Cisco Case Study

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CISCO Case Study 1. How is building a brand in a business-to-business context different from doing so in the consumer market? A.) There are several differences in how one should build a brand when dealing with business and consumer markets. 1. In a consumer market emotion plays more of an important in their purchasing habits where as in business to business purchasing emotion plays much less of role and the is guided by need. If you appeal to that emotional part to the consumer then you are likely to make better awareness and want. This does not work as well with the business market. 2. Business buyers usually are not spending their own money. There is difference between spending personal money and money set aside for business expenses. Therefore businesses need to justify their purchases much more. 3. With business buyers one has to talk to multiple people within the company before a purchase can be made. It is hard to identify that in the beginning and have to go through multiple layers of different people. Identify all the key stakeholders is important. 4. The Sales cycles with Business to business are much longer. Contracts are usually signed with business where that is not necessarily true with consumer market. This allows you to be able to build better and more personal relationships with the business consumers. ("B2B versus Consumer Marketing: Similarities and Differences - Boundless Open Textbook", 2015) 2. Is Cisco’s plan to reach out to consumers a viable one? Why or why not? A.) I think that Cisco’s original plan worked in the short term. Our text book states that they got into the consumer business with the acquisition of Linksys in 2003. They changed their marketing by launching a rebranding campaign to reach out to the consumer market even more. “Cisco’s revenue increased 41 percent from 2006-2008. Cisco’s

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