| Summary: | 碩士 === 國立清華大學 === 工業工程與工程管理學系 === 92 === This study employs a case study approach to evaluate the three leading global memory card manufacturers’ competive situation and challenges. It also tries to explore their business strategies based on analyses of value chain and competitive advantage theories developed by Michael E. Porter. This study looks into SanDisk Corporation as a main case, and then compares it with other key players to realize their cost leadership, differentiation advantage and strategy selection.
During past years, there is a big change in the storage industry. The emergence of memory cards, a portable solid-state card to store all necessary information handily, results from information products and consumer electronic products emphasizing the multimedia needs of mobility and storage. The purpose of this thesis is to analyze and to study the competition of various standards of the flash memory card and to find out if there is any difference in bussiness strategy concerning the setting of standards between those most competitive key players. Furthermore, with the understanding that three global leaders will definite dictate the future of the trend development, this study tries to underscore how Taiwanese companies should respond to the challenge and potential prosperity of the flash memory card market.
Many flash memory card companies allocate resources to core competencies, and out-source the remaining business activities through strategic alliance. In this study, we find these leading firms make effort in two major value chain activities. First, designing memory card controller IC is the single most important thing for these key players. Second, they take a blobal view in their marketing strategy, thus consolidate global brands and manage world-wide market channels.
Under the framework of value chain regarding the trend of memory card industry, the conclusion of this research has been drawn as follows. SanDisk, the market leader, will go all out to keep their market position and dominative power. Lexar Medis have to develop their own niche technology not only for specific high price card market but also for increase brand awareness. SONY must focus on the adoption of the complementary competitors of all electronic products to spread their memory stick applications, to enhance the dimension of market acceptance and to be one of the dominant designer. While the standards of card format and controller technology of memory card are held by market leaders, Taiwanese companies still have chance to cooperate with key players counting on their mass production experience and convenient access to the Asian market.
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