by Chiu Wai Tak. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 54-55). / ABSTRACT --- p.iii / TABLE OF CONTENTS --- p.iv / LIST OF FIGURES AND TABLES --- p.vi / ACKNOWLEDGMENTS --- p.vii / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / The Microcontroller Market --- p.1 / About National Semiconductor Corporation --- p.3 / Project Objectives --- p.4 / Chapter II. --- METHODOLOGY --- p.7 / Market Research and Data Collection --- p.7 / Literature Review --- p.9 / Chapter III. --- MARKET ENVIRONMENT ANALYSIS --- p.11 / The OTP Microcontroller Market --- p.11 / Customer Profile --- p.16 / Competition Profile --- p.17 / National's Microcontroller Profile --- p.21 / SWOT Analysis --- p.24 / Chapter IV. --- MARKETING STRATEGY --- p.29 / Marketing Objective and Value Proposition --- p.29 / Product Strategy --- p.30 / Pricing Strategy --- p.32 / Distribution Strategy --- p.33 / Promotional Strategy --- p.35 / Chapter V. --- LIMITATIONS --- p.40 / About the Research --- p.40 / About the Marketing Plan --- p.40 / Chapter VI. --- CONCLUSION --- p.42 / Chapter APPENDIX I: --- TYPICAL MICROCONTROLLER APPLICATION --- p.44 / Chapter APPENDIX II: --- EXPERIENCE SURVEY PROCESS --- p.45 / Chapter APPENDIX III: --- REASONS FOR PROJECTS WON AND LOST --- p.46 / Chapter APPENDIX IV: --- BENEFITS OF COP8SA's FEATURES --- p.47 / Chapter APPENDIX V: --- COP8SA PRESS RELEASE --- p.48 / Chapter APPENDIX VI: --- GLOSSARY --- p.52 / BIBLIOGRAPHY --- p.54