Abstract
In global semiconductor industry, the amount of investments in semiconductor manufacturing equipment is consequently growing with the rapid advances in both the capacity expansion and technology migration. In addition, because of rapid technology node migration, the used equipment market is well refilled due to lots of process equipment out of date quickly. Due to global economic recession and descent of consumer market, the used equipment market is gradually focused with the price advantage as well as the differentiation of application. In the recent years, the market demand and sales amount of the used equipment ascend along with the vigorous development in semiconductor industry. Business model involved from single tool transaction to package deal of whole plant export deal. Besides, the buyer's needs was crossing over simple used equipment trade and extending to the purchase of service bundles including installation, modification, relocation, maintenance and parts. Market mainstream in used equipment transferred from the past 4~6-inch into 8-inch, and gradually move to the 12-inch market due to increasing demand in recent years rapidly. Regard to the market demand change, there are new players enter the market. The existing used equipment suppliers have combined vertical alliances to strengthen their core competitiveness in the market, in order to face the threat of competitors and consumers bargaining pressures. In order to remain profitable and competitiveness in the industry, the case company must do everything to continue to reduce costs. According to the technology node and process specifications to continually upgrade, how to support customers process capability with a custom-made service and reasonable equipment cost, will be the main challenge for the case company. In this study, we focused on applying three analysis models - Michael Porter's five forces analysis, SWOT analysis and White space strategy. In addition, we combined interviews of case company and study the used equipment companies how to consider the sales strategy in order to react the different kind of competitors. It will be important to set up the value proposition and enhance the competitiveness with advance equipment sale as well as service strength, when you face larger rivals in the market. This study is expected as a reference to provide the enterprise in formulating competitive strategy and how to increase market share as well as profitability targets.