Accessing customer satisfaction and market dynamics on

document management devices

Pre s e n t e d B y:

Raktim Hatai ( Roll No.: 3)PGDM 2010-12

Objectives

To understand the actual management functioning.

To strengthen the brand image of Xerox.

To find out which brand is most preferred by the small , medium and large business units.

To find out customer satisfaction level on usage of various document management products of various brands.

To find out whether the firm is in need of a device hence generating a lead if possible.

About Xerox

Xerox Corporation is a global Fortune 500 document management company.

Manufactures and sells a range of color and black-and-white printers, multifunction systems, photo copiers, digital production printing presses, and related consulting services and supplies.

Xerox is headquartered in Norwalk, Connecticut.

URSULA M. BURNS is the CEO for Xerox Corporation.

Xerox India Limited

• Incorporated in 1983.

• Founded by Dr. Bhupendra Kumar Modi, former chairman & President.

• It follows the “open door policy” within organization.

Marketing Strategy1 • Suspect

2 • Prospect

3 • Approach

4 •Negotiation

5 •Closing

6 •Order

Research Analysis

Which brand of printer do you have?

70%

17%

2%

12%

HP CannonXerox others

Inference: HP is the

market leader .

Which brand of copier do you have?

10%

67%

5%

5%

14%

HP cannonXerox Ricohothers

Inference: Canon is the market leader

Which brand of MFD do you have?

55%

16%

5%

4%

19%

HP CannonXerox Ricohothers

Inference: HP is the market leader.

What is the page size that you use for documentation?

A477%

A32%

Both21%

Inference : Majority (77%) of the SMEs use A4 size papers for documentation

What are the factors that influence your buying?

85%

7% 6% 2%

QualityAfter sales servicepricefinance options Inference: Quality is given utmost

importance over the other factors

Generally who takes the buying decision in your organization?

28%

8%31%

33%

IT headOperations headpurchase headDirector/CEO

Inference: Majority of the buying decision is taken by either the IT head, purchase head or the director

Do you intend to buy any product soon ?

yes13%

no87%

Inference: 13% of the sample were interested to buy a new

device

How satisfied are you overall with your existing product?

33%

62%

4% 1%

very satisfied satisfiedneutral dissatisfied

Inference: Majority of users ( 95%) are satisfied partially or wholly with their existing product.

SWOT Analysis

STRENGTHS

Pioneers in photocopying equipment.

High respect and trust of customers regarding brand.

High range of products.

WEAKNESSES

Consumers do not have direct dealings with Xerox..

The complexity of the products

Most SMEs are not aware about Xerox as a separate brand.

Greater focus of the company on sales to new customers than service to the existing customers.

OPPORTUNITIES

THREATS

Huge opportunity in the printer segment

Huge orders can be attained since Xerox has a genuine brand image

Aggressive marketing by the rival brands.

“PUSH” strategy being adopted by the competitors is eating up on the market share of Xerox.

Recommendations

Changes have to be made as to distinguish Xerox as a separate brand Xerox has to use its brand name in portraying itself as the complete office solution.

Xerox presently is focusing on those companies who are in need of bulk outputs. So they should also concentrate on all sectors irrespective of the volumes they need.

Last but not the least……..

Sales without Customer Serviceis like stuffing money into a pocket full of holes.

………. DAVID TOOMAN