AMD's Consumer and Channel Marketing Initiatives

            
 
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Case Details:

Case Code : MKTG255
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

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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.



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"Really, AMD's biggest challenge is marketing. To succeed over the next couple of years, AMD needs to learn to better engage that mainstream consumer who's shopping for a laptop at Best Buy."1

- Jon Fortt, senior writer, Fortune Brainstorm Tech2, in January 2010.

"This is 100 percent of what we expect from a vendor company but this is from a component company and that's different."3

- Janet Waxman and Christina Richmond, IDC's4 channel gurus, regarding AMD's new channel program, in 2009.

"It's a big risk but fits where the industry is going in terms of focusing on personalization and figuring out how a computer fits your lifestyle."5

- Richard Shim, IDC computer analyst, regarding AMD's new consumer marketing campaign, in 2009.

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

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1] Jon Fortt, "AMD's Marketing Challenge," http://money.cnn.com, January 14, 2010.
2] Fortune Brainstorm Tech is an initiative of Fortune magazine containing ideas from leading entrepreneurs, technology and media thinkers, influencers, innovators, and operators worldwide.
3] Steve Wexler, "AMD Retools Channel," www.integratedmar.com, October 1, 2009.
4] International Data Corporation (IDC) is the world's leading global marketing intelligence and advisory firm based in the US. The company forecasts worldwide trends in technology and E-business to help companies develop sound business strategies.
5] Robert Hallock, "New AMD Branding Emphasizes Platform," http://icronotic.com, September 10, 2009.


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