| Summary: | 碩士 === 國立臺灣科技大學 === 工業管理系 === 103 === Abstract
Since Taiwan's investment in the memory industry is very huge and they cannot develop self-pattern and advanced process technology, the main purpose of this study is to explore the case company in the dynamic random access memory industry's product strategy. Basically, the only and best way is to take advantage of the capacity. Due to economic recession, many memory-related companies are not able to get out this market. They have to transit or close the companies. However, for the case company W, it has early transition to avoid the cyclical downturn. Thus, for the next stage, how to plan the product strategy has become a very important issue.
This study discusses the overall profile of global dynamic random access memory industry analysis. The current company distribution is three big and two small. The top three companies are South Korea's Samsung, Hynix, and Micron Group (including Japan's Elpida) and the two smaller companies are Taiwan companies which are Nanya Technology and Winbond Electronics.
This study found that although top three plants advanced process leading plus productivity advantages without other opportunity cut, yet it exists specialty opportunity. The reason is that when meeting shortage, the first priority is to maximize the profit for these three plants and expanding production moves very cautiously. Hence, the price of a repeat of the collapse of the history will be worried. This will lead to substantial loss nightmare to reproduce. These companies will focus on the development of advanced process. Thus, there is space for case company W which does not have the opportunity not to penetrate with advanced process but highly customized niche memory. It seems that such a strategy has obvious effect and let case company W has a place in the field of dynamic random access memory.
Of course, the most important issue is product strategy. How to follow the mainstream niche market trends and key customers to develop customized products, achieve on time to market and increase customer viscosity are discussed in this case study.
Keywords: dynamic random access memory, niche market.
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