Good Morning ! Everyone In today’s competitive market, if a firm wants to achieve success and survive, then Environment Scanning is one of the important activity that it needs to do. Thereby We will portray the industrial environment of Intel Corp.
3D robotics US based Company
The interface level involves those key participants who immediately interface with an industrial firm to support in production, distribution and purchases of a firms goods and services. There are 4 key participants – The Buyers,Suppliers,Faciltators and market segment
Based on the distinctive nature of industrial market a firm may view itself as a industrial marketer, a competitor, distributor or a input supplier As intel provies components to PC manufacturers,hence Intel project itself as a input supplier to these Buyers
Intel Buyers can be largely classified into – OEMs – one who use intel products in their finished products . Examples of OEM’s are HP, dell Ibm ODM’s- which are much similar to OEM’s but only difference is that they design products according to consumers specifications.ODM’s example are Quanta and SuperMicro which make servers for big giants like Facebook and amazon Users – Google is the only company which directly incorporates the intel products to use in its servers. The last Distributors- Intel has a wide geographical netwotk of distributors who supply processors to the mass market
Intel being the processor chipset manufacturers procures only some raw material likes silicon copper and plastics from its suppliers and all other components are manufactured by intel itself Intel has number of investors which supplies funds to intel
Facilitators are the ones who facilitate the working and promotion of any firm There are 2 ways – First is how other firms facilitates intel - Advertising agencies like Venables Bell and partner manages all the advetisements - Intel Promoters which are its OEM’s who are required to mention the intel inside in all their TV commericials
Manufacturers rep Distributors Banks and Insurance Companies
Wee directive needs to be followed In
Maneuvering: guide to manipulate and change to achieve till the end.
Industrial marketing Strategies-Intel Case Study
• Founders: Gordon Moore, Robert Noyce
• Founded: July 18, 1968
• Headquarters: Santa Clara, California
• Largest Semi-Conductor Chipmaker based on
• Huge R & D Spend
•Strong Tie ups
• Highly Confined to PC
•Small existence in Mobile
•Mobile Segment –
Hardware as well as
• Unmanned Aerial
• Lagging in Mobile &
• Institutional ownership : 64.65%
• Total value (Millions) : $ 113,932/-
• Major Investors: Barclays Global Investors UK Holdings group,
Vanguard Group Inc.
• Intel developing voice-embedded software in local Indian languages
-by Press Trust Of India, Jun 05, 2013
• Overheard: More Chips on Intel
-Wall Street Journal, Jan 16, 2015
For an Industrial marketer like Intel, the demand for its products by the
customers depends directly on the final demand by the end user, thus
general public satisfaction also plays an important role.
Vigyaan Yatra, UP, India Educating India campaign by Intel
• Intel believes that employees are the company's assets and thus on a regular
basis, it comes up with different programs which help employees enhance their
talent. For example:
• ‘Aarambh’ - wherein managers are made to interact with the newcomers;
• ‘Anubhav’ - an experiential learning program;
• CAIR (Careers At Intel Realised) Fair - where employees are provided with
resources, tools and support to work on areas they are passionate about.
• Customer product needs
• Competitors pricing
• Tax rates
• Standard of living
• Market acceptance
Design semi-conductor keeping environment in mind
Responsible operations(supply chain)
Engaging employees to reduce impact
Recycling- Follows WEEE directive
Chip life extended up to 10 years
• Obtaining the resources or products
• Subject to theft, loss or misuse of personal data and components
• Risks of global operations
• Employees: Hardware and Software Engineers
• Complex process of producing integrated circuits
• Response to technological and market developments
• Third party threats
• Process of Transition
Intel’s Cooperative Strategies
“Strategies involving cooperation with industries, firms,
publishers & media
Intel Inside Campaign (1991)
“To educate both the retail sales associates and the consumers about the value of
Intel microprocessors, and to explain to them the differences between the
• Association with 200 OEM’s for Brand Recognition.
• 1st Trademark in the Electric Component Industry.
• “Intel Inside” aka Quality & Reliable product for Buyers.
5 years later:
• Intel’s link with World Market Leaders : COMPAQ, IBM !
• Brand value quantified at US$35 billion (Initial investment US$3.4 billion)
Intel’s Strategic Manoeuvring
“Strategies that are designed to alter or change the firms relationship
with respect to its interface environment.”
• Domain Selection
• Discovery of new markets with limited regulations & competitions.
• Example: Intel’s R&D in Drones & Intel Atom for Smartphones.
• Geographic Expansions.
Government Regulations on I.T. and Hardware
Court Cases against and by Intel
• Intel v/s Independent Indian Tech firms
• Intel and its subsidiaries taken to Competition Commission of India in
• Ruled in favour of Intel in 2014
• European union imposed a fine of $1.44 billion on Intel in 2008 and
the ruling was sustained in 2014
• Survival of Intel through thorough search of Macro-Environment
• Introduction of new opportunities due to opening up of new markets.
• R&D partnership with Ascending Technologies, Germany may lead to
change of market dynamics.