Discuss about the Customer Oriented Marketing for Cisco.
Cisco Systems Company is a company founded in 1984 to provides intergrated solutions to connect the world by building the internet.telephone and data solutions to its clients. It also designs, manufactures and sells IP based networking and products related to IT.
Due to cut throat competition, the company decided to increase sales and provide customer oriented services so as to retain customers and improve customer loyalty. Therefore, the sales department staff together with the customer service staff has been trained on customer relations to improve how the customers get services (Cadogan, 2009). All marketer wants the perfect market competition and to develop different strategies that position the product and the company in a privileged place is given. The consumer is increasingly informed and trained and more demanding, and with increasing standard of living, the desire determines the buying habits generally prioritizes the added value of products to its functionality. In addition, we must consider that in any competitive market there are a number of social groups, whose reactions will impact directly on our results.
Departments that are customer oriented
The big problem facing today’s marketing would be to try to make the client really feel satisfied and also their requirements fulfilled , however because of both the social as well as cultural changes which has the present organization as well as the introduction of innovative technology , it will be necessary to write adjustments in the philosophy and also method of engaging in (Cattani, 2011) . Therefore empowering within Cisco Systems Inc a “customer culture” for which must have personnel positive attitude , with an excellent inclination toward duty and also with adequate training to communicate to clients many intangibles that possess the term services or products (Egan and Harker, 2005) .The market has become more global and highly competitive Suddenly, the quality of care has soon become an imperative of the twenty-first century and therefore the Spanish companies can not afford to be delayed also in this respect.In the past companies were oriented to make products and made it their rationale, with the arrival of competition the marketing had to be able to give the differentiators to continue selling today managers have found that the ultimate goal of the companies arecustomers and therefore should be directed towards them (customer focus). The competition has made
clients tend to be more demanding , so the sale may be more complicated . The basic differentiation of competing businesses is loyalty as well as offer high-quality customer service .The primary purpose associated with the organization is always to get total customer happiness . Today fulfill the requirements not “fully satisfied” . You have to explorethe added values . A happy client is certainly one product whose demands are reached by the same product or service (Cattani, 2011). The check for new demands in items is channeled via two channels : an exterior and interior . The external direction is established by the clients them selves with their immediate and also indirect expectations , their patterns as well as new habits . The internal path is within the organization itself . With a well-structured info and also in-house training , an organization may get new values in their goods , that turn out to be industry leader (Fjermestab and Romano, 2004) .
Therefore, we can say that customer through a department is a powerful and useful strategic marketing tool because it acts as a control device, compiler and in turn disseminator of information to both the company and the client, contributes to make sales forecasts and is involved in the control and monitoring of the sales network. Today the Internet and social networks have further facilitated this strategic area of ​​the company, mainly through the figure of the community manager.
Importance and usefulness of the marketing department
Regardless of the characteristics of Cisco System Ltd and the industry, we can say that is the marketing department’s main objectives are to differentiate the company within its market and create a corporate culture capable of linking to the whole team on the business objectives .
Procurement and customer loyalty,Minimize service time.,Accelerating charges.,Discover areas for improvement.,Mark market trends.,Improve control of the sales network.,quickly detect the entry of competition and Monitor actual sales prices.
Characteristics of Cisco Systems Co. that enables it to focus to its customers
Consumer information- The important thing is consumer information, get close as you can to meet your wishes. You can do activities that do not represent a large outlay, focus groups, online forums, create a group on social networking, and dedicate a especio to talk to your repeat customers. The second characteristic is Accurately Locate what are the patterns of affinity between your customers and established segments. In addition, consider re-designing products or services, according to the expectations of the different groups you have identified. Even invite your customers to be part of that change in their services.
Researches on the customer The data appearing in the media and research by experts and consultants in the field, is a source of valuable information. Nor lose sight contact with the chamber of industry related to your turn, and can turn to universities and others to take a course or refresher workshop on the subject (Fjermestab and Romano, 2004).Develops profiles. Talk to your customers and develop customized database. If the business is a small dry cleaners, for example, write down everything that allows the customer to put together a pattern: how many pieces takes you ?, what kind? what time? These data, can take to develop a more focused market strategy (Gummesson, 2002).
Characteristics reflected in SBU Marketing
It is important to know what the composition of the business, in this sense, is forming organizational units within the Cisco systems company, which acts responsibly with the intention of channeling the optimal sales and profit person.
