In this information explosion era, the digital data storage devices play a very important role in everyone’s daily life. Improvement over several decades, tape and hard disk devices using magnetic technology are still in use these days. Optical disc and optical disc drives (ODD) employing optical technology also take essential roles in storing digital data. The unique characteristics of ODD related products should have their own market position, but with the widespread usage of the Internet and changing behavior of customers, the optical storage is no longer a must-have device in current PC configuration. Also, many reports show that the selling number of ODD is decreasing over time. However, the importance of optical technology employed in storage system cannot be overlooked due to its long term duration.
The case-study company is inevitably facing several problems such as product value declining, industrial changes and impacts. The main purpose of this research is attempting to sort out the case-study company’s current advantages on ODD techniques and keep developing strategies adaptive to the changing environment. By applying the case study methodology, we use the Porter five forces and SWOT analysis to breakdown the exterior and interior relative factors. In industrial analysis, we collect market data and apply Porter five forces analysis to fully understand the opportunities, threats, structural changes, competitors and future trends of ODD industry. In company internal analysis, we go through SWOT analysis to find out the way we could take to capturing the future trends and making development strategies.
In this study, we discover that the new techniques of optical disc and ODD have still been brought forward and many competitive features of optical storage have also been proposed continuously and all these progression makes ODD more viable in cloud systems. We hope to provide various suggestions in management portfolio from the results of this study.
Keywords: Optical disc drive, optical storage, archiving system, competitive strategy