AMD's Consumer and Channel Marketing Initiatives

            
 
Case Studies | Case Study in Business, Management, Operations, Strategies, Business Case Study

ICMR HOME | Case Studies Collection

To download AMD's Consumer and Channel Marketing Initiatives case study (Case Code: MKTG255) click on the button below, and select the case from the list of available cases:

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies





Marketing Case Studies
Marketing Management Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company

Custom Search



Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

ICMR India ICMR India ICMR India ICMR India RSS Feed

Case Details:

Price:

Case Code : MKTG255 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges

Themes

Customer Service / Customer Experience
Case Length : 21 Pages
Period : 2001-2010
Pub Date : 2010
Teaching Note : Not Available
Organization : Advanced Micro Devices / AMD
Industry : Computers, IT and ITeS
Countries : US; Global

Abstract:

This case is about the consumer and channel marketing initiatives adopted by Sunnyvale, California-based chipmaker, Advanced Micro Devices (AMD). Unlike its arch-rival Intel Corporation (Intel), which marketed its microprocessors to the consumers through several noteworthy marketing campaigns, AMD did not market its microprocessors extensively to the consumers. The most notable marketing campaign launched by AMD was the 'AMD Me' campaign launched in 2002. It launched the AMD Commercial Channel Access Program in 2005 to meet the business needs of its partners. In 2009, the company launched the 'Vision' campaign that sought to make the PC buying process easier for consumers.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

It extended its channel marketing initiatives by launching the Fusion Partner Program in 2009. Through this program, AMD sought to offer its partners customized tools and resources to boost their sales depending on their inimitable business models.

AMD's focus on marketing received appreciation from industry observers, experts, and channel partners. They felt that though AMD lagged behind Intel in marketing, it was making efforts to wean away a significant portion of the market share from the market leader by launching new technological solutions and effective marketing initiatives catering to both consumers and its channel partners. Experts felt that AMD was prepared to take on Intel aggressively in 2010 and beyond, but opined that the company still had a long way to go in order to catch up with Intel, which dominated the market.

Issues:

Understand the issues and challenges in marketing/branding a component or ingredient branding.

Analyze the consumer marketing initiative of AMD, particularly its Vision Campaign that sought to simplify the PC buying decision of consumers.

Analyze the channel marketing initiatives adopted by AMD, particularly its new Fusion Partner Program.

Understand the nature of the semiconductor industry and the competition in this market.

Explore further branding strategies that AMD could adopt to garner more market share and enhance its competitive position.

Contents:

  Page No.
Challenging Intel 1
Background Note 2
Marketing - The AMD Way 3
AMD's Consumer Marketing Initiatives 4
AMD's Channel Marketing Initiatives 7
Looking Ahead 11
Exhibits 13

Keywords:

Component branding, Channel marketing, B2B marketing, Behavioral segmentation, Fusion Partner Program, Consumer marketing, branding, advertising, Vision Campaign, Value-added resellers, OEM, channel partnerships, global channel marketing, AMD, Intel

Challenging Intel - Next Page>>


Custom Search





Fundamentals of Marketing Management Workbook
Workbooks Collection

Case Studies in Marketing - Vol. II
Case Study Volumes Collection

Fundamentals of Marketing Management
ICMR Textbooks Collection
 

Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Textbooks, Workbooks, Case Study Volumes.