Cisco思科的全球发展战略

LeveragingtheGlobalNetworkedBusinessModelLeveragingtheGlobalNetworkeIntroductionMarketingAgendaCompetitiveEnvironmentBusinessStrategyOrganizationofBusinessActivitiesInformationTechnologyConclusionIntroductionMarketingAgendaComIntroductionMarketingAgendaCompetitiveEnvironmentBusinessStrategyOrganizationofBusinessActivitiesInformationTechnologyConclusionIntroductionMarketingAgendaComOverviewofCiscoSystems,Inc

HistoryofCiscoMainproductsOverviewofCiscoSystems,IncHistoryofCiscoSystems

HistoryofCiscoSystems

CoreTechnologyRoutingSwitchingSoftwareandStandardsMainProductsCoreRoutingSwitchingSoftware

NewTechnologiesSecurityVoiceWirelessStorageNetworkingMainProductsNewSecurityVoiceWirelessStorOverviewofCiscoSystems,IncMarketshareStrategyOperationmodelExternalcompetitionIT-basedoperationOverviewofCiscoSystems,IncCompetitiveEnvironmentCompany1997MarketShare1992MarketShareCisco19.33.93Com15.33.8BayNetworks5.7n.a.Fujitsu4.49.3Cabletron4.4n.a.IBM3.912.0Hewlett-Packard3.8n.a.Toshiba3.57.3Ascend3.2n.a.Motorola3.05.2NewbridgeNetworks3.0n.a.Racaln.a.5.0AT&Tn.a.3.6AllOthers30.949.9TotalMarket$36billion$12billionWorldwideDatacomEquipmentMarketShares(%)CompetitiveEnvironmentCompanyIntroductionMarketingAgendaBusinessStrategyOrganizationofBusinessActivitiesInformationTechnologyConclusionCompetitiveEnvironmentIntroductionMarketingAgendaBusCompetitiveEnvironmentExternalenvironmentMaincompetitorsMarketopportunitiesCompetitiveEnvironmentExternaCompetitiveEnvironmentFirm1997TotalCompanyRevenues1997DatacomRevenuesDatacomasShareofTotalCompanyRevenuesCisco$7.3$7.3100%3Com5.85.8100BayNetworks2.32.3100Lucent26.4n.a.n.a.Nortel/BayNetworks15.4n.a.n.a.Fujitsu28.81.65Cabletron1.41.4100IBM76.61.42Newlett-Packard36.81.44Toshiba13.21.310Ascend1.21.2100Motorola4.31.126NewbridgeNetworks1.21.2100Racal0.90.9100AT&T1.41.4100DatacomRevenuesasShareofTotalrevenues(in$billions)CompetitiveEnvironmentFirm199CEOofCiscoDedicationtoCustomerSuccessCEOofCiscoDedicationtoIntroductionMarketingAgendaCompetitiveEnvironmentOrganizationofBusinessActivitiesInformationTechnologyConclusionBusinessStrategyIntroductionMarketingAgendaComVisionandGoalCisco’svisionistoprovideanend-to-endsinglevendorsolutionthatprovidesmorevalueasanintegratedsetthananybest-of-breedimplementationfrommultiplevendors.Cisco’sgoalistobethemarketleaderinallofthemarketsinwhichitoperates.VisionandGoalCisco’svisionBusinessStrategy---5KeyElementsCustomersatisfactionProductleadershipStrategyacquisitionsBusinesspartnershipsGlobalnetworkedbusinessmodelBusinessStrategy---5KeyElemIntroductionMarketingAgendaCompetitiveEnvironmentBusinessStrategyInformationTechnologyConclusionOrganizationofBusinessActivitiesIntroductionMarketingAgendaComOrganizationofBusinessActivitiesCentralizedVS.DecentralizedProductlinesVS.BusinessLinesDirectsalesVS.IndirectchannelsEducationandTrainingOrganizationofBusinessActivIntroductionMarketingAgendaCompetitiveEnvironmentBusinessStrategyOrganizationofBusinessActivitiesConclusionInformationTechnologyIntroductionMarketingAgendaComFigureofCiscoISorganizationPresident&CEOLOBs&ProductMarketingResearch&DevelopmentGlobalSalesManufacturing&LogisticsCustomerAdvocacyISDirector,ApplicationDevISDirector,ApplicationDevISDirector,ApplicationDevISDirector,ApplicationDevSr.Manager,OperationsSr.Mgr,ArchitectAdvancedTechnologyISDirector,StrategicServicesISDirector,Networks&TelecommunicationsCIO&VPISTheISOrganizationFigureofCiscoISorganizatioFigureofCiscoITSpendingCiscoSystemsAllmanufacturingComputer,peripheral&networkequipmentmanufacturersAverageMedianAverageMedianISbudget/%revenue6.5%1.811.602.201.60ISbudget/employee($000s)$36,666$5,479$3,543$6,118$7,567PercentISemployeesinuserdepartments70%8%n.a.7%n.a.Revenue/ITemployee($million)$6.8$14$9.6$7.1$9.6Revenue/employee$566,000$384,928$218,845$285,081$370,370FigureofCiscoITSpendingCiITInfrastructureDuring1994,Ciscoreplaceditstraditionalfinancial,manufacturingandorderentrysystemswithOracleERPapplicationsandOraclesDatabaseatacostofUSD15million.Inthefollow-ontwoyears,USD100millionseriesofinitiativestoreplaceallISapplicationsandplatformsworldwide.ThehighdegreeofstandardizationisCisco’sarchitecturegivesthecompanyahighdegreeofflexibilityandefficiency.ITInfrastructureDuring1994,Web-basedApplicationAimtousethenetworkasafoundationforapplicationslinkedtothecorebusinesssystems.AnIntranetsupportsemployeesatalllevels.AnExtranetlinksorderprocessingtoavailability,todemandforecasting,toprocurement,toproductionscheduling.Theinternetlinksconfigurationtoorderplacementtobillingtoordertracking,andlinkscustomerstoonanotherthroughproblem-orientedusegroups.Thus,theinformationsharingsupportsCisco’sowninventoryandproductionprocesses,theforecastingneedsofsuppliers,andtheorderandtrackingneedsofcustomers.Web-basedApplicationAimtousWeb-basedApplicationMarketplacefornetcommercebycustomers,resellers,partners.TechnicalAssistance,Softwarelibrary,andOpenForumforcustomers,resellers,partners.CustomerServicefornontechnicalissues.InternetworkingProductCenteronlineorderingbyauthorizedcustomersandresellers.

