BSA BA 170-2 Reflection Paper 3 Javillo PDF

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A short reflection paper....

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Xerox: Adapting to the Turbulent Marketing Environment

Prepared by: Javillo, Jessa Mae

Presented to: Prof. Pearl Diano Faculty-in-Charge, BA 170

April 13, 2021

A company operates in a complex and dynamic environment. Every day microforces and macro forces disturb the company’s ability to build customer relationships as it brought new challenges, opens opportunities, and poses threats to the business. A company’s environment encompasses both microenvironment and macroenvironment. In the microenvironment , actors such as the company, suppliers, marketing intermediaries, customer markets, competitors, and the publics affect the company's ability to meet its customers' needs, wants, and demands. Not only that, forces like demographic, economic, natural, technological, political, social, and cultural affects the organization’s microenvironment. Frequently, forces like these are uncontrollable by the business; thus, the company needs to develop effective strategies that will enable them to adapt and striv e in its turbulent environment, just like what Xerox has done. Xerox introduced the first plain-paper office copier, and it has stayed on top of its rivals in the copier industry. Throughout the years, its profits keep growing until changes in its technological and economic environment cause the company severe losses with its stock price plunges. As almost everything goes digital and Xerox had not kept up with these changes, place the company in a problematic condition as customers didn’t need stand-alone copiers; instead, they are looking for more sophisticated document management solutions that would allow them to scan documents , customized showpieces, and print on demand. Its workforce is also unskilled in effectively dealing with these rapid changes in digital technology. Additionally, economic forces like the Great Recession depressed Xerox’s core operations, services, sales, and stock prices due to narrowing credit conditions, slower demand, and general fear and uncertainty. However, these changes also allow Xerox to innovate, redefined, and reinvent itself. These changes made Xerox offer a broad portfolio of customer-focused products, software, and services such as network printers, publishing systems, digital presses, print management consulting and outsourcing services , and building Web-based processes . In short, these changes allow Xerox to become a leading global document-management and business process technology and services enterprise rather than a mere copier company. Clearly, it can be seen above that the story of Xerox shows how changes in a company’s environment could be both a boon and a bane to the entity. It shows how powerful the internal and external forces can be: it can put a successful company in the brink of bankruptcy if not considered in the company’s decision-making. Xerox’s story emphasizes how the marketing environment can influence a company’s operations and strategies. In Xerox's case, the rapid change in its technological and economic environment influences and changes its customers and competitors. These changes prompt Xerox to adapt and strive to its dynamic environment by expanding its product, services, and network. In conclusion, internal and external forces or actors play a huge role in a company’s success and failure. These factors might open opportunities to the company if the entity utilized it to its advantage; otherwise, it may impose a threat that if not remedied, may put the organization in danger. Constantly, companies must study their environment to adapt and create strategies that can meet new marketplace challenges and repel threats. Just like Xerox did, it has expanded into new markets, created new businesses, acquired new capabilities, and developed technologies in new industries to strive and meet its customers' changing needs, wants, and demands. Change and renewal are ongoing and neverending; hence, companies must be proactive rather than reactive, given that the se microforces and macro forces are often uncontrollable....