Company Case
XEROX: adapting to the turbulent marketing environment

Question 1
Micro environmental factors affecting XEROX:
First, “the change” was one important factor affecting XEROX performance at late 1990’s. In this period Xerox failed to adapt itself to the rapidly changing marketing environment. Thus, customers stopped being dependant on the company’s leading products like “stand-alone copiers” to share their documents. The machines by which they could scan documents and customize them were what they needed and wanted.
Second, “the competitors” such as IBM, etc. were another factor affecting the company. These companies used to provide more sophisticated document management solutions. And the company also had a very weak PR or customer relation management.
Question 2
Macro environmental factors affecting XEROX:
First, “the great recession” which depressed the company’s core printing and copying equipments and services severely. And it resulted in tumbling down the sales amount and stock price in the market once again.
Second, “the globalization” was the another factor that it made the world become one global village and customers started travelling around the world more frequently. Thus customers found the size and weight of stand-alone copier so difficult to carry with them and also it did not make sense to purchase another copier in anywhere they go.
Question 3
The answer of our group is YES
Because, the company made the best strategy by focusing on the business service industry that it helped the XEROX Company to be more efficient and to present quality services to the customers. Then eventually the company got able to improve all processes that a business needs it to perform efficiently and effectively.
Additionally, by focusing on business service industry, the company was able to provide documents and IT services to the customers making