Summer training project report ON

MARKET

SHARE OF A0/ WIDE FORMAT PRINTERS With special reference to XEROX INDIA LTD.

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION 2008 - 2011 UNDER THE GUIDANCE OF Mrs. SANAMPREET SHARMA FACULTY, MAIMS SUBMITTED BY: KASHIKA KOHLI BBA (B & I) VTH SEMESTER Roll no.: 0531471808

MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT STUDIES Affiliated to Guru Gobind Singh Indraprastha University, Delhi

Table of CONTENTS Student declaration..i Certificate from Company/Organization ii Certificate from Guide.iii Acknowledgementiv Executive Summary..v Chapter Schemevi

Page no. CHAPTER-1 INTRODUCTION 1.1 Purpose of the study.. 1.2 Research Objectives of the study.. 1.3 Research Methodology of the study. 1.3.1Research Design . 1.3.1.1Population 1.3.1.2 Sample size .. 1.3.1.3 Sampling technique .. 1.3.2 Data Collection .. 1.3.2.1 Method of data collection 1.3.2.2 Instrument for data collection 1.3.3 Limitation .

CHAPTER -2 Company Profile 2.1 Compant overview. 2.2 Xerox at a glance .. 2.2.1 Xerox corporation 2.2.2 Xerox around the world 2.3 Xerox India Ltd. 2.4 Xerox mission & vision. 2.5 Business groups. 2.6 Wide format printer-Product range.. 2.7 Organisational structure of Xerox 2.8 Innovation at Xerox 2.9 Strategy followed at Xerox. 2.10 Sales strategy followed at Xerox 2.10.1 SPANCO 2.10.2 Push marketing strategy CHAPTER -3 Findings and Analysis. CHAPTER -4 Suggestions. CHAPTER -5 5.1 Conclusion 5.2 Limitation.. Bibliography Annexures Questionaire Evaluation Attendance Sheet Schedule for Project Completion.

STUDENT DECLARATION

This is to certify that I have completed the Summer Training Project titled MARKET SHARE OF A0 WIDE FORMAT PRINTERS in XEROX INDIA LTD. under the guidance of Mrs. SANAMPREET SHARMA in partial fulfillment of the requirement for the award of degree of Bachelor of Business Administration at Maharaja Agrasen Institute of Management Studies, Delhi. This is an original piece of work & I have not submitted it earlier elsewhere.

KASHIKA KOHLI

CERTIFICATE FROM COMPANY

CERTIFICATE FROM GUIDE

This is to certify that the summer training project titled MARKET SHARE OF A0 WIDE FORMAT PRINTERS w.r.t XEROX INDIA LTD. is an academic work done by KASHIKA KOHLI submitted in the partial fulfillment of the requirement for the award of the degree of Bachelor Of Business Administration from Maharaja Agrasen Institute of Management Studies, Delhi, under my guidance & direction. To the best of my knowledge and belief the data & information presented by him/her in the project has not been submitted earlier.

Mrs. Sanampreet Sharma

ACKNOWLEDGEMENT

There is always a sense of gratitude which one express to other for the helpful services they render during all phases of life. I would like to express my gratitude towards all those who have been helpful to me in getting this mighty task of project work to a successful end.

My special thanks to Dr. N.K. Kakkar, the director, who was constant source of guidance and provided with the maximum help he could, through out the project.

I consider it a pleasant duty to express my heart felt appreciation, gratitude and indebtedness to Mrs. Sanampreet Sharma for her keen interest, invaluable pain taking & excellent guidance, patience, endurance, encouragement & thoughtful advice throughout the project work duration.

I am also thankful to all my friends and users who operated my project and provided me not only valuable and prudent suggestion but also with constructive criticism that helped me to improve and enhance the usability of the project.

