Kingston Technology Company Type Private Industry Technology Founded Fountain Valley, California, United States (1987) Founder(s) John Tu David Sun Headquarters Fountain Valley, California, United States Area served Worldwide Key people John Tu (President) David Sun Tao-Heng Sun (Vice President) John Holland (VP of US Sales) Products Flash memory cards USB flash drives DRAM Digital Audio Players SIM Cards Solid-state drive Revenue ^ US$ 4. 1 billion (2009) Employees 4,000 (2008) Website Kingston. com Contents •1 History o1. 1 Early history o1. 2 2000s •2 Awards and recognition 3 Products •4 References •5 External links History: Kingston Technology Company is a privately held, multinational computer technology corporation that develops, manufactures, sells and supports flash memory products and other computer-related memory products. Headquartered in Fountain Valley, California, USA, Kingston Technology employs more than 4,000 people worldwide as of 2008. The company has manufacturing and logistics facilities in the United States, United Kingdom, Ireland, Taiwan, and China. It is the largest independent producer of DRAM memory modules, currently owning 40. % of the third-party worldwide DRAM module market share, according to iSuppli.  Kingston is arguably the second largest supplier of flash memory. Gartner ranks Kingston as the world’s #1 supplier of USB drives and #3 in flash cards. In 2009, Kingston generated revenues of US $4. 1 billion. Forbes lists Kingston as #97 on its list of “The 500 Largest Private Companies in the U. S. ” and Inc. ranks Kingston as the #5 Fastest Growing Private Company By Revenue. Kingston serves an international network of distributors, resellers, retailers and OEM customers on six continents. The company also provides contract manufacturing and upply chain management services for semiconductor manufacturers and system OEMs. Through its ownership of Kingston Technology Company Inc. and Advanced Validation Labs Inc. (AVL), Kingston Technology Corporation is one of the world’s leading memory module manufacturing, module validation, semiconductor packaging and test companies in the world Early history Kingston Technology was founded on October 17, 1987, in response to a severe shortage of surface-mount memory chips in the high-tech marketplace in the 1980s. To provide a solution, Taiwan immigrants John Tu and David Sun put their engineering expertise to ork and designed a new single in-line memory module (SIMM) that used readily available, older technology through-hole components. In 1989 Kingston differentiated itself from its competitors with 100-percent testing, which resulted in quality assurance and the leadership position in the market. The following year the company branched out into its first non-memory product line, processor upgrades. By 1992, Kingston was ranked #1 by Inc. as the fastest-growing privately held company in America. The company expanded into networking and storage product lines, and introduced
DataTraveler and DataPak portable products. In September 1994, Kingston became ISO 9000 certified on its first assessment attempt. Kingston began expanding it services into Europe by opening a branch office in Munich, Germany to provide technical support and marketing capabilities for its European distributors and customers. In October 1995, the company joined the Billion-Dollar Club. After the company’s 1995 sales exceeded $1. 3 billion, ads ran thanking the employees (“Thanks a Billion! “) with each individual employee name in The Wall Street Journal, The Orange County Register and The Los Angeles Times.
Ads also appeared in trade publications and The Wall Street Journal thanking the company’s suppliers and distributors. On August 15, 1996 SoftBank Corporation of Japan acquired 80 percent of Kingston for a total of $1. 5 billion. In November of the same year, Kingston and Toshiba co-marketed memory upgrades for Toshiba PCs. This was the first time that a PC OEM and a memory manufacturer teamed up to create a co-branded module. In 1999, Tu and Sun eventually bought back the 80 percent of Kingston owned by Softbank for $450 million. On December 14, 1996 John Tu and David Sun allocated $100 million for employee bonuses s a result of the acquisition, averaging $130,000 for each of the company’s 550 workers.  Kingston announced a 49% increase in unit sales for its memory module products in calendar year 1996 over calendar year 1995. In January 1997, Kingston opened its European headquarters in the United Kingdom, a manufacturing facility/office in Taiwan, a sales office in Japan, and a manufacturing facility and offices in Dublin, Ireland. The company also expanded its American manufacturing capacity by purchasing PC-OEM manufacturing buildings in Fountain Valley, CA. Kingston also introduced ValueRAM a high-quality, low-cost memory esigned for system integrators to use in white box solutions. 2000s Kingston launched Advanced Validation Labs, Inc. (AVL), a sister company that provides memory validation services. Kingston’s Storage Products Division (SPD) was also spun off as a new company, StorCase Technology, Inc. In June of the same year, Kingston announced a new supply chain management model to its memory manufacturing process. Payton Technology Inc. was established to help support this new model. Forbes listed Kingston as number 141 on its list of “The 500 Largest Private Companies in the U. S” with revenues of $1. billion for 1999. In March 2001, Kingston announced the formation of the Consumer Markets Division (CMD), a new division focusing on the retail and e-tail channel. In 2002 Kingston launched a patented, industry-leading memory tester, a new HyperX line of high-performance memory modules, and patented EPOC chip-stacking technology. In August, Kingston made a $50 million investment in Elpida and launched a green initiative for module manufacturing. In 2004, Kingston announced revenues of $1. 8B for 2003. In September, Kingston announced new DataTraveler Elite USB drives, with hardware-based security encryption.
