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Marketing the 8-bit one-time-programmable microcontroller in the PRC and Hong Kong.

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

Identiferoai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_321793
Date January 1997
ContributorsChiu, Wai Tak., Chinese University of Hong Kong Graduate School. Division of Business Administration.
Source SetsThe Chinese University of Hong Kong
LanguageEnglish
Detected LanguageEnglish
TypeText, bibliography
Formatprint, vii, 55 leaves : ill. ; 30 cm.
CoverageChina, China, Hong Kong
RightsUse of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/)

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