Solving Business Problems

Through Collaboration

Merve Dönmez

Koray Öztürk

Vefa Çinar

Ayça Arslan

M. Ali Okan

About Cisco

• Hardware & Software provider

• Effects of dot.com bust

New Strategic Business Unit

Not only sell it,

teach how to use it.

Marketing Strategy

• How to save their money

• Why they need Cisco

• How to bring products to

market faster

Campaign

• Business and social benefits of people

coming together using Cisco

Campaign

China Eartquake

• Communication

• Rescue

• Rebuilding

• Education

New Songdo City

• Model for smart cities

• Smart &connected community

Success

%17

growth

14thmost valuable brand

Discussions

Question #1

• The nature of the market structure and demand

for Cisco’s products

Cisco’s Model

• Networking equipments and services

• Industry leader in communication products

Cisco’s Products

• Core-routing, switching, and services

• On-line collaboration

• Data center virtualization and cloud.

• Video conferencing.

• Architectures for business transformation.

Question #2

• Given the industries in which Cisco competes,

what are the implications for the major types of

buying situations?

Buying Situations

• Straight Rebuys

• Modified Rebuy

• New task

Question #3

• What specific customer benefits will likely result

from the cisco products mentioned in the case?

Question #3

• Routers and Switches

• Cybersecurity Devices

• Videoconferancing Tools

• Collaboration Services

Question #4

• Discuss the customer buying process for one of

Cisco’s products. Discuss the selling process. In

what ways do these processes differ from those

found in buying and selling a broadband router

for home use?

Customer Buying & Selling Process

• Cisco product is complex.

• Extensive buying process due to B2B

• Complex modified rebuy

• Very analytical perspectives

• Services after sale

• Collaboration

Differetiating Process

• Break down the communication barriers

• To fix failures immidiately

Question #5

Is the relationship between Cisco’s own

collaborative culture and the products and services

it sells something that could work for all

companies? Consider this issue for a consumer

products company like P&G.

•NOT MUCH

Their Main Job Is:

• Networking Equipmant

•Logical

decisions

•NOT

emotional

What is my profit?

20.1

0.2

014

29

Thank you for listening!