PROJECT REPORT:

understand the office automation

ndustry with reference to A3,MFD
and
explore the
new channel partners.
1

PREFACE
The main objective of the study is to understand
the effectiveness of the channel management and
scope of on-boarding new partners .
It also enabled us to highlight on the aspects to
understand on how effectively the organization has
evolved and adapted to the changing trends of the
printer market and also the effectiveness of the
organisation in driving with customer needs.
It also enabled us to understand the brand image
among the dealers, the model of brand awareness,
the pricing image set by the organization in the
mind of the dealers. In short, it helped us to
2
understand all the activities which are carried out to

ACKNOWLEDGEMENT
The satisfaction that accompanies a successful completion of
any task would be incomplete without mentioning the people
who made it possible, whose guidance and encouragement
crowned ones efforts with success.
I consider my privilege to express our gratitude and respect
to all those who guided me in the completion of our project.
I express my deep sense of gratitude to my Channel Head Mr.
Sumit Chada & my Channel Development Manager Mr. Amit
Khanna for there able guidance and assistance in every
aspect of project . I take immense pleasure in thanking them
for the freedom of thought and action , I have enjoyed during
entire course of our project work.
I express my Heartfelt thanks to my esteemed collage for its
3
constant encouragement and provision on such a wonderful

UNDERTAKING
This is to declare that all the contents of the
project are original and authenticated, and there
is no duplication in contents from anywhere.
This project is my own
work and I take whole responsibility of this
project on my Sumer Internship in XEROX
INDIA as a part of the curriculum.
Date:22 August, 2015.
4

CONTENTS
S .No. Title
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.

Preface
Acknowledgement
Undertaking
Contents
Executive Summary
Aim of the Study
The Organization
Methodology
Observation and Data Presentation
SWOT Analysis
Learnings
Recommendations
Bibliography
5

XEROX AT A GLANCE
For more than a half a century, Xerox
has been a leader in document
technology and services. We continue
to build on this heritage of
innovation. We now are the worlds
leading enterprise for business
process and document management,
offering global services from claims
reimbursement and automated toll
transaction to customer care centres
and HR benefits management.

The Xerox 914 was the first one-piece

plain paper photocopier, and sold in

2014 Revenue: Over $19 billion

Employees: 140,000 employees
Geographic Scope: 180 countries
History: Founded in 1906 as the
Company; named Haloid Xerox in 1
and Xerox Corporation in 1961; ac
Affiliated Computer Services (ACS)
NYSE Symbol: XRX
Chairman & CEO: Ursula M. Burn
Headquarters: 45 Glover Avenue
Norwalk, CT 06856-4505
6
Website: www.xerox.com

AIM OF THE STUDY

To understand the office automation industry,

and Xerox standpoint.

Exploring customers perception of Xerox and
its product portfolio.
Collecting database regarding to the current
mode of business & printing services managed
by the dealer. The company (OEM) he is dealing
with.
knowledge sharing session between the
channel development manager and its sales
partner with regards to company profile and
products.
7

THE ORGANISATION
The Xerox India Limited story can
bedivided into the following phases:
1.The Start-up years (1983 1986).
2.The Take-off Phase (1986 - 1989).
3.Maturing of the Partnership (1989
- 1991).
4.Evolution into The Document
Company
(1991 - 1995).
5. Gearing up for Globalization &
Knowledge Growth (1995 - 1999).
6. 2000 & Beyond : Leading the
Digital Document Revolution

Throughitsthreebusinessgroups-ProductionSystemsGroup(PS
G),NewOfficeGroup,
Consulting/Outsourcingbusinessgroup-XILcaterstoitsthreepri
marymarketsofhigh-endproduction environments, networked
offices (small to large) and document management services.
8

