Study Of Competition Strategy For Toppan Photomask Company LTD, Shanghai

The IC industry was growing rapidly in the latest 20 years, which owns to the well-developed technology of silicon chip reticle. And photomask industry is the key to promote the technology of reticle. Photomask industry needs not only excellent technology, up to date equipments and management skills, but also funds as investment. Today any commercial IC making can not be apart from the core industry ---Photomask. China government has realized that the significant status of the leading industry, and has agreed to quickly startup the photomask project with foreign funds several years ago. With these projects, China IC industry can be upgraded and output of production can be increased. The result is to decrease the poor reliance of import.Through ten years'development, Toppan Photomask Shanghai LTD, the first photomask manufacture site entered China who occupied the leading advantage, has become the first photomask provider in China. But facing the adjusting of China IC policy, competitors entering China, Toppan purchased Dupont Photomask LTD, Toppan Photomask Shanghai LTD has to re-evaluate the competition strategy to gain long term increasing.This paper analyzed the external environment of Chinese IC Industry to find the opportunity and threat that Toppan Shanghai faced. It also analyzed the source of the company to find the strength and weakness of Toppan Shanghai had. Through SWOT analysis, this paper tries to set up the competition strategy, company strategy and function strategy.Firstly, this paper introduced the manufacture flow of IC and photomask making, pointed out how Toppan Shanghai established the first photomaskmanufacture site in China. Also this paper showed the company's mission, strategy frame and the status of share holder and top management status. Secondly, this paper analyzed the external environment of photomask manufacture in China, and summarized the factors of external environment through EFAS table, through this table the opportunity and threat of environment are pointed out. Meanwhile, this paper analyzed the internal source of Toppan Photomask Shanghai, and summarized the factors of internal sources through IFAS table, through this table the strength and weakness of the company are pointed out. Thirdly, through SWOT analysis, the paper designed the new competition strategy for Toppan Shanghai—Low Cost Strategy should be changed to Difference Strategy. Based on the competition strategy, the paper also figured out some function strategies, and gave some suggestions and methods to control the implementation of these new strategies.