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  1. 1. AMD<br />Channel Support Strategies<br />
  2. 2. Brief Introduction<br />Advanced Micro Devices is an American company<br />Designs and produces microprocessors, flash memory devices and other solutions<br />Believes in channel partner support strategies<br />3 principles:<br />Create new customer value<br />Complement existing partnership<br />Localize the execution<br />
  3. 3. Brief Introduction (Contd..)<br />Transactional Relationships:<br />AMD RetailPro – Retail Partners<br />AMD Solution Provider Program – Resellers<br />Collaborative Relationships:<br />AMD Commercial Channel Access Program – Channel partners<br />
  4. 4. Q.1. Discuss AMD’s efforts to maintain and improve transactional relationships with its channel partners.<br />AMD RetailPro:<br />For retail partners and partners in store management and technical support<br />Partners could access latest product information, training and sales tools<br />Could participate in online promotions<br />Could win prizes also<br />Some retail partners were:<br />ABC Warehouse,, Wal-Mart etc<br />
  5. 5. Contd..<br />AMD Solution Provider Program<br />Meet needs of resellers<br />Reward their commitment to AMD<br />3 membership levels: Member, Gold and Platinum<br />Criteria for membership levels:<br />Level of commitment and business development<br />Extent of alignment with AMD products and brand strategies<br />Competency level in selling AMD products<br />Loyalty to AMD<br />Resources could be accessed through Market Builder Web Portal<br />
  6. 6. Contd..<br />E-news updates, quarterly marketing updates, product collateral and merchandising material and online product training<br />Gold and Platinum:<br />Had toll-free telephone access to AMD technical service center<br />Also access to evaluation samples<br />Priority over other channel partners<br />Program had various functions like educating, communicating and acting as a collaborative forum between AMD and channel partners<br />Constant update of portal with industry publication, market insights and customer success stories<br />Customer-centric innovation<br />
  7. 7. Q.2. AMD has focused on establishing collaborative relationships with its channel partners, especially solution integrators. What is the rationale for adopting this type of buyer-seller relationship?<br />To help solution integrators to make better products thus ensuring demand of AMD products<br />Elimination of technical bottlenecks for the consumers to solve their toughest business challenges thus creating trust for the AMD brand<br />Developing products for specific tasks such as product design and chip manufacturing thus creating niche segments<br />Helping to enhancing efficiency and effectiveness in products by providing excellent performance, reliability, flexibility and serviceability ensuring product success in the market<br />Moving from supplier relationship to strategic alliance<br />Creating greater value for IT investments for the customers by superior products and customer service<br />
  8. 8. Q.3. AMD has……adoption in India.” To what extent do you think the channel support efforts of AMD will succeed in increasing its market share?<br />Will lead to greater penetration in the market<br />Increase the brand awareness about AMD products<br />Will help customer base to get larger attention in terms of availability of services<br />Will ensure the availability of wider solutions for challenges<br />Will ensure better value for money for the customers<br />
  9. 9. Thank You<br />Group Members<br />Aadil Ahmed (01)<br />Ankur Dave (10)<br />Kaushik Bose (40)<br />Neha Mehta (53)<br />Rajni Sharma (68)<br />Saurabh Jain (78)<br />