Republic of the Philippines
CEBU ROOSEVELT MEMORIAL COLLEGES
San Vicente St. Bogo City, Cebu
CASE STUDY
In Partial Fulfillment of the Requirements of the Subject
STRATEGIC MANAGEMENT
Presented by:
JHELL C. DE LA CRUZ
BSA-3
Presented to:
NELSON O. NAVARES, MBA
Instructor
Date of Submission:
January 27, 2021
CASE SUMMARY
Xerox, an American icon started more than half ago by harnessing
a changing technology to create a whole new industry-photocopying-
and dominated the industry for decades. But barely a decade ago,
Xerox was on the verge of bankruptcy.
Xerox introduced the firs plain paper office copier 50 years ago.
The company dominated in the industry and the name Xerox became
generic. Through the years, Xerox fought off round of round of rivals to
stay at top. In 1988 Xerox profit was growing at 20% a year.
Things went terribly wrong for Xerox. In only 18 months, Xerox
lost $38B in market. By mid 2001, its stock price had plunged for
almost $70 in 1999 to under $5. The world was quickly going digital and
the Xerox failed to keep up. Customers no longer relied on the
company's flagship products to share information. AS digital technology
changed, So did Xerox and competitors. Instead of selling copiers Xerox
is now selling document management systems to high level I.T. Xerox
had rethought, redefined, and reinvented itself. Xerox bills itself as
leading global document management and business process
technology. Xerox started to focus on customers. The new Xerox
believes that understanding customers goes hand in understanding
technology. Xerox is now on solid footing on digital world.
Just as Xerox turnaround seemed complete another challenging
environmental force arouse. The American recession severely
depressed Xerox's core printing and copying equipment. So in a major
move to maintain its transition momentum. Xerox acquired Affiliated
Computer Services (ACS) a $6.4B I.T Company. With this acquisition
Xerox can now help clients management. Xerox knows that change and
renewal is never ending.
CASE STUDY ANALYSIS
Title of the Study:
XEROX CORPORATION:TURBULENT BUSINESS ENVIRONMENT
1.0 Time Context:
Mid 2001
2.0 Viewpoint:
Management Department of Xerox Corporation
3.0 Statement of the Problem
How can Xerox Corporation adapt, exploit and fit with the turbulent
forces in business environment?
4.0 Statement of Objectives
The company, after addressing the main problem should attain and
expect the following objectives;
1. To prevent the corporation from bankruptcy
2. To develop competitive advantage
5.0 Areas of Consideration
5.1 Internal Environment
5.1.1. Strengths
Highly competent workforce through effective training and
learning programs.
High-tech machineries and software services
Favorable brand image and strong brand identity
Has a reputation for innovation and high quality
management
It invest heavily in Research and Development to satisfy
market requirements
5.1.2 Weaknesses
Weak financial position
Limited success in other product segment
Spend little percentage of budget on environmental factors
High centralized decision making process
Weak Customer Relationship Marketing
Poor core competency
5.2. External Environment
5.2.1. Opportunities
Expanding into new product lines of opportunity particularly
digital technology.
Continued growth through acquisitions in the markets
where its existence is low..
Competitive edge through focusing in Research and
Innovation.
5.2.2. Threats
Dramatic increase of competition in the market.
Emergence of new advanced technologies and global
trends.