The situation of the company is conceived and carried out in marketing strategies is what is called strategic business unit. Therefore, a Strategic Business Unit (SBU) is an operating unit, which includes differentiated products or services sold to a defined set of customers and at the same time facing a certain group of Cisco Systems Company’s competitors. The essence of the strategy is related to positioning the business to respond effectively to the need for the client way, outbidding competitors.
The answer was to divide the business of the company into autonomous units that could be directed from a central power as isolated entities and capable of generating their own business profitability. Each SBU has its own market segment and responsible for it (in this organization named Division Chief), has all the necessary resources to define and implement a marketing strategy with full autonomy, of course within the framework of the strategy corporate (Sanchez and Freiling, 2005).
There must be a single set of competitors
All products belonging to an SBU should be affected similarly by changes in prices. There should be a single group of customers perfectly defined. The change in quality and style should affect similar products
All products / services of an SBU could be replaced in the short term. Similarly, there should be a clear substitute to another business unit, as this would imply the need to unify both products in the same unit. The head of the SBU should have sufficient autonomy to make key strategic decisions, ie, you should be able to choose where to get the necessary resources and how to effectively compete (Sanchez and Freiling, 2005).
Each SBU will have a defined set of competitors.
To develop the strategic analysis and develop a business strategy in a diversified enterprise is necessary to subdivide the company in strategic to better understand your particular situation and take appropriate decisions units.
The concept of strategic business unit combines four basic ideas in marketing
In a company with several activities or business should not be a global competitive position of the company, but a competitive position in each activity. Each activity takes place in a specific competitive environment, thus requiring distinct skills. Therefore, we must raise a decision situation and different action in each. There may be similar in some success factors necessary between one activity to another, so it is possible to regroup these activities to take advantage of potential synergies and prevent the number of different situations multiply in the company
The objective of establishing a SBU is:Identify key factors for success in each of these distinct activities,Establish the similarities and internal and external differences that can appear in different businesses
Identification of Strategic Business Units:
The customer centricity focuses on seven pillars. By collecting and analyzing data on these seven pillars, marketers have a framework for action when track, measure and improve the different strategies that drive customer loyalty.
Challenges/ barriers in cisco company marketing
Experience : create the client encounter easy , pleasurable and also well suited . Organizations that prioritize client encounter cause them to become look and feel pleasedas well as bonding positively with the company .
Allegiance : treat and also recognize buyers in a way based on the approach they desire to be recognized . The buyer need to have a considerable viewpoint on reward .
Communication : personalize the statement for the buyer , based upon the things you buy and also the things you like . Highly communicative: communications organizations give customize relevant based on buyer tastes . Variety : possess an array of acceptable merchandise to fulfill consumer needs . This method does not imply that organizations must have the best range of products ,nonetheless just those that your clients want .
Promotions : marketing promotions to push that attracted the a lot of interest and more usually purchase merchandise / services . Organizations with increased effectiveadvertising and marketing programs publicize merchandise that matter most to buyers ( Kotler , 2000 ) .
Price : Offer purchase price whose perception is basically in line with the merchandise that the consumer strives or even purchase more often . Companies do not need to try to be best in prices but nevertheless offer prices clients considered to be reasonable . Feedback : listen and also understand client expectations . The best valued organizations in the rankings as well as social networks usually keep two-way chats as well asan sentimental attachment to customers
Marketing strategies must be consumer-oriented segment their markets in small niches with which they can connect more directly, building trust, credibility and loyalty (Kotler, 2000). Profitability will come from a higher profit margin to be able to sell at a higher price for the value they add, long-term relationships with our consumers to progressively reduce the costs of new sales and cross sales that we make.
References
Cadogan, J. (2009). Marketing strategy. London: SAGE.
Cattani, G. (2011). Project-based organizing and strategic management. Bingley, U.K.: Emerald.
Chaston, I. (1993). Customer-focused marketing. London: McGraw-Hill.
Egan, J. and Harker, M. (2005). Relationship marketing. London: SAGE.
Fjermestab, J. and Romano, N. (2004). E-commerce relationship marketing. Bradford, England: Emerald Group Pub.
Godson, M. (2009). Relationship marketing. Oxford: Oxford University Press.
Gummesson, E. (2002). Total relationship marketing. Oxford: Butterworth-Heinemann.
Hood, D. (2013). The marketing manifesto. London: Kogan Page.
Kotler, P. (2000). Marketing management. Upper Saddle River, N.J.: Prentice Hall.
Sanchez, R. and Freiling, J. (2005). A focused issue on the marketing process in organizational competence. Amsterdam: Elsevier JAI.
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