Business Case Studies, Market Entry Strategies Case Study, Pond’s Foray into the Premium Segment – Will the ‘Miracle’ Work

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Market Entry Strategies Case Study

Case Title:

Cisco in Emerging Markets (B): Looking Beyond China and India

Publication Year : 2008

Authors: Punithavathi Srikant, Doris Rajakumari John

Industry: Home Appliances and Personal Care Products


Case Code: MES0083

Teaching Note: Available

Structured Assignment: Available

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A sequel to the case study ‘Cisco in Emerging Markets (A): Market Entry Strategies in China and India’. This case study delves into Cisco Systems’ (Cisco’s) market entry strategies in emerging markets, other then India and China.

Cisco, the major beneficiary of the Internet revolution and telecom deregulation in emerging markets in the 1990s, provided most of the equipment needed to create networks. The company stayed ahead of its time by acquiring companies to enter into new product markets and even before the demand in the developed markets saturated, it realised the importance of the emerging markets. The company, has since a long time not only been chasing opportunities in emerging markets but also started separate reporting divisions to better concentrate on the opportunities there. Cisco has been following a strategy that enables it to expand in these markets and ensures developing relationships with the government, businesses and also its competitors. Cisco has been witnessing significant increase in its revenues from emerging markets. However, now, the company is feeling the pressure of the global slowdown because of the US Financial Crisis (2008) as the demand orders from emerging markets started declining. Adding to its woes, the number of competitors are also increasing and encroaching upon its turf.

Pedagogical Objectives:

  • To examine the potential of emerging markets for Cisco’s core business
  • To elucidate and analyse Cisco’s market entry strategies in emerging markets
  • To identify the challenges ahead for Cisco.

Keywords : Hindustan Unilever Limited; HUL; Market Entry Strategies Case Studies; Ponds; Mass Market; Premium Skincare Segment; Ponds Age miracle Range; P&G Olay Total Effects; masstige; Price Sensitive Indian Market; Anti-ageing

Contents : 
Emerging Markets: Overview
The Economist: Emerging Markets List
Infrastructure Investment in Emerging Markets
Emerging Markets: Information and Communication Technology Sector (ICT)
World Internet Users and Growth
Cisco: The Background
Cisco Emerging Markets Strategy
Betting on Emerging Markets
Cisco’s Challenges Ahead

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