Cisco Case Study

Introduction

This essay aims to discuss the role and value of marketing, key marketing strategies and concepts considered by Cisco Systems Inc. (“Cisco”). It analyzes about how marketing management inside Cisco interferes and collaborates with the other business functions.

About chosen organisation - Cisco Systems Inc.

Cisco is the worldwide leader in networking for the Internet. The company incorporated in 1984 by two computer scientists from Stanford University seeking an easier way to connect different types of computer systems. Cisco is now a multinational corporation more than 72,000 employees in 115 countries. Today, Cisco designs, manufactures and sells Internet protocol (“IP”) based networking products and services related to the

These TMEs are responsible for presenting the solution to the SBU general manager and SBU financial controller, these presentation should include all the above in addition to the expected COGS versus

Such a strategy can be achieved by venturing into new geographical markets, new product dimensions and new distribution channels. Alternatively, different pricing strategies can be adopted to attract customers and create new market segments (Tutor2u, 2009).

Direct Marketing, as stated by Peter Drucker (2009), is not a function; it is the whole business seen from the customers’ point of view and captures the customers by avoiding intermediaries. Cisco uses multiple methods to promote their product such as e-marketing, direct mail, telemarketing, telephone and other tools to directly communicate with the customers. Cisco conducts various Direct Marketing campaigns such as cable television infomercials and online shopping which helps them in getting the direct response from their target audience and also to meet their demand generation goals.

Advertising can be defined as any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor (Kotler et al., 2012). Cisco highlights product features, their services and price through various advertising channels, such as Internet, magazines, television and by e-marketing.

GMO also take care of the 4Ps “Product, Promotion, Place and