Kashika Kohli

EXECUTIVE SUMMARY
With the opening up of the Photocopier machines many companies have come up like Canon,Ricoh,Sharp and Xerox . This has increased the competition among them and also posed a challenge, which was enjoying a monopoly status. The increased competition gives me an opportunity to compare the copier machines. My study aims at-Analysing the market share of wide format printers with special reference to XEROX INDIA LTD. Xerox Corporation is a global technology company that is famed for the introduction of the lain-paper copier and have now have transitioned into a global document management company The report is prepared for the partial fulfillment of award of degree of BBA programme and as a part of curriculum. This descriptive research is being conducted by survey on the people of Delhi. The survey was conducted through questionnaires by personally interviewing each respondent on a number of queries structured in the questionnaire.The data thus collected was then subjected to analysis by a mixture of common and advanced statistical technique. The above mentioned survey was conducted on 45 respondents. The respondents were selected from different parts of Delhi.

CHAPTER SCHEME

The following chapter scheme has been followed: CHAPTER 1-INTRODUCTION -This chapter includes purpose of study,research objective,research methodology,data collection and limitations of study CHAPTER 2 COMPANY PROFILE This chapter has relevant information about Xerox.The history, vision of Xerox,its products,organizational structure,distribution strategy and service etc. is covered under this chapter CHAPTER 3 FINDINGS AND ANALYSIS This chapter includes all the analysis of the survey conducted.All the graphs,pie charts etc has been included in this chapter. CHAPTER 4 SUGGESTIONS This section includes the suggestions or the recommendations that are given to the co. on the basis of the analysis that has been done. CHAPTER 5 CONCLUSION AND LIMITATIONS This chapter includes the conclusion of the survey and the project in whole and the limitations suffered during the survey/project.

CHAPTER 1 INTRODUCTION

1.1 PURPOSE OF THE STUDY

In this competitive market where customer and dealer is the king, it is very important to analyze the customer as well as dealer perception about the product. Companies, by conducting various market researches, try to improve their products and provide customers better and more services. For achieving success every company should target customers because the market is totally customer oriented.So the study was conducted to know the factors influencing the market share of Xerox.The study was basically conducted for A0 line of printers which are also known as wide format printers.It was conducted among large enterprises and jobbers to know : The average monthly print volume Desirable printing speed Brand of wide format printer used Box pricing Wide format printing technology used

1.2 RESEARCH OBJECTIVES OF THE STUDY :

The objectives of a research project summarise what is to be achieved by the study. The general objective of a study states what researchers expect to achieve by the study in general terms. The formulation of objectives helps us to:

Focus the study (narrowing it down to essentials); Organise the study in clearly defined parts or phases.

The objective of this survey are : To study the market of Xeroxs wide format segment. To study the market strategy of Xerox. To study the various factors to be kept in mind while buying a wide format printer. To study the organizational structure of Xerox corporation. To study the different wide format product ranges of Xerox. To study the various potential areas where Xerox can expand its market. To study the satisfactory level of Xerox customers for the products.

1.3RESEARCH METHODOLOGY

1.3.1 RESEARCH DESIGN

Research design is a plan for collecting data so that desired information can be obtained with sufficient precision or so that hypothesis can be tested properly.It is an overall plan of action to be followed during an experiment to be sure that the objectives are met.Therefore it relates with setting out the broad outline and key features of the work to be undertaken, including the methods of data collection and analysis to be employed, and showing how the research strategy addresses the specific aims and objectives of the study, and whether the research issues are theoretical or policy-oriented. The research design used in this project is-DESCRIPTIVE AND SURVEY RESEARCH DESIGN.

1.3.1.1 POPULATION
Population refers to the total items about which the information is desired. Here in this project I have considered finite population that is we are taking one single individual as single unit. The population for the survey conducted included large enterprises and jobbers within Delhi.These enterprises used wide format printers for many purposes.

1.3.1.2 SAMPLE SIZE

The survey was conducted on a sample of 44 respondents.These included large enterprises and jobbers.

1.3.1.3 SAMPLING TECHNIQUE

A sampling technique is the name of a specific process by which the entities of the sample have been selected.A variety of sampling techniques can be employed,individually or in combination. The samples in this survey were picked up on a random basis.So the sampling technique used was RANDOM sampling.

