2. Roadmap: Previewing the Concept The environmental forces that affect the company’s ability to serve its customers. Changes in the demographic and economic environments affect marketing decisions. Identify the major trends in the firm’s natural and technological environments. The key changes in the political and cultural environments. How companies can react to the marketing environment
6. Xerox Corporation: History XEROGRAPHIC 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.
7. Xerox Corporation: History During 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 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.
9. Xerox Corporation: Business Declination 2000 By 2001 the Stock Prices of the company decreased from $70 in 1999 below $5 incurring $38 billion loses in the Market Place.
14. Xerox Corporation: Microenvironment ‘The Company’ Revenue decrease resulting massive downsizing. Moral declinations. Salespeople, were trained for the Copier Troubleshooting and Commissioning only. Salespeople were not handy on new products, hence they were asked to resign. Very Weak CRM
16. Xerox Corporation: Microenvironment ‘Marketing Intermediaries’ Xerox marketed its products via CompUSA, Office Depot, OfficeMax, and Staples. Xerox provided them with attractive profit margins
17. Xerox Corporation: Microenvironment ‘Competitors’ IBM, Apple, Microsoft, etc were providing more sophisticated document management solutions. Sharp, Cannon, HP, Ricoh, etc were increasing their shares.
21. Xerox Corporation: Macro Environment Demographic Economic Natural Technological Political & Social Cultural
22. Xerox Corporation: Macro Environment ‘Demographic’ Better education and skill based trainings, recoiled by increasing the need of innovative and sophisticated solution. Expending Business of Customers required more reliable and fast document management solutions.
25. Xerox Corporation: Macro Environment ‘Technological’ Most dramatic force shaping our destiny. Changes Rapidly. Turning markets and opportunities for more sophisticated solution.
29. Xerox Corporation: Responding Marketing Environment Branding Image Company’s Perspective Retired ‘the Document Company’ New Image ‘The World’s Document Management Technology & Services Enterprise’ New Slogan ‘Ready for Real Business’ Logo Changed so carefully that Xerox could easily aspire the confidence of the customer over its Technology
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31. Sphere with two intersecting ribbon, demonstrating binding the customers all around the world. “ this part is animated in ads & promotional media”
