The Marketing Environment<br />Adeel A. Siddiqui<br />Omair Abbas<br />Institute of Business Management<br />
Roadmap: Previewing the Concept<br />The environmental forces that affect the company’s ability to serve its customers. <br />Changes in the demographic and economic environments affect marketing decisions. <br />Identify the major trends in the firm’s natural and technological environments. <br />The key changes in the political and cultural environments. <br />How companies can react to the marketing environment<br />
Xerox Corporation – The Evolution<br />Case Study<br />
Xerox Corporation: History<br />XEROGRAPHIC IMAGE Patent in 1906 by Chester Carlson at Makeshift Laboratory Queens, N. Y.<br />In 1949 XEROX COPIER debut.<br />In 1958 Haloid Company changed to Haloid Xerox<br />In 1960 Xerox 914 Copier becomes an Instant Hit.<br />Xerox Corporation, virtually synonymous with photocopying.<br />By 1985 Xerox's worldwide plain-paper copier share had dropped to 40 percent, from 85 percent in 1974.<br />
Xerox Corporation: History<br />During the seven-month period from September 1990 to March 1991, Xerox introduced five new types of computer printers.<br />In May 1992 Xerox introduced Paper works, software making it possible to send documents to a fax machine directly from a PC.<br />In 1994 Xerox began calling itself The Document Company.<br />In 1996 DocuColor 40 was Launched, which captured 50% of the market.<br />In May 1998 Xerox bolstered its Document Services Group.<br />
Xerox Corporation: business declination 2000<br />Case Study<br />
Xerox Corporation: Business Declination 2000<br />By 2001 the Stock Prices of the company decreased from $70 in 1999 below $5 incurring $38 billion loses in the Market Place.<br />
Xerox Corporation: Major Marketing Environment forces<br />Case Study<br />
Xerox Corporation: Microenvironment ‘The Company’<br />Revenue decrease resulting massive downsizing.<br />Moral declinations.<br />Salespeople, were trained for the Copier Troubleshooting and Commissioning only.<br />Salespeople were not handy on new products, hence they were asked to resign.<br />Very Weak CRM<br />
Xerox Corporation: Macro Environment ‘Demographic’<br />Better education and skill based trainings, recoiled by increasing the need of innovative and sophisticated solution.<br />Expending Business of Customers required more reliable and fast document management solutions.<br />
Xerox Corporation: Responding Marketing Environment<br />Branding Image<br />Company’s Perspective<br />Retired ‘the Document Company’<br />New Image ‘The World’s Document Management Technology & Services Enterprise’<br />New Slogan ‘Ready for Real Business’<br />Logo Changed so carefully that Xerox could easily aspire the confidence of the customer over its Technology<br />
Logo Rational<br /><ul><li>‘Xerox’ in small case with rounded corner demonstrate more friendly customer relationship with humility
Sphere with two intersecting ribbon, demonstrating binding the customers all around the world. “ this part is animated in ads & promotional media”</li>
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.