New Office Group

The New Office Group of Xerox caters to the requirements of large and
mid-sized and small
enterprises,providingthemwithanalogycopiers,digitalcopiers,copier
s-printers,advanced multifunction devices, colour copiers-printers and
engineering copiers. These offerings are marketed through "Two-Tier
distribution model. Xerox reaches out to its customers through its
network ofthree national distributors (Ingram, essays and Erdington)
and two regional distributors (Micromaxand Annatto). The company
has network of 1500 channel partners that are supported by a team
ofqualified and trained indirect sales personnel.
Production Systems Group
The Xerox Production Systems Group caters to three main production
environments - Publishing, Transaction Printing, and Enterprise-wide
Printing through its multiple product categories. The group also offers
total document solutions and services that can scan, view, manage and
produce documents as wells a variety of pre-press and post press
workflow options to fully meet customerdemands. The group markets
its product portfolio through both direct and indirect model.
Xerox Global Services
Xerox Global Services brings device and document management

The Document Company Xerox

streamlined structure
There are four regional
directors in the marketing
wing to over see
operations.These are
North, South, East and
West. Our study furthered
on the operations from the
north which is headed by
Graham Wing.
SOstandsforIndustrialSo
lutionorganizationwhichc
oversthemajor/key
accounts ofXerox. GMO
stands for General
Marketing Organization
which entails channel
10
trade partners. Channel

The North
operations cover
the state of
Uttaranchal and
Uttar Pradesh
with 14 towns as
major business
focus. The
operations are a
three tier system
with the second
line at the
operational level
reporting to the 11

MARKETING STRATEGY
Steps of Sale SPANCO
SPANCO
which could be further elaborated into Suspect, Prospect,
Approach,Negotiate, Close the Call and finally getthe Order. The
various steps areexplained below:
1-Suspect
-Fact Finding Mission Record allcontacts

-2-Prospect
-Validation and Classification H/W/C. Time Table preparation, Initiatin
Next
-3-Approach
Contacting the M.A.N. Submission ofthe Proposal
4-Negotiation
-Demonstration. Submission of fresh proposal

-5-Closing
-Collecting the order

12

RESEARCH METHODOLOGY
Research methodology
is used to search answers of the research questions. An attempt has been
made to describe the nature of the dealer of Delhi/NCRcity by the study of
the samples.
Methodology
incommonparlancereferstoasearchforknowledge.Theadvancedlearner
s dictionary of current English lays down the meaning of research as
a careful investigation or enquiry especially through search for new
facts in any branch of knowledge..
Some people consider research as a movement, movements from known to
unknown. It is actually a voyage ofdiscovery. We all posses the vital instinct
of inquisitiveness for, when the unknown confront us, we wonder and our
inquisitiveness makes us probe and attain full and fuller understanding of the
unknown. This inquisitiveness is the mother of all the knowledge and the
method, which man employs for obtaining the knowledge of whatever the
unknown, can be termed as research .Methodology is a way to systematically
solve the research problem. It may be understood as a science of studying
how research is done scientifically. Learning more about the consumer and
about marketing is the heart of the research methodology. The research13

and survey,
the entire
data which
was
required
outschedule
the dealer
perceptio
of work was
divided
dealer
who
make
investm
into 13
steps
which are
as
ler from Xerox
photocop
followstion Industry, etc.5.
ducted to depict the beh
tment, especially in
onnaire following points
in viewtheproblem to
N:
e appropriateand
tems about which the

1.Defining theobjectives
2.Defining the population
3.Frame thesampleunits
4.Datacollection
5.Questionnaire
6.Methodsof collecting data
7.Non-respondentclassification
8.Selectionofpropersamplesize
9.Organizing the field work
10.Execution ofthe project
11.Summeryandanalysis
12.Information gatheredforthefurther
survey

14

Data Analysis

Q1. Type Of Firm

PARTICULARS

No.

Proprietor Firm

200

Partnership Firm

18

Pvt. Ltd. Firm

GRAND TOTAL

220
Type of Firm

250
200
150
Number Of Firm
100
50
0

Partneship Firm

Proprietor Firm

Pvt. Ltd. Firm

15

Q2. Primary / Main business of your firm

PARTICULARS
Commercial Photography
Machines
Digital Photocopier, Others
Laptop
Laptop, Desktop
Laptop,Desktop,Others
Laptop,Desktop,Printers
Laptop,Desktop,Printers,Others
Laptop,Others
Others
Photocopier, Others
Photocopier,Printers,Others
Printers, Others
Printers,Servers,Others
R.C.Machines,Others
Servers, Others
Grand Total

No.
1
1
2
2
3
1
112
1
37
1
18
38
1
1
1
220

16

PRIMARY/ MAIN BUSINESS

OF FIRM
(blank)
Servers,Others
R.C.Machines,Others
Printers,Servers,Others
Printers,Others
Photocopier,Printers,Others
Photocopier,Others
Others
Laptop,Others
Laptop,Desktop,Printers,Others
Laptop,Desktop,Printers
Laptop,Desktop,Others
Laptop,Desktop
Laptop
Digital Photocopier,Others
Commercial Photography Machines
0

20

40

60

80

100

120

17

Q3. Mode of business

PARTICULARS

No.

