Case study Xerox

Xerox management is planning to introduce a new color printer Phaser 8200 in 2021. It is a color printer primarily designed for Graphic Designers. Number of graphic designers in the United States is estimated to be 262,000.

Competition in computer printer industry involves many multinational corporations including HP, Lenovo, Apple Mac, Dell, Samsung, Ricoh, Cannon, Konica-Minolta, Toshiba, and Casio. All these competitors have demonstrated technical and managerial capability to manufacture and market color printers for business (B2B) customers

Xerox Phaser 8200 will be sold through exclusive Electronic stores that sell high-end computer printer dealers.

Questions

1. Management has identified a few magazines that reach the graphic designers and their employers. These seven magazines (media vehicles) include: Before & After, Communication Arts, Photo-Shop Creative, Layers, I.D and Net. Xerox management, however, has budget to place ads in only three of these magazines. List the factors you would consider when selecting the three media vehicles?

2. To sell these printers, Xerox management needs a sales force. What type of sales representatives appropriate for this product? What will these people be responsible for?

3. Develop some objectives for sales force. Also identify the methods that you would use to evaluate their sales performance.