Product Strategy Research For W High-Tech Start-up Company

In recent10-years, with great support and subsidy policy issued by all-level government on encouraging talents in high-tech industry start their own business, more and more high-tech start-up companies has been established. However, only a few left afterwards. Reasons to their failure may vary but most industry experts and researchers hold the opinion that enterprise strategy, especially product strategy is the most critical factor to their future success.This paper has identified a typical high-tech start-up company focusing on semiconductor chip design and development. Firstly by applying PEST analysis, it aims to provide a clear picture on entrepreneurial environment in China. Then analyze the belonged industry by using Porter’s Five Forces concept. Followed by introduction on company itself, include team and resources. The most key part of this paper is to do market segmentation, targeting and position by adopting STP concept and applying SWOT analysis tool. Finally taking the whole analysis into consideration, the conclusion on product strategy and competition strategy has been made. Furthermore, implementation plan together with risks forecast all have been illustrated in the end.By researching and analyzing this identified high-tech start-up company, it provides reference to other high-tech start-ups development and pave the way for future industrial and academic research.