Cisco Systems: Managing the Go-to-Market Evolution
1) How have Cisco’s channels evolved in the last 10-15 years? Why have they evolved that way?
Ans#
In the last five years, there has been a marked shift in Cisco’s channel strategy.
Rather than being purely focused on the volume of business that a channel does with the vendor, it is now paying great attention to the value of the business that the channel does. The focus is therefore no longer pure ly on point product sales but on bringing together multiple technologies and focusing on solutions aimed at solving customers’ business problems.
This value-based strategy is equally beneficial to the customers who then receive more technology and business value from
…show more content…
These productivity tools provide partners with faster quotes and complete solutions, saving them valuable time to focus on other sales activities.
Cisco’s aim is to move channel marketing on to a new generation, offering marketing as a service to the channel. It aims to help partners make the best use of this selfservice model, so partners can focus on the follow-through and execution of their own campaigns. It is important to develop a suite of tools to assist the partner sales force to close deals on leads that have been generated.
3) What grade would you give Cisco for managing that evolution? Good or a bad? Why?
Ans#
This approach, half marketing-led, half partner-enabling, has boosted Cisco’s lead generation, from about 50 leads a quarter to more than 1,200 leads per quarter a year later, with a tenfold increase in the SMB sector.
I would say an excellent strategy to capture market opportunities, Cisco and its partners must continue to evolve, invest, lead and grow together.
4) Against the background of your answer to questions #1 and #2, how should Cisco distribute VoIP products? Through voice VARs? Data VARs? Or both?
Ans#
Cisco should distribute VoIP Products to existing data VARs. Convince data VARs to market this
* Channel is monopsonistic - customer (liquor board) has tremendous influence over products reaching the shelves.
Cisco’s current strategy attempts to do too much and appeal to a much too broad target market, and thus needs to consider different strategies.
As a result, the company focuses on its target markets and effectively delivers on its value proposition to satisfy its customer’s needs, wants, and demands.
The goal of this document is to come up with a proposal for the company IP PBX system. In this proposal I will introduce several different Voice over IP vendors, each fully qualified to becoming our company’s new IP PBX system. Only one of the vendors will be selected based on the criteria laid out by the Chief Information Officer.
3. How do you anticipate Altera’s customers will react to this new strategy? What are advantages and disadvantages for Altera’s customers?
Our proposed voice over internet protocol (VOIP) phone system is powered by Cisco. It is consist of several hardware and software devices. The most basic piece of hardware to be used is the Cisco PBX. This device cost $6000. It supports a surplus of over 1000 extensions. The company has got an approximate 120 users of the old IP telephony system. In this regard three Cisco catalyst switch (POE) 48 ports will be needed. Such a switch cost $893.93 each. Three EnGenius EGS7252FP switches will be interconnected with trunk ports along each other supporting 144 VOIPS extensions in the network. (amazon, 2015)
We would approve the call center project. The call center pilot was already successful in the European market and is ready to be deployed throughout the entire company. It would create a more efficient process for both internal and external Cisco customers. It would impact multiple
Would you agree that Cisco’s problems were largely caused by inherent defects in the company’s systems? Or possibly was it just because they had failed to forecast a market downturn? Give reasons to justify your stand.
Team A is proposing a thorough upgrade to Riordan’s phone and data networks. Our proposal will cover a description of the new system, its components and benefits to Riordan, as well as explain the requirements driving the need for the upgrade. We will cover the information used in the phone and data upgrades and discuss any security and ethical concerns of the system. We will be providing Riordan with diagrams of information flow and system components and business process changes incurred with the implementation of the new system. We will review the web and
Additionally, I would request that the Company issue Common Access Cards (CAC) to any member of the organization that would be using the VoIP system. On the CAC cards the users would have a unique set of certificates matched to the organizations VoIP security software allowing them access, however, the CAC cards alone would not be sufficient for identification. The users would be required to input a strong password that they set to their CAC card at the point of issue. This password would be an additional method of identification that was known only to the original recipient of the card.
Cisco’s Organization initially had three customer types, large corporations, small businesses and telecom service providers. Throughout the organization engineers and sales personnel were organized into groups that concentrate on one type of customer, such as telecom service providers. The new structure reorganizes the company around technology groups such as wireless, storage and optical instead of focusing on the types of customers. According to Orman (2001) “Cisco’s focus is on the types of networking technology, allowing the company to spread its innovations to different products more easily and save money.”
Cisco was founded in 1983 in San Francisco, California and is the worldwide leader in information technology (IT) for over 30 years. With annual revenue of $49.2B and over 71,000 employees, Cisco shapes the future of the Internet by creating unprecedented value and opportunity for our customers, employees, investors, and ecosystem partners (Cisco, 2016). Our strategy is to create solutions built on intelligent networks that solve our customers’ challenges while creating lasting partnerships that support their success (Cisco, 2016). Therefore, as Cisco’s competition continues to grow and innovative products are increasing, we need to change our strategy to meet these demands. As the Director of Organizational Change Management, I have prepared the following Organizational Change Management (OCM) Plan, which I present to the stakeholders for review and approval.
The IVR technology used for the call centers specific needs is called Telephony Infrastructure as stated by the Voxeo (2009) website “Telephone lines for IVR can be standard analog lines, digital T1, or digital ISDN lines. These lines are connected on one side to the IVR platform and, on the other, to call switching equipment including Telco switches, Voice over IP gateways, and corporate PBX 's; or in some cases, directly to call centers via an ACD.” I recall one day when none of the computers were working we had to write everything down manually then input the information in as soon as the network was live once again. This is how I narrowed down which kind of topology that the Lancaster call center was using.
The rise of the Telecommunications industry, particularly within the last 25 years has been swift and profitable due to the creation of a number of groundbreaking technologies. With the recent movement toward a yearly, or sometimes even monthly rollout of these new technologies, constant innovation has become a necessity in order to remain competitive within this space. Although there are only a few major players that dominate the Telecommunication industry, this does not hinder the ability of new entrants to carve out a corner of the underserved markets and continue to drive innovation. This need for innovation pushes Telecommunications companies to continue to grow, discover, and diversify as they look to implement the corporate and competitive strategies which will help their company to succeed within the industry.
As Spark lost market share in the number of fixed lines it retailed from the mid-2000s with increasing competition, it increased the number of voice lines