IC Design House Strategy Analysis
Date Issued
2006
Date
2006
Author(s)
Jiang, Chien-Shiun
DOI
zh-TW
Abstract
Taiwan Semiconductors industry prospers since
some ten years ago. Thanks to TSMC foundry business
model innovation, it fuels the growth of
Semiconductors design houses businesses. Though,
there are many design houses appear to be meteoric,
which cannot sustain their market leadership
position in very next generation. This study is to
analyze Integrated Circuitry design houses
strategies by focusing on three design houses:
Mediatek and Via in Taiwan, and Broadcom in America.
The study examines the research & development and
marketing strategies of those companies, as well as
their people management, culture build-up, and
strategy execution. Derived from there, the
empirical results show the generic strategy to
position Integrated Circuitry design houses.
The conclusion of this study is that IC design
houses have to choose between cost oriented and
technology/market oriented strategies. For design
houses focusing on cost oriented strategy need to
build strategic relationship with suppliers, and
local R&D development to ensure their advantages on
cost and speed to expand their product lines, so
that they can reach the strategic goal of gaining high market share. The other strategic choice is to
focus on technology and market. They have to build
strategic relationship with key customers,
excellent in merge and acquisition, and
international R&D management to acquire technology
breakthrough, setting industry standards, so to
achieve high gross margin strategic goal.
Subjects
半導體
積體電路
設計公司
絕對優勢
策略
聯
發科
Semiconductors
Integrated Circuitry (IC)
competitive advantage
Strategy
Mediatek
Via
Broadcom
Type
other