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Fuji Xerox Corp


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Marketing Strategy Analysis

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Fuji Xerox Corp

  1. 1. Fuji Xerox By Anam Ali
  2. 2. SWOT Analysis
  3. 3. Business Problem <ul><li>How to create a collaborative marketing & distribution strategy between Xerox & Fuji Xerox for the Asian Market </li></ul><ul><li>Challenges: </li></ul><ul><li>- Threat from Canon at the low end of the market </li></ul><ul><li>- Canon was introducing twice as many products as Xerox </li></ul><ul><li>- How can Xerox Corporation benefit from a well managed alliance between Xerox & Fuji Xerox. </li></ul><ul><li>- Resolving the difficulty of integrating different business partners (Xerox & Fuji Xerox) with separate interests into a unified alliance </li></ul>
  4. 4. Joint Venture Partner
  5. 5. Marketing Plan <ul><li>Strategic Marketing Plan : Fuji’s written document outlining how managers perceive their position in the market relative to its competitors </li></ul><ul><li>- Mission Statement: Be the Premier document management company </li></ul><ul><li>“ It’s not just a copy, it’s a Xerox” </li></ul><ul><li>- Financial Summary: Funding from combined monetary resources of RX, FX, XC to further enter Asian market </li></ul><ul><li>- SWOT/Situation Analysis </li></ul><ul><li>- Issues to be addressed: Canon and Ricoh’s response to Xerox probable Asian expansion efforts </li></ul><ul><li>- Portfolio Summary </li></ul><ul><li>- Marketing Objectives: Xerox’s Profit, increased market share, and ECV </li></ul><ul><li>- Resource Requirements &Budgets: Revenues & associated cost of each year </li></ul>
  6. 6. Who is really the Best? Who’s First? <ul><li>Xerox is the Absolute Best! & the First!!! </li></ul><ul><li>Capitalize upon Xerox name, recognition, and reputation </li></ul><ul><li>The firm will Promote Xerox brand as the leader in the Asian Market </li></ul><ul><li>Transform Brand Proposition - Functional benefits that Xerox believe it can offer to a larger customer base </li></ul><ul><li>Expand Brand Positioning - Aimed at target audiences such as businesses, (both corporate & small), Government agencies & Hospitals </li></ul><ul><li>Promote Brand Identity- Xerox aggregation of words, images & ideas that customers associate with the brand </li></ul>
  7. 7. Marketing Techniques <ul><li>1. CRM Customer-Relationship - Targeting organizations </li></ul><ul><li>2. Top Vanilla Marketing - Offering customer management before, during & after the sale </li></ul><ul><li>3. Spot-Sell Managed Roster - Xerox guarantees variety, quality, and service at point of sale. Attempts to develop customer behavior loyalty with promotional incentives </li></ul><ul><li>4. Classic Marketing Model - Brand your service </li></ul><ul><ul><li>Retailing </li></ul></ul><ul><ul><li>Direct customer relationship </li></ul></ul><ul><ul><li>Consumer Product & Technical Innovation </li></ul></ul>
  8. 8. Marketing Mix <ul><li>Product Strategy : To link product decision with cash flow, market dynamics, life cycle, & Xerox capability to go foreign </li></ul><ul><li>1. Preliminary Analysis & Screening: Political, legal, social, economical aspects </li></ul><ul><li>2. Market Plan Development: Cultural, Geographical, technological aspects </li></ul><ul><li>3. Quality Function Deployment (QFD): Xerox Identifies customer needs & how goods will satisfy those needs </li></ul><ul><li>4. Product Differentiation Strategy: Xerox being different from competitive products </li></ul><ul><li>Product Promotion : Xerox employs personalized communication – magazines, etc. </li></ul><ul><li>1. Xerox will target market & what influences purchase decision – Targeted Literature Program </li></ul><ul><li>2. Xerox will conduct Advertising, promoting sport event, World Cup advertising campaigns, sales promotion & publicity (i.e., Xerox Cup) </li></ul><ul><li>3. Xerox will Adopt “Pull Strategy” to stimulate the final user demand </li></ul>
  9. 9. Marketing Mix <ul><li>Product Decisions : </li></ul><ul><li>Product Design: FX3500 sleek design, compact, Hi-tech Interior </li></ul><ul><li>Product Line : Advanced models with hi-tech software compatibility </li></ul><ul><li>Packaging : Fully plastic encoded, sealed in hard board container </li></ul><ul><li>Quality : Ascertain by conducting Value analysis, efficiency, speed </li></ul><ul><li>Labeling : Fully trademark with Xerox brand name & label </li></ul>
  10. 10. Marketing Mix <ul><li>Product Pricing : </li></ul><ul><li>Competitive pricing strategy will be used to sell Xerox relative to competition in Eastern Asia & promotional incentives </li></ul><ul><li>Razor-Blade Strategy - Initial discounts on cartridges, toner, with purchase of a copier </li></ul><ul><li>Discounts </li></ul><ul><li>Product Placement : </li></ul><ul><li>Creating Marketing Channels: Physical Distribution </li></ul><ul><li>Location of warehousing facilities </li></ul><ul><li>Open Distribution Strategy: Xerox uses as well as particular retail chains </li></ul>