AMD focuses on maintaining transactional and collaborative relationships with channel partners. For transactional relationships, AMD has the RetailPro program for retail partners and the Solution Provider Program for resellers. These programs provide sales tools, training, and incentives. For collaborative relationships, AMD has the Commercial Channel Access Program to establish strategic alliances with solution integrators to develop customized products and solutions. This helps increase trust in AMD's brand and create demand for their products by addressing customers' business challenges. AMD's channel support efforts aim to increase market share in India by enhancing brand awareness, customer service, and the availability of solutions.

1. AMDChannel Support Strategies

2. Brief IntroductionAdvanced Micro Devices is an American companyDesigns and produces microprocessors, flash memory devices and other solutionsBelieves in channel partner support strategies3 principles:Create new customer valueComplement existing partnershipLocalize the execution

3. Brief Introduction (Contd..)Transactional Relationships:AMD RetailPro – Retail PartnersAMD Solution Provider Program – ResellersCollaborative Relationships:AMD Commercial Channel Access Program – Channel partners

4. Q.1. Discuss AMD’s efforts to maintain and improve transactional relationships with its channel partners.AMD RetailPro:For retail partners and partners in store management and technical supportPartners could access latest product information, training and sales toolsCould participate in online promotionsCould win prizes alsoSome retail partners were:ABC Warehouse, Amazon.com, Wal-Mart etc

5. Contd..AMD Solution Provider ProgramMeet needs of resellersReward their commitment to AMD3 membership levels: Member, Gold and PlatinumCriteria for membership levels:Level of commitment and business developmentExtent of alignment with AMD products and brand strategiesCompetency level in selling AMD productsLoyalty to AMDResources could be accessed through Market Builder Web Portal

6. Contd..E-news updates, quarterly marketing updates, product collateral and merchandising material and online product trainingGold and Platinum:Had toll-free telephone access to AMD technical service centerAlso access to evaluation samplesPriority over other channel partnersProgram had various functions like educating, communicating and acting as a collaborative forum between AMD and channel partnersConstant update of portal with industry publication, market insights and customer success storiesCustomer-centric innovation

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?To help solution integrators to make better products thus ensuring demand of AMD productsElimination of technical bottlenecks for the consumers to solve their toughest business challenges thus creating trust for the AMD brandDeveloping products for specific tasks such as product design and chip manufacturing thus creating niche segmentsHelping to enhancing efficiency and effectiveness in products by providing excellent performance, reliability, flexibility and serviceability ensuring product success in the marketMoving from supplier relationship to strategic allianceCreating greater value for IT investments for the customers by superior products and customer service

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?Will lead to greater penetration in the marketIncrease the brand awareness about AMD productsWill help customer base to get larger attention in terms of availability of servicesWill ensure the availability of wider solutions for challengesWill ensure better value for money for the customers

9. Thank YouGroup MembersAadil Ahmed (01)Ankur Dave (10)Kaushik Bose (40)Neha Mehta (53)Rajni Sharma (68)Saurabh Jain (78)