Sun Micro. Case Analysis
Sun Micro. Case Analysis
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NIRAV PATEL 04
DIVYESH OGANJA 24
SATISH POKAR 26
BHAVESH PATEL
MITESH PANCHAL
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Case Study Analysis Sun Microsystems, Inc.
CASE STUDY
SUN MICROSYSTEMS, INC.
I. CASE ABSTRACT
Sun Microsystems has been described as "the last standing, fully integrated
computing company adding its own value at the chip, OS and systems level." After
noticing that sharing data between computers was becoming crucial to business
success, Sun's CEO Scott McNealy had worked to transform Sun's product line in
order to capitalize on networking. Sun now produced servers and workstations,
Solaris operating system software for client-server networks, UltraSPARC and Java
microprocessors, Java Internet software, and enterprise-wide support services.
Sun's competitors in the technical and scientific markets were primarily Hewlett-
Packard, IBM, Compaq, and Silicon Graphics.
Between 1988 and 1998, Sun's revenues had grown an average of 34.1% annually
as the demand for its open network computing products rose. Its net income had
grown 41% annually on average over the same time period. By 1998, however,
some problems were beginning to emerge. Profits had flattened and Sun's control
of the Java programming language (which Sun had developed) was increasingly
being challenged. Even though the company's net revenues had increased 13%
from 1997 to 1998 (to $9.7 billion), its net income ($762 million in 1998) had
reflected no growth during this time.
The Java digital language was the first universal software that would allow all
computerized devices to share programs and communicate over a network.
Although Sun had indicated that it planned to eventually donate Java to all users,
the company still seemed unwilling in 1998 to relinquish control of this software
language. Java had become too important to Sun's future. Java was spurring
profitable growth for the company in Internet servers, network computers, software
development tools, and special microprocessors. Even though Java was fairly
immature, and its programs (applets) ran significantly more slowly than programs.
Written specifically for a particular computer operating system, the industry was
battling over who would control Java. Sun filed suit against Microsoft in 1997,
contending that Microsoft violated its licensing agreement by altering Java so that it
only worked with Microsoft products. Microsoft, Intel, Digital Equipment, and
Compaq were pressuring Sun to turn control of Java over to the International
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Case Study Analysis Sun Microsystems, Inc.
Standards Organization so that the language would be in the public domain. Many
in the industry were complaining that Sun was too slow in developing new software
standards and was charging too much in licensing fees. Sun was focusing on
developing Java for mainstream computer programming, to the frustration of
companies wanting to develop other uses. Java had yet to start selling its own
system for running Java Programs on embedded processors. On November 14,
1998, 14 companies, including Hewlett-Packard, Microsoft, Siemens, and
Rockwell, announced that they would be setting their own standards for creating
Java programs that controlled devices, such as cell phones and printers. Hewlett-
Packard successfully developed its own version of Java, called Chai, which did not
require a license from Sun.
By the end of 1998, Sun appeared to have a tiger by the tail (in the form of Java).
Its recent partnership agreement with America Online to be AOL's hardware
supplier and Netscape's software supplier seemed to strengthen Sun's competitive
position with Microsoft. Nevertheless, competition was eating away at Sun's
competitive advantage and, once alternative versions of Java were available, could
put Sun's future in doubt.
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Case Study Analysis Sun Microsystems, Inc.
3. To provide a vehicle for discussing the pros and cons of proprietary versus
open-systems software and the question of how standards are set and
controlled.
a. Have the class members prepare individually or as a team (1) EFAS, IFAS,
and SFAS Tables or (2) just a SFAS Table for the assigned case.
b. We compare the student's work with that of the team or individual students
making a presentation to the class.
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Case Study Analysis Sun Microsystems, Inc.
c. We ask each student at the beginning of the class to write down his/her
Total Weighted Score for the case under discussion and to hand it in.
* You can use the results to call on students whose scores seem to be out of
line with the case.
*** We ask the students if they would buy stock in this company. The Total
Weighted Score then seems to have real meaning.
V. DISCUSSION QUESTIONS
4. Does Sun have any core competencies? If "yes", what are they?
6. How important is Scott McNealy to Sun Microsystem's success? What are his
strengths and weaknesses?
