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Xerox – Product Guarantee Case Study
Executive Summary
Should Xerox Offer a Guarantee?
The answer to this question is yes, we believe that there are compelling reasons for Xerox to offer a guarantee. ... Also a unique guarantee will help differentiate Xerox from its competitors. The data in Exhibit 6 of the case study revealed that in general, 90% of the people interviewed felt that “guarantees are a meaningful way to protect the customer.” Also, a guarantee was expected of Xerox by 42% of the respondents. Based on these facts, it is clear that Xerox should offer a guarantee.
Which Guarantee Should Xerox Offer and Why?
Xerox plans an “extensive marketing and advertising campaign … around the new guarantee.” They have a stated intent that the “guarantee would apply to all Xerox products for a period of three years or for the term of Xerox financing, whichever was longer.” Xerox officials narrowed down the options for their guarantee to three: Product Performance, Response Time, and Money Back. We believe that the product performance guarantee is the best fit for Xerox.
The money back guarantee would not be a good way to promote the Xerox name for several reasons. It would weaken Xerox’s image by giving customers the impression that Xerox does not want to correct any problems that might arise, and would rather take an easy way out by giving customers their money back.
Approximate Word count = 1008
Approximate Pages = 4
(250 words per page double spaced)
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