Xerox Company: Business Strategy, Research & Analysis - Part I

This research paper provides an analysis of Xerox's business strategies and techniques, focusing on their application in the company's growth and development. It summarizes Xerox's operations in Canada, highlighting its commitment to innovation and customer service. The analysis covers Xerox's customer base, emphasizing its broad demographic reach and focus on business development and workforce transformation. The paper also discusses Xerox's mission, core values, and vision, particularly its commitment to environmental sustainability and ethical business practices. Furthermore, it examines Xerox's corporate-level strategies, such as diversification and product development, and business-level strategies, including focus and differentiation. A SWOT analysis identifies the company's strengths, weaknesses, opportunities, and threats, providing a comprehensive overview of Xerox's strategic position in the market.

RESEARCH & ANALYSIS PAPER – PART I 1
RESEARCH & ANALYSIS PAPER – PART I
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RESEARCH & ANALYSIS PAPER – PART I 2
Introduction
The research will be analyzing business strategies and techniques used by the Xerox Company
and the application of these strategies in the growth and development of the company. The
research will analyze how the company works on the customer bases and apply new techniques
and policies to deliver effective outcome from the company’s policy and practices.
Summary
Xerox is an American organization that deals with printing and digital document products. The
company was established in 1906 by Joseph. C. Wilson and Chester Carlson. Its operations in
Canada were made to give digital services to the customers of Canada. The CEO is John
Visentin since 2018 and has been aiming to develop innovation and production of new things
and application of the same in Canada. The major products that are offered by Xerox include
printers, cartridges, accessories related to printers, software to maintain data, office workflow
solutions. Printer services and applications are also part of the same. They provide effective
customer service to offices schools and also people personally owning Xerox supplies. In
Canada, Xerox aims to provide long-lasting services and innovation to give excellence to the
products. Xerox Canada is an $11 billion company that aims to maximize profitability and
increase the satisfaction of the customers. The research will be looking for better corporate
strategy and business development to develop business architecture. The research will be
focusing on the customer bases and the feedback attained from the customers. The focus of the
company is to provide the company with an appropriate attitude and office friendly services to
develop customer service and employee structure. The company has a good number of partners
and services that deal with the small and mid-size organization. The company also provides

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graphic communication and large enterprises with a variety of services to them. The company
has a team of 300 people with varied skills that help them to learn about various services and
policies. Authorized Xerox agents deal with all the communities ranging from families to
independently owned places (Xerox, 2019).
Customer base
The customer base of Xerox contains people looking for printing equipment and software to
arrange documentation and work. The company aims to cover all the people from every
demographic structure thus taking relevant information and giving useful documentation. Xerox
customer base also contains business development and business operations (Xerox, 2019). Apart
from that, the customer base contains companies who need sufficient workforce transformation.
The company also focuses on individual customers and their needs with Xerox. The company
provides useful services to all customers from urban and rural places; thus the services are
unanimous for all. Apart from that, the company aims to provide innovative and proactive
services to all the customers with full office support and administration.
Mission and core values
The mission of Xerox deals with the sustainability of the environment as well as customer
service that is required to be seen in the development of the organization. The company also
aims to reduce the energy and conserve climate, preserve biodiversity and forest. Company’s
core values are also involved with the conservation of community; thus they are linked with
various non-profit and charitable organizations. Company’s values are also involved in making a
difference in the lives of employees and making practical application of the same in the future.
Company's mission is to make innovation and develop better services and values to provide

