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Xerox Battle to Reposition

2. a) Perceptual map of Xerox before 2008

Customer Satisfaction Brand recognition

Product Innovation Market Research

Before the year 2008, Xerox was well known for its brand positioning. It had a very strong

global presence and brand recognition in the photocopier industry such that its name was used

synonymously with the trade (Hawkins, Mothersbaugh and Roger). Nonetheless, there was no

innovation in the digital space as new trends such as cloud computing and other technological

advances caught up with the firm unprepared. From that point, the firm has experienced

numerous challenges trying to shift into other areas of business with no results. The obstacles

were mainly due to the instilled customer perceptions of the firm’s core business that changing

their stance proved to be difficult.

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b. Perceptual Map of Xerox in Current Times

Customer Satisfaction Brand recognition

Product Innovation Market Research

In the year 2008, the company introduced a new logo as part of its repositioning strategy. During

2010, they acquired a firm known as Affiliated Computer Services (ACS) that provided solutions

to clients in areas such as credit card application, medical billing, municipal paperwork and

mass-transit ticketing system (Hawkins, Mothersbaugh and Roger). Besides that, Xerox involved

itself in advertising campaigns but they never realized their intended objectives. Other firms that

were part of the promotions seemed to gain more than the primary organization. After 2008, the

company embarked on product innovation with less focus on customer satisfaction and brand

recognition.

c. Difference between the two perceptual maps

To understand Xerox position in the market, it was crucial to examine four distinct aspects

namely customer satisfaction, brand recognition, product innovation and market research. Before

2008, it was evident that the company enjoyed good customer response plus a strong brand

recognition. After the period, the firm undertook to reposition itself through strong product

recognition and market research. Previous repositioning efforts were a failure thus consumer

satisfaction and brand recognition were minimal.

3. a) Where does an original product fit in the four dimensions?

Customer satisfaction and brand recognition.

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b) Where does the business service solution fit?

Brand recognition

Work Cited

Hawkins, Del I., David L. Mothersbaugh, and Roger J. Best. Consumer behavior: Building
marketing strategy. McGraw-Hill Irwin, 2013.
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