...MBA 5501-12K-2, Advance Marketing UNIT I CASE STUDY Question/Prompt: How is building a brand in a business-to-business context different from doing so in the consumer market? Building a brand is important to both business-to-business (B2B) and business-to-consumer (B2C) market. Many people think brand building, a marketing activity, is the same in both market, you are still marketing to people. The difference is the nature of the transaction. Buying a product for yourself and buying one for your company are very different process, very different emotional experience. In B2B market, the goal of any transaction is to help the company to stay profitable, competitive and successful (Murphy, 2008). When the purchase affects a company’s operation, the risk of a wrong decision is so high that they need to trust the brand even before they study the specification of the product. According to Overby (2014), a contributing writer of CMO.com, when she interviewed senior vice president of Newark Element14, what the prospects care about the most is that how well the seller understands their needs, their difficulties and how fast and how well this seller’s solution can solve. In other words, to gain trust, the seller has to show the prospects that they know their business, their needs, and their industry. All these only can be done in a long-term relationship building process and “after all, B2B purchaser are buying the supplier along with the product or service” (Donaldson & Rominger, 2009...
Words: 858 - Pages: 4
...CISCO CASE STUDY QUESTION 1 How is building a brand in a business-to-business context different from doing so in the consumer market? ANSWER First of all we must describe what is meant by business-to-business. Business-to-business is a transaction that occurs between a company and another company, as opposed to a transaction involving a consumer (R wright, 2004). R .Wright further elaborates it as a term that may refer to a situation where one business makes a commercial transaction with another. This can happen through a business sourcing materials for their production processes or a business re-sells goods and services manufactured by other companies. Creating a strong brand that is able to set a business apart from other companies is always an important job. However for this to succeed knowing who the intended clients are, will assist the company in determining how to build their brand. According to Nick Kendall (2015), he describes a brand as a product, service or concept that is publicly distinguished from other products, services or concepts so that it can be easily communicated. e.g.(sign, symbol, words or combination of these, employed in creating an image that identifies a product). Business-to business branding requires that the business be willing to accept the time to completely educate the professional buyers about the product, instead of mass marking and small advertisements. The reason to have professional buyers is because they are already well informed...
Words: 1183 - Pages: 5
...Cisco Case Study Cisco Systems is a leader in its industry and a leading supplier of networking equipment. Through its history it struggled to go from a corporate name to a household known brand. Although Cisco equipment significantly contributed to the backbone of the internet and the company was very successful, the recognition on the brand was low. In the past Cisco’s marketing campaigns targeted corporations and IT decision makers but in 2003 they entered the consumer market. The acquisition of Linksys allowed Cisco to offer several home entertainment solutions along with home and small office network gear. Because they now have consumer products, the also needed a different marketing approach. In 2006 the company launched a rebranding campaign, the tagline “The Human Network” was intended to ‘humanize’ the technology company by branding them as a company that connects people through technology and not just a company that builds network equipment. This marketing strategy was highly successful, increasing revenues by 41% from 2006 to 2008. In 2008 their revenue hit $39.5 billion and was ranked the 18th largest global brand. With this said, it was a viable plan for Cisco to reach out to consumers at that time but it is well known in business that most companies fail once they step away from its core competencies. Although going from larger company routers to home routers with the acquisition on Linksys was not a far cry, Cisco fouled when they tried to go even further with...
Words: 856 - Pages: 4
...Business Case for Cloud Collaboration Case Studies and Testimonials Some organizations prefer to host their IT systems in their own data center. But on-premises communications solutions are not for everyone, and many organizations are shifting to a secure hosted collaboration solution in order to: • Increase agility to quickly scale up or down • Extend collaboration applications to anyone, anywhere • Free up IT resources to focus on core business • Reduce total cost of ownership (TCO) • Replace an aging voice or video communications system The cloud can reduce complexity for users who just want to get their jobs done and enable new levels of collaboration. This brochure shares the experiences of actual customers who replaced their on-premises communications system with a secure Cisco Powered cloud service based on Cisco Hosted Collaboration Solution (HCS). © 2013 Cisco Systems, Inc. All rights reserved. 1 Table of Contents Increased Agility to Scale Up and Down.........................................................................................3 Global Document Management Company Sets Up Contact Center in Two Weeks...............................3 Life Insurance Company Adds New Locations Without Increasing IT Staff............................................4 Testimonial: Scotts LawnService Scales Contact Center Agents for the Season.................................5 Extend Collaboration Applications to Anyone, Anywhere, Using Any Device .........................
