Marketing Case Study - Cisco

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Executive Summary
The purpose of this case report is to analyze Cisco Systems in terms of its successful factors and current issues. The paper will discuss the current market situation, including a S.W.O.T. analysis (strengths, weaknesses, opportunities, threats) as well as some overall objectives and issues regarding to Cisco products. It also comments the implications of the problems in terms of management, the marketing mix, and competition in further detail.
Formulation and evaluation of alternatives are then described in detail including listing both advantages and disadvantages for each issue. The most viable alternative is finally selected. In conclusion, Cisco is advised to keep focus on both markets in China and India. Also, a brief implementation plan is provided for further actions. Cisco will be able to gain market share and to maintain its market position as the innovative leader in the network equipment industry.

1.0 Current Background
The power of computer network infrastructure has been fueled by both higher bandwidth and faster speed of data transport in the last decade. With rapid and sustainable economic growth in the developing countries, more world class I.T. firms have expanded business and marketing plans both China and India. Cisco Systems, a leader in routers and switches industry, has also been involved in these two countries and is chosen to be analyzed in terms of strategic marketing and marketing planning for this case study report. By doing a series of analysis management can foresee possible positive and negative future developments and develop a contingency plan for such events.

2.0 Case Issues Although Cisco is namely the top three network equipment supplier over the world, it also has vulnerable marketing circumstance when exploring new markets in the developing countries. Uncertain government policy and favoured domestic rival cause Cisco’s market share to drop dramatically in China. Cisco’s senior marketing executives

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