Abstract
AbstractNowadays, manufacturers in the Flash memory card industry are facing the challenge of low–profit environment as a result of intensified competition; the good old days have gone forever. Such change in the market environment, in a way, is testing the competitiveness in business strategy of the manufacturers. Whilst encountering the obstacles of product monopoly, the Taiwanese Flash card manufacturers, in order to differ themselves from the conventional DRAM module manufacturers, tend to work on three main areas: product specialization, economy of scales and strategy specification.The main appliances of the memory card are such as mobile phone, digital camera, MP3 and etc. The demands of these products increase rapidly, which brings the memory card sector entered into fast expansion situation. However, being positioned in this over-competitive market together with the existing potential threat of the profit squeezing from both suppliers and subcontractors, thus there’s no doubt that certain small firms will be driven out of the market. The ultimate survivor from the competition are the ones that truly understand the market and able to grab any opportunity whenever possible.This study will mainly focus on how the Taiwanese Flash memory card manufacturers should be positioned in the competitive global market. A case study will be discussed in this essay and base on three of the most prominent Taiwanese memory card companies. Through the gathered information of these three companies, we try to understand the ways how each company runs its business and the characteristics of its business. Taking into account both the current market condition of the flash memory card and the features of the sector, a structural analysis on the sector’s future development would be formed. In addition, we’ll use Porter’s “Five Force” model as well as the “SWOT” analysis to evaluate and implement the most competitive and advantageous market position for the Taiwanese manufacturers. Also, through the comparison of the pros and cons of the business model, we will gain a better insight of the opportunities and threats brought along by the change of the competitiveness of the sector so as to enable us to derive the best business strategy. But due to the lack of related learned information for the domestic flash memory card industry, we expected the analysis by our institute which can offer a reference to the domestic learned research and the company of related industry.