12. What are the other current industry forces, such as power of suppliers,
distributors, etc.?
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Case Study Analysis Sun Microsystems, Inc.
2. Objectives:
To produce high quality products at low prices
To continue to increase revenues by 10% or > year over year
To improve net income; continue to invest in research and development
To improve, change, and implement new business processes as a series of
related information systems
To satisfy the consumer with continuous product improvement &
innovation
3. Industry Environment
A. Existing Competitors:
Hewlett-Packard - large
IBM - large
Microsoft - large
Intel - large
DEC - large
Silicon Graphics - large
Compaq - large
C. Substitutes
Substitutes for JAVA include other conventional languages that
programmers are using at the present time.
On a larger scale there are really no other substitutes for linking and
networking other than Netscape - Explorer.
PCs can be possible substitutes for Unix Services but not at the
Technological level.
No true/direct substitutes
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Case Study Analysis Sun Microsystems, Inc.
A. Legal/Political
Threats
If Sun loses lawsuit with Microsoft, Sun may lose key components
of Java and the Java brand, have a huge loss in revenues, and lose
any potential investment of trustworthy companies.
Opportunities
If Sun wins the lawsuit, it loosens Microsoft's control in the
marketplace, increases revenues, and boosts its reputation. Software
companies will be able to differentiate their products once again.
B. Economic
Threats
Current market fluctuations could discourage the customer.
Java poses security issues raised by a system distributed software on
net.
Opportunities
Prices keep dropping, which improves consumer spending.
D. Social
Threats
If Sun loses lawsuit, Sun could lose good relations with Digital,
Compaq, Intel and others.
Opportunities
Many CIOs are in support of Sun's Java and its loosening effect on
Microsoft.
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Case Study Analysis Sun Microsystems, Inc.
C. Technological
Threats
Microsoft's tight grip on the computing industry.
Increased competitors enter the market.
Opportunities
Increase spending in R&D for new and improved technologies.
5. Internal Environment
A. Finance:
Objectives
improve net income
make continuous investment in R&D
support continuous revenue growth
Strengths
Revenues 10% or more year after year
Large amount of cash
Outstanding financial and asset management
One of the strongest balance sheets in the industry
Weaknesses
Net income flat in 1998
B. Marketing:
Objective
Increase consumer base domestically & internationally
Aggressive marketing
Increase visibility of the company name
"Kick butt & have fun" in the industry
Strengths
Aggressive strategy - "Kick butt and have fun"
Weaknesses
Invest less and spend more $ in promotions
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Case Study Analysis Sun Microsystems, Inc.
C. Operations:
Objective
Improve efficiency
Improve quality & speed
Reduce cost
Strengths
Investment in R&D
Focus on consumer needs
Weaknesses
Need to continuously improve
D. Human Resources:
Objective
Use humor and enthusiasm to motivate employees
Increase employee development
Strengths
McNealy has good relationship with employees
Uses humor and high energy to excite employees and keep them
enthusiastic.
Weaknesses
Image in the industry of being brash - very aggressive
VII. SUMMARY
B. Key Weaknesses
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Case Study Analysis Sun Microsystems, Inc.
C. Central Problem:
A. Societal Environment
Opportunities
The age where information is power
Growing U.S. economy
Increasing number of businesses and individuals using computers
General interest in the Internet and its possibilities
(communications, commerce, education, etc.)
Low interest rates
Threats
Troubled global economy
B. Task Environment
Porter's Forces
High R&D expenditures boost entry barriers
Buyers have strong bargaining power
Other operating systems languages are obvious substitutes for Java
High rivalry of current competitors
Suppliers have much bargaining power
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Case Study Analysis Sun Microsystems, Inc.
Opportunities
Expansion of the Internet
Sun’s position as leader of the industry
Sun’s strong financial position
Java
Litigation against Microsoft over the Java license
Consumers’ interest in the Java concept
Threats
Big competition in the technical and scientific market
Extremely competitive environment
Rapid, continuous changes, frequent product performance
improvements, short product life cycles, and price reductions
Competition from workstations running Windows NT.