Words: 3680 - Pages: 15
...Cisco Case Study Columbia Southern University Business to business (B2B) is defined as commerce transactions between businesses and business to consumer (B2C) is defined as transactions of a business by serving consumers with their products or services. An example of B2B is “commerce transactions between businesses, such as between a manufacturer and a wholesaler or between a wholesaler and a retailer” (McCleave, 2010, para. 4). In addition, an example of B2C is Cisco offering “several home entertainment solutions, including wireless capabilities for music, printing, video, and more (Kotler & Keller, 2012, p. 57)”. There are a few difference between B2B and B2C as it relates to a corporation marketing and building their brand. For example in a B2B relationship a corporation can build a relationship with another business better than it can build a relationship with a consumer. Cisco build relationships with other corporations in order to increase the business knowledge of their products. Cisco benefitted from building these relationship because it help them to grow and become successful. “Cisco developed partnerships with Sony, Matsushita, and US West to co-brand its modems with the Cisco logo in hopes of building its name recognition and brand value” (Kotler & Keller, 2012, p. 57). A corporation brand awareness for a B2C relationship is to increase the consumer awareness of the products. Once awareness is increase the corporation is hoping more consumers will purchase...
Words: 736 - Pages: 3
...Cisco for Small Business – An Example Network Case Study This article is part 2 of a 2 part series: Part 1 is at Why Is Cisco Equipment a Smart Investment for Small Businesses? Moving from the broad over view covered in Part 1 lets now move into demonstrating some of the direct benefits of the more commonly implemented features of Cisco router and switches by using a simple, small office scenario as a case study. Typical of a small organization is there are departments for financial matters, marketing and sales and one or more managers. The personnel in each of these areas has specific computer functions and data needs with some being in common such as Internet access and others being necessarily limited to certain workers such as access to financial data. Let’s assume we’re a consulting firm that’s been hired to design this network and as the the first step we have met with the key managers to develop a list of criteria for each department in regards to computer resources, security and performance. In our meeting we agreed to the following goals. Network Design Goals and Numbers Overall: A reasonable level of network security. This particular business isn’t subject to any set of specific regulations such as HIPAA but management well understands that good security practices are both a sound investment in protecting the company’s IT assets, the company image and as a deterrent against legal proceedings. It was agreed that the following basic security procedures are to...
Words: 1674 - Pages: 7
...Marketing: Assignment 1 Pg 186, Company Case: Cisco systems. Please answer questions in pro manner. (Answer the questions in favor of Cisco Systems) Assignment 2 Pg 162 Company Case: Porsche Write a 1-2 page paper as a group displaying your understanding of the questions posed in the Porsche case-brand awareness, changing customer attitudes, and other information from the case- including marketing strategy. Summarize your understanding of the concepts. Reminders: Did you write a summary that displays your understanding of the marketing environment? Did you provide an explanation of the concept and brand-awareness? Did you provide an explanation of the customer decision model regarding Porsche? Did you meet the page number requirement? Assignment 3 Pg 129 Video Case: Domino's Analyze the key principles from Domino's case study that you discussed in unit two, and divide into small groups to answer these additional questions: (Obviously you can't divide into a group). *1. What cultural factors have led to the explosion in social networking? *2. How has Domino's changed the way companies understand opinion leaders in marketing? *3. How is Domino's helping companies gain insight into the buyer decision process? Brainstorm a new social networking site that will provide brand awareness and greater customer relationship building for the company of your choice. Write a one page outline describing your company, how you will design their social network and include...
Words: 300 - Pages: 2
...EBC 6260 A Integrated System Networks/Enterprise Group Project: - Web Conferencing and Business Impacts prepared by Aqueel khoja mohsin ali Raja Pethanasamy shihab ahmed list of Figures Figure 1: Adobe Connect Features 6 Figure 2: Host Server Internals 6 Figure 3: Adobe Connect Architecture 8 Figure 4: XCON Standards 9 Figure 5: Top web conferencing solutions 9 Table of Contents Executive summary 2 Introduction 3 Technical Aspects of Web Conferencing 6 i) Web conferencing 6 ii) Technical Features of web conferencing 7 iii) How web conferencing works 7 iv) Server Architecture 8 v) Issues with web conferencing 7 vi) Standards in web conferencing 8 How companies are using the web conference 9 a) Identify and Describe Issues 12 b) Web conferencing advantages 8 c) Challenges of webconferencing 8 d) Web conferencing advantages 8 Businsess impacts of web conferencing 8 a) Businsess impacts of web conferencing 8 b) Collobaration and Process Management Survey Results 8 c) Business Case Studies 8 a)Seagate Case study 8 b)Vodafone Case Study 8 c)University of Notre Case Study 8 d)Cost Savings from web conferencing 8 e)Top web conferencing solutions for Enterprise 8 Conclusion & Recommendation 10 Executive summary As an integral part of the course “Integrated System Network” for E Business Technologies Program we are assigned by our respected course teacher to write a report on “Web...
