Electronics

40 Years of Experience Within the Industry

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SAI’s global footprint has enabled comprehensive coverage of the electronics value chain from semi-conductor production, electronics chemicals and materials supply, electronic components fabrication to electronics equipment distribution and sales. Within the electronics chemicals and materials part of the value chain the customer base requires a rigorous qualification process and significant technical support often resulting in a substantial reluctance to switch to other suppliers. SAI has established a wealth of knowledge and databases, including important suppliers of chemicals and materials and major customers worldwide. SAI has concluded that in general there are two main routes to success in the electronic chemicals business: 1. Small to midsize companies have found success by focusing on a narrow group of product areas (sometimes in limited regions as well) and providing more customized products than cannot be sold/serviced by larger companies. 2. Larger companies aim for both global reach (by means of direct extensions and/or joint ventures) and a more complete line of materials so that they can become “one-stop shops”.

SAI’s extensive experience in the automotive electronics area includes:

  • Crank case heaters
  • Drive-by-wire
  • Electronic control units
  • Mobility device
  • Relays
  • Self-regulating choke
  • Sensors
  • Systems
  • Wire cable

As a result of its project experience, SAI maintains a network of useful contacts among domestic and foreign automobile and truck producers and suppliers and allied industry/government organizations

CASE EXAMPLE: SEATING ELEMENTS – CHINA

OBJECTIVE:

For a leading global wire manufacturer, SAI conducted a study of the value chain in the production of automobile seat heating elements

APPROACH: 

SAI interviewed extensively among wire producers, heating element manufacturers, seat assemblers and OEM’s

RESULTS:

Through its research and analysis SAI was able to determine:

  • The value added at each step of the manufacturing process
  • Where the purchase decision for wire originates
  • Likely future trends in automotive seat heating

SAI’s client was able to gain a realistic perspective on its place in the market, optimize its sales and marketing activities, and best position itself in this fast-evolving automotive niche

CASE EXAMPLE: AUTO ELECTRONICS - ASIA

OBJECTIVE: 

SAI’s client, a leading electronic company, was interested in evaluating the potential acquisition of an automotive electronics manufacturer with turnover of approximately US$20 million.  The client wanted an assessment of the target company’s brand equity, selling practices, and possible fit of its products with those of the client

APPROACH:

SAI conducted 190 interviews among customers, competitors, employees, ex-employees and other knowledgeable sources to develop a thorough understanding of the target company. SAI’s investigation focused on developing current knowledge on the target company’s existing operations from a financial perspective and also customer perceptions and ratings on the company’s different functions, selling practices, ethics, and so forth

RESULTS:

As a result of this detailed investigation:

  • The client enjoyed premium brand equity in the Asian market. The target company’s products and business would have to be segregated from those of the client because of different performance levels, customer perceptions and so forth
  • The client would need to allocate substantial budget and invest considerable efforts to align the target company’s products, customer services, and overall systems with its own

Through SAI’s detailed commercial due diligence process, SAI was able to assist the client to develop a realistic value for the acquisition and assess the additional costs the client would need to incur after the acquisition. SAI also assisted the client to develop a suitable offer for the target company

SAI’s staff has conducted numerous studies that focus on the market, technology, industry structure, opportunities for raw material suppliers, and other business issues for various consumer electronics, including big screen televisions, cell phones, PDAs, computers and portable gaming systems

SAI’s approach is to combine traditional research into consumer preferences and behavior with in-depth intelligence about key players in the industry.

CASE EXAMPLE: FILM PRODUCT – CHINA

OBJECTIVE:

One consumer products company introduced a new film product into test markets that challenged the position of our client with a similar product line. SAI was engaged as part of a rapid response team to help the client through the final stages of product development and introduction by finding several independent although small manufacturers capable of manufacturing the product

APPROACH: 

In a short period of time, SAI located several potential suppliers who would participate in technology development, test marketing and product launch. SAI had to work with the suppliers and the client on a confidential basis to help bring this product to market

RESULTS: 

This product and others that followed are now commonly available on retail shelves

CASE EXAMPLE: ANTI-STATICS – JAPAN

OBJECTIVE: 

SAI’s client was interested in investigating opportunities for its antistatic product in Japan.  The client wanted SAI to analyze different potential customers in specific end-use segments to develop potential markets for the client’s products

APPROACH: 

To accomplish this, SAI interviewed potential customers in the semiconductor and computer markets.  SAI developed the market size, product properties in order of importance to the customers, and the customers’ perceptions of suppliers.  SAI then concluded potential entry opportunities, what customers to target, and possible relationships with existing suppliers

RESULTS: 

The client initiated contact with customers in the computer business and one current supplier of anti-statics for a possible joint venture

SAI has substantial industry experience in electronic materials industry derived from custom research. We spearheaded investment opportunity research in this area in 1980 and continue to support clients globally.

