Choose an Industry with which You Are Familiar. Carry out a Strategic Assessment of it.

A. Question 1……………………………………………………………………………………..4

A-1 Research Aims…………………………………………………………………………….4

A-2 Introducing Semiconductor Industry and Fairchild……...……………………………4

A-3 BCG Matrix Analysis and Life Cycle…………………………………………………...5

A-4 Industry Trends…..............................................................................................................8

A-5 SWOT Analysis………………………………………………………………….………11

A-6 Conclusion………….……………………………………………………………………12

B. Question 2……………………………………………………………………………………10

B-1 Abstract…………………………………………………………………………………..13

B-2 Planning School………………………………………………………………………….13

B-3 Design School.....................................................................................................................14

B-4 Positioning School……………………………………………………………………….15

B-5 Comparison Table…………………………………………………………………….…16

B-6 Conclusion…………………………………………………………………………….…16

C. Reference and Bibliography……………………………………………………...…………18

A. Question 1

A-1 Research Aims

Nowadays, contemporary firms had been challenged by rapidly changing environments. In attempting to survive, moreover, to lead the industry, firms need to well understand its strengths and weaknesses within the organisation, opportunities and threats outside the environments, industry trends…etc, otherwise the firms must be capable to strategically analyse all internal and external factors. As Sun Tsu states below (cited in Wikipedia, 2010), the ability of analysing the collected information is crucial. Firms who are doing this part of job well may be highly possible to be the winners in competitions.

"So it is said that if you know your enemies and know yourself, you can win a hundred battles without a single loss.

Figure 1

Figure 2

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If you only know yourself, but not your opponent, you may win or may lose. If you know neither yourself nor your enemy, you will always endanger yourself."

In the assignment, I will introduce the semiconductor industry and take a firm to be an example and then critically analyse it by several famous frameworks like BCG matrix, life cycle and SWOT. It will be concluded by some comments at the end in order to help the firm getting further advantages.

A-2 Introducing Semiconductor Industry and Fairchild

Fairchild Semiconductor International, Inc. is a global leading manufacturer of providing power related components. It was established in 1959, today, it owns eight manufacturing factories throughout USA, China, Malaysia, Philippines, Korea and Singapore. Its headquarters locates in South Portland, USA, listed in NYSE. The...