Business Development and Marketing Strategies for Intel

This report provides a comprehensive analysis of Intel's business development and marketing strategies. It begins with an executive summary highlighting Intel's focus on innovation and strategic advantages in the competitive market, including a service marketing analysis to foster brand value. The report then delves into marketing concepts, research methods, and the steps necessary for effective market penetration. It explores service mix analysis, including product, price, people, and place, along with complexities and purchase criteria. A PESTLE and SWOT analysis are provided to assess the external and internal environments. Furthermore, the report examines the new product development process, STP analysis, marketing communication mix, and customer relationship issues, offering a detailed understanding of Intel's planning and processes. The report concludes with a summary of key findings and recommendations for future business practices.

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1Business development
Executive summary
Intel is considered to be one of the leading computer driven companies that is highly focused on
innovation and technological uniqueness. The organisation is focusing on specific approaches of
creating a good marketing approach and gain strategic advantage in the competitive market.
Moreover, there are also service marketing analysis that highlights that it will be an effective
practice for Intel to foster good brand value with specific focus on the target customers. In
addition to this, the marketing communication mix is also an effective measure for the
organisation to facilitate strategic advantage in the competitive market with high opportunity to
gain more profitability.

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Table of Contents
Introduction......................................................................................................................................3
Marketing concept and research......................................................................................................3
Steps of marketing concepts........................................................................................................3
Outline of research measures.......................................................................................................5
Service mix analysis and complexities and purchase criteria..........................................................6
Service marketing analysis..........................................................................................................6
Product.....................................................................................................................................6
Price.........................................................................................................................................6
People......................................................................................................................................7
Place.........................................................................................................................................7
Complexities and purchase criteria..............................................................................................8
PESTLE analysis.........................................................................................................................8
SWOT assessment.......................................................................................................................9
Assessment of complexities.........................................................................................................9
New product development process and STP.................................................................................10
New product development process............................................................................................10
STP analysis...............................................................................................................................12
Segmentation.........................................................................................................................12
Target customers....................................................................................................................12
Brand position........................................................................................................................12
Marketing communication mix and customer relationship issue..................................................13
Marketing communication mix..................................................................................................13
Customer relationship issue.......................................................................................................15
Conclusion.....................................................................................................................................16
Reference.......................................................................................................................................17

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Introduction
Intel is considered to be one of the leading computer based technology driven company
that is highly known for its innovation and excellence. It is important to note that the
organisation is highly adaptive and trying to deliver products as per the market trends. It was
founded on 1968 and since then innovation and creativity have been identified as the core
characteristics of business practice in Intel. As a result of that approximately 85% of the
employees are associated with the technical roles. As one of the best global brands and Fortunes
world’s most admired companies, it becomes necessary for the company to continue its
excellence and innovation in the competitive market. The customer of Intel are also expected to
get actionable insights, amazing experience and competitive advantage from the Intel products
and technical services. Henceforth, it is a pertinent measure for the company to retain its brand
value and image in the international market.
In this regard, the report is going to understand the marketing practices that concepts that
Intel must follow and the role of the organisation to attract customers more effectively so that it
can gain strategic advantage in the competitive market. Furthermore, the report also emphasises
on the new product development process and the marketing communication mix so that it will
foster a deep insights into the planning and process of Intel.
Marketing concept and research
Steps of marketing concepts
A four stages step must be taken for Intel in order to address its purposes to the customers
and clients and making effective market penetration so that it will foster good organisational

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practice. In respect this, it is important for the organisation to facilitate a strong marketing
approach with proper steps so that competitive advantages can be brought in the process. The
steps have to get aligned with the organisational objectives and harness close relation with the
clients. Therefore, the marketing steps are very essential for the success of the organisation and
ensure sustainability into the future business practices of Intel.
Step one is coupled with setting an overreaching vision. It is expected from Intel to
understand the market trends and expectation of the customers so that it will build up a better
marketing initiative connecting the interests of the customers and the organisational profitability.
From the research of Zahra and Noruzi (2018) it can be stated that any kind of failure in the
process of establishing a strong organisational vision so that it will support the organisational
practice to a great extent.Tobeyet al. (2016) pointed out that organisational vision fosters a
sustainable development for the business organisations in the competitive market. Therefore, for
Intel, it is important to set its business vision at first in response to attract the customers
positively.
The second step is resembled with define the market and the buyers persona so that the
organisation will get proper understanding of the target customers so that it will bring efficacy
into the organisational success. Hollensen and Opresnik (2019) pointed out that define market is
considered to be the most crucial part in business because the respective company will identify
the specific target audience from wider and more general audience. In the B2B business practice,
negotiations and business deal with partner companies is very important and the respective
company must understand the requirement of the negotiating company and compare it with its
own abilities and resources (Kaleci and Tepe 2017). Therefore, companies like Intel must keep in

