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| Every manufacturer’s mission is to make what is
in demand. It seems to be a simple mission. However, it is not so easy
to know exactly what the market wants, or to offer it at the right time
and in the right form. Murata believes there is science in the marketing
process too. Drawing a roadmap by collecting and analyzing marketing information,
and by heightening expertise and developing potential in the company is
the most accurate scientific approach to answering market demands. Markets
are always rapidly changing and expanding. Murata aims to keep up with
the change so that we can always stay at the front of the market. |
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To answer the market demands, sales personnel and product marketing personnel
closely communicate and share information to fulfill their responsibility
in product development. |
Information obtained by salespeople and sales engineers through global
activities are accumulated and shared in the company through a networked
sales support system. We put together "market information" by
taking such information and adding various elements such as overseas regulations,
industry standardization trends, technological trends and customer demands.
Based on this "market information" encompassing data from mass
media and market survey institutions, and timely information from affiliated
institutions and customers, Murata's technological information is integrated
to establish our market roadmap. For example, if automobiles with a keyless
entry system are projected to become the mainstream, we can draw a conclusion
from our market road map that there will be demand for SAW resonator.
Once its demand is projected, a SAW resonator development and production
schedule is drawn on the product roadmap. Furthermore, a development schedule
for the technology necessary for SAW resonator, such as a technology to
form interdigital electrodes on the substrate, will be added to the technological
roadmap. |
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Development Group at Murata Headquarters |
Global Business Strategy Meeting
Information exchange meeting for leaders from Murata's branches located
worldwide. Since Murata's customers are distributed globally, our roadmap
must be positioned with consideration of worldwide trends. |
Once a development theme becomes a candidate, its priority is determined
by evaluating technological possibility, marketability and business potential.
Even after the official research commences, evaluations of marketability,
quality assurance, environmental assessment, etc. are performed at various
phases of development, implementation and mass production. This management
approach is one of Murata's R&D strategies called SMPD (Strategic Management
Phase Diagram) and incorporates the idea of phases and strata in order
to conduct R&D efficiently. |
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CEATEC |
CEATEC is a comprehensive trade show in Japan for IT equipment and related
technologies. It is an important opportunity to exchange technological
information. |
Murata allies itself with electronic device manufacturers to develop technology.
Through these relationships we try to forecast what kinds of features
will be required in the next generation. Electronic devices face all kinds
of challenges in terms of enhanced and added features. We offer optimal
electronic components and total solutions to help our customers tackle
their challenges. This makes it necessary for us to know the customer's
roadmap from the early development phase of devices. Murata establishes
mutually trusting relationships with its customers, sharing each other's
roadmap, and aids customers to come up with solutions early in the game. |
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