1. Marketing

Objectives:

            FireEye learned that technology alone isn’t enough to combat cyber attackers, which is why our solution takes a three-pronged approach that combines innovative security technologies, world-renowned expertise, and deep threat intelligence capabilities. Unlike other solutions, FireEye addresses the entire security operations lifecycle — every critical issue before, during and after an attack. The FireEye security-as-a-service approach simplifies, extends and augments your current security operations so that you can deliver the best security where and when you need it: in the public or private cloud, on premise or hybrid environment, in the network or at the endpoint.

 

 

Strategies:

1. Security exists to protect your business whether you operate in a cloud, on premise or hybrid environment. Security as a Service is a new mindset that delivers effective, efficient security with the value and scale you need, when you need it, so you can stay focused on your core business.
2. FireEye sensors at every customer deployment collect data on threats, which are analyzed and used to adjust detection algorithms for every other customer, every 60 minutes. This early warning system continually reinforces the security posture of every FireEye customer.
3. Security as a service establishes an expectation of efficiency, where security teams can prioritize and investigate alerts. By combining proven technology with intelligence with global team of analysts, you receive prioritized, actionable guidelines on how to best protect your organization.
4. Continuing to protect your organization will become more challenging because specialized security expertise is in scarce supply. With more than 1,000 FireEye experts relentlessly tracking over 16,000 threat groups around the world, FireEye is the go-to first responder for the world’s most consequential breaches. With experts available 24 hours a day, every day, FireEye provides you with the essential expertise required of a Security as a Service partner.

Policies

1. The company will not knowingly collect or use Personal Information as defined by law without parental consent.
2. The policy governs websites owned and operated by FireEye. The policy does not govern websites of other parties to which they may provide links because FireEye is not responsible for, and cannot control the privacy practices or content of, those sites.
3. the principles governing the information practices and other privacy aspects of the company’s websites are:
   1. Information Collection and Use
   2. Information Sharing and Disclosure
   3. Cross-border transfer
   4. Questions or Suggestions
   5. IP Information Collection and Use Practices
   6. Cookies
   7. Data Storage
   8. The privacy of all users of www.fireeye.com is of the highest priority.

Programs

The FireEye support programs are simple and flexible: four levels of support are offered to meet the client’s needs. In addition, spare parts are available for quick turnaround hardware replacements, and a non-returnable disk drive service allows for clients to keep disk drives in the event of a drive failure.

1. Platinum Support Program: The platinum program covers both hardware and software support.
2. Platinum Priority Plus Program: The Platinum Priority Plus Program includes all that is offered in the Platinum Support Program, plus:
3. Immediate problem escalation to level-three Advanced Support Engineering
4. An unlimited number of designated callers and secure support website/portal access for those callers
5. A designated support engineer (DSE), assigned to the client, who acts as a single point of contact within FireEye
6. Annual on-site review of service and product performance and on-site technical assistance at the DSE’s discretion

Quarterly business review (QBR) via conference call

2. Government Support Program: Offered in selected countries, the government program includes both hardware and software support. Everything in the base platinum support program is included with the following addition:

1. Level one, two and three support requests handled by citizens of the selected country
2. . Government Priority Plus Program: The Government Priority Plus Program includes all that is offered in the Government Support Program, plus:
3. Immediate problem escalation to level three Advanced Support Engineering expert who are citizens of the selected country
4. An unlimited number of designated callers and secure support website/portal access for those callers
5. A DSE who is a citizen of the selected country
6. Annual on-site review of service and product performance and on-site technical assistance at the DSE’s discretion
7. Monthly support statistic reporting
8. Quarterly business review (QBR) via conference call

            FireEye's current marketing objectives, strategies, policies, and programs are not clearly stated, since they are based on the mere performance of the company’s services, policies and products. The missions, objectives and strategies are based on their performance rate, poor performance will manipulate the company to implement new objectives. A clear objective should be specific and forward looking. The reader should understand clearly the objectives of FireEye rather than they being implied from the performance statements and other criteria. Though the objectives, policies and strategies are implied, they are consistent with the corporation’s missions, objectives, strategies, and policies and with the internal and external environment which is one of the reasons why FireEye is the most preferred cybersecurity company in the industry. As they are implied with the company's performance. For instance, in May 2015, the company raised its revenue for the year to be between $615million and $635 million.

