AWARDED BY NOTTINGHAM TRENT UNIVERSITY
ASSIGNMENT entrance FORM
Module Name: Contemporary Issues in Strategic Marketing
Module Number: 12
Assignment Title: Marketing Plan
Submission Due Date: 28th Feb 2010
Contemporary Issues in Strategic Marketing
Marketing Plan
28th February 2010
(4,575 words)
TABLE OF CONTENT
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Executive Summary
Tokyo Electron Limited has been the top 2 Semiconductors Production Equipment (SPE) manufacturing business since 1996, seconded to Applied Material only. Recently sparing climate had badly hit semiconductor unit production industries & vitamin A; wafer fabrication industries. All SPE manufacturers are facing tough succession due to the frost of capital expenditure (CAPEX) of most semiconductor & wafer fabrication companies resulted in no new installation, freezing expansion & etcs. As a result of these circumstances, TEL SPE tax revenue has been dropped from ¥726 billions in FY2008 to ¥325 billions in FY2009 & FY2010 project mere ¥259 billions (Figure 7). and then TEL has been overtaken by ASM & push to 3rd in Top SPE manufacturer in term of revenue (Figure 8).
The main reason of TEL sharp down twilight compare with other manufacturers is because of our least focalisation of Spare Parts, fixture & Servicing revenue. While other manufacturers utilize well-nigh of the revenue from this sector to cushion the fall, TEL traditionally put focus on new installation. All servicing works volition end when warranty of the equipment expired. Least effort in securing help contract has directed the customer to look for alternative root word for spare parts & perform their own derive Preventive Maintenance (TPM). Our support in service curb to major repair on emergency on-call service.
The World Semiconductor Trade Statistic (WSTS) forecasted the global Semiconductor Market to decline -21.6 percent in 2009, profit +7.3 percent in 2010 and...
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