Xerox Case Study

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Garrett Bell Dr. Bennington Intro to Marketing 13 June 2015 Xerox, Adapting to Environ 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 poll 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. The reccomendations that I would give Burns for the future of Xerox would be to stay in touch with the former employees of Xerox, along with be more
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