Functionally, our staff has conducted strategic and tactical analyses for long-term business planning purposes, manufacturing cost assessments, market segmentation analyses and commercial development programs and is well acquainted with all major suppliers and the majority of all niche suppliers, their process capabilities, technology position and competitive strengths globally

CASE EXAMPLE: DIRECT COPPER BONDING - CHINA

OBJECTIVE:

To assess the potential and viability of entering the DCB substrate market for a client considering the development of a total solution for power electronics module assembly

APPROACH:

SAI undertook a focused market study which included interviewing sources at raw material suppliers of ceramics foils and copper foil, leading DCB suppliers and key accounts in the application industries, including power electronics modules, concentrator photovoltaics(CPV), coolers and LEDs. SAI developed detailed information concerning the existing market size and projections that are driven by global manufacturing’s shift to China, technical breakthroughs by local IGBT producers and the organic growth of end-use segments such as home appliances, welding machines and automotive and industrial controls.  Also deep-dive analyzed were competitor behavior and strategies and customer buying preferences and perceptions

RESULTS:

The client was given an accurate assessment of the DCB market, target customer segments and the methods for entering the Chinese DCB substrate market. Specific strategies for marketing the client’s specialty and value- adding were also developed

CASE EXAMPLE: CMP SLURRY – UNITED STATES AND JAPAN

OBJECTIVE: 

SAI’s client was interested in developing an assessment of a competitor’s CMP slurry business to support analysis for a potential future relationship. The client asked SAI to provide a strategic assessment of the competitor’s CMP slurry business with key research objectives, including CMP slurry business team, current overview of CMP slurry operations, apparent business and marketing strategies, and CMP slurry product differentiation

APPROACH: 

To accomplish this, the SAI offices in Japan and the United States conducted interviews with key personnel at CMP slurry suppliers, customers and equipment manufacturers

RESULTS: 

SAI was able to develop the CMP market size in Japan along with each supplier’s market share.  Also, the sales volumes of the target company’s customers were provided.  A breakdown of the number of employees dedicated to CMP slurry by business unit was developed.  Finally, SAI provided the client with the target firm’s strategies concerning the CMP slurry market.  This information was used to assist the client in making a decision concerning an alliance with the target company

SAI’s staff has conducted numerous studies in electronic chemicals area. As a result of our project experience, SAI has established a wealth of knowledge and databases, including important suppliers of chemicals and materials and major customers worldwide

CASE EXAMPLE: LED - CHINA

OBJECTIVE: 

An international target chemical producer wished to obtain detailed insights about the Chinese LED market and asked SAI to conduct a research to assist its understanding of the LED market value chain, potential major customers, and competitive landscape in target market segments including general lighting, mobile handheld devices, notebook, and LCD displays

APPROACH: 

SAI developed information and analysis through 70 interviews with target chemical suppliers (competitors), 18 interviews with dealers, 90 interviews with customers, 22 interviews with end users, 24 interviews with relevant government authorities and industry associations

RESULTS: 

SAI provided a comprehensive assessment of the LED market in China including customer distribution and competitive landscape.  SAI also provided the client with key success factors, future trends and strategies to win the market

CASE EXAMPLE: PHOTORESISTS - GLOBAL

OBJECTIVE: 

SAI was recently tasked to complete an analysis of the global markets for unmodified Novolac resins (phenolics) used in microelectronic applications.  Novolac resins stabilize photoresist formulations otherwise causing the DNQ (diazonaphthoquinone) esters to crystallize into highly insoluble solids

APPROACH: 

SAI analyzed the Novolac resin requirements among photoresist manufacturers and outlined opportunities for resin suppliers to the photoresist industry

RESULTS: 

Based upon our analysis SAI determined that Novolac resins for photoresists will continue to be utilized for the next 15+ years

  • Existing lithography equipment base
  • Optimize process cost by fabs
  • Ability of manufacturers to reach DUV geometries using existing chemistries

G-Line and I-Line chemistry will continue to be used because of the installed base of stepper tools already in place and the cost of conversion to DUV

  • Growth rate will be less than that of DUV
  • Forecast new 248nm steppers
  • Forecast new 193nm steppers

Flat panel display and printing plate manufacturers will continue to use high-line lithography due to less emphasis on geometry size