The Marketing Environment

Adeel A. Siddiqui
Omair Abbas

Institute of Business
Management
Roadmap: Previewing the Concept
The environmental forces that affect the
companys ability to serve its customers.
Changes in the demographic and economic
environments affect marketing decisions.
Identify the major trends in the firms natural and
technological environments.
The key changes in the political and cultural
environments.
How companies can react to the marketing
environment
Case Study

XEROX CORPORATION THE

EVOLUTION
Case Study

XEROX CORPORATION: HISTORY

 Xerox Corporation: History
XEROGRAPHIC 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 Xerox
In 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.
 Xerox Corporation: History
During 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.
Case Study

XEROX CORPORATION: BUSINESS

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

XEROX CORPORATION: MAJOR

MARKETING ENVIRONMENT FORCES
 Xerox Corporation:
Major Marketing Environment forces
Microenvironment
Macro environment
Case Study

XEROX CORPORATION:
MICROENVIRONMENTS
 Xerox Corporation:
Microenvironment
The Company
Suppliers
Marketing Intermediaries
Competitors
Publics
Customers
 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
 Xerox Corporation:
Microenvironment Suppliers
Xerox entire internal & external Supply Chain
was flawless.
 Xerox Corporation:
Microenvironment Marketing
Intermediaries
Xerox marketed its products via CompUSA,
Office Depot, OfficeMax, and Staples.
Xerox provided them with attractive profit
margins
 Xerox Corporation:
Microenvironment Competitors
IBM, Apple, Microsoft, etc were providing
more sophisticated document management
solutions.
Sharp, Cannon, HP, Ricoh, etc were increasing
their shares.
 Xerox Corporation:
Microenvironment Publics
Negligible public influences found.
 Xerox Corporation:
Microenvironment Customers
Customers rejecting Xerox technology and
adapting more Sophisticated Document
Management Systems.
Case Study

XEROX CORPORATION: MACRO

ENVIRONMENT
 Xerox Corporation:
Macro Environment
Demographic
Economic
Natural
Technological
Political & Social
Cultural
 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.
 Xerox Corporation:
Macro Environment Economic
Negligible Macroeconomics influences found.
 Xerox Corporation:
Macro Environment Natural
 Xerox Corporation:
Macro Environment Technological
Most dramatic force shaping our destiny.
Changes Rapidly.
Turning markets and opportunities for more
sophisticated solution.
 Xerox Corporation:
Macro Environment Political & Social
None
 Xerox Corporation:
Macro Environment Cultural
Post & Fax were replaced with e-mail and
document sharing.
Business Process were getting faster
Case Study

XEROX CORPORATION: RESPONDING

MARKETING ENVIRONMENT
 Xerox Corporation:
Responding Marketing Environment
Branding Image
Companys Perspective
Retired the Document Company
New Image The Worlds 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
Logo Rational
Xerox in small case with rounded corner demonstrate more friendly
customer relationship with humility
Sphere with two intersecting ribbon, demonstrating binding the customers all
around the world. this part is animated in ads & promotional media