Study On Marketing Management Solution Of Cisco Internet Of Things (IoT) Business

As a company which has been taking the leading role in IT industry for over 30 years, Cisco is striving to the vision to change the way people work, live, play and learn. Once upon the time, Cisco is famous for its networking and collaboration technology, which also holds the standard of IT communication protocols for the entire industrial. While as cloud computing comes out and Internet of Things concept spreads all over the world a, to increase market share and revenue, Cisco must have the very clear strategy on their go-to-market goals against the new trend.To imply cloud and IoT projects in order to connecting people, things, data and process, a single company could not have all technologies to apply during the digitization transformation. Different companies need to cooperate with each other and leverage their different technical expertise, and on the other hand all companies involved in the evolution of the IOT need to consider on seeking new industrial opportunities and adjust their marketing strategies to increase market share and market revenue, so does Cisco. As Cisco entered APAC telecommunication market since 1990s, the company has been striving to develop channel partners on selling product to become a leading network product provide with his mature channel management systems. Now when entering into IoT era, Cisco is also focusing on the development of channel partners and the company himself. It is always the consistent focusing point of Cisco to maintain competitive marketing strategy to develop and transform with channel partners together in every change of the whole industry.The article implies the strategical and marketing management theories to research on the marketing solutions of IoT business for Cisco during APAC region. The first chapter poses a general overview of the company and current company’s marketing strategies, as well as the aim of this thesis and analysis pipelines. The applied theories and analysis models and frameworks are mentioned in chapter two. In the third chapter, there is a general introduction on development status and trend of IoT, as well as the potential development area. During the fourth chapter, this article utilizes the analysis tools to take an in-depth diving on competitive advantages, resources and abilities of Cisco in IoT area. The fifth part gives the conclusion of Cisco’s marketing strategy. During the chapter, it combines STP model and 4P marketing model to define the marketing management strategy, including price strategies of service included, promotion strategies on engaging with partners by favorable pricing and capital loan. Also, it gives readers a clear structure of channel transformation and plan of new partners recruitment, which is practical for Cisco to go mutual growth with channel partners.