Words: 7297 - Pages: 30
...to Enterprise 2.0 and Cisco. What is ROI? ROI stands for return of investment and answers the question of how much value you get when making an investment. Say you were purchasing a product and investing a large sum of money into this product. In the terms of purchasing this product, would be that you would make a percentage of the amount spent back over said number of years. So pretty much ROI refers to making your money back, or anything a company has invested over a given period of time. So how exactly can a business or organisation work out there return on investment? If a company/business has a clear...
Words: 791 - Pages: 4
...Consulting Group of PricewaterhouseCoopers Raymond Bickson, Managing Director and Chief Executive Officer, Taj Group of Hotels, Resorts, and Palaces Stephen C. Brandman, Co-Owner, Thompson Hotels, Inc. Raj Chandnani, Vice President, Director of Strategy, WATG Benjamin J. “Patrick” Denihan, Chief Executive Officer, Denihan Hospitality Group Joel M. Eisemann, Executive Vice President, Owner and Franchise Services, Marriott International, Inc. Kurt Ekert, Chief Operating Officer, GTA by Travelport Brian Ferguson, Vice President, Supply Strategy and Analysis, Expedia North America Chuck Floyd, Chief Operating Officer–North America, Hyatt Anthony Gentile, Vice President–Systems & Control, Schneider Electric/Square D Company Gregg Gilman, Partner, Co-Chair, Employment Practices, Davis & Gilbert LLP Susan Helstab, EVP Corporate Marketing, Four Seasons Hotels and Resorts Jeffrey A. Horwitz, Partner, Corporate Department, Co-Head, Lodging and Gaming, Proskauer Kevin J. Jacobs, Senior Vice President, Corporate Strategy & Treasurer, Hilton Worldwide Kenneth Kahn, President/Owner, LRP Publications Paul Kanavos, Founding Partner, Chairman, and CEO, FX Real Estate and Entertainment Kirk Kinsell, President of Europe, Middle East, and Africa, InterContinental Hotels Group Radhika Kulkarni, Ph.D., VP of Advanced Analytics R&D, SAS Institute Gerald Lawless, Executive Chairman, Jumeirah Group Mark V. Lomanno, President, Smith Travel Research Suzanne R. Mellen, Managing Director, HVS David Meltzer, Vice...
Words: 6777 - Pages: 28
...Cisco Shital Kavle Columbia Southern University Some people think marketing is marketing and whether you are marketing to consumers or marketing to businesses, you are still just marketing to people. But business-to-business (B2B) and business-to-consumer (B2C) marketing is different because, emotionally a person buying a product for themselves verses buying for their company is a very different. Building a strong brand that is able to set a company apart from other business is always an important job. Depending on who the intended client is determines how the company will build their brand. A brand is defined as a name, term, sign, symbol, or design, or any combination to identify goods and services of a seller or group of sellers. (2007). According to Walter Landor, founder of the Landor Associates, the world’s leading brand consulting firm; a brand is a promise that the company will provide satisfaction and quality. (Burgess, C) While many things in branding are the same, building a brand that supports brand to brand, B2B, or brand to customer, B2C, sales has slight differences. The table below summarize the differences between B2B marketing and B2C marketing. Business to Business(B2B) | Business to Customer (B2C) | Small, focused target market | Large target market | Relationship driven | Product driven | Brand identity created on personal relationship. | Brand identity created through mass communication like TV, radio, magazine advertisements. | Maximize...
Words: 754 - Pages: 4
...MBA Course Code: BMMK5103 Course Name: Marketing Management Credit Hours: 3 Assessment: Assignments Assessment Type | Details of assessment | Marks distribution | Assignment-1 | Refer to the case study on CISCO Systems on pages 79-80 Chapter2. You are required to: 1- Discuss how building brand in a business-to-business context is different from doing so in the consumer market. 2- Critically analyze CISCO’s plan to reach out to consumers. Is it a viable one? Why? Why not? 3- Offer suggestions/recommendations to CISCO Systems on how to develop its marketing strategies more effectively? (Word Count 2000 words) | Assignment 1 = 20% | Assignment-2 | Industry-Based ResearchReference may be made to Chapter 4 : Conducting Marketing Research You are required to:1. Identify any organization of your choice. 2. Critically discuss the marketing research process of the chosen firm. 3. Offer five recommendations on how to improve the marketing research process and for the best practices in the firm. (Word count 3000 words) | Assignment 2 = 40% | | | Class Course work = 60% | | | | Final Exam: (3 Hrs.) | Final Exam StructurePART A2 Essaysquestions(20 marks each) – answer BOTHLevel of learning:Application and AnalysisTOTAL MARKS: 40% | Part A- 40 Marks | | PART B5 Essaysquestions(20 marks...
