Xerox SWOT Analysis, Competitors & USP

Posted in IT & Technology, Total Reads: 5665

SWOT Analysis of Xerox with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Xerox Corporation


Document services


IT & Technology

Tagline/ Slogan

Work can work better


World’s leading enterprise for business process and document management.

Xerox STP


Xerox segments the market on the kind of service required by businesses.

Target Group

It targets customers requiring document management services including back office transaction processing, centralized print services, etc. and business processes like communication and marketing, customer care and litigation services


Positions itself as providers of business services and digital printing solutions.

Xerox SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Xerox :

1. 109 years old company with global presence.
2. Diverse portfolio of services.
3. High expertise since Xerox has been in the market for a very long time
4. Huge clientele includes schools, small businesses, government agencies, commercial printers and Fortune 1000 companies.

5. Well recognized and renowned brand name.

6. Acquisitions of companies like NewField IT to increase the breadth of the services offered.

7. High investment in innovation and research and development by the company.


1. Multimillion dollars are spent on the new advertising campaign for Xerox “work can work better”
2. Stock price of Xerox dropped by 25 percent in 2015.
3. Xerox products are not in sync with the rapidly advancing world of cloud and complex technology.
4. Falling revenues


1. Expanding into new areas of opportunity like digitally-printed packaging.
2. The company can develop expertise in human resource functions and providing cloud services since it is highly in demand currently. 
3. It can focus on continued growth through acquisitions in the markets where its existence is low.


1.Intense competition in the document solutions business
2. New advanced technologies with digital solutions is phasing out the document printing or copier business of Xerox
3. Many divisions  and products of the company like the division that makes and markets copiers, are now becoming obsolete.

Xerox Competition


Below are the 3 main Xerox competitors :

1. Canon
2. Ricoh
3. Hewlett-Packard

The brandguide table above concludes the Xerox SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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