In October, Advanced Micro Devices named Kingston “Outstanding Partner” for contributions to the AMD Athlon 64 and Opteron launches. Kingston reported revenues of $2. 4B for 2004. In May, Kingston launched line of validated ValueRam modules for Intel-based servers. The company was later granted a U. S. patent on dynamic burn-in tester for server memory. They also announced a $26M investment in Tera Probe, the newest and largest wafer testing company in the world. They also opened the world’s largest memory module manufacturing facility in Shanghai, China. In 2006, Kingston reported revenues of $3. 0B for 2005.
In March, Kingston introduced the first fully-secure 100% privacy USB drive with 128-bit hardware-based encryption, and later with 256-bit hardware encryption. The company also launched Fully-Buffered Dimms (FBDIMMs) breaking the 16GB barrier. and entered the portable media market with KPEX (Kingston Portable Entertainment eXperience). In 2007, Kingston reported revenues of $3. 7B for 2006. Forbes listed Kingston as number 83 on its list of “The 500 Largest Private Companies in the U. S”. Inc. ranked Kingston as the #1 Fastest Growing Private Company By Revenue. In 2008, Kingston reported revenues of $4. B for 2007, marking the highest revenues attained in its 20-year history. In August, Inc. com’s “Top 100 Inc. 5000 Companies” ranked Kingston #2 in both Gross Dollars of Growth and Overall Revenue. Forbes lists Kingston as number 79 on its list of “The 500 Largest Private Companies in the U. S. ” In 2009, Kingston reported revenues of $4. 0B for 2008, marking the third highest revenue in company history. Volume increased 41% in memory units shipped from 2007. iSuppli ranked Kingston as world’s number-one memory module manufacturer for the third-party memory market for the sixth consecutive year. In August, Inc. com’s “Top 100 Inc. 000 Companies” ranked Kingston #5 in Private Companies by Revenue. In October, Forbes listed Kingston as number 97 on its list of “The 500 Largest Private Companies in the U. S. “, and number 1 in the computer hardware category. In 2010, Kingston reported revenues of $4. 1B for 2009, marking the second highest revenue in company history. iSuppli ranked Kingston as the world’s number-one memory module manufacturer for the third-party memory market with 40. 3% market share, up from 32. 8% in 2008 and 27. 5% in 2007. Marketshare Chart Independent Market Research Company iSuppli reports that Kingston retained the #1 spot and also ncreased marketshare: iSuppli: Top-22 third-party* DRAM module suppliers by revenues, 2009 (US$M) 2009 Rank Company Name 1H 2009 Revenue 2H 2009 2009 Revenue 2009 Marketshare 1 Kingston Technology $1,090 $1,760 $2,850 40. 3% 2 A-Data $164 $360 $524 7. 4% 3 Ramaxel Technology $169 $334 $503 7. 1% 4 Smart Modular Technologies $159 $285 $444 6. 3% 5 Crucial Technology $178 $257 $435 6. 2% 6 Transcend $139 $232 $371 5. 3% 7 Apacer Technology $103 $199 $302 4. 3% 8 Corsair Memory $104 $140 $244 3. 5% 9 MA Labs $94 $126 $220 3. 1% 10 PQI $50 $169 $219 3. % 11 Kingmax Semiconductor $47 $88 $135 1. 9% 12 Strontium $51 $55 $106 1. 5% 13 Buffalo – Melco $49 $51 $100 1. 4% 14 Team Group $32 $53 $85 1. 2% 15 Wintec Industries $32 $45 $77 1. 1% 16 Viking Interworks $31 $42 $73 1. 0% 17 Patriot Memory $30 $42 $72 1. 0% 17 Unifosa $19 $53 $72 1. 0% 19 PNY $20 $27 $47 0. 7% 20 STEC $16 $23 $39 0. 6% 21 GeIL Group $8 $11 $19 0. 3% 22 Netlist Inc $3 $10 $13 0. 2% Others $35 $80 $115 1. 6% Total $2,623 $4,442 $7,065 100. 0% Results 1–20 of 6,280 for current market strategy Market development
A market development strategy targets non-buying customers in currently targeted segments. It also targets new customers in new segments. (Winer) A marketing manager has to think about the following questions before implementing a market development strategy: Is it profitable? Will it require the introduction of new or modified products? Is the customer and channel well enough researched and understood? The marketing manager uses these four groups to give more focus to the market segment decision: existing customers, competitor customers, non-buying in current segments, new segments