Words: 280 - Pages: 2
...INTRODUCTION Cisco Systems was started by a team of husband and wife, Leonaid Bosack and Sandy J. Lerner in 1984. They developed the first specialized microcomputer that enable two or more networks communicate with each other by deciphering, translating and funnelling data between them. This microcomputer also called as “multi-protocol” router has opened up and boosted the functionality of the Internet world. Over the years, Cisco managed to become the spearhead in the data networking equipment market which saw the company provided and manufactured large-scale router that powered the Internet. As Cisco Systems grow and expand over the years, so did the company’s product portfolio. With routers and switches being the core products of the company, other products and services such as hubs, access products (connection for remote access), web scaling products and technologies, security products, InterWorks for SNA, IOS software and network management has slowly become a part of Cisco Systems product portfolio. This expansion of portfolio was made possible through the several acquisitions and partnerships. By 1998, Cisco managed to hold either number one or number two position in 14 of the 15 markets in which it competed. This has made Cisco the top choice among large companies to buy company’s line of products and services. This situation may also reflect from the strong financial growth of Cisco. From 1994 until 1998 Cisco’s total assets sky-rocketed from $1.1 billion to $8.9 billion...
Words: 2099 - Pages: 9
...Cisco Systems, Inc. Supply Chain Risk Management Chuck Munson with María Jesús Sáenz and Elena Revilla Vice President, Publisher: Tim Moore Associate Publisher and Director of Marketing: Amy Neidlinger Executive Editor: Jeanne Glasser Levine Operations Specialist: Jodi Kemper Managing Editor: Kristy Hart Senior Project Editor: Betsy Gratner Compositor: Nonie Ratcliff Manufacturing Buyer: Dan Uhrig © 2014 by Chuck Munson Published by Pearson Education, Inc. Publishing as FT Press Upper Saddle River, New Jersey 07458 FT Press offers excellent discounts on this book when ordered in quantity for bulk purchases or special sales. For more information, please contact U.S. Corporate and Government Sales, 1-800-382-3419, corpsales@pearsontechgroup.com. For sales outside the U.S., please contact International Sales at international@pearsoned.com. Company and product names mentioned herein are the trademarks or registered trademarks of their respective owners. All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher. ISBN-10: 0-13-375744-7 ISBN-13: 978-0-13-375744-6 Pearson Education LTD. Pearson Education Australia PTY, Limited. Pearson Education Singapore, Pte. Ltd. Pearson Education Asia, Ltd. Pearson Education Canada, Ltd. Pearson Educación de Mexico, S.A. de C.V. Pearson Education—Japan Pearson Education Malaysia, Pte. Ltd. Reprinted from The Supply Chain Management Casebook (ISBN: 9780133367232)...
Words: 4942 - Pages: 20
...Cisco Systems, Inc.: Implementing ERP [HBR case #699022] Reviews Cisco System's approach to implementing Oracle's Enterprise Resource Planning (ERP) software product. This case chronologically reviews the diverse, critical success factors and obstacles facing Cisco during its implementation. Cisco faced the need for information systems replacement based on its significant growth potential and its reliance on failing legacy systems. The discussion focuses on where management was particularly savvy in contrast to where it was the beneficiary of good fortune. Cisco was highly successful with its enterprise resource planning (ERP) effort. What accounts for this success? What were the most important things that Cisco did correctly? Cisco’s success is greatly attributed by its 100% dedication of their teams to complete this project. It started with the senior management team approval and support. This includes its core ERP team of 20 which expanded to 100 after the board approval. Also included is the Executive Steering committee which also worked countless hours to meet this deadline. Even the hardware vendor who was an executive sponsor probably had 30 people on site at one point. This big financially but it was a great reference for them. The core ERP team represented a cross section of Cisco’s business community who were experts in its field . They were very structured and organized dividing the large 100 team into 5 process area teams or ‘tracks’. Each track had a Cisco...
Words: 3591 - Pages: 15
