Following the soaring of worldwide semiconductor industry, the semiconductor industry in Taiwan has been developed a unique industrial characters and carried an evolution.
As result, the traditional competitive strategy is no longer sufficient enough to meet the demanding of nowadays semiconductor industry. Same as the evolution of worldwide semiconductor, the development of Taiwan semiconductor industry is fluctuated by Silicon Cycle. The demand is booming in the peak season, which attracts lots of new entrants penetrate the market due to high profit attraction, on the contrary, the demand is declining in business recession with impact of over supply, the existing competitors will aim at the productivity efficiency, cost reduction program as well as enhance of the core competence in order to create the differentiation for the new application product and market mix, hence, the newly emerging market is certainly attracted more rival dealer penetration accordingly.
The packaging industry in Taiwan semiconductor’s sorts of specific fields is the most competitive one.
The thesis research expects to find out how the new entrants in semiconductor packaging industry take the core competence in the severely competitive market. The study includes: (1) Key Success Factor (KSF) (2) Successful competitive strategies (3) Competitive strategies versus the relation of product and market mix (4) The fine tuning of competitive strategy in company growth.
The development of competitive strategy includes (1) The analysis of external environment (2) The analysis of internal factors (3) Strategic alliance (4) The CEO’s leadership and management ability (5) Product road map development (6) Market development.
The feedback of performance in the execution of the positioned competitive strategies is continuous in favor to the further adjustment of the strategies.
The research finally obtains the findings as the expectation of the thesis research through the methods of the analysis of the characters of semiconductor packaging industry, the developing of competitive strategy and case studies and come out suggestions for future entrant’s reference.
Keywords: Semiconductor, Packaging, New Entrant, Competitive Strategy