Reinvigorating Commodity Markets: Microchip TechnologyInc. and 8-bit Microcontrollers

Published 01 Sep 2005
Reference 5321
Topic Strategy
Region Other Regions
Summary

Microchip Technology Inc. was started in 1989. The strategic focus of the company shifted to embedded microcontrollers after 1990. The case describes the demand- and supply- sides of the microcontroller market and examines Microchip's decision to position well inside the technology frontier.

Teaching objectives

The case examines a decision to position a firm well within the technology frontier and still achieve differentiation in the market place.

Keywords
  • AR2005
  • AR0506
  • RD0905