Expanding Si Foundry Market Share in Cellular Phone Chips : A Case Study of TSMC
|關鍵字:||行銷策略;半導體;晶圓代工;先進製程;marketing strategy;semiconductor;foundry;advanced technology|
Semiconductor foundry business plays a very important role in the semiconductor industry. With the help from semiconductor foundry industry, design house is able to compete with Integrated Device Manufacturing (IDM) companies and prosperous. Working together, both semiconductor foundry industry and fables design house can grow faster than the whole semiconductor industry. However, nowadays most of the design houses have been using the capacity from pure play foundry companies. Therefore, foundry industry has to attract the business from the IDM companies in order to maintain the high growth speed. The major factors to be considered in getting business from IDM companies include volume and the possibility to outsourcing. Only business with big enough volume can support the semiconductor foundry industry with significant growth momentum. However, we should focus on the segments that IDM companies are more willing to outsource. Focusing on the right segments can bring the desired volume to semiconductor foundry industry in short-term to mid-term period of time. Considering the tremendous product lines, chips in cellular phone have been the top choice. There are several hundred of millions cellular phone demand per year. Such demand needs the support of several million of wafers. Besides, the driven for low cost cellular phone also makes the wafer outsourcing a major option. Therefore, this study will focus on the chips for cellular phone in order to provide the continuous growth momentum for semiconductor foundry business. However, semiconductor foundry companies need to understand what kind of technical capability, service platform, and marketing strategy is essential to get such huge business. This study is to discuss the semiconductor foundry marketing strategy for cellular phone chips through a case study of TSMC and interview with experts in semiconductor industry. TSMC is picked up since it is the number one player in the semiconductor foundry industry. Through this study, we find a new marketing strategy that can enlarge TSMC’s market share in cellular phone baseband chipset. The strategy is set by leveraging TSMC’s advantages in advanced technology leadership and integrated service platform. Of course, TSMC’s advantages in good financial conditions and large production scale also provide the weapons that other competitors can not match. With good financial conditions, TSMC can keep investing huge capital spending in building new capacity and developing advanced technologies. The large production scale from different product segments help TSMC to maintain profitable when some segments have drastic drop in demand.
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