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Case 2 Marketing

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MARK 101 Case Study Cover Sheet
(To be graded out of 10 and later converted to given weightage. 5 marks for written submission and 5 for class discussions) A. CASE: _______________________ Date: ________________ Day: ____________________ Group Leader: ____________________ B. Did group submit a case write-up? Yes / No C. Did Group Submit on Turnit-in? Yes/ No D. Names and participation of the Group members Id Number | Name | Involved in Case Study write-up (Yes/No) | Present in Class (Yes/No) | | | | | | | | | | | | | | | | | | | | |

E. Marks awarded Id Number | Name | Marks for Case Study write-up | Marks for Class Participation | | | | | | | | | | | | | | | | | | | | |

(Please attach a typed form along with the case study and hand over to the tutor before the class)
Xerox introduced the first plain-paper office copier more than 50 years back and had a swift competitive advantage in all those years, Xerox experienced a grave tragedy within an 18-month period with a loss of an estimated 38 billion dollars. This happened because Xerox failed to keep up with the vast innovations that were happening in the late 90’s and their failure to adapt saw the legendary company almost crumble to its knees.
Question 1)
As is mentioned in the case that we have been provided with, Xerox had invented the concept of photocopiers. Due to the convenience that it caused for people, it soon rose as a very successful corporation, scraping in millions of dollars as profit and soon becoming a multi-billion dollar corporation. But in the late 90’s the company seemed to take a nose dive in stock prices and their profits. The main factor that caused this downfall was ironically the advancement of technology. Soon enough, people stopped relying on hard copies of their documents. Everything began...

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