BA401 Intel Corporation: The Hood River Project

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BA401 Intel Corporation: The Hood River Project

  1. 1. CASE 3-8 Intel Corporation: The Hood River Project
  2. 2. INTEL BACKGROUND <ul><li>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 . </li></ul>
  3. 3. Intel’s Strategy <ul><li>Focused on technology leadership </li></ul><ul><li>Fast-mover advantage </li></ul><ul><li>The dominance of horizontal markets </li></ul>
  4. 4. Intel Organization Chart <ul><li>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. </li></ul>
  5. 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. 6. Hood River Seed Program <ul><li>Siegel identified three phases of home computing, which consisted of </li></ul><ul><li>The PC today </li></ul><ul><li>The PC as it move into the family room </li></ul><ul><li>The PC anywhere in the home </li></ul><ul><li>Where everything talks to everything else </li></ul>
  7. 7. Hood River Seed Program <ul><li>The specific objectives of the seed program </li></ul><ul><li>To build a reference design and a prototype to demonstrate consumer electronic capabilities </li></ul><ul><li>To develop a marketing and partner strategy for the new product </li></ul><ul><li>To integrate the new venture into core Intel products and systems within the Desktop Products Group (DPG) </li></ul>
  8. 8. The Hood River Venture Team <ul><li>DPG, the Hood River project split into parts, with the marketing creation & </li></ul><ul><li>product concept and the system & product implementation </li></ul>
  9. 9. The Hood River Venture Team <ul><ul><li>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 </li></ul></ul>
  10. 10. The Hood River Product Concept <ul><li>These were four major components to the product which included </li></ul><ul><ul><li>Communications </li></ul></ul><ul><ul><li>Audio and Video </li></ul></ul><ul><ul><li>Computer hardware </li></ul></ul><ul><ul><li>Software </li></ul></ul>
  11. 11. Hood River Product Description, August 1996 <ul><li>“ A dazzling, full function entertainment </li></ul><ul><li>computer for the family room” </li></ul><ul><li>Primary Features </li></ul><ul><li>Big screen, 3D games </li></ul><ul><li>DVD surround sound movies </li></ul><ul><li>Video phone </li></ul><ul><li>Intercast </li></ul><ul><li>Home message center </li></ul><ul><li>Web browsing/Net games </li></ul><ul><li>New social, team games </li></ul><ul><li>Distinguishing Characteristics </li></ul><ul><li>Fits in the family room ecology </li></ul><ul><li>* Quiet consumer electronics chassis </li></ul><ul><li>* Complements existing consumer electronics appliances, such as TV, VCR, stereo, etc. </li></ul><ul><li>* Wireless input devices </li></ul><ul><li>Controls other consumer electronics products </li></ul><ul><li>Higher quality audio and video </li></ul><ul><li>Enhanced TV/VCR viewing </li></ul>
  12. 12. Member Of Group <ul><li>วริษฐา ภิรมย์รัตน์ 4902680521 </li></ul><ul><li>ณัฐกานต์ มีสัตย์ 4902682055 </li></ul><ul><li>อัจฉรา บัญชากร 5002686094 </li></ul><ul><li>หฤษฎ์ พรรณพานิช 5002686185   </li></ul>

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