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track of the customer persona and define market properly so that it will facilitate high
opportunity for Intel to encapsulate the market properly.
The next step is associated with the identifying the tactics and channels that will bring
efficacy into the business to business marketing practice. From the research of Zehner and
Zehner (2019) the communication channels play a pivotal role in making successful attempt of
the respective organisation to communicate with the client companies through better
communication channels. In addition to this, Sterev (2017) opined that the business to business
marketing tactics is also an essential tool for the companies to deliver better practices. In respect
to this, Intel is going to deliver a strong and effective marketing tactic and channel so that it will
ensure the success in the organisational expansion.
In addition to this, creating the asset and run campaign properly is also contributing in
achieving the aims and objectives of the organisation (Jacka 2015). According to it is essential
for the business companies to facilitate proper campaign so that it will attract more customers.
However, put value on the asset is also identified as a major practice that the organisation will
take in response to develop the brand value and image to a great extent (Dietrich 2017). From
this point of view, creating asset and run campaigns are considered to be the most important
aspects for a successful marketing of Intel.
Outline of research measures
For evaluating and understanding the importance of the customer opinion and behaviour,
it is essential for the organisation to put emphasis on identifying the target customers. It is
pertinent for the business companies like Intel to facilitate a critical analysis of the customers.
Therefore, survey of the customers is highly required for Intel to get enough understanding of the

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market trend and manage its marketing plan accordingly. As per the article of Sterev (2017) it
can be stated that survey in business requires close ended questionnaires where the respondents
have to respond as per the questions. Therefore, Intel will also conduct a survey on the client
companies and generate data that are helping to understand the expectations of the customers and
their specifications as well. The survey will also guide Intel to take adequate measure in order to
design and set effective strategic measures in order to influence the client companies effectively.
Service mix analysis and complexities and purchase criteria
Service marketing analysis
Product
The PC-centric company is trying to design its product and services as per the demand in
the market. In respect to this, a wide range of product and service line has been incorporated into
the organisation in terms of Internet of Things, 5G, Artificial Intelligence and cloud based
solutions. It is essential for the organisation to provide better solutions and service facilities to
different companies in IT companies and retail business entrepreneurs as well. As a matter of
fact, it is within the vision of the organisation to not restrict its service facility within the
technology market rather make it user friendly and pragmatic enough in other industry as well.
As a result of that the acceptance of the organisation will be enhanced and it will foster strategic
advantage for the organisation in the competitive market.
Price
Price of the Intel products are depending on the exclusiveness of its service. In other
words, it can be stated that the exclusive services are being purchased with high pricing where as

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it is important for the organisation to offer services to the other industry with a comparatively
low pricing. As the vision of the organisation is associated with the practice of establishing a
strong brand presence in the alternative markets therefore, the low pricing strategy in the
alternative market definitely helps the organisation to attract more customers. In this regard, it is
also important to note that the alternative market does not require high end services as the IT
industry does. It also suits the organisational objective of maximising its profitability by
measuring the needs of different markets and putting emphasis on the market specifications will
help Intel to foster a strong brand value and penetration into the market.
People
The IT solutions team of Intel is considered to be one of the best in the world with high
sense of creativity and innovation. Intel knows the importance of its human resources and its
ability to deliver high quality services. In respect to this, focusing on the ability of the workforce
and establishing a strong organisational environment is identified as one of the major initiative
that Intel is taking in order to expand its business through high profitability and the rich human
resource is identified as one of the major factors for extracting more organisational benefit.
Moreover, good relationship with the suppliers and distributors of services, it can be stated that
the role of the organisation is to foster better connection and communication with the suppliers
and develop a good network of services.
Place
There are both online and offline distribution channels that Intel is practiced in response
to foster an effective and creative service practice. In the online service practice, it is important
for the business company to implement a 24/7 service to the client companies so that it will
generate a strong and unique brand value to the services of Intel. In the offline services, clients

