Case Study on Marketing of Cisco Systems

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Branding and marketing are important concepts for any business. This case study will explore the Cisco marketing case study in the Kotler and Keller, 2012 Marketing Management textbook. First off, the study will explore the differences between building a brand in a business to business context versus building a brand in a consumer market. Furthermore, the study will also explore if Cisco's plan to reach out to consumers is a viable one. First off, branding in a business to business application has some notable differences over the consumer market.

Cisco had to utilize some ingenious methods of branding during the marketing of its routing and networking products. Cisco's original product line was made for sale to other businesses for …show more content…

When Cisco acquired Linksys it opened a new opportunity to sell to the general public and to the millions of consumers available in the home and office computing world. In the dot com uprising this seemed to be a excellent option for the company to expand their horizons and move into a growing market to take a greater market share. Cisco then continued to take on more and more projects. According to Kotler and Keller, 2012 “ Cisco acquired 40 companies between 2004 and 2009” (p58) gaining a greater market share in the information technology world. Gaining this market share is critical to gaining investors in the business. Cisco had become a more of a household name as compared to in previous years where it was only used in data centers . Basically, moving on to the consumer world was a good move for Cisco, however there are also some critics of the move.

Cisco's expansion into the consumer market also highlighted some problems for the company. Finely, (2011) provides the following insight “back as far as 2008 when Cisco started losing network equipment market share...the company also quietly laid off 2,000 people in 2009”. (p1) Has Cisco lost their enduring strength in the networking arena? Cisco had expanded so fast that they might have lost sight of their original talent. In an effort to keep investors happy, Cisco was now into many different

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