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Teradyne

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Submitted By anubha007
Words 668
Pages 3
Anubha Singh Bhadauria
Graduate student
Team Alpha

1) As Nick DeWolf developed Teradyne's strategy, what was a key

tradeoff that he made between the technology and the market?

* Nick opted to launch a diode tester instead of the conventional transistor cum diode tester. Nick wanted the best quality product to be given into the consumer’s hands so as to build a high reputation of Teradyne as a precision tech company. But, not many would be willing to try out expensive instruments from a new company.
Therefore, Nick decided to settle for a tradeoff. He would provide the highest quality and reliability, but would target a smaller market segment of only Diode testers. This will ensure that the product is available at a lesser cost and can be manufactured and delivered on time.

Fig: Technology and Market tradeoff- Teradyne’s operating zone

* The founders had good contacts and reputation in the market. Yet, they had no intention of going into the market before developing a flexible line of product, which was available in short delivery periods. Till then, only one specific testing equipment would be rolled out into the market, which would act as a test for Teradyne and establish its reputation. * They decided on a slow build up rate to keep up the tech and quality of the product. No compromises were made on the quality and reliability, even though it meant loosing out on the market share initially.

| TERADYNE | TRADITIONAL | TECHNOLOGY | Cheaper (by 5 times) | Expensive | | High quality | Low quality | | High reliability on field | Not suited for on field rough use | | Calibration required less frequently | More frequent calibration | | Compact size | Bulkier | | Can only test diode | Test diode and transistor | MARKET | Only diodes | Diode and transistor | SALES | Lower (as diode testing times are smaller and diode

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