Effects of Derived Demand on Xerox
Xerox initiated as an innovative company which first made the first photocopy on ordinary paper . However, as years passed by , the costumer’ s demands were changed a lot so this consequently affected the derived demand of company . Especially, the last 5 decades in which the |Xerox is active the technology in thiese fields increasing rapidly and move very fast. The customers are very demanding and satisfied very difficult with the existing options. The pipeline should be very impressive to maintain or gained an increased market share. Therefore , in 1961 it was developed the first automatic Xerox copier, and the first marketable plain-paper copier according to the need of the market. The first launch of photocopiers has taken place in 1973 and in 1989 it was evolved, for competitive purposes , the first complete system for duplicating and finishing using a built-in computer. At the same time Xerox come back was Xeroxs comeback was so impressive that its Business Products and Systems unit won the U.S. Congresss Malcolm Baldridge National Quality Award for regaining its lead in copier quality. One of the most important introductions in firm’s portfolio was the rectro-verso Docu Color which print 40 full-color pages per minute (high speed color copier ). Therefore the innovations which was in alignment with the market needs contributed to the establishment of the Xerox as a leader company in its industry.
The solutions which were provided by the company assist in improving the productivity of information processing in its customer companies. Taking into account that the majority of the information that possessed a company is in the form of document we could assume the huge amount of cost of the printing and the management. Apart from the economic importance these documents has a strategic aspect. The copies are the carriers of important data which could become tools for decision making . Therefore it is imperative need to offer high quality printing with clear , precise and readable copies. Therefore the breakthroughs that offering Xerox in response to market needs allow companies and organizations to improve efficiency, running costs and above all competitively.
Nevertheless, many times is very difficult to forecast the companies what actually is the real customer demand due to the high diversity of the customers especially in B2B markets. When this happened the firms end up to false choices and strategic plans which could lead to economic disasters. i.e. On 1970’s the Ricoh Company, Ltd which came from the emerging market of Japan foresee better the needs of the customers and achieve better customized