Internet-CiscoConnectionOnline(CCO)

Web-basedApplicationMarketplWeb-basedApplicationWhatCiscobenefitsfromCCO?CustomersatisfactionisCisco’sultimatefocus.Theclosetiewiththecustomeristhefoundationofitsbusinessmodelandthesourceofitmarketpower.LinkagesbetweentheorderprocessingapplicationsandCisco’sITInfrastructurenotonlymeetthecustomerneedstimelyandeffectively,butalsoenablesCiscotoforecastdemandandreactveryquickly,essentiallyactastheextensionsofCisco’sowninternalsystems.Web-basedApplicationWhatCiscWeb-basedApplicationWhatCiscobenefitsfromCCO?CostsavingandavoidanceInmid1999,77%ofallsaleswereviatheInternet.Annually$550millionachievedinreducedcostfromtransferringmostofitsbusinesstotheinternet.Cisco’ssalesincreasedfour-foldbetween1995and1998,butitssupportengineersonlydoubled.Another1,000supportengineershavetobehiredat$75millionannuallywithoutthewebTechnicalHelpApplication.(Con’t)Web-basedApplicationWhatCiscWeb-basedApplicationSupplyChainIntegrationorsharingofforecast,orderandinventoryinformation.NewProductDevelopmentsharingofdesign,test,ramp-up,qualityandproductspecificationinformation.Extranet-CiscoSupplierConnection(CSC)

Web-basedApplicationSupplyChSupplyChainManagementSupplyChainManagementSupplyChainManagementResultsSupplyChainManagementResultsWeb-basedApplicationIntranet-CiscoEmployeeConnection(CEC)

Employeeself-servicefortravelbenefits.Communicationanddistancelearning.CollaborationandworkflowmanagementExecutiveInformationSystemsandDecisionSupportSystemsWeb-basedApplicationIntranet-SuperiorEmployeeProductivitySuperiorEmployeeProductivityIntroductionMarketingAgendaCompetitiveEnvironmentBusinessStrategyOrganizationofBusinessActivitiesInformationTechnologyConclusionIntroductionMarketingAgendaComBusinessModelThe“valueweb”orstrategicnetworkmodelBusinessModelThe“valueweb”BusinessModel

Pioneeredbythedirectsales,build-to-orderstrategiesofDellandbeenimitatedbyothersinPCindustry.Ciscoforgedacriticalrelationshiptoitscustomers,bywhichitgainleverageovercomponentssuppliersandmanufacturesthroughitsmarketpower.BusinessModelPioneeredbythBusinessModelAtthehubofthisstrategicnetworkisCiscoanditsCustomers,surroundedbycompaniesandprovidingcomponents,manufacturing,logistics,distributionsandservice,allcoordinatedbyCiscotherebyincreasingitsmarketpower.BusinessModelAtthehubofBusinessModelThekeyrelationshipisbetweenCiscoandCustomersinthisnetwork.Theroleactedb