1.3.2 DATA COLLECTION

There are several ways of collecting the data which differ considerably in context of money, cost, time and other resources. In this project the data which was required gave details about the behaviour of enterprises who require wide format printing machine for the purpose of construction prints,advertising etc.

1.3.2.1 METHODS OF DATA COLLECTION :

The samples among large enterprises were taken from : Noida Gurgaon

And the samples among jobbers were taken from : Nehru Place Bhikaji cama place Connaught Place Rajinder Place

A survey was conducted at each of these segments considering various factors which was a source of absolute primary data. Secondary data was also collected for the compilation of the company profile.Secondary data sources used were:

Product Brochures Xeroxs journals

1.3.2.2 INSTRUMENT FOR DATA COLLECTION

The instrument that was being used for collecting information during the survey was QUESTIONNAIRE. The survey was conducted through questionnaires by personally interviewing each respondent on a number of queries structured in the questionnaire.A copy of the questionare is attached in the annexures.

The questionaire contains all the questions necessary to understand the large enterprises A0 printer usage,color/mono preference,,market share of Xerox india ltd.,related problems,cost and customer behavior.

The data thus collected through survey was organized in a database, which could be referred for future endorsements. The data thus collected was then subjected to analysis by a mixture of common and advanced statistical technique.

1.3.3 LIMITATIONS :
Limitations refer to the constraints that affect the study. Following are some of the limitations that I had to undergo:

Lack of availability of actual data. Time factor also became a limitation to the study.

CHAPTER 2 COMPANY PROFILE

COMPANY PROFILE

Name: Xerox India Ltd.

Headquarters: Norwalk, CT

Type of organization: business to business organization,business to customer

Type of industry:Document management,Business Process management

2.1 Company overview:

Xerox Corporation is a $17.6 billion technology and services enterprise that helps businesses deploy smart document management strategies and find better ways to work. Its intent is to constantly lead with innovative technologies, products and solutions that customers can depend upon to improve business results. Xerox provides the document industry's broadest portfolio of offerings. Digital systems include color and blackand-white printing and publishing systems, digital presses and "book factories," advanced and basic multifunction systems, laser and solid ink network printers, copiers, and fax machines. Xerox's services expertise is unmatched and includes helping businesses develop online document archives, analyzing how employees can most efficiently share documents and knowledge in the office, operating in-house print shops or mailrooms, and building Web-based processes for personalizing direct mail, invoices, brochures and more. Xerox also offers associated software, support and supplies such as toner, paper and ink. Headquartered in Norwalk, Conn., Xerox is ranked No. 1 in the computer category on FORTUNE magazines World's Most Admired Companies listing and No. 147 among the FORTUNE 500. Xerox has 57,100 employees worldwide, and its operations are guided by customer-focused and employee-centered core values

such as social responsibility, diversity and quality -- augmented by a passion for innovation, speed and adaptability. The Business of Xerox The company's strategic focus is on three primary markets: high-end production and commercial print environments, networked offices from small to large, and value-added services. Two unifying themes cross all areas and play to Xerox's core strengths: color, and solutions that tailor Xerox devices to solve a customer's problem. Of the $17.6 billion in 2008 revenue, the United States accounted for $9.1billion; Europe accounted for $6 billion; and Latin America, Canada and other countries accounted for $2.5 billion. Through its strong focus on investing in innovation, Xerox earned more than 230 worldwide awards, and launched 29 products in 2008 that were delivered through a broad set of sales channels. A Brief History of Xerox Chester Carlson, a patent attorney and part-time inventor, made the first xerographic image in his makeshift laboratory in Astoria, Queens, in New York City, on Oct. 22, 1938. He spent years trying to sell his invention without success. Business executives and entrepreneurs didn't believe there was a market for a copier when carbon paper worked just fine. And the prototype for the copier was unwieldy and messy. Some 20 companies, IBM and General Electric among them, met his invention with what Carlson called "an enthusiastic lack of interest." Finally in 1944, the Battelle Memorial Institute in Columbus, Ohio, contracted with Carlson to refine his new process, which Carlson called "electrophotography." Three years later, The Haloid Company, a maker of photographic paper in Rochester, N.Y., approached Battelle and obtained a license to develop and market a copying machine based on Carlson's technology. Haloid later obtained all rights to Carlson's invention. Carlson and Haloid agreed the word "electrophotography" was too cumbersome. A professor of classical languages at Ohio State University suggested "xerography," derived from the Greek words for "dry" and "writing."

