||The semiconductor industry once again experienced the impact of business cycle on the end of 2008, after the global financial crisis. The investment of equipment is the largest Capex to a semiconductor manufacturer. The equipment firm is at the end of the semiconductor supply chain. The result of Bullwhip Effect makes the impact of business cycle disturbance severer, especially for the back-end supplier which is required to deal with the variant demand, larger customer bases and shorter lead-time, compared to front-end one. |
The study is to focus on identifying the key success factors of marketing strategy adapting business cycle for a semiconductor equipment firm. Under such environment, it is to understand how the firm should plan the strategy and structure organization to maintain competitive advantage. The manufacturing has been classified into detail process; each one has its own key technology. The industry leadership of each firm is different. To ensure the points well-captured from the line executives, the study adopts the qualitative research methodology through analyzing the industry environment, combining with the relevant literatures, as theoretical basis, and in-deep interview with the marketing and sales executives from the firm of case study.
The research reveals five factors as the key success factors of marketing strategy adapting business cycle, including “Segmenting and Differentiating for product development”, “broaden application and extend customer base”, “Overall Operation Capability”, “Sales Network to create partnership with customers” and “High-quality Pre- and Post-sales support”. The equipment supplier must consider his own advantage and disadvantage, together with realistic situation to keep the leadership or opportunity while understanding the industry trend. Except for riding through the cycle, the firm must keep the sustaining competitive advantage.