Xerox Corporation is the American Global Corporation, which sells digital and print document solutions and other technological products across 160 countries. The headquarters of Xerox is in Norwalk- Connecticut, however, the largest part of employees are recruited in Rochester- New York. It is a large corporation, and consistently listed in the Fortune 500 companies. Xerox’s researchers and its research center of Palo Alto had invented many important features of the personal computing, like computer mouse, desktop metaphor- GUI, and the desktop computing. Xerox also shared such concepts with Apple and Microsoft, and hence played a major role in dominating the innovation market and personal computing revolution (Xerox, 2018). However, Xerox needs effective decision making panel and management to make the strategies for the benefits of the company. This could be done by evaluating the tools and matrices for product portfolio, performance, organizational culture etc. Xerox could get help from BCG matrix in order to decide which services or products need investment and efforts, and which needs to shut down. BCG matrix helps in identifying the strategic position of the company and the products. This helps in saving the efforts and investment rather than spending on worst products of the company.
Cash Cows
This quadrant has the high market share, but low market growth rate. This means the products in this category are able to earn more rather than the investment they consume, because of high market share. As the products have high demand and deals in volume. They are the primary revenue generator of the company. Color Digital printers are the cash cow for the company, because after the long time using black and white printing machine, Xerox invented color printers. This became the most selling product for the company (Garcia, 2012).
Stars
This quadrant is comprise of the products or services which have high market share and high market growth rate. This shows that the products are earning much more than they consume, but still the earning is less than cash cow items. The items in this category have the potential to be a cash cow if investments are done on them. All in one printer is the star item of Xerox. Consumer prefer both black and white printers and also colored printers, but All-in-one provide the benefits. The printer is the best-selling item of the Xerox also (Xerox, 2018).
Question Marks
The products in this category are also called as problem child, which means, if enough attention is not paid to them, the products can be a burden for the company. These products have low market share but high growth rate, which clearly indicates that the products have potential to grow in future. Heavy investment and approaches could help in turning the quadrant into star products. Deskjet printer is the question mark for the Xerox and divestiture was suggested for the division. This could help Xerox in turning the situation in its own favor. However, if marketing will be done properly, or new features will be added, the product can become star for Xerox (Garcia, 2012).
Dogs
This quadrant contains the items which have low market share and low market growth rate. This can clearly sums up that this quadrant is more or less the burden for the company. They consume much and generate very less revenue, mostly on breakeven level. The disk subsystem was in the dog category, and failed eventually because of its 80 MB hard drive, the process needs plenty of time, and consumers do not want to wait for long (Bowen, 2018).
References
Bowen, M. 2018. Why Xerox failed? [Online], Available at: https://www.quora.com/Why-did-Xerox-fail, [Accessed on: 21st September, 2018].
Garcia, 2012. Xerox company strategies. [Online], Available at: https://www.coursehero.com/file/poajbe/17-Xerox-Company-Xerox-company-strategy-can-be-identified-as-concentric/, [Accessed on: 21st September, 2018].
Xerox, 2018. About us. [Online], Available at: https://www.xerox.com/en-us/about, [Accessed on: 21st September, 2018].
Xerox, 2018. Best-selling items. [Online], Available at: https://www.shop.xerox.com/products/best-sellers, [Accessed on: 21st September, 2018].