Haloid coined the word "Xerox" for the new copiers, and in 1948, the word Xerox was trademarked. Inspired by the early, modest success of its Xerox copiers, Haloid changed its name in 1958 to Haloid Xerox Inc. The company became Xerox Corporation in 1961 after wide acceptance of the Xerox 914, the first automatic office copier to use ordinary paper. September 2004 marked the 45th anniversary of the Xerox 914. More than 200,000 units were made around the world between 1959 and 1976, the year the company stopped production of the 914. In 1985, 26 years after its introduction, Xerox announced that it would no longer renew 914 service contracts in the United States. Instead, a time and materials repair service was offered for the more than 6,000 units still in operation. Today, the Xerox 914 is part of American history as an artifact in the Smithsonian Institution.

2.2 Xerox at a glance

For more than a half a century, Xerox has been a leader in document technology and services. It continue to build on this heritage of innovation. Through its acquisition of Affiliated Computer Services, we now are the worlds leading enterprise for business process and document management, offering global services from claims reimbursement and automated toll transaction to customer care centers and HR benefits management. The new Xerox is dedicated to innovation, service and giving our customers the freedom to focus on what matters most: your real business.

Were dedicated to building a place creating business Thats a testament to where great ideas and people can thrive. our ongoing dedication solutions for more Do you have what it takes to join the to innovation. than a century. team?

See how we've been

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countries

We extend our global reach through wholly-owned subsidiaries of regional office technology dealers, as well as more than 6,500 authorized sales agents and concessionaires and about 10,000 technology resellers.

66,500
customer-facing employees

We have more than 8,000 sales professionals, 46,000 employees directly serving our clients through on-site operations or off-site delivery centers, and 12,500 technical-service employees.

We are allied with IT and business partners that integrate our systems and services into their customer solutions.

2.2.1 Xerox Corporation Who We Are and What We Offer

For more than half a century, Xerox has been in the business of making it easier to get work done. Our job has never been more important than it is today as the world gets even more lost in information, overloading peoples ability to make sense of it all. Xerox has kept pace with innovations that help people navigate the sea of printed and online content, cut through the clutter and make information relevant again. Document Outsourcing and Services Heres how we help our customers through our consulting and outsourcing services:

Simplify document-driven processes, like forms processing and records management. Provide services that analyze and improve the use of document systems printers, copiers, fax machines and scanners.

Manage in-house print operations and special events by handling technology procurement and print/copy centers.

Make information easier to manage and find through digital imaging, archiving and indexing. Improve commercial print operations through document outsourcing and resources to boost sales and profits.

Production Printing For graphic arts and production environments, we offer these printing systems and services:

Color and black-and-white digital printers and presses. Wide-format and continuous-feed printers and copiers. Business development tools to help grow a profitable digital business. Publishing solutions for books, on-demand documents, transactional applications, personalized printing and workflow software to simplify how print jobs are created and managed.

Office Solutions We have the right office printer and services for any business, from small to large, in one city or in thousands:

Multifunction systems, color and black-and-white, that combine printing, copying, faxing and scanning. Color network printers, solid ink and laser. Digital copiers and fax systems.

Research and Development Innovation keeps us in the forefront of our industry:

About 5% of our revenue is dedicated to R&D and engineering. Four R&D centers in the U.S., Canada and Europe focus on color science, computing, digital imaging, work practices, electromechanical systems, novel materials and other disciplines.

More than 8,600 active U.S. patents.

2.2.2 Xerox around the World

Xerox customers include small and medium-size businesses, graphic communications companies, government entities, education institutions, Fortune 1000 corporate accounts, and firms in document intensive industries such as healthcare, legal and financial services. Xerox offerings are sold through our global sales force; a network of independent agents, dealers, value-added resellers and systems integrators; Global Imaging Systems, a wholly owned subsidiary of Xerox; and phone and Internet sales channels. We have:

Over 7,500 sales professionals, 13,400 managed service employees at customer sites and 13,000 technical service employees. More than 7,000 agents and concessionaires and about 40,000 technology resellers that extend Xeroxs local and global reach.

