| Summary: | 碩士 === 國立交通大學 === 管理學院碩士在職專班科技管理組 === 93 === The revenue of Taiwan’s IC design industry has become the second largest in the world. Most Taiwanese IC design houses focus their products in computer peripheral and consumer electronics markets. According to the statistic from IC Insights in 2003, MediaTek was the only Taiwanese IC design house that ranked top 10 in the world. However, VIA, one of the top ten in 2002, was pushed out of this list in 2003. This fact demonstrates the bloody competition this industry is facing.
The worldwide WLAN market has been booming due to the popularity of IEEE 802.11 standards. There were around 50 WLAN IC design houses all over the world in 2001. Only few of them have survived in 2004. In 2004, about 90% of WLAN devices were manufactured in Taiwan or by Taiwanese manufacturers. Securing the supply of WLAN chipset is the key success factor to WLAN end product manufacturers. The purpose of this study is to research the competitive strategy of WLAN IC design houses.
This study used the model of PARTS from the “Co-opetition” theory proposed by Adam M. Brandemburger and Barry J. Nalebuff in 1996. Based on inputs from interviews with industry leaders and available business reports, the strategies to deal with suppliers, competitors, customers and cooperators were discussed. The co-opetition theory was also used to analyze the strengths, weaknesses, opportunities, and threats of Taiwan’s WLAN IC design industry.
This study used Taiwan WLAN industry as a target to apply co-competition. We analyzed the strenth/weakness and potential opportunity/threat of Taiwan IC design houses in this market. By using co-competition, we hope that our analysis can offer business strategies for current players as well as later comers. Finally a modified model was also proposed for future study.
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