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Taiwan Semiconductor Manufacturing Marketing

To build the leading semiconductor manufacturing platform that powers global innovation by being the most trusted technology partner

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To build the leading semiconductor manufacturing platform that powers global innovation by being the most trusted technology partner

Strengths

  • MANUFACTURING: World's leading advanced node process technology
  • CAPACITY: Largest dedicated semiconductor foundry globally
  • ECOSYSTEM: Extensive partnership network with key tech giants
  • TALENT: World-class engineering talent and R&D capabilities
  • FINANCIALS: Strong cash flow enabling continued investment

Weaknesses

  • GEOPOLITICS: Heavy geographic concentration in Taiwan region
  • PERCEPTION: Limited brand awareness outside tech industry
  • COMMUNICATIONS: Complex technology narrative for public audiences
  • COMPETITION: Growing threats from Samsung and Intel foundries
  • STORYTELLING: Technical focus over emotional brand connections

Opportunities

  • AI: Explosive demand for advanced chips powering AI applications
  • EXPANSION: New manufacturing facilities in US, Japan & Europe
  • AUTOMOTIVE: Growing semiconductor content in electric vehicles
  • ESG: Leadership in sustainable semiconductor manufacturing
  • PARTNERSHIPS: Deeper co-innovation with key technology customers

Threats

  • GEOPOLITICS: Rising Taiwan-China tensions affecting operations
  • SUBSIDIES: Government incentives shifting competitive landscape
  • TALENT: Global competition for semiconductor engineering talent
  • LOCALIZATION: Customer pressure for regional manufacturing
  • RECESSION: Potential cyclical downturn in semiconductor demand

Key Priorities

  • NARRATIVE: Develop compelling global brand story beyond tech
  • EXPANSION: Highlight global manufacturing diversification plan
  • AI: Position as the essential foundation for AI revolution
  • ESG: Establish leadership in sustainable semiconductor practices
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To build the leading semiconductor manufacturing platform that powers global innovation by being the most trusted technology partner

AI FOUNDATION

Establish TSMC as the essential foundation of AI revolution

  • NARRATIVE: Launch comprehensive 'Silicon Powering AI' thought leadership series with 5M+ impressions
  • PARTNERSHIPS: Feature 8+ key AI customer success stories through co-branded content initiatives
  • EDUCATION: Develop AI chip manufacturing explainer content reaching 2M+ industry professionals
  • EVENTS: Execute 4 executive speaking engagements at tier-1 AI industry conferences globally
GLOBAL PRESENCE

Amplify TSMC's expanding global manufacturing footprint

  • CONTENT: Create 'Global Innovation Network' campaign achieving 7M+ impressions across key markets
  • COMMUNITY: Establish local engagement programs in all 4 major manufacturing regions worldwide
  • MEDIA: Secure 20+ tier-1 media placements highlighting global manufacturing strategy benefits
  • DIGITAL: Launch interactive map experience showcasing global footprint with 100K+ engagements
SUSTAINABILITY LEADER

Position TSMC as the sustainability leader in semiconductor

  • CAMPAIGN: Launch 'Chips for a Sustainable Future' initiative with 10M+ reach across channels
  • REPORTS: Produce comprehensive sustainability report achieving 50K+ downloads and shares
  • RECOGNITION: Secure 3+ major ESG award recognitions through strategic submission program
  • PARTNERSHIPS: Establish 2+ high-profile climate action partnerships with global organizations
BRAND ELEVATION

Transform TSMC into a recognized global technology brand

  • AWARENESS: Increase unprompted brand recognition among target audience from 35% to 50%
  • PERCEPTION: Improve brand trust index from 73% to 88% through strategic narrative campaign
  • TALENT: Create employer brand initiative increasing qualified applicant pool by 25% globally
  • ANALYTICS: Implement AI-powered brand intelligence platform tracking sentiment across channels
METRICS
  • Brand Trust Index: 88% positive perception among stakeholders
  • Share of Voice: 40% of semiconductor manufacturing conversation
  • Lead Generation: 5,000 qualified enterprise customer inquiries
VALUES
  • Integrity
  • Commitment
  • Innovation
  • Customer Focus
  • Trust
Taiwan Semiconductor Manufacturing logo
Align the learnings