Alliances with top IT and business partners that integrate Xerox systems and services into their customer solutions

2.3 Xerox India Ltd.

Overview Incorporated in 1983, Xerox India Limited (XIL) is a part of Xerox Corporation (NYSE: XRX), the US$15.7 billion, Fortune 500 global document management company. Over the past 20 years, Xerox Indiahas shaped the Document Management industry in India by ushering in the world's best documentprocessing products and bringing innovative value-added concepts to cater to customer needs. XeroxIndia has successfully transitioned three major movements in India since its inception, from copying toprinting, black and white to colour and stand-alone analog to digital, networked products. Xerox India's Strategic Intent To become the leader in the document market in India by helping improve the customer workprocesses, positively impacting productivity and costs while digitally empowering them totransform their work. In other words 'helping people find better ways to do great work. Xerox India Limited, erstwhile Modi Xerox was the outcome of one man's vision to usher whitecollarproductivity in India. In the 1960s and 1970s Dr Bhupendra Kumar Modi, erstwhile founder Chairman and President, Modi Xerox experienced first hand the power of xerography and discovered the simple joyof copying reference study material at the touch of a button. Through a tie up with Rank Xerox, a member of the worldwide Xerox family in UK, Dr Modi founded Modi Xerox, a joint venture partnership and brought to Indian offices a new level of productivity and efficiency in business management. The Xerox India Limited story can be divided into the following phases: o The Start-up years (1983 - 86) o The Take-off Phase (1986 - 89) o Maturing of the Partnership (1989 - 91) o Evolution into The Document Company (1991 - 95) o Gearing up for Globalization & Knowledge Growth (1995 - 99) o 2000 & Beyond : Leading the Digital Document Revolution

2.4 XEROX MISSION AND VISION

Xerox Mission Statement Through the world's leading technology and services in business process and document management, we're at the heart of enterprises small to large, giving our clients the freedom to focus on what matters most: their real business. Core Values One thing that never changes is our core values: We succeed through satisfied customers. We deliver quality and excellence in all we do. We require premium return on assets. We use technology to develop market leadership. We value our employees. We behave responsibly as a corporate citizen.

2.5 Business groups

Xerox has three business groups in India:

1. Office Business Group - The Office Business Group of Xerox caters to the requirements of large and mid-sized enterprises, providing them with analog copiers, digital copiers, copiers-printers, advanced multifunction devices, color copiers-printers and engineering copiers. These offerings are marketed in a variety of ways - through direct and indirect sales channels including sales promotion agents. The diverse range of Office products belong to one of the three product families: CopyCentre , WorkCentre and WorkCentre Pro. These products range in speeds from 16 to 90 pages per minute. The group also provides Xerox Phaser color and Black & White network printers. Rounding off Xeroxs offerings are software solutions and services developed to enhance work productivity

2. Production Systems Group - The Xerox Production Systems Group caters to three main production environmentsPublishing, Transaction Printing and Enterprise wide Printing through its multiple product categories: DocuPrint-for enterprise printing, DocuTech-for digital print on demand publishing and DocuColor-for digital full color printing. Production Systems Group offers both color and Black and White high value, high-speed products, and a complete gambit of comprehensive document solutions that enable just-in-time printing, customized publishing and book publishing. The group also offers total document solutions and services that can scan, view, manage and produce documents as well as a variety of pre-press and post press workflow options to fully meet customer demands

3. Xerox Global Services - Xerox Global Services brings device and document management services to the marketplace. It enables Xerox to be a fully integrated document solutions company by providing a total end-to-end solution. Xerox Global Services helps clients reduce costs and create value by making smarter connections between their people processes and technology. The group works with clients to streamline and simplify everyday processes like customer communication, billing, training and records management.

