Research Paper on:
Marketing Analysis of Xerox Corporation

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major target market is the high-end copier user and this market accounts for 60 percent of their revenue. The company is losing market share to Japanese companies, like Canon and  Ricoh, however. Several years ago, the company addressed this issue by repositioning and revamping themselves, including a new logo and a new signature as The Document Company. It worked but  they began falling down again by 2000 and have posted huge losses in net income. In the last several months, Xerox has once again taken steps to reclaim its position  in the market. These steps included a new marketing campaign and providing customers the option to purchase printers Online. Only time will tell if these marketing strategies were made  in time and if they will be successful. 1. Target Markets and Strategies One of the Xeroxs primary target markets is the high end copier market.  At least "30 percent of Xeroxs installed base comprises high-end copiers" and the company has a 60 percent share of this market (Einstein, 2000). And, that is exactly the market  the Japanese companies like Canon and Ricoh are going after (Einstein, 2000). In an attempt to forestall the competition and in an attempt to narrow the gap between itself and  Hewlett-Packard, Xerox purchased the color printing and imaging division of Tektronix in 1999 (Einstein, 2000). Analysts have commented that Xerox seems to be a bit of a genius  at innovating but they cant seem to get the products produced and on the market (Einstein, 2000). Loutfy and Belkhir made similar comments: "management case studies often cite Xerox as  a classic example of a company that created yet failed to profit from breakthrough technologies that spurred the Information Age" (2001, p. 15). Over the years, Xerox has tended