;ABSTRACT With information technology progress, today′s innovative technology products are out-dated tomorrow. The product difference between different brands are getting smaller. After iPad was launched by Apple, the NB market showed explosive changes. Therefore, there are so many discussions and analysis in the NB market focus on whether the products of Apple will decrease market share of NB, even replace it. So this study is to explore the impact on the NB market after iPad’s launching. The first step of this study was to realize IT industry’s development background and current situation by industry analysis. Second, apply PEST analysis to figure out IT industry’s evolution under social environment’s change. Then, apply SWOT analysis with hp as case study. Our findings are hp can use its stable customer base and lots of employees from crossing domains to develop its new business chances of cloud computing and 3D printing, and to eliminate frequently layoff leading to uneasy between employees and platitude of products. Hence, hp can jump out from the highly competitive NB market to pursue blue ocean through innovative ideal as company’s motivation for its future development. From study and analysis, the conclusion are as following: 1. hp successfully developed transforming NB by improving iPad’s disadvantages. 2. hp used encouraging employees’ brainstorming and incorporate with crossing domains as innovative strategies. 3. hp will focus on cloud and IOT as future development direction. On the other side, the suggestion for case company and future study are as following: 1. Suggest hp to enhance customer service by collecting customer’s feedback for product improvement. 2. Suggest to add different NB companies to expend depth and breadth of studies in the future. 3. Suggest to develop different analysis and ideas according to the changes of product life cycle. Keywords: iPad、NB、hp、SWOT analysis
