CISCO Systems-Building and Marketing the Global Networked Business; A Case Digested for Academic Study Purposes (a case written by: Robert B. Leavitt, 1999)

CISCO is a provider of computer technology hardware for communication networking.  The company is based in San Francisco California USA.  With the positive marketing and business trend of the company they venture to operate their businesses outside US reaching towards the emerging markets. Likewise, the company added more product services to address the market call in some regions of the globe.  CISCO services on the other hand serve some defense department of some countries knowing that CISCO products are safe and secured when it comes to cyber security.  As such, online technical support of CISCO caters not only to their US customers but to all CISCO subscribers worldwide.

CISCO LOGO EXPLAINED:

Cisco logo is an inspiration from the San Francisco Bridge in California USA.

CORE MARKETING STRATEGY:

With the implementation of the online technical support the company can reach more customers and addressing their unique problems in an individualize manner. The company believes in the constant remodeling of business model as they continue to interact with different customer’s perspective, the online customer interaction model allows the company to crunch and summarize electronically the customer’s view in using CISCO products.  As a result, CISCO may use the feedback information for the constant remodeling program of the company for the overall improvement of the marketing communication.

SALES FORCE INCENTIVES:

Granting that CISCO is operating worldwide, the company further uses the classical method of sales representative marketing strategy.  The advantage of having sales representative in one region of the globe is to reach the consumers in a more personalize manner.  Sales representatives will know the actual given business situation of the customers, with this reason the company uses the aid of the Sales Representative to help the online and centralize services of CISCO.  The globalized program of CCO (CISCO Connection Online) further implements the help of the representatives of each region to delicately analyze the customer’s needs.  In integrating the focus of the customers, the company further analyzes the customer feedbacks by creating a system in the computer to crunch the information and interpret that information to the improvement of the company’s operation.  With the CCO program, accurate analysis of the customer’s feedback as a whole can be addressed and defined without bias.

The NEC Test:

The first test of CCO market communication system of CISCO directs to NEC company in Tokyo Japan, at this time CISCO address the rigorous demand of NEC Tokyo upon knowing that the business operation in Japan is requiring a higher demand of CISCO’s services.  As a result, CISCO company is successful in partnering with NEC to implement the meticulous business operation process in Japan production plant.

POSSIBLE PROBLEM DEFINED:

With the internet based consumer communication CCO (CISCO Connection Online) and with the help of the regional sales representative, do you think this kind customer marketing communication will last for a longer period of time?

Do you think that CISCO Company can adjust to the next technological demands of the consumer market in the future?

Do you think the Regional Sales Representative can still be a marketing advantage for CISCO at present and in the future?

CONCLUSIVE IDEAS:

CISCO’s continues communication with the consumer will enlighten the company as to how can they practically maneuver their marketing approach at hand and for the future.  Marketing Management is not constant, it is more advantageous if a given company can have more managerial options to choose from in times of crises.  As for CISCO company, more detailed consumer behavioral definition is required to monitor the constant change of consumer characteristics towards CISCO’s products.