Case study Canon
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The Canon Case
Xerox
Xerox had the advantage of being the first on the copy-machine market. They were the market leader all over the world (with 95 % share of the global market), mainly because of the patents owned by them. They had protected the important PPC technology with patents which prevented competition from entering the same market. Target customers for Xerox were large corporations and its concept of customer value was that of centrally controlled photocopying. Xerox focused on manufacturing and leasing complex high-speed photocopiers, using its own manufacturing and sales force to provide a complete package to those who leased its machines. Xerox focused at cost leadership which they hoped would stop competitors from entering the market. Xerox conquered the world through joint ventures, in the UK to form Rank Xerox, which dominated the European market. In Japan Xerox and Fuji Photo Films created another joint venture, Fuji Xerox, which came to dominate the Asian market.
Fuji Xerox has played a very important role in the Global strategy of Xerox. The joint venture with between Fuji and Xerox turned out to be more important for Xerox than they could ever imagine...