STRATEGIC DIRECTION
Identification
In 1994, John Chambers, a CEO of Cisco, defined the company’s mission as to "shape the future of the Internet by creating unprecedented value and opportunity for our customers, employees, investors and ecosystem partners. " By the end of 1998, Cisco has become the worldwide leader in networking for the Internet. The company provided its customers with end-to-end enterprise network solutions, which in turn lead to cost savings, process efficiencies, and closer relationships with their customers, prospects, partners, suppliers and employees. Cisco’s vision is that the Internet will transform the way people work, live, play and learn. The company wants to lead the world through this transformation. John Chambers and other executives see Cisco as a reformer and a creator of a new Internet economy. To achieve this goal, the company relies on brilliant product innovations and exceptional customer service. Although, Cisco values its customers as a number one priority, the company ! takes good care of its investors and employees. Cisco is also notable for its outstanding philanthropic actions. For instance, Cisco has been working with the United Nations Development Program on the creation of an Internet information system in effort to eradicate extreme poverty. During the war in Yugoslavia, Cisco has set up networks and Web sites in Kosovo to help refugees contact and reunite family members.
Evaluation and Needed Changes
Based on situation analysis of the company, Cisco is heading toward its goal – the global leadership in computer networking. The company has conquered 80 % of the market share and is still expanding. It has expanded to 90 countries through direct and indirect sales. In 1998 alone, Cisco’s executives met with heads of state from Japan, Australia, Germany, Russia, France, China and other countries to discuss