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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. <b...
Xerox Corporation – The Evolution<br />Case Study<br />
Xerox Corporation: History<br />Case Study<br />
Xerox Corporation: History<br />XEROGRAPHIC IMAGE Patent in 1906 by Chester Carlson at Makeshift Laboratory Queens, N. Y.<...
Xerox Corporation: History<br />During the seven-month period from September 1990 to March 1991, Xerox introduced five new...
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...
Xerox Corporation: Major Marketing Environment forces<br />Case Study<br />
Xerox Corporation: Major Marketing Environment forces<br />Microenvironment<br />Macro environment<br />
Xerox Corporation: Microenvironments<br />Case Study<br />
Xerox Corporation: Microenvironment<br />The Company<br />Suppliers<br />Marketing Intermediaries<br />Competitors<br />Pu...
Xerox Corporation: Microenvironment ‘The Company’<br />Revenue decrease resulting massive downsizing.<br />Moral declinati...
Xerox Corporation: Microenvironment ‘Suppliers’<br />Xerox’ entire internal & external Supply Chain was flawless.<br />
Xerox Corporation: Microenvironment ‘Marketing Intermediaries’<br />Xerox marketed its products via CompUSA, Office Depot,...
Xerox Corporation: Microenvironment ‘Competitors’<br />IBM, Apple, Microsoft, etc were providing more sophisticated docume...
Xerox Corporation: Microenvironment ‘Publics’<br />Negligible public influences found.<br />
Xerox Corporation: Microenvironment ‘Customers’<br />Customers rejecting Xerox technology and adapting more Sophisticated ...
Xerox Corporation: Macro Environment<br />Case Study<br />
Xerox Corporation: Macro Environment<br />Demographic<br />Economic<br />Natural<br />Technological<br />Political & Socia...
Xerox Corporation: Macro Environment ‘Demographic’<br />Better education and skill based trainings, recoiled by increasing...
Xerox Corporation: Macro Environment ‘Economic’<br />Negligible Macroeconomics influences found.<br />
Xerox Corporation:Macro Environment ‘Natural’<br />
Xerox Corporation: Macro Environment ‘Technological’<br />Most dramatic force shaping our destiny. <br />Changes Rapidly.<...
Xerox Corporation: Macro Environment ‘Political & Social’<br />None<br />
Xerox Corporation: Macro Environment ‘Cultural’<br />Post & Fax were replaced with e-mail and document sharing.<br />Busin...
Xerox Corporation: Responding Marketing Environment<br />Case Study<br />
Xerox Corporation: Responding Marketing Environment<br />Branding Image<br />Company’s Perspective<br />Retired ‘the Docum...
Logo Rational<br /><ul><li>‘Xerox’ in small case with rounded corner demonstrate more friendly customer relationship with ...
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Chapter 3

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References from Kotler's Princilple of Marketing

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Chapter 3

  1. 1. The Marketing Environment<br />Adeel A. Siddiqui<br />Omair Abbas<br />Institute of Business Management<br />
  2. 2. 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 />
  3. 3. Xerox Corporation – The Evolution<br />Case Study<br />
  4. 4.
  5. 5. Xerox Corporation: History<br />Case Study<br />
  6. 6. 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 />
  7. 7. 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 />
  8. 8. Xerox Corporation: business declination 2000<br />Case Study<br />
  9. 9. 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 />
  10. 10. Xerox Corporation: Major Marketing Environment forces<br />Case Study<br />
  11. 11. Xerox Corporation: Major Marketing Environment forces<br />Microenvironment<br />Macro environment<br />
  12. 12. Xerox Corporation: Microenvironments<br />Case Study<br />
  13. 13. Xerox Corporation: Microenvironment<br />The Company<br />Suppliers<br />Marketing Intermediaries<br />Competitors<br />Publics<br />Customers<br />
  14. 14. 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 />
  15. 15. Xerox Corporation: Microenvironment ‘Suppliers’<br />Xerox’ entire internal & external Supply Chain was flawless.<br />
  16. 16. Xerox Corporation: Microenvironment ‘Marketing Intermediaries’<br />Xerox marketed its products via CompUSA, Office Depot, OfficeMax, and Staples. <br />Xerox provided them with attractive profit margins<br />
  17. 17. Xerox Corporation: Microenvironment ‘Competitors’<br />IBM, Apple, Microsoft, etc were providing more sophisticated document management solutions. <br />Sharp, Cannon, HP, Ricoh, etc were increasing their shares.<br />
  18. 18. Xerox Corporation: Microenvironment ‘Publics’<br />Negligible public influences found.<br />
  19. 19. Xerox Corporation: Microenvironment ‘Customers’<br />Customers rejecting Xerox technology and adapting more Sophisticated Document Management Systems.<br />
  20. 20. Xerox Corporation: Macro Environment<br />Case Study<br />
  21. 21. Xerox Corporation: Macro Environment<br />Demographic<br />Economic<br />Natural<br />Technological<br />Political & Social<br />Cultural<br />
  22. 22. 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 />
  23. 23. Xerox Corporation: Macro Environment ‘Economic’<br />Negligible Macroeconomics influences found.<br />
  24. 24. Xerox Corporation:Macro Environment ‘Natural’<br />
  25. 25. Xerox Corporation: Macro Environment ‘Technological’<br />Most dramatic force shaping our destiny. <br />Changes Rapidly.<br />Turning markets and opportunities for more sophisticated solution. <br />
  26. 26. Xerox Corporation: Macro Environment ‘Political & Social’<br />None<br />
  27. 27. Xerox Corporation: Macro Environment ‘Cultural’<br />Post & Fax were replaced with e-mail and document sharing.<br />Business Process were getting faster<br />
  28. 28. Xerox Corporation: Responding Marketing Environment<br />Case Study<br />
  29. 29. 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 />
  30. 30. Logo Rational<br /><ul><li>‘Xerox’ in small case with rounded corner demonstrate more friendly customer relationship with humility
  31. 31. Sphere with two intersecting ribbon, demonstrating binding the customers all around the world. “ this part is animated in ads & promotional media”</li>

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