Chapter 3 Case Study Questions for Discussion
Xerox: Adapting to the Turbulent Marketing Environment
1. The micro environmental factors that have affected Xerox’s performance since the late 1990s are technological, cultural, and economic forces. 2. Xerox’s performance in late 1990’s has been affected by microenvironment and macro environment factors which were the main cause of their financial downfall. There were 6 categories of macro environment factors but only 4 have given the large impact to Xerox’s. Macro Environmental factors;
The Demographic Environment
Customer or users were mostly from millennials era has better educations and skills based training. Changing of human behaviour affected working process and environment.
The Economic Environment
Customers required more reliable and better document management, Xerox can’t catch up with demand in market and not able to be compete in global economy. The rapid changes of technologies have turning markets and opportunities forces for innovation then created new economy.
The Technological Environment
The world has quickly going into digital documents and shared them electronically while Xerox was busy perfecting their copy machine. Technology has changed rapidly from one stand copy machine into multiple copies using nearby network printer. Sophisticated technology solution for documents management were critically needed especially to multinational companies
The Cultural Environment
Aligned with technology innovation that’s getting broader/ wider businesses demands business process to be faster. Copy machine were replaced by email or document sharing. By expending business of customers required more reliable and fast document management solutions.
3. By focusing on the business services industry, Xerox has pursuedthe 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...
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