| dc.description.abstract | Digital personal portable consumer electronics, the booming of IA concept and the needs to data storage anytime and anywhere inspire the rapidly growth of the huge market of Flash Card products. The market attracts quite a few manufacturers’ interest and attention, especially to most of the module manufacturers with high buying power and facilities of manufacture excellence. It is also a trend for module manufacturers to diverse the high-risk saturated module business into high-growth Flash market.
The case study is the top and worldwide well-known independent module manufacturer. However, due to some factors she was two to three years late entering into the Flash market than competitors. In this fast-changing and short life-cycle electronic industry, after deep and intensive interviews to comprehend the competitive advantages of this module manufacturer, Porter Value Chain theory as the tool to analyze the value chain activities, cost prevalence and the sources of dissimilarity, the deployment of competency strategy in Flash market is achieved.
From the analysis, the case study manufacturer is facing not only other competitive module manufacturers; but also NAND Flash semi-conductor manufacturers like Samsung and Toshiba who are Flash product manufacturers as well, even the Flash product IP patent owner Sandisk, Without the prevalence of these multi-national semi-conductor manufacturers that own the unlimited component supply resource and patent owner Sandisk, the case study manufacturer still plays an important role through the lowering cost and finding out the dissimilarity to compete with.
The analysis reveals that the Flash business development and growing of the case study manufacturer utilizes the same accumulated module successful experiences: the just-in-time demand and supply, flexibility and computerization operation process together with the close and tight relationship with suppliers; most of all the NAND Flash the semi-conductor manufacturers. It helps her as the main and liable customer. It is crucial in Flash business as the huge market demand induces shortage year round, the NAND Flash availability and stable supply becomes the key factor the fast market exploitation, market share and gain of high profit margins.
Taiwan is the core of Flash Card – NAND Flash. Presently Taiwan industry is lack of the technology and environment to manufacture the NAND Flash, yet Taiwan industry dominates in manufacturing and lowering the cost. In the future NAND Flash could follow the track of DRAM in the past that over supply makes it as a “commodity”. At that moment, Taiwan could be an important base of NAND Flash manufacturing. | en_US |