The Competitiveness Analysis of WLAN IC Design Industry－A Case Study of Broadcom Corporation
|關鍵字:||無線區域網路;晶片設計產業;競爭策略;802.11x;五力分析;SWOT分析;WLAN;IC Design Industry;Competitive Strategy;802.11x;Five Forces Analysis;SWOT Analysis|
Wireless LAN market has been growing in the last 4 years. Many WLAN IC design companies struggle the survival in this market and all search for suitable strategies to increase the competitive capability. This thesis is expected to provide solutions for this issue. The research is conducted to study the current situations of the WLAN IC design industry and foresee its future development trends. Broadcom, a company which is famous of its integration capability and rapid product development, is selected as the target company and the 802.11x series products were the target product. WLAN market, external environment factors and company’s capabilities were analyzed specifically. Based on the results of these analyses, several competitive strategies are suggested, which are also applicable to other companies in the WLAN IC design industry. The observations and recommendations from this research are as follows 1. Technology Aspect: (1) SoC becomes the primary developing path. The core technology can be obtained by mergers and acquisition while a firm expans its technology territory, (2) Manufacturing processes can be integrated. The purpose is to reduce the chipset cost and raise profit, (3) Dual band chipset integration technology is capable of increasing data transmission rate and user. Dual band chipset satisfies the market needs. 2. Product Aspect: (1) New products with short time-to-market will lead market with first-mover advantage and create entry barrier to the followers, (2) Once a firm enhances its product innovation capability and creates a complete product line, it’s easier for a firm to make a superior profit and favor important customers, (3) Integration of WLAN and consumer electronics product has become a trend in the market. Therefore, ealier participation in product development tends to establish competitive advantage. 3. Market Aspect: (1) Consumer electronics will be the main stream market. The shipments of consumer electronics which embedded WLAN feature is anticipated to 39% of total WLAN product shipments in 2008. This is a very clear market for target, (2) Emerging Asia Pacific region will be an important market. The estimated CAGR in Asia Pacific semiconductor market is 17.9% from 2005 to 2009 which is higher than 12% in worldwide semiconductor market, (3) The mutual software and hardware development of WLAN application product has become a trend in the market by the way of the strategic alliance with important customers. Not only expands customer base quickly, but also extends product application market.
|Appears in Collections:||Thesis|
Files in This Item: