A Case Study of Blue Ocean Strategy：Kingston Technology

• Main Author: 謝永達
• Other Authors: 朱博湧
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/29748284926425548056

碩士 === 國立交通大學 === 管理學院高階主管管理碩士學程 === 94 === This research is exploring the development strategy of the memory module (DRAM Module and NAND Flash Cards) industry. In recent years, the development of the memory module industry has appeared robust with the memory module industry playing an increasingly important role in the food chain from the fabrication of wafers to the consumption by end-users. After a through study, however, the constitution of the whole industry is not so solid as it appears. In fact given that this industry has its own characteristies. For instance, the technology level is not high; required investments are not big; participation in the food chain is not long. As such, the memory module industry is susceptible to volatility in prices. Therefore there is a need to conduct a study the business model of a successful player. This theirs begins from the analysis of its market characteristics, exploring and opportunities, followed by the analyses of the industry, suppliers, and industry dynamics etc. It is clear up to now that there are difficulties for the memory module industry and many players' businesses are tough. To analyze competition strategy and blue ocean strategy of for Kingston’s, Kingston, coupled with the analysis of its strategic map winning strategy as a reference for relevant players in this industry especially in Taiwan. This theirs mainly highlights the strategy of the company studied, and rarely compares information on its competitors, considering that the company studied is an existing and proven leading player in the field. Highlighting its strategy hopefully could actually better provide relevant players in this industry with more learning and thinking opportunities.