Case Code : CLINDM001
Publication date : 2006
Subject : Industrial Marketing
Industry : Computers-IT and ITeS
Teaching Note : Available
Length : 06 Pages
Price : Rs. 100
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Advanced Micro Devices (AMD), Microprocessors, Flash memory devices, Communications, Fortune, Channel partner support strategies, customer value, Direct market resellers, Value-added resellers, Solution integrators, Information technology outsourcers, Transactional relationship, Collaborative relationships, AMD RetailPro, Store management, Amazon.com, Best Buy, Sears, Wal-Mart, Online promotions, Sales tools, Competitive differentiation, Product collateral, Online product training, Customer-centric innovation, technology collaborations, Microsoft, Oracle, IBM, HP, eServer 325, IntelliStation A Pro, Sun Fire V40z, Product life cycle, AMD64, India
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The caselet examines how the company made use of web-based channel partner support strategies to add greater value to its customers and extend the longstanding partnerships with both its hardware and software partners. It also throws light on the expansion of HP's collaboration with AMD for building better and more powerful servers and workstations to help HP's customers solve their toughest business challenges.
AMD designs and produces microprocessors, flash memory devices, and other solutions for clients in the communications, computer and consumer electronic industries. The company has global operations in the US, Europe and Asia. In 2006, Fortune magazine ranked AMD among the ten most admired companies for innovation...
Questions for Discussion:
1. Discuss AMD's methods to maintain and improve transactional relationships with channel partners.
2. AMD has focused on establishing collaborative relationships with its channel partners, especially solution integrators. What is the rationale behind adopting this type of buyer-seller relationship?
3. AMD followed a similar strategy of focusing on channel development through channel support strategies in India. Commenting on one such event, Haresh Bharia, National Distribution Manager, AMD India, said “This event aims to bring together various AMD partners, who along with AMD will help empower the channel to broaden their service offerings. As a part of our India mandate, AMD interacts with the channel on a regular basis, to provide better support to channels and broaden the scope of the AMD64 adoption in India.” To what extent do you think the channel support efforts of AMD will succeed in increasing its market share?