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Marketing Analysis of Cisco Product - Assignment Example


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Marketing Analysis of Cisco Product

This is made possible by its product range in hardware, software and service offerings to provide an integrated business solution to its customers. It is the market leader in innovation and diversity able to provide reliable products supported by a wide geographical market coverage hence offering at competitive prices. Forward-looking focus is what drives the company in the innovation keen to incorporate the dynamic consumer needs (Cisco Systems Inc.) Competition Cisco has a wide range of competitors in the industry owing to its product portfolio, from hardware to software, being the top in some and playing second fiddle in other products. They include Hewlett-Packard (HP), International Business Machines (IBM) and Dell in the computer hardware category. All of these companies rank above of Cisco in the United States of America in sales. In other products, Cisco is competing with HP in the provision of Ethernet switching, but Cisco has more that 65% of the market share. Has about 58% of the market share in $1.6billion market wireless local area networks (LANs), followed by Aruba with about 9% only in 2009. In core routing the only company it is competing with in Juniper with Cisco controlling two thirds of the market. Juniper is a competitor in an over $7 billion security market it competes in the manufacture of VPN hardware and software firewalls. Another major competitor is Alcatel-Lucent in carrier edge routing in Ethernet service delivery. The products here include the 7k and 9k ASR

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series devices are the dominating with about 43% of the $1.34 billion market. It is providing in another product segment in switching and routing in global consumer traffic transmission on video content like teleconferencing by rolling out TelePresence virtual conferencing. It is targeting, by its own internal research, a market share of 91% by 2014. Its main challenger in this product segment is Polycom. Enterprise telephony is another $ 12 market in 2009 with its market share then at about 17% with its competitor, Avaya controlling 14.6% in the manufacture of handsets and IP PBXs. In networking alone, Cisco currently controls over 80% of the industry (Duffy). Cisco has managed to take on competition by using various strategies to counter the highly competitive market in its product range. Diversification is the major competitive tool that the company used in its product range with a huge portfolio of products which can serve every need of even one company from data hosting, internet and Ethernet, LANs, hardware (computers, routers, phones and servers) and software tailored specifically for the companies. The other strategy is the acquisition of smaller but possible competitors and new product lines and talents like Stratacom, Cerent Corporation and Scientific Atlanta. The latest acquisition is NDS Group. The other major competitive tool the company employed is competitive prices it offers from the advantage of huge sales and product portfolio. The company’s products and services are cost effective but are of high quality. The last but not least is the geographical presence around the world covering all continents except Antarctica with a network of supply chain and using other channels like online sales
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Marketing Analysis of Cisco Product Name: Number: Course: Lecturer: Date: Marketing Analysis of Cisco Product Cisco is a multinational company in the United States of America with its headquarters in San Jose, San Francisco, California. It designs and manufactures networking equipment for small businesses to big corporate in internet connectivity, hosting, data backups and internet service providers…
Marketing Analysis of Cisco Product
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