Fuji Xerox Marketing Strategy Analysis And Research

The office industry is developing rapidly in china, Xerox, who was the inventor ofthe copy machine,undoubtedly became the biggest official device manufacturer in theworld. It was the only one enterprise who became the fortune500companies with singleproduct. In the late of70S,with the joining of new player as HP, Canon, Ricoh and moreJapanese companies, Xerox was the not only one player in the copy machine market. TheXerox was in bad situation as go into china market, In2000,The Fuji Xerox take over thechina market,but the market situation was not change after2and3year operation. and thenthe Fuji Xerox take china market more and more important and Asia Pacific Divisioncenter moved to Shanghai.The china copier/printer market is very competitive. As the top one in the officialdevice industry, The Fuji Xerox face many competitor such as Canon, Ricoh, Koniea一Minolta, Toshiba and Sharp, and the competitor was developing well. The consumer paymore attention to the digital multi一function Printer. As the developing and invention ofthe technology, the conversion of the operating model, the Average selling price dropingdown, The rapid growth of the needs of SMEs, all of those cause the copier/printer deviceupgrading. How to face the rapid growth of the needs of SMEs? Whether change the highend Position to fit the lowend customer’s requirement? Whether lower the Price to competewith? With those question,the thesis analysis the market situation,the competition,thecustomer,and the SWOT of The Fuji Xerox, and then give the advice about the marketingStrategy.