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With the advent of scanners and the universality of the portable document format (PDF), the market for optical copiers is shrinking rapidly. Can a company such as Xerox Corporation survive? In this assignment, you will address this question.

Research the issues faced by Xerox from 2000-2010 and the solutions found using the assigned readings, the Argosy University online library resources, and the Internet. Specifically review the company's annual report at the following:

Xerox Corporation

Respond to the following:

Identify multiple business pressures on Xerox.

Describe some of the company's response strategies.

Identify the role of IT as a contributor to the business technology pressures (for example, obsolescence).

Identify the role of IT as a facilitator of Xerox's critical response activities.

Support your positions with reasons and examples based on your research.



Technological advancement is on one hand bliss to modern generation on the other hand, it is also a major challenge for some firms. It is forcing organizations to upgrade their technologies form strategies n order to remain competitive. Xerox is one such organization. This company was itself a major example of technological advancement. However, with the introduction of scanners and pdf and such other technologies, the firm is facing challenges. The following section would elaborate the business pressures that the firm faced, the role of IT employees and the function and the strategies developed by the firm to fight the issues.

Identify multiple business pressures on Xerox.

With the advent of technology and changing consumer expectation, the company is facing several challenges since 2000. The machine developed by the firm is itself a major discovery of science; however, the advent of technology itself worked as a backlash on the firm. The technology-induced shift, back in the early 2000s and before that, is one of the first major challenges that firm faced. The shift from copiers to printer significantly affecting the revenue of the firm, making a sharp drop from $4.7 billion from $4.9 billion at the first quarter of 2000 (, 2002). Stating the concerns the then CEO Allaire said, “We have more significant issues than we previously anticipated” (, 2002).  The company also witnessed a sharp fall in revenue from 200o to 2001 to 2002.


However, with the help of some strategies the firm was able to revamp its revenue again 2003. In recent years, like 2010, the advent of scanners and PDF had a hard hid on the profitability of the firm.  A vast shift from hard copies to digital books and soft copies, is witnessed in recent years. This digitalization of learning experience along with dependency on cloud services are the major reasons for the decreasing popularity of the core service of Xerox Company.  

Describe some of the company's response strategies.

The company took several measures in order to cope up with the issue. First of all, it looked at strategies for cost reduction so that it can focus more on developing upgraded technologies that can fulfill customer requirement. Understanding their gradual fall in core market that is technology business, they expanded their markets in two new areas, The company, stepped into Business process Outsourcing and Information Technology outsourcing to create ways for revenue generation. The two markets were valued at 150 $billion and 250$ billion correspondingly (Fuji Xerox Co., Ltd. 2016).

The company’s board and management team along with the research and development was effective enough to understand the declining demand of black and white printed materials  and the shift to e-mails and softcopies.  The company therefore, started developing new features and promoting them in such a way that, the customers understand the additional value of their service. They first developed affordable color ink jet. In the 2010 annual report, the firm claims that the real time, relevant as well as personalized communication is the first of its kind and has the emotional essence that no electronic platform can provide. It states, “The higher-value print communications are those produced in color – photo books, marketing collaterals, direct mailers and packaging. And those printed in color with messages customized for the individual cut through clutter in ways that no electronic communication ever can” (, 2010. P.3).         

Identify the role of IT as a contributor to the business technology pressures

The IT workers in organizations that are loomering in the brink of up gradation and obsolescence, plays one of the key roles in the rejuvenation of the company.

First, they need to understand customer requirement. As they are exposed to the global data of customer demands and technological advancement, they need to find out such strategies that are going to work for a long term and not just a short-term solution (Ahmar Habib & Yazdanifard, 2017). They hold the ability to upgrade the technology and make it in line with the current trends. Therefore, in such situations the IT employees should focus on upgrading the services.

Some departments in IT have the ability to directly communicate with the customers. they can step forward in retaining the existing loyal customers and understanding their service requirements. On time service provision and customer query solve can help the company retain its customers shifting to something new. 

Identify the role of IT as a facilitator of Xerox's critical response activities.

In order to form effective strategies for dealing with the external pressures like technological up gradations, it is essential for the firms to process the data. The role of IT as a facilitator of Critical response activities of Xerox can be divided into two segments that are the role as a information process and the role as a promoter of brand image.

First of all the function helps to collect data like, customer requirements, the current market trends and so on, and so on. Such information helps in understanding and forming strategies. The Knowledge management, that indicates the proper use of information inputs, is a key part of IT segment (Xerox Corporation, 2016). Processing the information to form effective strategies is therefore a major role of the function in this case. They can also communicate the company values and its promises to remain exceptional to the customers. 


It is observed that the key challenge that the company encountered is the more focus on soft copies and technological upgradation like scanners and pdf.  The company used cost reduction strategies like lowering labour number, the addition of new features, developing marketing strategies and so on. The key roles of the IT department are up gradation of technology and understanding the customer requirement.


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