Thursday, February 23, 2012

Case Analysis:
CISCO Systems: Managing the Go-to-Market Evolution Group 5
ROHIT NATH | GAURAV PATANGE | MANGESH PATIL MAHTAAB KAJLA | SACHIN KUMAR

Situation Analysis
 Company Introduction
 Leader in switches and router market and had followed a strategy of growth through acquisitions  Market capitalization greater than $500 bn in 2000  Followed a market coverage model that contemplated approximately five tiers customers based on opportunities available

 Image in the market
 Manufacturer of Highly reliable, innovative and quality products  Highly regarded for the quality of company’s relationships with the resellerdistributors or VARs

 Product Line
 Products available for all the layers of ISO-OSI model of communications but layer 1  Main line of switches were the Catalyst series  Consisted of basic solutions for small businesses to high end solutions for large enterprises  Price varied greatly from low end routers to high end routers
Sales & Distribution Management Term V

Situation Analysis
Competitive Landscape
Market
Core Corporate Networking Gear

Market Share
 >70% for enterprise account segment  Nearly 40% for SMB or commercial account  Undisputed market leader  5% share in overall market  25% in top end of market  Market leader with nearly 40% share

Market Size(in $bn)
20

Competitors
 Extreme and Foundry  HP, Nortel, 3Com, Huawei Technology

Telecommunications

50

Nortel, Juniper, Siemens, Alcatel and Lucent NETGEAR and D-Link

Consumer Market

2

Sales & Distribution Management

Term V

Situation Analysis
Routes to Market
Channel
Direct IT consultant and system houses (IBM ,HP) Large telecommunication service providers(SBC)

Sales Contribution
10% 25-30% 25-30% All

Target Customer
Corporate Customers Customers of carriers

Traditional Value Added