Abstract

The case discusses the competition between Intel and AMD, the number one and two players respectively, in the global semiconductor industry. The war between the two companies in terms of product superiority, technology transfer issues, pricing strategies, marketing campaigns have been explored in detail. The case provides information on AMD's evolution over the years and traces the events that led to the two companies becoming bitter rivals from business partners. The launches of various microprocessor chips by the two companies, and their competitive moves have also been detailed. The case also briefly discusses the future prospects of the two companies, the industry as well as the consumers in the light of this intense competition.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• High technology industries, economy of scale, price competition, intense rivalry.

Keywords

Competition, Intel, AMD, one, two, global, semiconductor, industry, product superiority, technology transfer issues, pricing strategies, marketing campaigns, bitter rivals, business partners, microprocessor chips, future prospects, consumers