Download - Xerox Final
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XEROXfrom a noun to verb
Presented By:
AnandKumar(93009)
K Manu
Prasad(93021) Najmul
Hoque(93031)
Ravindra
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XEROX
A Fortune 500 company founded inRochester 1906
A global document managementcompany dealing in:
Document ServicesDigital ImagingComputer Peripherals
Manufactures and sells a range of colorand black-and-white printers,multifunction systems, photo copiers,digital production printing presses, andrelated consulting services and
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Leadership Traps
S u cce ss ca n b e a tra p in a n d te n d s tore in fo rce le a d e rs' w o rld v ie w s a n d
tie s th e m rig id ly to th e stra te g ie s
a n d p ro ce sse s th a t b ro u g h t a b o u t. ,p a st su cce sse s T h is ca u se s in
,tu rn th e se sam e le a d e rs to
:b e co m e O v e rco n fid e n t
Pro n e to sh a p e stra te g ie s b a se d o n
th e ir p re fe re n ce s ra th e r th a n w h a t
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Leadership Traps
Conceitedtrue believers in theadulation heaped upon them by thepress, subordinates, shareholders,and other admirers
Obstinateprone to resent challengesto their way of thinking
Isolated from the reality of themarketplace
The impact of those tendencies onstrategy making is very negativewhen strategy is developed from ego,preconceptions of what causes
success, stubbornness, and old, worn
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Xeroxs Strategy in 1960s
Segmented the market by volume ofcopies.
Targeted big corporations.
Concentrated on producing highspeed machines.
Direct sales force.
Xerox decided to lease rather thansell its machines.
Purchased Scientific Data Systems.
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Entry Barriers created byXerox
Entry barrier into the copier businesswas patents held by Xerox.
Rent copiers rather than selling.
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How did Xerox lose its positionin 1970s ?
Fat buerocracy
Slowed the path of innovation thus,hampering the growth of theorganization
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How did Xerox lose its positionin 1970s ?
Carelessness on part of Xerox
Did not go for exploration of valueand then designing products, butcatered high end products tocustomers looking for small, reliable
and less costly product
Choose the value Provide the value Communicate the valu
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How did Xerox lose its positionin 1970s ?
Became product myopic
Trying to make largest, fastest andfanciest of machines
Giving little or no attention toreliability
Machine should be lean and trim butXerox had bloated and failedmachines
Investing huge sums in R&D, thoughthe company stood because of the
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So Clueless..how ?
No customer insight were taken
Study of market research would havehelped to know what customerwants?????
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So Clueless..how ?
Lost in self improvement Xeroxignored the threat from Japaneseproducts to its market
These products later ate the high endmarket of Xerox
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Strategies of Competitors
Alternative technologies invented bycompetitors e.g. Savin developedliquid-toner approach
Kodak developed high end machineswhich were highly reliable thanXerox
Competitors developed comparableproducts with low cost and highreliability
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How did Xerox lose its positionin 1970s ?
Good positioning taken bycompetitors
Savin, Kodak and IBM
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Savinworks here
Products were:
Less costlySmall and reliable then XeroxFaster
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IBM Strategy
Large sales force
UnsuccesfullSeries of products indicatinginnovation
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Kodak and its strategy
Made sure that the products werereliable instead of blindly investinginto development of new products
Focus on building of strong serviceand marketing organization whichhelped in creating a better brand
image A small business organization
compared to others so limited
resources
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.
obs and several Apple employees including Jefaskin visited Xerox PARC in December 1979 to see.he Xerox Alto Xerox granted Apple engineers threeays of access to the PARC facilities in return for,he option to buy 100 000 shares of Apple at the- .re IPO price of $10 a share Jobs was immediatelyonvinced that all future computers would use a
( ),raphical user interface GUI and development of a.UI began for the Apple Lisaisa in 1983 and became the first personal computer,old to the public with a GUI but was a commercialailure due to its high price tag and limitedoftware titles
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1
4
2
3
Higigh
Loow
Higigh LowowSuccessuccessProbabilityrobability
Opportunity Matrix
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Managing strategic
Uncertainties
Monitor and analyze;contingent strategies
considered
Analyze in depth;develop strategy
MonitorMonitor and analyze
HIGH
LOW
LOW HIGHIMMEDIACY
IMPACT
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Lawsuit ,
Allegedly Xerox simply waited too long to,file suit and the statute of limitations had
expiredLow legal Merit to case
ther Problems)1 Loss of Market Share for Core Products in 1979
Era)2 -> ( :High bureaucracy Product Width Problems XDS
)1969)3 &Low on Customer Market Research)4 :Strategy Up Market Stretch
5)
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Thank You