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1.c ëictim of complacency
and development
2.c Poor quality management.
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3.c Lack of technical employees.
manufacturing
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capabilities.
c 3.c strong Brand
5.c Error rate in production.
4.c Huge group. 6.c Relying on monopoly.
c 5.c Huge experience of c
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 c market development
 c product development
 c related diversification

As Xerox is a huge group has different subsidies͛ like Fuji Xerox, rank Xerox and number of
financial institutes. The main problem comes when the monopoly of the firm was ended and
other competitors like canon, Kodak, IBM, Ricoh and other Japanese firm came in the market.
Xerox relying on mostly on monopoly became the victim of compliancy and under estimated
the power of competition and suffered a huge market loss. As Fuji Xerox was backing up the
Xerox Company and helped the company in regain it position. Many positive steps were taken
and still Xerox needs lots of improvements in strategies and implementing them.

Number of strategies has being suggested:

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Market development involves introducing new products in new geographical areas

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 c Xerox has plenty of new distribution channels available are very much reliable like
licensed companies working for Xerox
 c Xerox is very successful in its business of making copiers
 c There are many untapped markets exists like European and African markets
 c Xerox needed huge capital for product development and human resource
 c Its basic industry is becoming rapidly global in scope

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It is a strategy that seeks increased sales by improving or modifying present products or

services. Product development usually enlarges research and development expenditures

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 c Xerox should modify its existing models like1075 because its product is in decline phase of
product life cycle its should be introduce in neon technology
 c As there are many firm providing technologically advanced products so its necessary for Xerox
to have product development in order to cope the competition
 c As there are many competitor offering variety of product in the same market
 c Many competitor are offering different and improved products at low prices

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 c Xerox is competing in almost slow growth industry of copiers should diversify to printers
 c Adding printers in Xerox family would significantly enhance the sales of the company.
 c These new and related products could be offered at high competitive prices
 c Xerox copiers are in declining phase and the trend is towards neon technology
 c Xerox has strange research and development department







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XEROX is placed in aggressive quadrant and comes up with the following strategies ranked as
1.c MARKET PENITRATION
2.c MARKET DEëELOPMENT
3.c RELATED DIëERIFICATION
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Expansion in product line 
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Introduction of neon technology


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Poor Quality management


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Xerox should go for related diversification if he needs to maintain the market share. Xerox should go for
printer market because now trend is shifting from copier to hybrid machine like 3 in 1 printer which has
the capacity to copy, scan and print. These kind of machines are now preferred in the market and HP a
leading company is doing it but still there is a large available in the market . Xerox can use it well
developed research and development department to make innovative and quality product to capture
the market


 c

#

 c To attract the satisfied customer to try new and improved technology

 c Make some rapid technological developments in printer industry
 c Make the quality better then ever
 c Make printing a fun able activity
 c Make user friendly 3 in 1 machines
 c Flood the market with low price products
 c And use captive customer pricing strategy



 c Plan short term win for employees for their encouragement so that they could work more
efficiently
 c Make agreement with different firm so they can train their employees for technological
development
 c Enable the concept of total quality management
 c ¦ork on 6 sigma concept.
 c Fuji Xerox expertise should be hired.
 c Training the employees to make neon technology

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 c To attract the satisfied customer to try new and improved technology

 c Make some rapid technological developments in printer industry
 c Make the quality better then ever
 c Make printing a fun able activity
 c Make user friendly 3 in 1 machines
 c

 c Flood the market with low price products

 c And use captive customer pricing strategy


1.c Explore different regions by making contract with different distributers out side the country
2.c Explore different markets of technological developments
3.c ¦ork on customer requirement
4.c Minimize the time required to develop a new product
5.c Maximize the brand loyalty

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If Xerox wants to be the market leader like it was in the past it should work on hybrid and neon
technology because this is era of neon and small fit in technology. If Xerox is able to make a
product that fits the customer needs in term of quality, size and performance then sure it will be
a success for Xerox.
As Xerox was making on the copiers therefore it needs a related diversification in order to cope
the current market. Xerox should capitalize its royalties in product development, product
innovation and market development because in today͛s life business is simply capitalization of
opportunities and staying one step a head form your competitors.