The document discusses the marketing environment forces that affected Xerox Corporation and led to its business decline in the early 2000s. It analyzes Xerox's microenvironment including competitors, customers, and internal challenges. It also examines the macro environment trends in technology, demographics, and culture that drove demand for more sophisticated document solutions. To respond, Xerox rebranded itself as a technology and services company and updated its logo to build confidence and appeal to customers' changing needs.

1. The Marketing EnvironmentAdeel A. SiddiquiOmair AbbasInstitute of Business Management

2. Roadmap: Previewing the ConceptThe environmental forces that affect the company’s ability to serve its customers. Changes in the demographic and economic environments affect marketing decisions. Identify the major trends in the firm’s natural and technological environments. The key changes in the political and cultural environments. How companies can react to the marketing environment

3. Xerox Corporation – The EvolutionCase Study

5. Xerox Corporation: HistoryCase Study

6. Xerox Corporation: HistoryXEROGRAPHIC IMAGE Patent in 1906 by Chester Carlson at Makeshift Laboratory Queens, N. Y.In 1949 XEROX COPIER debut.In 1958 Haloid Company changed to Haloid XeroxIn 1960 Xerox 914 Copier becomes an Instant Hit.Xerox Corporation, virtually synonymous with photocopying.By 1985 Xerox's worldwide plain-paper copier share had dropped to 40 percent, from 85 percent in 1974.

7. Xerox Corporation: HistoryDuring the seven-month period from September 1990 to March 1991, Xerox introduced five new types of computer printers.In May 1992 Xerox introduced Paper works, software making it possible to send documents to a fax machine directly from a PC.In 1994 Xerox began calling itself The Document Company.In 1996 DocuColor 40 was Launched, which captured 50% of the market.In May 1998 Xerox bolstered its Document Services Group.

8. Xerox Corporation: business declination 2000Case Study

9. Xerox Corporation: Business Declination 2000By 2001 the Stock Prices of the company decreased from $70 in 1999 below $5 incurring $38 billion loses in the Market Place.

10. Xerox Corporation: Major Marketing Environment forcesCase Study

11. Xerox Corporation: Major Marketing Environment forcesMicroenvironmentMacro environment

12. Xerox Corporation: MicroenvironmentsCase Study

13. Xerox Corporation: MicroenvironmentThe CompanySuppliersMarketing IntermediariesCompetitorsPublicsCustomers

14. Xerox Corporation: Microenvironment ‘The Company’Revenue decrease resulting massive downsizing.Moral declinations.Salespeople, were trained for the Copier Troubleshooting and Commissioning only.Salespeople were not handy on new products, hence they were asked to resign.Very Weak CRM

15. Xerox Corporation: Microenvironment ‘Suppliers’Xerox’ entire internal & external Supply Chain was flawless.

16. Xerox Corporation: Microenvironment ‘Marketing Intermediaries’Xerox marketed its products via CompUSA, Office Depot, OfficeMax, and Staples. Xerox provided them with attractive profit margins

17. Xerox Corporation: Microenvironment ‘Competitors’IBM, Apple, Microsoft, etc were providing more sophisticated document management solutions. Sharp, Cannon, HP, Ricoh, etc were increasing their shares.

18. Xerox Corporation: Microenvironment ‘Publics’Negligible public influences found.

19. Xerox Corporation: Microenvironment ‘Customers’Customers rejecting Xerox technology and adapting more Sophisticated Document Management Systems.

20. Xerox Corporation: Macro EnvironmentCase Study

21. Xerox Corporation: Macro EnvironmentDemographicEconomicNaturalTechnologicalPolitical & SocialCultural

22. Xerox Corporation: Macro Environment ‘Demographic’Better education and skill based trainings, recoiled by increasing the need of innovative and sophisticated solution.Expending Business of Customers required more reliable and fast document management solutions.

23. Xerox Corporation: Macro Environment ‘Economic’Negligible Macroeconomics influences found.

24. Xerox Corporation:Macro Environment ‘Natural’

25. Xerox Corporation: Macro Environment ‘Technological’Most dramatic force shaping our destiny. Changes Rapidly.Turning markets and opportunities for more sophisticated solution.

26. Xerox Corporation: Macro Environment ‘Political & Social’None

27. Xerox Corporation: Macro Environment ‘Cultural’Post & Fax were replaced with e-mail and document sharing.Business Process were getting faster

28. Xerox Corporation: Responding Marketing EnvironmentCase Study

29. Xerox Corporation: Responding Marketing EnvironmentBranding ImageCompany’s PerspectiveRetired ‘the Document Company’New Image ‘The World’s Document Management Technology & Services Enterprise’New Slogan ‘Ready for Real Business’Logo Changed so carefully that Xerox could easily aspire the confidence of the customer over its Technology

30. Logo Rational‘Xerox’ in small case with rounded corner demonstrate more friendly customer relationship with humility