ANALYZING THE MARKETING ENVIRONMENT

Adeel A. Siddiqui
Omair Abbas INSTITUTE OF BUSINESS
MANAGEMENT
COMPANY’S INTRODUCTION
XEROX HISTORY
• XEROGRAPHIC IMAGE Patent in 1906 by Chester Carlson at
Makeshift Laboratory Queens, N. Y.
• In 1906 Haloid Company, Established in Rochester, N. Y.
• In 1912 Haloid Company, Sold to a Rochester Businessman
Gilbert E. Mosher
• In 1933 it was so successful that it saved the company from the
worst of the Great Depression.
• In 1934 Haloid's sales were approaching $1 million.
COMPANY’S INTRODUCTION
XEROX HISTORY
• In 1947 Haloid signed an agreement with Battelle Memorial
Institute, in Columbus, Ohio, to produce a Xerographic Machine
• In 1949 XEROX COPIER debut.
• In 1958 Haloid Company changed to Haloid Xerox
• In 1960 Xerox 914 Copier becomes an Instant Hit.
• Xerox Corporation, virtually synonymous with photocopying.
COMPANY’S INTRODUCTION
XEROX HISTORY
• In 1961 the company was listed on the New York Stock
Exchange and changed its name to the Xerox Corporation
• In 1969 Xerox Corp. diverted their focus on Paperless Electronic
Office.
• In 1970 Xerox founded Xerox Computer Services and Palo Alto
Research Center (PARC) in California.
• In 1989 Xerox sue Apple Computer for $150 million, alleging
that Apple had stolen the technology that helped make its
computers so successful.
COMPANY’S INTRODUCTION
XEROX HISTORY
• In 1970 Xerox responded with a suit charging IBM with patent
infringement.
• In 1978 IBM paid penalty to Xerox and settled the dispute.
• Distracted from its market by legal battles, Xerox lost its lead in
the industry when Kodak came out with a more sophisticated
copier.
• While the company sought to perfect the copying machine, it
failed to challenge the new products on the market, and Xerox's
market share dropped.
COMPANY’S INTRODUCTION
XEROX HISTORY
• By 1985 Xerox's worldwide plain-paper copier share had
dropped to 40 percent, from 85 percent in 1974.
• Yet Xerox's revenues grew from $1.6 billion in 1970 to $8 billion
in 1980, partially because Xerox began to sell the machines it
had been renting, thus depleting its lease base.
• In 1988 Xerox underwent a $275 million restructuring and
creating a new marketing organization, Integrated Systems
Operations.
COMPANY’S INTRODUCTION
XEROX HISTORY
• During the seven-month period from September 1990 to March
1991, Xerox introduced five new types of computer printers.
• In May 1992 Xerox introduced Paper works, software making it
possible to send documents to a fax machine directly from a PC.
• In 1994 Xerox began calling itself The Document Company.
• A new logo included a red "X" that was partially digitized,
representing the company's shift from analog technologies to
digital ones
COMPANY’S INTRODUCTION
XEROX HISTORY
• In 1996 DocuColor 40 was Launched, which captured 50% of the
market.
• In May 1998 Xerox bolstered its Document Services Group.
• The new logo, created in FS Albert font, is accompanied by a
symbol—a red sphere that is trying to convey a sense of the
globe.
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