2.6 WIDE FORMAT PRINTERS-PRODUCT RANGE

Wide-format printers are generally accepted to be any printer with a print width between 17" and 100".Wide format printers are used to print banners, posters and general signage and in some cases may be more economical than short-run methods such as screenprinting. These printers generally use a roll of print material rather than individual sheets and may incorporate hot-air dryers to prevent prints from sticking to themselves as they are produced. Apart from wide format printers they include large format copiers and scanners for copying, printing, scanning and electronically distributing wide format documents for technical and graphic solutions. The various products in this range are:
I.

Colour wide format printers- These are high speed, high quality wide format printers with low running costs.These include:
Xerox 8265

Xerox 8290

Xerox 8365

Xerox 8390

Xerox 8160

Xerox 8142

Xerox 8264E

Xerox 8254E

II.

Digital WF printers and copiers-These are flexible large format printers and printer-copiers which support a wide range of engineering, architectural, and graphics applications.These include:

Xerox WF 6622 solution

Xerox 6279 WF

Xerox 721 Series Copy System

Xerox 721 Series Print System

Xerox 510 Series Copy System

Xerox 510 Series Print System

Xerox 6050A WF

Xerox 6204 WF

III.

Xerox WF 6604/6605 Solution

Large format scanners-These are designed for flexibility to add functionality as your needs change. These include:

WF Scan System

XE Scan Solution

IV.

Wide format finishers-These are affordable and reliable add-ons for your digital wide format printer.These include:

Xerox 88 Series Folder

V.

Xerox Stacker 1000

Wide format software solutions-These are print job and document management solutions for your wide-format applications.These include:

Plotworks

2.7 ORGANISATION STRUCTURE OF XEROX:

2.8 INNOVATON AT XEROX

Xerox innovation brings together many disciplines and technical competencies. Xerox is unique in this respect in that its research has spanned everything from basic physical sciences, mechanical and electrical engineering through to social science and psychology. Xeroxs research and technology centres around the world each provide their own unique perspective. Xerox conducts work in color science, computing, digital imaging, work practices, electromechanical systems, novel materials, linguistics, work practice analysis, and nanotechnology connected to Xerox's expertise in printing and document management. The company consistently builds its inventions into business by embedding them in Xerox products and solutions, using them as the foundation for new business, or licensing or selling them to other entities. The Xerox Innovation Group includes everything from the scientists who invent new technology to the experts who help secure intellectual property through patents to the managers who deliver the technology to Xerox business groups, use it as the foundation for new businesses, or license it to an outside company to bring value to their products. The latest innovation by XEROX is new print head technology and cartridge-free ink. It delivers colour prints for up to 62 percent lower cost and 90 percent less supplies waste in the worlds. It is the first high-speed solid ink office multifunction printer. The new Xerox ColorQube 9200 Series multifunction printer vaults Xeroxs proven solid ink technology to the centre of the highly competitive office market.

2.9 STRATEGY FOLLOWED AT XEROX

Xerox strategy to be the market leader is marked as four pillar structure:
Executing on growth Expanding distribution Securing future technology leadership Optimize productivity & infrastructure

Executing on Growth Initiatives:1. Accelerating the transition to color XEROX has the broadest color portfolio in the industry and leading technologies. Economic cost and quality improvements are driving the transition from black-and-white to color. 2. Building on services leadership XEROX lead the industry with end-to-end Document Management Services and participate in three areas of the outsourcing services market: Infrastructure Outsourcing, where they help the customers to reduce their enterprise spend through differentiated technology, skills and automation. Application Outsourcing, where they help the customers to streamline their document intensive business processes through automation and deployment of software applications and tools. Business Process Outsourcing, where the customers leverage Xerox global delivery capability and proprietary production imaging software to manage both high volume standardized activities as well as lower volume complex workflows. 3. Driving the New Business of Printing XEROX is driving the New Business of Printing opportunity by identifying applications which are suitable for digital production.

Expanding Distribution Channels:1. XEROX continue to expand the presence in the small and mid-size business (SMB) market through the acquisition of Veenman B.V. in the European market, as well as additional acquisitions made by Global Imaging Systems, Inc. in the U.S. markets. 2. They continuously increase the investments in Developing Markets, a high-growth market opportunity.

