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V Intel began in 1968. It was founded by Gordon E. Moore who is also a
physicist and chemist.

V He was accompanied by Robert Noyce, also a fellow physicist and co-

creator of integrated circuitry

V Gordon Moore and Robert Noyce had the idea to name their company
Moore Noyce. However when the name is spoken it is heard as ³More Noise

V The name NM Electronics was shortly thereafter chosen and used for nearly
a year, when the company experienced a name change to Integrated
Electronics INTEL for short
V 1990¶s- Intel achieved remarkable success in terms of stock
return and market capitalization

V Sales of its micro processers went from $1.2 billion over $400
billion in 2000

V Intel¶s ability to reinvent its product line again and again

played a key role in its success..

V 1978- IBM approves INTEL to power its first PC

 THE STORY

V 1991- Intel faces tough competition, clones of 386 were designed by

competitor¶s, exploits the fact that Intel failed to obtain trademark protection
for X86 series.

V Confusion was created as AMD launches the product as AMD386 & also
implying that AMD 386 was effective than any other 386.

V INTEL begins its branding strategy establishing the ³Intel Insideè brand.

V Manufacturers received a 6% allowance for displaying the logo of Intel

microprocessors.

V The discount was paid to the partner¶s for advertising campaigns.

The campaign was an incredible success . Though the budget grew to more than
$1billion per year, the brand building effort generated loyalty.

Because of the logo¶s wide exposure , Intel was credited for creating reliable and
innovative products and for being an organization of substance.

1992- Intel was ready to announce the successor to the 486 , but faced intense
competition creating confusion despite the campaign.

This gave rise to PENTIUM, name of the successor Intel 586

Four reasons for introducing PENTIUM.

Avoid confusion.

Intel had enough resources to create a new brand and transitioning customer¶s
to it.
Equity of Intel Inside would be leveraged by adding xIntel Inside´ on the premium logo.

The new name would signal that the product was a significant enough advance to support
demand at a premium price.

Subsequent generations did emerge and leveraged the Pentium name and equity with
names like Pentium Pro(1995) Pentium II (1997) Pentium III( 1999) Pentium4 (2000)

Other Additions to the Intel brand were

Pentium XEON- For high-end servers and workstations.

CELERON ± For value segment, brand building budget was minimal

ITANIUM- Entirely new architecture based on a design termed EPIC(64 BIT CP)

CENTRINO MOBILE TECHNOLOGY- Powered laptops.

The tagline used was xUnwire Your Life´.

 SWOT ANALYSIS
STRENGHTS
V High R&D
V Innovation
V Loyal customers
V Market share leadership
V Strong brand equity

WEAKNESS
V Expensive Retail Pricing
V Lack of penetration in the mobile market
V Sometimes technical problems were found in the products which needs
consideration because it can weaken the customers¶ base.
V There is lot of work load on the employees so they could not balance work life with
social life.
Opportunities

· Innovation.
· Product and services expansion.
· ith time, the demand for computer products is increasing rapidly which is
opening the doors for the success of Intel
· As new technologies are emerging, creating the ways to innovate products and for the
new products as well. Through product differentiation Intel can capture more market.

Threats

· Economic slowdown
· Competitors like AMD are trying to improve its products which can give a tough time
to Intel¶s microprocessors.
· Price wars

·Source
(http://www.researchandmarkets.com/reports/542220/intel_corporation_swot_analysis)
 COMPETITION

Competitors in PC chip sets include AMD,VIA Technologies, and Nvidia.

Intel's competitors in networking include Freescale , Infineon, Broadcom, Marvell,

Technology Group and competitors in flash memory include Spansion, Samsung, Toshiba,
and Hynix.

The only major competitor in the x86 processor market is Advanced Micro Devices(AMD)
 Competitive analysis

V Intel certainly has product recognition going for them.

V They also have the stigma of being associated with incredibly high prices.
Many AMD users feel AMD is simply better in that context.

V hile Intel have the higher profile and advertising at the moment
AMD have product loyalty and this would never have happened if their
products were not up to scratch.
The vast majority of Intel users are people who do not know that much
about their system. Chances are they bought their system from a high
street chain store or a larger place like PC orld and they went with
whatever the salesman.

The AMD user however is quite different. They fall into many categories
including the gamer, the designer, the programmer etc.

hat sets the typical AMD user aside from the typical Intel user
however is that a fairly high percentage of AMD users build their own
systems and would never pay the over inflated prices that computer store
chains charge.
(source: http://www.artipot.com/articles/289730/competitive-analysis-of-amd-intel-computers.htm)
ISSUES OF THE CASE STUDY

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CONCLUSION