Sm-Corporate Strategy.
Sun Microsystems ( Corporate Strategy)
Introduction
Sun Microsystems was found by four individuals. It is the market leader in the fast growing workstations industry. The SPARCstation I was introduced in May of 1990. An improved version of Sparc I was introduced in the summer of 1990 with an improved interface, a color monitor.
In the beginning company strategy was designed to emphasize gaining market share, concentrating on all out sales growth, no matter what the cost.
Products were sold largely by the word of mouth with no formal sales promotion programs
As a part of market share focus, in the mid-80s the company began creating autonomous divisions to develop and market areas as sales to government agencies, universities and financial institution
Corporate Strategy - Introduction
Corporate strategy can be defined as the overall scope and direction of a corporation and the way in which its various business operations work together to achieve particular goals.
It deals with “how to map your positioning”.
Positioning can be mapped in two dimensions 1. Industry attractiveness 2. Business strength/Competitive position The various factors which determines competitive strategy are 1. Market factors 2. Competition 3. Financial and Economic factors 4. Technological factors 5. Socio-political factors in your environment There are two types corporate growth strategy 1. Concentration in one industry 2. Diversification into other industries
Company Strategy – Sun Microsystems * In the beginning company strategy was designed to emphasize gaining market share, concentrating on all out sales growth, no matter what the cost * As a part of market share focus, company began creating autonomous divisions to develop and market its products * This policy (market share focus) created many unexpected problems * Overlaps and duplication in marketing and finance made forecasting
Introduction
Sun Microsystems was found by four individuals. It is the market leader in the fast growing workstations industry. The SPARCstation I was introduced in May of 1990. An improved version of Sparc I was introduced in the summer of 1990 with an improved interface, a color monitor.
In the beginning company strategy was designed to emphasize gaining market share, concentrating on all out sales growth, no matter what the cost.
Products were sold largely by the word of mouth with no formal sales promotion programs
As a part of market share focus, in the mid-80s the company began creating autonomous divisions to develop and market areas as sales to government agencies, universities and financial institution
Corporate Strategy - Introduction
Corporate strategy can be defined as the overall scope and direction of a corporation and the way in which its various business operations work together to achieve particular goals.
It deals with “how to map your positioning”.
Positioning can be mapped in two dimensions 1. Industry attractiveness 2. Business strength/Competitive position The various factors which determines competitive strategy are 1. Market factors 2. Competition 3. Financial and Economic factors 4. Technological factors 5. Socio-political factors in your environment There are two types corporate growth strategy 1. Concentration in one industry 2. Diversification into other industries
Company Strategy – Sun Microsystems * In the beginning company strategy was designed to emphasize gaining market share, concentrating on all out sales growth, no matter what the cost * As a part of market share focus, company began creating autonomous divisions to develop and market its products * This policy (market share focus) created many unexpected problems * Overlaps and duplication in marketing and finance made forecasting