Channel Reseller
Govt / Tender, Stock &Sell
Mode ,Corporate Reseller
Others
Stock & Sell Mode
Stock & Sell Mode, Channel
Reseller
Grand Total

5
1
28
175
11
220

Reseller; Govt
2% / Tender,Stock &Sell Mode,Corporate Reseller; 0%
Stock & Sell Mode, Channel Reseller; Channel
5%
Others; 13%

Stock & Sell Mode; 80%

Business Mode
18

Q4. Are you presently handling printing business as

well?

PARTICULARS

No.

Yes

183

No

37

Grand Total

220

PRINTING BUSINESS
200

183

180
160
140
120
NUMBER OF DEALER

100
80
60
40
20
0

No

Yes

19

Q5. Do

you also manages service of any

company?
Manages Service
No.
Yes

182

No

38

Grand Total

220

MANAGES SERVICE
200
180
160
140
120
NUMBER OF DEALER

100
80
60
40
20
0

No

Yes

20

Q6 . Do you know about Xerox business?

PARTICULARS

No.

YES

204

NO

16

GRAND REPORT

220

250

200

150
know about Xerox
100

50

NO

YES

21

Q7. SOLD XEROX / RELATIONSHIP?

PARTICULARS

No.

YES

115

NO

104

N/A

GRAND TOTAL

220
SOLD XEROX

140
120
100
80
60
40
20
0
NA

No

YES

22

Q8. Number of Dealer interested in

Xerox?
PARTICULARS

No.

YES

48

NO

156

N/A

16

GRAND TOTAL

220
Total

180
160
140
120
100
Interested in Xerox

80
60
40
20
0

NA

No

YES

23

FINDINGS
After analysis we found that mostly firms are proprietor firm as compared to
partnership firm or private limited company.
During analysis it was found that the main business of the firms are
laptop , desktop , printers & others. While other firms are engaged in
Commercial Photography Machines
Digital Photocopier , Servers & R C Machines.
Afterdataanalysiswefounded that the mode of business of the proprietor
firm is stock & sell mode. The private limited firm & partnership firm mainly
take government tender & corporate order.
During data analysis 83% of the firms handle printing business.
After data analysis we finds that 82% of the firms are managing the
services of different printing companies such as hp , canon , samsung ,
brothers , ricoh , konica minolta , xerox.
In the survey we came to know that many firms already know about the
Xerox business & products.
24
In the whole survey 220 dealers were visited out of which 48 dealers have

CONCLUSION
As it has been discussed, Today Xerography Industry has a very high
growth in market. Post liberalization, the industry; institution has
been growing at a rapid pace in terms of its assets under
management.
The study aimed at finding out the market shares of Xerox
photocopier machines, A3 Printer , A4 Printer , MFD & Xerox Supplies.
1.It was found that mostly organizationpreferHP for A4 printers due
to its brand name and after sales service.
2.In A3 machines many dealers are attracted towards Konica Minolta
& Brothers due to high price of Xerox Products
3.Xerox supplies can be easily sold in the market as there is no
competitor. The dealer is satisfied with the quality & price line of the
toner available for hp.
25
4.Many partners had a very bad experienced in the past with after

Suggestion
andRecommendation
On the basis of survey done by me following are the some of
points that could be suggested to the channel development
manager of the company so as to increase the sales of products.
Brand name of Xerox is very well known in Photocopier market and it is
associated with quality thus this has to be maintained inall spheres of the
selling and marketing through more advertising.
On time delivery of the products & availability spare parts is the
important area that is to be focused on.
Another suggestion would be that Xerox should also encourage direct
selling a part of from depending fully on dealers.
There could be some changes in the prices products of Xerox according
to partners needs andpurchasing power of consumer.
There may be improvement in the after sales services of the Xerox
photocopier machines.
Xerox should provide its partners more offers & high profit margins.

