Fuji Xerox Business Marketing Strategy Research

Xerox, who was the inventor of the copy machine, undoubtedly became the biggest office device manufactory in the world; keep the tale of the legend for 70 years. It was the only one enterprise who became the Fortune 500 companies with only one product. In the late of 70s, with the joining of new players such as HP, Canon, Ricoh and more Japanese companies, Xerox were not the only one player in the copy machine market. Now the China copy machine market became the fastest market in the world, it will become the second copy machine market follow the USA and beyond the Japan.In 2000, Fuji Xerox purchased the China market from Xerox by $550 Million. With the competition became intense more than before in China market, Fuji Xerox face many new competitor such as Ricoh who are good on Digital Multi-function Printer, Canon who was successful in small copy machine, and also Konica-Minolta, Toshiba and Sharp.In 2007, with the revival of China copy machine market and the development of digital multi-function printer, consumers were interested in MFP products. The market show the trend of update the office device with the new demand of small and middle enterprises, at same time the price decline. How to satisfy the demands from small and middle enterprises? Whether change the high-end position to fit the low-end customer's requirement? Whether lower the price to compete with?In order to identify the essence of above questions, Fuji Xerox Copier Machine business in China marketing integration strategy will be reviewed on the basis of market environment, competition, and market segmentation analysis. Further comments and advices will be disclosed by digesting SWOT, target market and position of Fuji Xerox copier machine business in China.The thesis is composed of six chapters as follows. Chapter one introduces the background of this paper and general macroeconomics. Chapter two explains the detailed preference of China copier market, market segmentation, competition, and color business keynotes. Chapter three states the profile of Fuji Xerox China operation. Chapter four has a deep insight into the business issues of Fuji Xerox Copier. Chapter five highlights the marketing integration strategy and marketing mix of Fuji Xerox Copier China operation systematically. Chapter six summarizes the key factors of Fuji Xerox success and clarifies the writer's comments and advices.