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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Excerpts Contd...

AMD's Channel Marketing Initiatives

Earlier Initiatives

In 2005, AMD shifted its marketing by targeting its channel members rather than continuing to focus on its consumer marketing initiatives. It rolled out a program to attract distributors, system integrators, and Value-added resellers (VARs). The company planned to tap 60,000 to 70,000 resellers having their core focus on IT. Ben Williams, AMD's vice president of commercial systems, said, "We want to be a tech partner with the SI (System Integrator) community. They see us driving 64-bit and dual-core technology."...

Looking Ahead

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

In February 2010, a survey conducted by AMD revealed that the chipmaker had garnered 20.1 percent market share in the PC processor market for the year 2009 (Refer to Table I for market shares of AMD and Intel). The increase was attributed to AMD's focus on research and marketing of its semiconductor products...

Exhibits

Exhibit I: AMD's Key Statistics (2004-2009)
Exhibit II: A Note on Competition in the Semiconductor Industry
Exhibit III: A Brief Note on Intel and its Various Advertising Campaigns
Exhibit IV: The New Vision Brand Logos


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