Accessing customer satisfaction and market dynamics on document management devicesPresented By:Raktim Hatai ( Roll No.: 3)PGDM 2010-12
Objectives To understand the actual management functioning. To strengthen the brand image of Xerox. To find out which brand is most preferred by thesmall , medium and large business units. To find out customer satisfaction level on usage ofvarious document management products of variousbrands. To find out whether the firm is in need of a devicehence generating a lead if possible.
About Xerox is a global Fortune 500 documentmanagement company.Manufactures and sells a range of color and black-and-white printers, multifunction systems, photocopiers, digital production printing presses, andrelated consulting services and supplies.Xerox is headquartered in Norwalk, Connecticut.
URSULA M. BURNS is the CEO forXerox Corporation.
Which brand of copier do you have? HP cannon Xerox Ricoh others 9%5% 14%5% 67%
Which brand of MFD do you have? HP Cannon Xerox Ricoh Inference: HP is the market leader. others 19%4%6% 55% 16%
What is the page size that you use for documentation? Both Inference : Majority (77%) of the SMEs use A4 size papers for documentation 21%A32% A4 77%
What are the factors that influence your buying? Quality After sales service price finance options Inference: Quality is given utmost importance 6% 2% over the other factors 7% 85%
Generally who takes the buying decision in yourorganization? IT head Operations head Inference: Majority of the buying decision is taken by either the IT head, purchase head or purchase head the director Director/CEO 33% 28% 31% 8%
Do you intend to buy any product soon ? yes 13% Inference: 13% of the sample were interested to buy a new device no87%
How satisfied are you overall with your existingproduct? very satisfied satisfied neutral dissatisfied Inference: Majority of users ( 95%) 4% 1% are satisfied partially or wholly with their existing product. 33% 62%
Pioneers in photocopying equipment.High respect and trust of customers regarding brand.High range of products.
WEAKNESSES Consumers do not have direct dealings with Xerox.. The complexity of the products Most SMEs are not aware about Xerox as a separate brand. Greater focus of the company on sales to new customers than service to the existing customers.
OPPORTUNITIESHuge opportunity in the printer segmentHuge orders can be attained since Xerox has a genuinebrand image THREATSAggressive marketing by the rival brands.“PUSH” strategy being adopted by the competitors iseating up on the market share of Xerox.
RecommendationsChanges have to be made as to distinguish Xerox as aseparate brandXerox has to use its brand name in portraying itself asthe complete office solution.Xerox presently is focusing on those companies who arein need of bulk outputs. So they should also concentrateon all sectors irrespective of the volumes they need.
Last but not the least…….. Sales without Customer Serviceis like stuffing money into a pocketfull of holes. ………. DAVID TOOMAN