| The turnover of China semiconductor industry grew up to 30 billion US dollars by the end of 2004 with the CAGR of over 30%. China epoxy molding compound market is relatively booming, and has been the major aim of vast leading manufacturers in this arena. However, NITTO DENKO, being the most important variable of this study, which is the top epoxy molding compound maker worldwide, acquires a relatively lower market share in the China market than its counterparts. In the high-end market NITTO DENKO is facing the severer competition of SUMITOMO and HITACHI, meanwhile, the low-cost competitors such as HENKEL HUAWEI are switching to the high-end market, creating a big pressure for NITTO.Through the study of a multiple regression model, this essay will analyze the historical data and predict the future demands of epoxy molding compounds. It will also investigate customer behaviours, through the use of qualitative analysis and quantitative analysis, and will undertake the impirical research on customer life cycles. During industrial competition analysis, it will adopt the five Porter Forces, coupled with identifying the main competitors, evaluating their targets, and analyzing their shortages and advantages. Using the SWOT matrix as a technique, it will scan both internal and external environmental variables, at the same time, establish the TOWS matrix for potential strategic options. In the proceeding stage of this essay, we will concentrate on four target market segments based on market segmenting, and then formulate the corresponding 4Ps marketing mix in the aim of retaining as well as enlarging the market share of NITTO DENKO. |
PDF Full Text Request