Sun Microsystems Inc 1987 C Case Study Solution


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Sun Microsystems Inc 1987 C Case Study Solution

Background and Facts

Sun Microsystems Inc 1987 C a workplace supplies retailer for tiny and also moderate sized organisations has recently been involved in preparing for a merger with its competitor Home Deport, which has actually impacted efficiency levels in departmentswith the senior manager involved in lawful issues presented by the government Profession Compensation. With the Advertising and marketing Head advancing the information of his departure from the business in one year, Jeannie Lewis, the current head of procedures has actually been asked to take the role in the near future. With difficulties in the form of a potential social change as well as reduced worker morale, the organization requires a total reengineering effort at the marketing division.

Trouble Declaration
Porter's 5 Forces Analysis
The possible social adjustment at the marketing department of Sun Microsystems Inc 1987 C is increasing unpredictability in the working environment causing various difficulties for the Jeannie Lewis who would certainly be changing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant duty in influencing tactical choices because Stapes Inc. had to desert its strategies of combining with Office Deport after the Federal Trade Compensation's intervention at the same time. Provided the reality that the store has a worldwide existence with branches in UK, USA, Canada and Germany, political consider each of these nations might have the ability to influence efficiency or strategic objectives. Federal Profession Commission's antitrust match versus the merger took up valuable time of the company's elderly administration suggesting that 'political' factors can have severe effects for an international company.

Economic Factors: Economic factors such as the introduction of small businesses in the global situation suggest that Sun Microsystems Inc 1987 C is growing in an atmosphere where there is prospective development of services. Fact that store customers are primarily looking for workplace materials for house offices suggests that the market has a rising trend of entrepreneurs and also house based businesses.

Social factors: Social trends in the economic climate show that clients are searching for ease along with appealing rates. Market research shows how the client for Sun Microsystems Inc 1987 C does not have understanding about finding services which can use a combination of convenience and also low costs.

Technological factors: Modern technology plays a crucial function in Sun Microsystems Inc 1987 C's organisation technique especially as the company is piloting Innovation centers which would use innovation sales and support in the kind of memory upgrades, peripheral setups. (Recap of PEST in appendix 2).

OB Issues and Symptoms.

Several underlying Organizational Actions issues can be seen in Sun Microsystems Inc 1987 C's case as highlighted in this area.

Concerns concerning cultural modification: There is apprehension about a social change that would certainly take place as soon as Todd Krasnow leaves from his placement as the Exec Vice Head Of State of Advertising And Marketing with the majority of the personnel currently revealing unhappiness over this potential step. This anticipated adjustment has actually produced stress and anxiety in the workplace which has been coupled with the previous stress of preparing the company for a possible merger with Residence Deport.
Pest Analysis
Demanding Task Setting for Newcomers: There is shortage of workers that can match the difficult environment of a busy organization. Not only does this cause problem in discovering the ideal individuals, it places tension on brand-new hires as can not hold up against the rate and also pressure that the company expects them to bear.

Dual Coverage Lines: Novices discover this organizational culture cumbersome and hard to handle particularly as populated line relationships are indicated to be weaker as a whole and objective setup and also performance assessment is still done by the strong line supervisor. This means that newbies can shed quality about their respective roles as well as goals specifically as populated line coverage does not maintain them in direct interaction with the strong line supervisors.

Bitterness From Cross Departmental Hiring: Krasnow's choice to make Lewis his follower as opposed to Bridget Coles although it had actually been speculated that the last would certainly take Krasnow's setting came as a blow to her morale. Lewis may have been capable as well as suitable for the work but the reality that Kransnow's separation would certainly make Coles a direct record to Lewis might have been the reason for Coles' resignation from services.

Anxiety & Task Instability: Anxiety and instability can be recognized as 2 significant problems that Lewis would be dealing with especially as the merging has now be cancelled as well as 2 elderly executives of the advertising and marketing department would be leaving. The whole duty of the department would certainly be dropping on Lewis's shoulders that would certainly not just be in charge of brining concerning a cultural modification but would certainly likewise have to confirm herself in her brand-new duty.

Incompatible Monitoring Design of Leader: Lewis's administration design and also its incompatibility with the advertising and marketing department's duty can also be seen as an OB challenge particularly as she has been made use of to handling concerns in the procedures department where personnel are taught to concentrate on processes as well as obtain them right. The advertising division on the other hand can be seen as a group of individuals who are utilized to being nurtured by Krasnow that concentrated a lot more on output than processes.

Interdepartmental Arguments: Interdepartmental disputes in between 3 departments, advertising and marketing, merchandizing and also operations specifically over the allotment of the marketing mix can be identified as another OB issue. The advertising and marketing division does not share the very same vision as the other two divisions relating to the aloocation of the marketing mix twoards promotions and also advertsing, the merchandizing as well as procedures divisions do not concur over the advertising and marketing mix allocation among one an additional either.

Fragmentation in Advertising Division: Fragmentation between the marketing and advertising divisions can be determined as another OB concern which can need additional focus. The reality that the marketing and advertising areas in the advertising department are separated is protecting against both divisions from obtaining from each various other's experience and also competence. Combination of advertising with merchandising and also operations would certainly become more difficult if the advertising department itself is degenerated which can be an additional potential OB issue.

Sun Microsystems Inc 1987 C Analysis

Various concepts have actually been utilized to describe the scenarios to obtain further clarity concerning the circumstance available.
Swot Analysis
McGregor's Concept X & Y: According to Douglas McGregor's Concept X, most supervisors think that subordinates are passive and also lazy, have little passion and also resist adjustment. The circumstance at Sun Microsystems Inc 1987 C is not totally adhering to Theory X, it can be seen that new hires are locating this atmosphere rather difficult which may ultimately lead to a higher disposition of the monitoring towards Concept X. Even while analyzing Lewis's administration design, concept X might have been suitable in the operations department to some level but the Advertising and marketing department would certainly need reliance on Concept Y in order to get the creative thinking as well as originality from the teams.

