Boldflash Case Report

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BoldFlash Case Report Ya Liang | Hilary Kuykendall Team 4 General Introduction BoldFlash, originally known as BoldDisk, was founded in Waltham, Massachusetts in 1982 by two computer science professors. It has long enjoyed a reputed name in providing high­quality computer storage media devices for both original equipment manufacturers and direct consumers. With its current focus being on the flash memory market, BoldFlash is experiencing increasing price pressure from its competitors who sought every opportunity to reduce cost. In 2010, total revenue for BoldFlash was approximately $3.6 billion, compared to $20 billion for the industry as a whole. The latter was anticipated to grow 22% in 2012 and achieve $44 billion by 2014. Although market demand is still very strong and continuously growing, a promising future for BoldFlash is no longer guaranteed. Decline in both product innovation and customer satisfaction has been hurting BoldFlash’s market share. Having more than 600 patents, the company is receiving criticism for doing research for its own sake instead of focusing on what customers really need. Moreover, it does a poor job in applying and commercializing its technological patents, making the R&D input a huge waste. Another concerning point is that BoldFlash operates its own plant and has never made an acquisition, which can in some way limit its strength in providing sufficient and swift delivery for customers, or the attempt of manufactucturing outside the U.S. Additionally, the new appointment of vice president for Mobile Division is not making things any easier. Dr. Roger Cahill, a research scientist from Customer Division is now taking charge, faced with the immediate problem of redundant production of customized chips for mobile phone market and the short storage of devices for tablet, plus all the other issues

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