Co-Opetition Analysis in Micro-Controller Industry
Date Issued
2006
Date
2006
Author(s)
Sun, Chih Hsiang
DOI
zh-TW
Abstract
This study is made the analysis of the Micro Controller unit (MCU) Industry , including the case-by-case analysis of the four major representing MCU Companies, in order to investigate the reasons why our nation’s MCU industry remain relatively backward in the Global rankings. In addition, this study will also offer recommendations to Taiwan’s IC companies the key marketing strategy to develop and expand MCU products: This will cover MCU’s key products strategy, its manufacturing strategy, and its marketing strategy.
From this study, we discover the reasons that may have caused the MCU industry relatively backward in the global ranking: Since Taiwan’s semiconductor industry start late, its technique and experience are still backward and behind for years. Our nation’s MCU companies are mostly based on fabless IC Design companies, therefore, they are unable to acquire special process technology or particular package and testing supporting. Our business intelligence package (IP) is very limited, so that they have slow reactions to the market’s demand. Our business people are working on a smaller scale, and they are unable to develop and supply the necessary IC for the total Solution. Furthermore, our nation does not have high-value added industry cluster such as car electronic applications and industrial control, etc.
The key strategies of the MCU industry from this study are: For manufacturing strategy, we must own the process technology or have to get support from the packaging and testing, For product strategy, we must accumulate reusable Intelligence Package (IP) that have been previously collected to develop the new products by methods of collecting pictures or saving woods skills in order to develop the new products. Meanwhile, we must use the application specific MCU to enter the new regions. At the same time, we must provide customers with the total solution. For marketing related strategy, it is important not only to sell the products to the second affiliated companies but also to the engineers that will work for the second affiliated companies.
The recommendations to the major strategy of our nation’s IC company of MCU products are: to collaborate or effect the union with the top affiliated business, important customers or buyers or third parity. Depend on the advantage of Taiwan’s manufacturers’ capabilities to develop hight value added MCU products. And also to collaborate with third parity to provide customer with the total solution ,and make application specific MCU in advance,then, we may promote this general purpose MCU to other different application fields.
Subjects
微控制器
競合理論
關鍵行銷策略
Micro Controller unit
Co-opetition
Key Marketing Strategy
Type
other
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