Taiwan Semiconductor Manufacturing Marketing Retrospective

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To build the leading semiconductor manufacturing platform that powers global innovation by being the most trusted technology partner

What Went Well

  • FINANCIALS: Record Q1 revenue of $18.9B, up 12.7% YoY, beating estimates
  • CAPACITY: HPC segment growth of 23% driving overall performance success
  • EFFICIENCY: Gross margin improvement to 53.1%, exceeding guidance of 52%
  • TECHNOLOGY: Successful 3nm ramp with higher than expected initial yields
  • EXPANSION: Arizona fab construction on track with equipment installation

Not So Well

  • AUTOMOTIVE: Automotive segment grew only 1.5% vs expected 5% quarterly
  • COMMUNICATIONS: IoT/DCE segments declined 3.7% due to inventory issues
  • MESSAGING: Limited narrative on AI opportunity despite investor interest
  • PERCEPTION: Geopolitical concerns overshadowed technological achievements
  • GUIDANCE: Conservative Q2 outlook causing some market disappointment

Learnings

  • STORYTELLING: Need stronger AI manufacturing leadership narrative now
  • DIVERSIFICATION: Geographic expansion messaging requires amplification
  • VISIBILITY: More proactive communication on capacity allocation strategy
  • SEGMENTS: Better articulation of long-term vision for each market segment
  • SUSTAINABILITY: ESG achievements underutilized in corporate messaging

Action Items

  • NARRATIVE: Develop comprehensive AI chip manufacturing thought leadership
  • EXPANSION: Create dedicated content on global manufacturing footprint plan
  • SEGMENTS: Launch vertical-specific marketing campaigns starting with auto
  • SUSTAINABILITY: Amplify ESG achievements through integrated campaign push
  • TALENT: Accelerate hiring of specialized marketing talent in key regions
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To build the leading semiconductor manufacturing platform that powers global innovation by being the most trusted technology partner

Strengths

  • TECHNOLOGY: Advanced process nodes essential for AI chip production
  • CUSTOMERS: Deep partnerships with leading AI chip designers
  • CAPACITY: Manufacturing scale to meet surging AI chip demand
  • DATA: Vast manufacturing data for AI process optimization
  • EXPERIENCE: Track record in manufacturing AI accelerator chips

Weaknesses

  • MESSAGING: Limited AI-specific brand positioning and narrative
  • TALENT: Shortage of AI/ML marketing specialists on team
  • ANALYTICS: Underdeveloped AI-powered marketing analytics
  • CONTENT: Insufficient AI-focused thought leadership content
  • POSITIONING: Reactive rather than proactive AI communication

Opportunities

  • DEMAND: Unprecedented growth in AI chip manufacturing needs
  • STORYTELLING: Position as the essential foundation of AI era
  • DIFFERENTIATION: Highlight specialized AI chip manufacturing
  • EDUCATION: Demystify semiconductor's role in AI development
  • INTEGRATION: AI-powered marketing and customer insights

Threats

  • PERCEPTION: Being viewed as commodity vs strategic AI partner
  • COMPETITION: Rivals positioning specifically for AI workloads
  • SPECIALIZATION: Custom AI chip architectures requiring new processes
  • EXPERTISE: Talent drain to AI-focused technology companies
  • FRAGMENTATION: AI chip market evolving with diverse requirements

Key Priorities

  • POSITIONING: Establish TSMC as the foundation of AI revolution
  • EDUCATION: Launch AI chip manufacturing thought leadership
  • TALENT: Build specialized AI marketing and communications team
  • ANALYTICS: Implement AI-powered marketing intelligence platform