Invest in Xerox

Xerox Invest or Not

As a fund manager I have been charged with deciding the viability of investing in Xerox Corporation. In efforts to do so I will conduct a SWOT analysis, identify the internal and external stakeholders, determine their needs and wants, and determine if and how their needs are been met. Xerox established 1961, a public traded company on the NYSE, ticker symbol (XRX), headquartered in Norwalk, Conneticut, has defined itself as the leader in global document management, this includes copiers, color printing, consulting businesses on getting and printing information globally and office supplies. In addition as I progress I will attempt to determine if the corporation’s core values are in alignment with the success of the company, their core values are 1). Satisfying customers. 2) Complete quality and excellence. 3) Premium return on assets. 4) Use technology to lead. 5) Corporate responsibility.

Xerox Challenge

In 2001 Xerox faced with what no company with a Strong Brand as they did, which is one of Xerox greatest strengths, prepares for, bankruptcy! Competitors selling lower price copiers and the new technology of digital copying, made the light lens copying absolete, Xerox were the pioneer of that technology. Threathned the lead that Xerox has long sustained in the industry. With plummeting sales the company had to revamp. A new CEO was named a veteran of Xerox Ann Mulcahy, who was given the task of saving the company, Ms. Mulchany was successful in meeting the objectives of saving the company which were to reduce the high operating cost, invest R&D dollars to innovative technology and create new revenue streams. The company was revived from near bankruptcy and regained market share, Ann continued the successful leadership of the company until 1999 when she retired passing the batton to Ursula Burns who continues to be the CEO, maintaining the success of Xerox.

Strengths

In alignment with their core value of complete quality and excellence, using technology to lead, and succeed through satisfaction, the name Xerox in branded, which is the companies greatest strength, Xerox has done an incredible job branding the name, you still hear people saying make me a Xerox copy (using a HP copier). Xerox is known in every business and industry. The brand is an intangible asset. The brand Xerox placed 56 in the top 100 global brands in 2009,(slide share) such strong branding has enable Xerox to attract a prestigious clientel worldwide. The document management market, is slated to increase significantly within two years, Xerox is in a prime position to capitalize on that growth because of the existing strong brand image.

The core value of technology to develop and lead has tied into the other strength of Xerox, which is its concentration on research and development. Xerox spent and continues to