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excellent services and practical use of new ideas and features on the product development and
harvesting.
Vision
The company believes in sustaining the quality of the environment as the use of ink and paper
might affect the development of the company. Thus the company visions to” Develop corporate
social responsibility and innovation, ethical business practices and protection of planet at the
core of everything company do”. This means developing innovation and practical application of
ideas and efforts on new services and better perspectives of the company. The vision of the
company is to deliver useful products with the development of environmental stability and
adaptability in the printers and graphic documentation services. The highly trained and skilled
workforce is diversified in nature and well equipped with effective delivery of services and needs
of the customers. Xerox has a vision to be a market leader and business provider to corporate of
Canada and making long term and loyal customer base.
Corporate level strategies
An $11 billion company aims to develop the company and its sources thus among the various
strategies in corporate level the company follows growth strategy. In which the primary plans
that are used are diversification and product development. Both the strategies focus on the
development of products and make a specific application of the collected resources on the
product. The diversification of the product has helped the company to develop variety and
innovation in the product. I believe for a company like Xerox. This is very important to
understand customer needs and develop products regularity. This has helped me in understanding
the importance of product development and new process generation. I think the company is more

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focused on product sustainability and innovation rather than studying the competition and
strategy for their development and growth. This has been affecting the overall business growth
and strategy of an individual. The company is needed to be focused on the development of
overall needs and scenario that is required for active business development. I believe the
company is needed to be more focused on the growth and development of the company on the
internal level and external level. This is needed to strengthen employee behavior and needs.
Business level strategies
Among the various strategies of competitive advantage in an organization, Xerox believes in
Focus strategy. This includes a focus on internal development and external development in an
organization. The business has been working to develop the skills of the employee and hire better
staff and efficient practices. I believe this has been helping the company to develop a better
workforce and a better understanding of competitive skills and development needs. The company
has been working effectively to develop new ideas and creation of a new process to deal with the
products and develop better printers and graphic designers. To develop an external policy and
focus on external services as well. This includes the sustainability of the environment and
making better services. The company has been working to develop environment-friendly service
and printing equipment to maintain the biodiversity of the company. The company deals with the
growth of partnership and business standards of Xerox thus helping in the growth of an
organization. The adaption of differentiation strategy has been used in the company to develop
unique product and services for customers; thus the company has made a unique position in the
market, and the customer base is strong. I think the company should be more focused on the
collaborative development of internal needs and external behavior to deal with the effective
measures needed for the growth of the company. I believe business growth should be more

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calculative and more strategic to deal with the needs of the company as per competitive
advantage (Rugman & Verbeke, 2017).
SWOT Analysis
Strength: Company has a strong customer base and a wide range of products that deal with
documentation technology and graphics designing. The company has built up strong brand
identity and focuses on innovation, and the clientele is enormous. They offer a high range of
products and services.
Weakness: The stock prices are growing fast in Xerox; they are not synched with cloud
computing and the latest digital technology that has been affecting the needs of the customers.
They are highly dependent on the volatile market; thus they are more exposed to economic and
political disadvantage of the country. The drop in revenue is also seen in Xerox (Bhasin, 2018).
Opportunity: They have a tremendous opportunity to develop service to digital print and better
cloud computing services of the country. They can hire people with skills related to cloud
computing and technical development of the country. They can focus on business growth and
market expansion. They can focus on the global BPO market; thus the opportunity for
developing countries can help in the processing of market expansion and business strategies in
the company. They can acquire certain small scale companies also to develop a better customer
base and market values. This will help to focus on a niche market as well.
Threat: The primary threat to the company is the upcoming competition in the market. The
increase in paperless technology has been taking over the market of Xerox. This has also been
affecting the workflow and innovation process of the company. Upcoming companies like

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Genpact and IBM has been affecting the pricing and development strategy of the company
(Bhasin, 2018).
Conclusion
The overall research has helped in understanding the internal strategies like growth strategy in
the company and the diversification strategy to deal with the needs of customers and
competition. This has helped in understanding the customer base and vision of the company.

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References
Bhasin, Hitesh., (2018). SWOT Analysis of Xerox. Marketing91. Retrieved from:
https://www.marketing91.com/swot-analysis-xerox/
Rugman, A., & Verbeke, A. (2017). Global corporate strategy and trade policy. Routledge.
Xerox. (2019). Xerox. [Online] Xerox.ca. Retrieved from: https://www.xerox.ca/en-ca/about