Competitive Strategy Of AMS AG

Against global semiconductor slow resuscitation impacts on demand of downstream electronic industries, AMS AG, as one of world leading analog semiconductor manufacturers, will face fiercer competition when focus on Asia market, especial China. At the same time, many international semiconductor suppliers are speeding up into China semiconductor market, AMS AG will encounter more threats. What AMS AG is going to do are how to improve competitive advantage, expand market share and fully develop in China. In the process of step into the market, as one of AMS AG’s good technology product lines, magnetic encoder integrated circuit needs to work out a competitive strategy for the market.In such background, firstly the article will find the problems based on analysis of macro business environment and internal environment by using strategy management theory. Secondly, identify key factors of AMS AG and analyze company’s strengths and weaknesses, opportunities and threats in the industry with SWOT model. Study optional competitive strategies and come out a conclusion to decide differentiation strategy to provide different products and services to the customer. At last, the article provides a series of directions and solutions to execute the differentiation strategy. This research will be helpful for AMS AG strength its competitive advantages and make to be a market leader.