Tuckman's Synergy Theory: As for Lewis's worry regarding bringing harmony in between the advertising and marketing division is concerned, this would originally result in contrast as gone over by Bruce Tuckman in his 'Team effort Theory'. (Tuckman, 1965). According to Tuckman's theory shown in appendix 3, during the preliminary stage of group growth, people may not bond, as they are active finding their area in the team. By combining the advertising and marketing department's job, there might be the same preliminary separate which might bring about the 2nd phase of 'storming' where the teams challenge each other. However, it is only during the 3rd stage or 'norming' when they would certainly collaborate to share concepts prior to the team can produce synergy in the 4th stage 'performing'.

When individuals are offered with modification, they enter phase one and so there may be emotions like despair, unpredictability, irritation, temper, concern, denial and also disorientation.The circumstance at the advertising and marketing division of Sun Microsystems Inc 1987 C is comparable so Lewis can get comfortable with the idea that it is not remarkable behavior. It is throughout this stage that Lewis will certainly have to give advice to the department so that they can locate a feeling of instructions. It can be seen exactly how Krasnow has already made this transition much easier by making Lewis get included in the department a year prior to his real departure.
Vrio Analysis
Maslow's Requirement hierarchy: The OB concern related to insecurity at the work environment has actually been caused to start with by the adjustment in management and also second of all by the reality that the merging will no longer be initiated. Abraham Maslow in his Theory of 'Demands Power structure' (appendix 5) has goes over the significance of 'safety and security needs as being a reduced level need of a human for causing motivation. As seen in the pyramid cooperated appendix 3, we can see how 'the need to feel safe and secure and safe' goes to the 2nd level of needs. Prior to a staff member can be made to establish psychologically, he requires to have his 'Physical 'and also 'Safety' needs met. This suggests that unless the workers are made to feel secure about their present work condition in Sun Microsystems Inc 1987 C they might not get to 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Sun Microsystems Inc 1987 C Case Study

Implication of Analysis.

The OB analysis has actually checked out numerous concepts to understand exactly how to cope with the existing situation handy. The complying with 3 alternatives have been recommended to assist Lewis handle the business challenges in the advertising and marketing department. Each of these choices has actually been recommended for reducing the change required to bring the advertising department in accordance with the demands of the market and for making the social adjustment that would adhere to once the existing leader leaves.

Assimilation of advertising and marketing functions. Dividing Adverting as well as Manufacturing functions. Assimilation of Marketing with Workflow.

Evaluation of Alternatives.

Judith Shapiro who has earlier been talked to by Lewis during the earlier merger days has competence in business-to-business advertising and marketing along with company as well as retail advertising and marketing experience. As soon as Krasnow leaves, Lewis can employ Shapiro as an EVP for marketing to deal with both advertising and advertising and marketing functions.

The advantage of this technique is that it will integrate both functions while minimizing the requirement for employing an additional resource for advertising. Lewis would be heading the advertising and marketing division as well as in any kind of case her substitute would be needed for the current duty that she is executing. The drawback of this option is that external hiring may cause resentment from internal employees that might be eying the placement of EVP after Lewis takes over Krasnow's setting.

Dividing Adverting and Production: Offered the affordable stress and also high top quality job required from the advertising firm, it is recommended that Lewis should enable the manufacturing system to be a separate function from the advertising and marketing system. Because the majority of advertising and marketing firms had these 2 functions as separate systems, it makes even more feeling to comply with the norm.

Integration of Advertising And Marketing with Workflows: Because Lewis is currently caring for the advertising and operations departments at the same time; it makes sense to incorporate the two features because she has actually been successfully dealing with both ends. The reality that the two divisions currently have significant differences over appropriation of sources suggests that this assimilation may be able to cause harmony specifically as Lewis would be heading both ends.However there are numerous disadvantages of this step particularly as it would place excessive burden over Lewis's shoulders. The reality that Lewis needs to adjust her administration style for the advertising department suggests that these two divisions would certainly be culturally varied. In addition to this, Lewis might not be able to use one sort of leadership design to both divisions which could cause inadequacy in either one of both functions.


An examination of the three options suggests that assimilation of marketing and also procedures would not be a practical relocation due to the vast distinctions between the 2 divisions regardless of the reality that presently Lewis is handling both. While separation of the manufacturing function might have been a favorable action for the marketing division, the fact that it would certainly mean positioning a 3rd feature under Lewis's wing indicates this ought to be avoided.

Action Strategy.
Lewis will certainly take control of the duty of EVP Advertising and marketing after Krasnow leaves.

Advertising and Marketing functions would certainly be merged.

Judith Shapiro will certainly be hired to take Lewis's location as SVP of marketing and advertising.

Production function will certainly stay component of advertising under advertising and marketing function.

Lewis will separate herself from procedures.

An autonomous leadership style with employee empowerment will be made use of in advertising and marketing department.

Open door policy and also focus on cross departmental communication will be targeted at getting rid of disharmony.

Backup strategy.

If the combination does not work out as prepared, a backup plan would follow which would certainly separate the production feature from the marketing function to lower the load on the SVP of marketing and advertising. In case Judith Shapiro does not obtain employed, Lewis will certainly be heading the marketing department without an SVP. In that case the manufacturing function will certainly be divided by positioning it under an SVP production.