BA401 Intel Corporation: The Hood River Project
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  • 1. CASE 3-8 Intel Corporation: The Hood River Project
  • 2. INTEL BACKGROUND
    • Founded in 1968 by Robert Noyce and Gordon Moore , two legends in the emerging field of solid-state electronics. Noyce and Moore were soon joined by their new director of operations, Andy Grove .
  • 3. Intel’s Strategy
    • Focused on technology leadership
    • Fast-mover advantage
    • The dominance of horizontal markets
  • 4. Intel Organization Chart
    • Intel was organized in a matrix structure consisting of both and functional groups. A typical feature of Intel’s organization was for groups to be headed by two people, known as “two-in-a-box,” which usually included one person with a technical orientation and another one with a business orientation. At the top of the organization chart, Andy Grove, Craig Barrett, and Gordon Moore were shown as three-in-a-box.
  • 5. Gordon Moore / Andy Grove / Craig Barrett DPG : Desktop Products Group Mike Aymar / Pat Gelsinger MHPG : Mobile&Handheld Products Group Stephen / Nachtshein EPG : Enterprise Products Group Dave House / John Miner
  • 6. Hood River Seed Program
    • Siegel identified three phases of home computing, which consisted of
    • The PC today
    • The PC as it move into the family room
    • The PC anywhere in the home
    • Where everything talks to everything else
  • 7. Hood River Seed Program
    • The specific objectives of the seed program
    • To build a reference design and a prototype to demonstrate consumer electronic capabilities
    • To develop a marketing and partner strategy for the new product
    • To integrate the new venture into core Intel products and systems within the Desktop Products Group (DPG)
  • 8. The Hood River Venture Team
    • DPG, the Hood River project split into parts, with the marketing creation &
    • product concept and the system & product implementation
  • 9. The Hood River Venture Team
      • OPSD was responsible for the high-level product concept and product definition, as well as evangelizing the product, interfacing with customers, and understanding the market
  • 10. The Hood River Product Concept
    • These were four major components to the product which included
      • Communications
      • Audio and Video
      • Computer hardware
      • Software
  • 11. Hood River Product Description, August 1996
    • “ A dazzling, full function entertainment
    • computer for the family room”
    • Primary Features
    • Big screen, 3D games
    • DVD surround sound movies
    • Video phone
    • Intercast
    • Home message center
    • Web browsing/Net games
    • New social, team games
    • Distinguishing Characteristics
    • Fits in the family room ecology
    • * Quiet consumer electronics chassis
    • * Complements existing consumer electronics appliances, such as TV, VCR, stereo, etc.
    • * Wireless input devices
    • Controls other consumer electronics products
    • Higher quality audio and video
    • Enhanced TV/VCR viewing
  • 12. Member Of Group
    • วริษฐา ภิรมย์รัตน์ 4902680521
    • ณัฐกานต์ มีสัตย์ 4902682055
    • อัจฉรา บัญชากร 5002686094
    • หฤษฎ์ พรรณพานิช 5002686185