XEROX CORPORATION

I. Company Profile

Xerox Corporation is a large American corporation that was founded in the year 1906 as
Haloid Company, a manufacturer and a distributor of photographic papers. Its command centers
are situated in the United States specifically in Norwalk, Connecticut. Xerox was deemed as the
pioneer in office technology, remarkably the first company to generate xerographic plain-paper
copiers. In 1947, Joseph Wilson, the son of the founding father and also the inheritor of the
company gained the commercial rights to xerography, an imaging process that was invented by
Chester Carlson. In 1958, the company changed its name to Haloid Xerox and afterwards to
Xerox Corporation in 1961. Currently, Xerox Corporation is under the management of Ursula
Burns who is both the Chairman and the chief executive officer at the same time. Xerox has
established a strong presence in over 180 countries worldwide. It employs over 140,000 people.

Xerox Corporation primarily deals in document management, business process solutions, and
software services. The company offers a very broad array of products and services including
business services, office equipment, and production equipment. Its active nature has enabled it to
endure technological changes in the industry. Xerox Corporation has made several acquisitions
as part of strategic survival. It obtained Affiliated Computer Services as part of its plan of action
to merge technology into its activities and operations. Xerox Corporation has already invented a
variety of printing machines and technologies. However, it still continues to perform thorough
research and to come up with technology that will guarantee excellent document management.

II. Discussion of the Brands of the Company

Xerox manufactures and distributes different types of office equipment. Majority of these are
meant for managing documents in the easiest and simplest way possible. The equipment includes
photocopiers, scanners, fax machines, printers, multifunction printers, digital sheet-fed printing
presses, office laser printers, publishing systems, and other printing technology. Each of these
plays a vital role in the businesses for it aids in the attainment of their organizational goals.

Xerox Corporation is known for its multifunction printers that combine several functions
into one machine. They have Xerox B225 Multifunction Printer which is a black-and-white
multifunction printer that can copy, print, and scan, Xerox B235 Multifunction Printer which is
likewise a black-and-white multifunction printer that can copy, print, scan, and fax, Xerox C235
Multifunction Printer which is a color multifunction printer that can all copy, print, scan, and fax,
Xerox B215 Multifunction Printer which is also a black-and-white multifunction printer that can
copy, print, scan, fax, and email. It supports both letter and legal paper sizes. Xerox also created
WorkCentre 6515 which is also a color multifunction printer that can copy, print, scan, fax, and
email, only that, it can also support A4 formats, WorkCentre 3300 Series which is a black-and
white multifunction printer with support for A4 format that can copy, print, scan, fax, and email,
and AltaLink C8100 Series, an ideal digital workplace assistant for demanding teams which is
also a color multifunction printer with support for A3 that can freely perform copying, printing,
scanning, faxing, and emailing. These are only some of the great products of Xerox Corporation.
Aside from printers, they also produce and deliver different essential printer supplies and xerox
toners for non-xerox printers. Xerox also offers several solutions and services to the consumers.

Xerox Corporation provides their customers a variety of tools or equipment to choose

from depending on their needs, wants, and preferences. Apart from different office equipment,
Xerox also develops production equipment that is utilized in the printing industry. The machine is
intended to support printing personnel who need high-speed quality machines to perform their
jobs successfully. Xerox has constructed digital devices that are capable of handling countless
tasks at high speed. They created equipment that can be described as single-function machines to
grant convenience and to also accommodate and address all the requirements of an organization.

III. Product Life Cycle of the Company

Xerox Corporation develops their products depending on the existing demands in the
market. The issue of products reaching the end of their life cycle due to market demand, product
maturity, supplier availability, technology performance improvements, and competition forces the
company to identify and switch to new practices and strategies. To ensure that the customers are
offered and deployed with current state technology, Xerox Corporation periodically reviews
product offerings to determine whether these considerations are required for the product's
retirement. Xerox follows a well-grounded policy to better manage the products’ end-of-life
transition and to also understand the crucial role and major importance of moving to new or
alternative products in order to continuously provide customers with a much higher level of
contentment and delight.

IV. Recommendations

As a Marketing Management major, for Xerox Corporation to manage and control their
product life cycle effectively, I suggest that at the beginning of the life phase, they should be more
innovative in terms of creating awareness and educating the consumers about their products for
them to be able to draw and attract more potential buyers. As for the middle of life phase, Xerox
should focus on refining their interaction channels to communicate better with their customers.
By doing this, they will be able to address the demands and even feedback of their customers
immediately. And lastly, for the end of life phase, Xerox should further enhance their products so
that it will not become obsolete. Products should constantly support customer needs. So for it to
be always beneficial, the company should consistently reconfigure it to guarantee gratification.

V. References

Multifunction Devices, Printing Solutions, Document Outsourcing - Xerox. (2017). Retrieved from
https://www.xerox.com/index/enae.html?_ga=2.236873857.1288201511.1634745919-40729675.1634745919
Xerox Company Profile and Overview. (2020). Retrieved from
https://studycorgi.com/xerox-company-profile-and-overview/
Xerox | History, Products, & Facts. (2021). Retrieved from
https://www.britannica.com/topic/Xerox-Corporation
Marketing Strategy Workforce. (2021). Xerox Company's Marketing Strategies' Evolution. Retrieved from
https://essaybizlab.com/xerox-companys-marketing-strategies-evolution/#product-life-cycle
Xerox End-of-Life Policy. (2021). Retrieved from
https://www.xeroxscanners.com/en/us/support/eol-policy.asp