Competitive Strategy Study on Flash Memory ICBusiness: A Case Study of M Company
|關鍵字:||快閃記憶體;記憶體;半導體;SWOT分析;競爭策略;Flash Memory;Semiconductor;Competitive Strategy;SWOT analysis|
It has been 25 years since the first flash memory was introduced into market in 1988. Flash market is becoming to be a mature market, and the NOR flash is expected to decline in market revenue for the future 3 years. Furthermore, the original two separated segments, NOR and NAND, have application overlap between 512Mb to 4Gb memory density size, because the significant price drop of NAND flash in recent years, which eroades the typical NOR flash market. Currently, most of the Taiwnese flash makers are focusing on NOR and their process technology capability is just 0.5 to 1 generation behind the world leading companies after continuous efforts on process technology development. However, Chinese flash makers are gradually impacting the price of flash memories under government strategic support and local marketing advantage. Therefore, Taiwanese flash makers must be careful on strategy decision to have the better resource arrangement to achieve the best business results and future. This study uses Taiwanese flash maker M company as an example. M company has good fininal performance in the past 5 years. Unlike the Taiwanese DRAM makers with huge loss, M company is on the good track with healthy financial results. However, the flash market and industry change fastly, the past successful formula on M company cannot assure long and lasting success. In this study, by using SWOT analysis and case study on M company, investige the proper competitive strategy for M company. From study results, M company has very healthy finanacial resuts, good organization and rule, excellent emerging technology development, stringent quality control capability, and world famous brand. While the weakness is lagging process development, insufficient high level experienced manpower. According to SWOT analysis results and the interview with high level managers of M company, could provide competitive stragety advice to M company for industry reference.