Microsoft competition for Internet control
Java
Litigation against Microsoft over the Java license
Microsoft’s strong financial position
Alliance between Microsoft, Intel, Digital, and Compaq to push Sun
to turn control of Java to ISO
Hewlett Packard development of Chai
A. Corporate Structure
Stage III, Divisional Structure
Product line divided into six categories: Servers and Workstations,
Solaris and Solstice, SunSpectrum, Workshop and NEO,
UltraSparc and Java Processors, and Java Software
B. Corporate Culture
McNealy’s philosophy: "The network is the computer."
McNealy’s motto: "Kick butt and have fun."
McNealy’s use of humor helped employees live with their
demanding jobs and unified the company
Aggressive marketing, featuring Network, McNealy’s Greater
Swiss Mountain dog, and various juvenile behavior taking place
within Sun’s headquarters
McNealy’s special gift of using humor and a tremendous amount
of energy; has the ability to raise employees enthusiastically to
their feet
Environment where talented people, like Bill Joy and Eric Schmidt
and others, do brilliant work
Use of workstations called Solaris to run servers that coordinate
work and store data on the networks
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Case Study Analysis Sun Microsystems, Inc.
Growth of market share at both the low end and high end of the
workstation market
Expertise in high-performance system design that has enabled the
company to bring advanced workstations and graphics
technologies down in price
C. Corporate Resources
1. Marketing
Strengths
Scott McNealy
Transformation of product line in order to capitalize on
networking
Manufacture of 26% of all web servers in the U.S.
Use of Java to sell servers
1998 innovations to desktop line to capture new growth
Ultra 60 multiprocessing system positioned to take market
share from competitors
Windows 95’s capability to run along with Sun’s Solaris
Worldwide trade-in program
Worldwide leadership in workstation sales – 39% in unit sales
JVM – universal software
Weaknesses
Fierce price wars
2. Finance
Strengths
1998 Net revenues of $9,790 million, 1997 of $8,598 million,
and 1996 of $7,094 million; 13.9% increase from 1997 and a
21.2% increase from 1996
1998 Net income of $762.8 million, 1997 of $762.4 million, and
1996 of $476.3 million; .06% increase from 1997 and a 60%
increase from 1996
Product Gross Margin – 53.8% in 1998 and 51.1% in 1997
$822 million cash in the bank
Average revenue growth from 1988-1998 is 41%
Research and development investment – 1998 of $1,013
million, 1997 of $l825.9 million, and 1996 of $653 million;
22.7% from 1997 and a 26.5% increase from 1996
Weaknesses
None
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Case Study Analysis Sun Microsystems, Inc.
Strengths
Scott McNealy
Pushing SGI’s technology to the limits with new
price/performance levels and intends to take market share in the
$25,000+ workstation market
Darwin line-more power and reliability
Increase of R&D by 22.7%
Weaknesses
None
4. Operations
Strengths
Scott McNealy
Suppliers’ competence in designing, manufacturing, and
delivering advanced components required for the timely
introduction of new products
Advance payments to specific suppliers
Non-cancelable purchase contracts made with vendors early in
the design process
Distribution of the computer systems sold by Sun
The fact that no customer accounted for more than 10% of
Sun’s revenues
Six categories of main products: Servers and Workstations,
Solaris and Solstice, SunSpectrum, Workshop and NEO,
UltraSparc and Java Processors, and Java Software
Weaknesses
Increasing dependence on the ability of its suppliers
Suppliers’ competence in designing, manufacturing, and
delivering advanced components required for the timely
introduction of new products
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Case Study Analysis Sun Microsystems, Inc.
Strengths
Scott McNealy
Humor had an important effect on the culture
McNealy’s tremendous energy that has the ability to raise
employees enthusiastically to their feet
Weaknesses
None
A. Strategic Alternatives
Stability - maintain present rate of market share in the industry and the
Internet while concentrating on existing products like Java and
powerful workstations.
Pros – reduce research and development expenditures.
Cons – risk of losing market position in the industry and the
Internet to the competition in a highly competitive environment.
Spending less on R&D may cause the company to lose the
opportunity to dominate the market of newly developed technology.
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Case Study Analysis Sun Microsystems, Inc.
B. Recommended Strategy
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Case Study Analysis Sun Microsystems, Inc.
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