Xerox

In: Business and Management

Submitted By roycechia1
Words 427
Pages 2
Jennifer Petty
Bus 306-01
February 4, 2014
Professor Davis
Chapter 3 Case Study Questions for Discussion
Xerox: Adapting to the Turbulent Marketing Environment
1. The microenvironmental factors that have affected Xerox’s performance since the
late 1990s are technological, cultural, and economic forces.
2. The macroenvironmental factors that have affected Xerox’s performance during
this same period are the company, the changing market, and the public. To
expand, the company, in that it did not do what it could in order to keep up with
the changing market, customer markets, people changing their wants and Xerox
not paying attention, and publics, such as the general public, where Xerox was not
concerned enough with their consumer’s attitude toward their products.
3. I believe that, by focusing on the business services industry, Xerox has pursued
the best strategy. I think that by making this switch, they are, in a sense, making a
more environmentally friendly step in their business. Xeroxing uses a lot of paper,
which, in turn, uses up a lot of trees. With electronic copies on the rise, this shift
toward the services industry will help cater more toward the public and their
awareness of the environment. This will keep them updated and will help them
retain customers since they are concerned with people focusing “on what matters
most—their real business” (pg. 97).
4. An alternative strategy that Xerox might have followed in responding to the first
signs of declining revenues and profits would be to simply take a pole at business
offices or on the streets. As they obtained the information from their “dreaming
with the customer” sessions, they could have potentially learned this information
sooner, which may have even put them at the top of this competitive market.
5. In regards to Xerox’s current situation, some recommendations that I would make…...

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