Securing Future Technology Leadership:Expanding the Document Management Technologies that optimize the capabilities of the XEROX products and streamline customers processes. Xerox develops breakthrough ink technologies such as Solid Ink and Cured Gel ink to reduce the cost.

Optimizing Productivity and Infrastructure:Xerox is improving the efficiency and effectiveness in the infrastructure and Optimizing the resources to support innovation and growth.

2.10 SALES STRATEGY FOLLOWED BY XEROX CORPORATION 2.10.1SPANCO:The selling process is a crucial factor for any business. Yet often, sales management is based on individual goodwill. Of course, goodwill is essential to achieving an objective, but it is not enough on its own. It has to be combined with the necessary factors for success, motivation, incentives, training, etc. not forgetting the methodology. The sales process can be broken down into stages. Each of these stages is associated with a series of actions to be undertaken. By clearly identifying the stages in the sales process, you will be able to see the state of your portfolio of leads, so that at any moment, the salesperson (and their line management) can identify where and how to intervene in order to turn a lead into a customer. SPANCO stands for: 1. Suspect- Definition of the target 2. Prospect- Identification of the lead 3. Approach Analysis- Evaluation and qualification of requirements, identification of the solution 4. Negotiation- Negotiation process 5. Closing- Finalization of the order

6. Order Ongoing Account follow-up (up and cross-selling, etc.) Order management and sales monitoring.

SPANCO enables you to display sales figures as well as to generate, manage and convert leads into customers. Areas of difficulty which may arise in terms of the various phases will be clearly highlighted, so that corrective action will be all the more effective and thus improve the performance of the sales department.

2.10.2 PUSH MARKETING STRATEGY

In sales process Xerox follows PUSH marketing strategy. In business parlance, push-pull marketing refers to different ways of promoting a business model in order to reach a target market. In push marketing, you push your content or product towards the audience which may or may not be aware of it. Conversely, in a pullmarketing scenario, the customer pulls your content or product towards themselves, because they are interested in learning more about it. Push-marketing involves the active engagement of a target market. In push-marketing, you largely focus on the features of your product or service and you seek a direct response from the targeted audience. In a sense, push-marketing often involves short-term strategies which involve specific event or time-based campaigns.

CHAPTER - 4 SUGGESTIONS

SUGGESTIONS
There could be some changes in the products of Xerox according to consumer needs and purchasing power of consumer. Increase channel partners and exclusive brand partners, and plan to increase the market penetration. Xerox needs to improve on its advertisement and promotional strategy since many of the customers are not aware about Xeroxs products. Around 60% of the companies are using both photocopier and printer,there is a potential market for MFPs. Develop IT partners and improve the level of device support. Develop strong relationships with system integrators and value added resellers that have established government accounts, which can help in winning tenders and can also increase market penetration within the enterprise market. There should be some changes made in the products of Xerox according to customer needs and purchasing power of customer.

CHAPTER 5 CONCLUSION AND LIMITATIONS

CONCLUSION:
Most of the enterprises are using MFPs instead of just a printer. The requirement of cartridge among the enterprises included in the survey was more for color/mono. This means that they require both the cartridges. Majority of the enterprises and jobbers were using inkjet technology of printers. There are two types of cartridge used-pigment and solvent.Out of which pigment was used more. The market is dominated by HP as a brand, followed by OCE. Around 49% of the respondents were using HP. People want to buy those brand of product which are less costlier but best in quality and service.But there were some respondents for whom price was not a matter of concern. Many people said that price of Xerox machines is higher than other brands. The documents used for large format printers were mainly line art.

LIMITATIONS:

Human behaviour is too complex to determine .So the information disclosed by them may not be very accurate. There was a time constraint while conducting the study. This research is conducted on a very small sample size,so it might be possible that the information given by such respondents may not match with the view of whole Delhi. Some of the respondents were not willing to reply to the questions. It might be possible that the answers given by the respondents were full of biasness.