Research On Marketing Strategy Of IC Company T

Semiconductor was invented in 1958;it has been developed again and again in the past 60 plus years.It makes a significant impact of human life every day.Today the IC industry is the most important industry of all the technical manufacturing,in 2017,the overall market of semiconductor was over 400 billion dollars and greater than 6% CAGR.Company T is one of the most important suppliers of IC market.It was founded in 1931,and has been in IC market for more than 60 years.Company T is always being ranked in top 10.Its telecom and analog chips are very famous;it also has more than 20% market share of those 2 types product.However,T got a big challenge in recent years while more and more technologies were being developed and deeper and deeper market segmented;Company T cannot keep the same pace as the overall semiconductor market growth.There are plenty research of market strategy,4Cs,7Ps and STP are all very good principles,they have been used and demonstrated for many different industries,markets and companies.Business environment is the same important as market study;PEST and SWOT are 2 popular tools,combining with market research;they are contributing to a complete market strategy model.In this research,SWOT model was used for company T's competitiveness study,and 7Ps' principle was the major tool for T's marketing strategy analysis,for getting a clear picture of T's marketing strategy,T's Product,Price,Place,Promotion,Participants,Physical Evidence and Process were deep researched,then highlighted the challenges and improvement area of the overall market strategy.In order to solve the problem,the macro industry and product segment were studied,tried to find the best market position for company T,and then provide specific solutions,also recommended adjusting the Product,Price,Place,Promotion,Participants,Physical Evidence and Process strategies to get a better company performance.Today,China central government already defined semiconductor as a state tech strategy,more and more funds are being invested in semiconductor industry,it is a good opportunity to study one of the leading companies in semiconductor industry,research the future of this industry,analysis the segments' scale and development,find the best way to leverage the company's strength,avoid the weakness and threats,provide a good reference for China IDM companies.The thesis has 6 chapters,the first chapter is the background introduction,includes the meaning of the research,the process of the research,the article's structure and relevant theories;the second chapter is macro environment introduction,analyzing the semiconductor industry's development from politics,economy,society and technology;the third chapter is the semiconductor's market study,talking about every segment's market scale,development and potentials;the fourth one is the study of company T,talking about the history,operation status,market strategies,the challenges and the reasons;the fifth chapter is company T's competitiveness analysis and market position selection;the sixth chapter is the solution for fixing the market problem,finally summarize entire the research.