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
The Essay on Go To Market Strategy
... the best approach to segmentation for developing go to market strategy is one that generates segments whose members require similar ... and promotion, call centers, the internet and sales forces. Each go to market participant will have a varying amount of ... toward building commitment leading to business relationships and future sales. In determining the essential work requires for each segment ...
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 all but impossible * At its current stage the company can no longer scramble to meet shipping deadlines at the last minute * The company started experiencing production bottlenecks as discounted sales of order products mushroomed * In late 1990 Sun experienced a 20 million loss due to misjudging consumer demand * Sun started shifting its approach from market share focus to more profitability * It started pushing for open systems
* Sun has encouraged competition with itself through its focus on open systems development and invited industry to build sparc based clones * Sun’s strategies have included focusing on lower prices, well developed marketing programs and third party software development
Customer Categories
* One third of Sun’s customers come from commercial side * The company has shifted its focus on airlines, banks, insurance and finance companies * Sun started advertising in April 1991 with focus on senior level corporate executives
Caterpillar Responds to the Komatsu Challenge in South America (Business Model)
Introduction
Caterpillar is a US multinational corporation headquartered in Peoria, Illinois. Initially it used to export goods from US, but after some time firm announces formation of its international subsidiaries in UK and after that it establishes manufacturing subsidiaries in UK, Australia, Brazil, France, Belgium, SA and Mexico Caterpillar led the global construction equipments industry with a strategy of broad and deep market penetration within two main categories of heavy equipment a) Earthmoving, construction and materials handling machinery b) Engines
The Essay on Lancôme Cosmetic Market Analysis, Company Profile
Rich Experience in cosmetics industryLancôme has been established in cosmetics market since 1935. Lancôme products have great varieties. Its products include skincare, makeup and fragrance products. In this way, Lancôme's experience of producing many different kinds of cosmetics products has been accumulated for 66 years. This remarkable achievement can make the customers more confident of its ...
S
Subsidiaries of Caterpillar Inc
Caterpillar opened various subsidiaries
* Caterpillar Americas Co – it was opened to support 34 dealers who sold caterpillar machines, engines, lift trucks, paving products etc * Caterpillar Americas Exporting Company (CAMEC) – also called Florida Home. * Caterpillarp World Trade corporation – it was arranged for acquisition of caterpillar products through countertrade
Operations in Brazil
* Caterpillar Brazil S.A opened a parts distribution centre in 1954 Santo Amaro * To Support Brazil operation, It initiated Assembly operations in 1960 * To maintain market dominance, Caterpillar strengthened its manufacturing presence during the latter 1970s * The firm had enlarged the Piracicaba operation to almost 1 million square feet * CBSA had to only deal with competitive thrusts of Komatsu and Dresser but also with various constraints imposed by Brazilian government policies and regulations * CBSA has signed a deal Brazilian government in which it was agreed that CBSA will export $2 billion worth of equipment * But demand declined which led to decline to export and thus an penalty was imposed by Brazilian government * CBSA has now revaluated their goal and strategy
1. Become more cost effective
2. Increase management effectiveness
3. Emphasize quality in the production processes
4. Develop a more export-driven organization
5. Comply with local content laws
6. Meet aggressive market challenges of Komantsu and Dresser * To adopt this new strategy Caterpillar embraced several significant elements 7. The new strategy called for renegotiation of the contract with the Brazilian government 8. To meet the goal of making CBSA a more export-driven organization, it developed some new products 9. Modernization was done to achieve better cost and quality control 10. CBSA planned to reduce the number of different models is built 11. In order to increase the allowable volume of products for domestic sale, CBSA intended to improve supplier capabilities in Brazil 12. In order to meet efficiency goals, CBSA management reorganized its reporting structure in 1988 to implement consolidation of the two-plant operations the department of manufacturing, industrial relations, quality control and materials at each plant were merged under one department head * Challenges faced by CBSA
The Essay on Export Import Sitution of Bangladesh
It gives ours immense pleasure to submit an assignment on export import situation of BD. This assignment is submitted as a partial fulfillment as a part of our course. The preparation of the assignment has given ours and insightful experience and in-depth knowledge on “Export Import Situation of BD. We have given our best effort to make it worthy one and each aspect of the problem is considered ...
13. A volatile Brazilian market
14. Inflation of 1,000 percent year
15. Price controls limited prices of final outputs but not necessarily the cost of raw materials inputs and labor 16. Government owned and protected industries
17. Brazilian debt crisis that restricted industries
18. Local content regulations
19. A massive governmental bureaucracy
20. Political uncertainty and capital flight
21. An aggressive foreign competitor