26

SWOT ANALYSIS
Xerox considers itself the global leader in the document management
business, stating they offer the widest array of products, services and
solutions in the industry. Since the early 1990s. Xerox has reinvented itself
from a predominantly black-and-white, light-lens copier company into a
digital, colour and document solutions company
Xerox Mission Statement says,
Our strategic intent is to help people find better
ways to do
greatwork--byconstantlyleadingindocumenttechnologies,prod
ucts andservices that improve our customers' work processes and
business results .
Xerox states that since the creation of their company they have operated
under the guidance of six core values. These are thebelief that:
They succeed through satisfied customers;

They
They
They
They
They

value and empower employees;

deliver quality and excellence in all they do;
provide superior return to their shareholders;
use technology to deliver market leadership;
behave responsibly as a corporate citizen.

27

Strengths

Weaknesses

Xerox is a C Corporations and so - The slow economy can reduce

is has easy access to capital
customer purchases.
-Securityconcerns.
markets.
-ForadvertisingstrategyXeroxusestheweband
Ecommerce.
-Xeroxusesthebesttechnologyavailableontheweb
increasingefficiencyandeffectiveness.
-XeroxmakesgooduseofCloudcomputingalsocontributing
withtheenvironmentalandsignificantlyreducescosts.
-Goodsupplychain.
-GreatHumanResourceManagement-Aworld-class
workforcecanleadstraighttoworked-classperformance.
(rankedtop50CompaniesforDiverseManagers.Xeroxs
commitmenttodiversitywasalsorecentlyhonouredby
FORTUNEandForbesmagazines.)
-Xeroxistheworldleadershipindocumenttechnologyand
services.
-Greatcorporationsforstockholderstoinvest(saeinrevenue
fromyeartoyear.
-Totalrevenueincreasesonpro-formabasis.
-Haveapositiveworkingcapital,meaningthattheyhave
sufficientmoneytopayfortheoperationsofthecompanyandstill
makeaprofit.
-Successfulinmanagingthecompany'sworkingcapitaland
shorttermfinancingandcurrentassetswell.

Opportunities
By having a presence in more than one market
Xerox can significantly lower their riskof feeling
the effects of one market's badeconomy.
- Competitive success.
-ThroughXeroxpoliciestheyhavetheopportunitytorecruitthebest
-

talents.

-Witholderworkersretiring,youngerworkers
bringingunprecedentedsenseofentitlement.

Xeroxresults of operations and

financial condition may be
negatively impacted by
economic conditions abroad,
including local economies,
political environments,
fluctuating foreign currencies
and shifting regulatory
schemes.
-Xerox technology revenues
can beaffected bythe
introduction of new products.

Threats
Fluctuatingexchangeratesandchangesinforeignmarket
politics.
-Stakeholders'adaptationsofnewtechnologychanges.-
Employmentlaws(everyonecansueiftheybelievetherewasa
reasonfordiscrimination).
-MarketingPlan-Riskofnon-copierboxesreplacestheimage
processingtaskfromcopies.
-

28


Corporate Learning

To be a part of Xerox was the best opportunity for me to

have:
A practical exposure of corporate world.
Independently handling of dealers.
Came to known the problem of dealers.
Learn the technical procedures and analysis of
various research system, such asmarketing
research and equity research.
Learnt the corporate culture.

29

LIMITATIONS
In the research conducted all the due efforts are made with full effort and
diligence but still theirmight be some error due to thefollowing reasons:
Human behaviour is too complex to determine. So the information disclosed
by them may notbe very accurate.
This research is conducted on a very small sample size, so it might be
possible that the information given by such respondents may not match with
the reply of the whole dealer ofDelhi/NCR.
There was a time constraint while conducting the report.
It might be possible that the answers givenby the respondents are full of
biasness.
Some of the respondents were not willing to reply the questions.
As the questionnaire is in English language,some respondents found it
difficult to understand it, even many refused.
30

BIBLIOGRAPHY
www.xerox.com/India
Wikipedia
www.google.com

31