33. In terms of marketing position and marketing mix FireEye Corporation is performing quite fairly both in domestic and international markets. The Corporation offers innovative security technologies to 16, 000 groups of customers around the world. This shows that the customers’ perception to the solutions offered is quite fair considering the competing corporations with similar products. To ensure the corporation is competitive enough, it uses the 4 P’s (Place, Price, Promotion, and Product) strategy to influence more customers to buy their products and services.  The corporation is not quite dependent on few customers because it aims at offerings its products and services globally. FireEye market is wide because it sells its products and services in both domestic and global markets in over 67 countries globally. The corporation is gaining its market share because it’s able to combine three-prolonged security solutions unlike other corporations that offer technology service alone to combat cyber threats. However, it is losing its market share because of the tough competition it’s facing from the competitors like FEYE. The corporation gets around 46 percent from the developed regions and around 33.2 percent from the developing regions which is fair considering the competition in the market. In the product life cycle, the current products are on growth stage (Frost & Sullivan, 2016).

1) The trends that emerge from this analysis show that the corporation is continually increasing its market share, market position and revenue.

2) The impact of these trends on past performance shows that the corporation is putting more resources to ensure it’s able to meet its targets. For the future performance, the corporation is ensuring that it continually offer its solutions in a well competitive manner to ensure it improves its position in the market and the market share or it maintains its position but does not decline.

3) Yes, this analysis support the corporation’s past and pending decisions because it is able to identify the areas it needs improvements and where more resources are needed as well as giving knowledge about the competition trend in the market.

4) Yes, marketing provides the company with a competitive advantage as it enlightens the corporation on what it can do better over its competitors to gain a competitive advantage.

1. Comparing the market performance with similar corporations like FEYE the corporation is ranked as the best and the fastest growing corporation as ranked by Deloitte.
2. Yes, the marketing managers are using the accepted marketing concepts and techniques to evaluate and improve product performance and to ensure the corporation emerges the best in the competitive market.
3. The marketing adjusts to the conditions in each country it operates because there are stipulated marketing laws for each country thus has to adjust.
4. The marketing always considers the environmental sustainability when making decisions so that it will operate in viable environments and also operate effectively.
5. The role of the marketing manager in the strategic management process is to develop marketing strategies that are in line with the company’s objectives.

FireEye’s Marketing Mix (4Ps) Analysis

FireEye Inc. Corporation’s marketing mix using the 4Ps offers supports to the corporation’s leading position being a cyber-security firm that offers services and products in offering protection against a number of cyber threats. The firm’s marketing mix therefore acts as the company’s marketing plan which is utilized as the strategy of creating popularity and brand’s image. The plan is usually changed with time in order to fit into the competitive surrounding (Roscini 6).

FireEye Cyber Security Products

FireEye has continuously innovated is product marketing range so that the market can be captured more. As per now these are the prime FireEye products categories which includes network security, email security, Network essentials for security, intercept appliance, threat analytics and content security. This mix has been developed through a number of innovative years and the approach is objected mainly and attracting more consumers.

Place in FireEye’s Marketing Mix

The corporation offers most of its services and products through retail and wholesale stores.  This are the primary venues where the consumers can acquire the products. For the case of FireEye the main locations for products are services distribution are online stores, retail and wholesale stores. These locations helps its consumers in making specific order and they demonstrate how the corporation has embraced technology and marketing changes.

FireEye’s Promotion

FireEye makes promotion of its products via advertising. Promotion as part of its marketing mix refers to the approaches of communication that are utilized in disseminating data in regard to its products. Its promotional mix includes public relation, advertising and sales promotion. The firm accomplishes its advertisement via print media, internet platforms and television (Cleary and Massimo 152). Public relation is not utilized frequently and has turned to be inefficient for the company. Sales promotions including freebies and discounts are included in support of creating awareness.

FireEye Prices and Pricing Strategy

FireEye utilizes premium pricing approaches in taking advantage of the individual’s behaviors in reference to making high purchases in the market. The corporation’s cyber security products as well as services are highly purchased based on its affordable pricing that relates directly to the company’s generic approach which has helped the corporation in sustaining the image of the brand and improving the company’s reputation.

 

 

 

 

 

 

 

Work Cited

Roscini, Marco. Cyber Operations and the Use of Force in International Law. , 2014.       Print.

Cleary, Frances, and Massimo Felici. Cyber Security and Privacy: Third Cyber Security and Privacy Eu Forum, Csp Forum 2014, Athens, Greece, May 21-22, 2014, Revised Selected Papers. , 2014. Internet resource.