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659514510 - A Study of the DRAM industry By Joonkyu Kang...

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A Study of the DRAM industry By Joonkyu Kang B.S., Sogang University, 2001 Submitted to the MIT Sloan School of Management In Partial Fulfillment of the Requirements for the Degree of Master of Science in Management Studies At the Massachusetts Institute of Technology June2010 ARCHNES @ 2010 Joonkyu Kang. All Rights Reserved. The author hereby grants MIT permission to reproduce and to distribute publicly paper and electronic copies of this thesis document in whole or in part. Signtur ofAutor. ;,- / ( / Master of Joonkyu Kang Science in Management Studies May 7, 2010 Certified by UI Michael A. Cusumano SMR Distinguished Professor of Management Thesis Supervisor Accepted by Michael A. Cusumano Faculty irector, M.S. in Management Studies Program MIT Sloan School of Management MASSACHUSCS INSTUE OF TECHNOLOGY JUN 0 8 2010 LIBRARIES Signature of Author
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A Study of the DRAM industry By Joonkyu Kang Submitted to the MIT Sloan School of Management on May 7, 2010 in Partial Fulfillment of the Requirements for the Degree of Master of Science in Management Studies Abstract Samsung Electronics as a DRAM provider has kept its leadership in the DRAM market with leading technology and production capacity since the 1990s even though there were unpredictable market fluctuations and dramatic changes in competition. Through the depressed market starting from 2006 to 2008, and the financial crisis, Samsung Electronics tightened its leading position in the DRAM market with changes in the dynamics of competition. But, from the industry wide view, the IT industry is getting complex since its system change from vertical integration to horizontal ecosystem. Also, the shrinkage of optical lithography, the main technical issue in semiconductor industry, is predicted to reach the uppermost limit. In this sense, Samsung Electronics as a DRAM provider should analyze and evaluate its current position in the DRAM market and the IT industry and needs to set a strategic goal and methods for sustaining its current position and also pursue more growth. I examine the current DRAM market dynamics, diagnose Samsung's current business status and strategy in the DRAM industry, and try to find a way to create value as a complementor in diverse IT industries. Furthermore, I will try to find opportunities where Samsung can sustainably capture value in the DRAM market. For this analysis, I use several frame works and concepts: Value creation and capture, Michael Porter's five forces analysis and Value Chain, Departure from a perfect competitive market, Ecosystem, and Complementor. Thesis Supervisor: Michael A. Cusumano Title: SMR Distinguished Professor of Management
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A Study of the DRAM industry Table of Contents Chapter 1 Introduction Chapter 2 Overview of the DRAM Industry 2.1 History of DRAM Industry 2-1-1 US Era (1970s) 2-1-2 Japanese Era (Late 1970s ~ 1980s) 2-1-3 Korea and Asia pacific Era (Middle of 1990s ~ present) 2-2 The main Industry Features 2-2-1 Short Product Life Cycle 2-2-2 Technology Driven Industry 2-2-3 Equipment Industry Chapter 3 Analysis of the DRAM Industry 3-1
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