRESENTED BY

Mohammad Arman reza 34003

Mr. Fahad Bin Aman

Mr. Anindya Das

Mr. Rifat Bin Helal

Eshrat Farzana Eshika

Is an American Multinational Document

Invented first plain paper copier.

Currently employing over 146000 employees

Generating over US$ 22.39 billion annually

1959 - Xerox 914 Introduced

The name XEROX becomes almost generic.

Ill xerox this for you.

1960 - Sold all it could produce

1970s - Its ROA was as low as 20%

1980 - Xerox market share fallen less than 50%

Xerox ignored, which the Japanese companies

Low volume copiers

Successfully competing against rival

Stock prices were soaring

Lack of adaption in developing Digital

Loosing over 38 billion market value in less

Stock price plunged from 70$ (1999) to under

Reducing employees by almost half.

Developing new identify by

Including new businesses

Increasing focus on the customers and

Implying Document Sharing System

Purchase of ACS (IT company)

130 new products (e.g. . Online

Parking assistant and automatic

Automatic grading system for schools

What micro environmental factors

Customers, due to their adaption to

The company, due to its lack of

What macro environmental factors have

Demographic, as customers adapted to the

Technological, as Xerox did not keep up

By focusing on the business services

By focusing on the business services industry

The best way to add value to their product is

By switching to a business- services industry,

Change of thinking leads to more environment

What alternative strategy might Xerox

Being expert in manufacturing hardware, they

By taking a poll at business offices or on the

Given Xeroxs current situation, what

Provide effective marketing of the brand and

Stay in touch with customers, listening to

Focus mostly on enterprise customers,

Monitor market and track new trends- keep

Continue in research and constantly bring

Look for new possible markets and be open

A company has to constantly keep track of

It has to be able to analyze needs of its

It has to be aware of micro and macro

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