Marketing: Xerox Company

Marketing is defined as the process by which an organization creates value to its users and builds strong customer relationships to derive value from customers (Phillip et al., 2008). Marketing orientation means that companies pay more attention to customers and competitors in planning decisions and improvements (Johnson, 1998). Companies must understand consumers and think to do so. By practicing the following aspects, companies will promote growth and maintain competitiveness; customer focus - companies must look for customer insights.

Xerox's mission is to provide high quality products to the market using superior technology. Part of the company's vision is to earn high revenues from assets. Currently, they have a strong market share in large companies, but weak in the growing SMB market. Our mission is to become the core of our company, from small to large, through world-leading technologies and services in business process and document management, so that customers can concentrate freely on the most important things, real business It is to do. ("Xerox - Company Facts", n.d.) At the mission of Xerox, the executive leader came up with the goal of expanding the market share of small and medium enterprises. Xerox has a highly respected brand image; however, due to the cost of its product line, the company currently does not use its brand in small business.

In a report on Xerox, the company analyzed changes made by Xerox in business investment. Due to various operational, functional and administrative problems, Xerox suffered a net loss in fiscal years 2000 and 2001. The Xerox report describes the strategies and options that companies use to recover their business and maintain market share and profitability. This report analyzes the causes of Xerox's business risk, the core competitive value, and the losses in 2000 and 2001, and evaluates its strategy to overcome these losses. In the report, we will explain Xerox's sales strategy, the result of the selected strategy, and finally draw a conclusion.

Haloed Corporation changed its company name to XEROX in 1961. Copiers are their main products, which were launched in 1959. Xerox is the only company in the market that offers copy machines. The company monopolized the market as the sole seller of photocopying machines, and this monopoly was protected by the patent. The reasonable result of this monopoly is the excessive trust of the company. They set their own standards and trust them. The joint venture is a method used by Xerox to enter the international market. In 1959, RANK XEROX was registered and designated to enter the European and African markets. In 1962, Fuji Xerox worked in the fields of FAR EAST and ASIAN PACIFIC. The average high-level market is the target of Xerox and has nothing to do with the low-level market.