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The Story of Ceramico * As the number of people working in an organization increases the coordination problem arises which reduces its efficiency. * To avoid it, proper hierarchy has to be established and their roles have to be defined. * Members of the organization are to be supervised properly, for the better output. * In each organization proper standards should be followed and each process should be operated by a separate team for the smooth and effective functioning of the organization. * An organization should diversify its business to grow further. * Each organization has certain profit and sales target, which have to be reviewed regularly for the scrutiny of each organization’s performance.

XEROX CORPORATION

* The XEROX Company started in 1906, and one of its product 914 copiers was one of the best selling industrial product of that time. Xerox even got listed in the dictionary as a synonym for photocopying.

* The company had gone through different phases in its entire lifetime. It started with a great success in the market but became the victim of its own success and its market share declined. Various changes in the CEO`s resulted in different situations both fruitful and bitter.

* The earlier decline of the company market share was the ignorance of the company towards innovation. Instead of expanding the market to sustain growth after 914copier success, it remained focused on the 70 percent gross profit margin of 914copier. The other younger, smaller and hungrier companies took advantage of it and started making products and services using the PARC technology.

* The company`s xerography patents began expiring and the Japanese rivals such as Canon and Ricoh started selling copiers at the cost it took Xerox to make them. This led to the market share decline from 95 percent to 13 percent by 1982.

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