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Xerox Corporation (SWOT Analysis)

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“SWOT is an acronym for the internal Strengths and Weaknesses of a firm and the environmental Opportunities and Threats facing that firm. SWOT analysis is a widely used technique through which managers create a quick overview of a company’s strategic situation. The technique is based on the assumption that an effective strategy derives from a sound “fit” between a firm’s internal resources (strengths and weaknesses) and its external situation (opportunities and threats). A good fit maximizes a firm’s strengths and opportunities and minimizes its weaknesses and threats. Accurately applied, this simple assumption has powerful implications for the design of a successful strategy.”

Xerox Corporation

Xerox Corporation (Xerox) is a supplier of photocopiers, printers, and other document systems. It also offers document management services and customized solutions. The company provides one of the document industry's broadest portfolio of offerings. Digital systems include: color as well as black-and-white printing and publishing systems, digital presses and book factories, multifunction devices, laser and solid ink network printers, copiers and fax machines. Xerox also offers associated software, support and supplies such as toner, paper and ink. The company primarily operates in the US. It is headquartered in Stamford, Connecticut and employs about 54,000 people.

Strengths, Weaknesses, Opportunities and Threats (SWOT)

Location of Factor






  • Strong brand image
  • Strong R&D capability
  • Wide product portfolio


  • Weak financial performance
  • High dependence upon mature markets
  • High dependence on third parties
  • Litigations



  • Acquisitions of Amici and XMPie
  • Expansion in small and midsized business markets
  • Color peripherals market


  • Intense competition
  • EU WEEE directive
  • International business risk
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