Research On APT Strategy Transformation

Hard disk drive (HDD) act major role in2ndlevel data storage device of computer. Onyear1980, Toshiba invent the flash memory (a main component of solid state disk), astechnology progress of the solid state drive (SSD), and handy device such as smart phone,tablet sales boost and require less weight, smaller dimension, high drop reliability, solid statedrive gradually over take hard disk drive in those markets, as technology progress, cloudcomputing, internet of things are more popular in recent years, SSD will nibble HDD marketgradually.As company in the HDD supply chain, APT now face pressure from the demand decline,raw material price increase, man-power cost increase, and product selling price drop. APTnow has to choose strategy selection: low price by control cost and push other competitor outand stay in the HDD market; or do strategy transformation, switch to SSD market bytechnology innovation, or stay in HDD market till market die and strategic enter SSD market.This thesis do PEST,5force analysis of APT external environment, find out the externalthreaten and opportunity of APT now not match APT current strategy, suggest APT to dostrategy transform:; and then do internal environment analysis of APT, list APT resource andability, find out APT strength and weakness, conclude that APT can do strategytransformation；finally study the strategy implementation plan and method, ensure thestrategy transform successfully..This thesis also intends to do some suggestion to relate company faces same kind ofproblem.