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can buy different services from Intel shops and different IT sellers. There are certain amount of
Intel services that different IT sellers can offer. Therefore, from the offline model also it
becomes an effective measure for Intel to provide relevant services to the customers.
Complexities and purchase criteria
PESTLE analysis
Factors Description
Political  Continuous government support.
 Development in inter-governmental actions against
monopoly.
 Government concern over intellectual property right.
Economic  Fluctuation in economy in the international market.
 Opportunities in the developing market.
 Growth of disposable income.
Social  Growth in the standard of living.
 Focusing on eco-friendly products and services.
 Growing demand of IoT and internet.
Technological  High demand in different operational business sectors.
 Rapid increase in R&D investment rate.
Legal  Emphasizing business sustainability.
 Manageable and transparent intellectual protection measures.
Environmental  Strong waste disposal regulation.
 High presence of competitive regulations.

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SWOT assessment
Strengths Opportunities
 Strong partnership with big companies.
 High standard of human resource.
 Strong presence in the overseas market.
 24*7 customer support team
 Initiating business diversification.
 International support in intellectual
rights.
 Demand for unique IoT products in
different international markets.
Weaknesses Threats
 Lack of marketing effectiveness.
 Limited communication with their B2B
customers
 Limited business diversification.
 High price of the products causes
reluctance among partner companies.
 Lack of complete knowledge transfer to
the customers due to context- specific
information
 Non-flexible government regulation on
the monopolized business orientation.
 Lack of high end products in the b2b
business.
 Competitive rivalry in the international
business.
Assessment of complexities
There are some important aspects that the buyers must consider in the process of opting
for Intel services. First criteria is the timely service. In this regard, Intel is trying to deliver a 24/7
service facility so that it can be effective for the customer to get services in all time through the

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online mode. Moreover, in the offline model also Intel is trying to procure a quality service
practice so that it can deliver better brand value and image for Intel. However, it has been noted
that the concerned organization employed a context- specific information system which has
incapacitated the organization in making the customers area of the wide range of propositions.
Intel focus on customer centric model of business with the objective of improving the business
growth. Although the providence of context- specific information to the customers would allow
the venture in retaining the trust and loyalty of the customers while operating in the different
markets.
The next criteria is associated with the availability of services. In this regard, Intel has a
dedicated service team which is entitled to maintain and monitor the services. However, the
increasing number of competitors in the market restricted the scope of the venture of gaining
attention of the customers through minimized marketing efforts. The monitoring and controlling
team is generally operated for high end services because it costs huge for the respective
company. Therefore, it can be stated that the availability and time effectiveness of the service
can bring competitive advantage for Intel.
New product development process and STP
New product development process
Intel is going to develop a neuromorphic computing technology which is associated with
the artificial intelligence. The program is in a nascent phase with and Intel is pioneering in the
technique which is entitled to calculate very large scale integration. It is high profile project
where the neuromorphic computing technology is associated with robotics and next generation
technology. Therefore, companies like Accenture, Airbus, GE and Hitachi are highly interested

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to get the technology and use it for its own product development. In this regard, the product
development process is divided into 8 stages like idea generation, idea screening, concept
development and training, marketing strategy design, business analysis, product development,
test marketing and commercialisation.
The idea is generated from different researches and innovative practices in different
advanced institutions and then Intel has started assessing the feasibility of push forwarding the
technology to the next level. It is important to note that the organisation is willing to use
neuromorphic computing technology in different complex organisational practice that does not
restrict to the IT industry only.
The concept development and testing is identified as the next step where the Intel
researchers are trying to make a feasible approach towards making the concept a success. In the
testing phase it is highly important for the organisation to identify the issues and obstacles that
the company can face in course of preparing the model. In respect to this, the strategy
development is very important for Intel in terms of penetrating into the market. It can be stated
that Intel is attracting different companies to join its neuromorphic computing technology
development program so that it can deliver a strong brand value.
The next step is related to the business analysis. It can be stated that for getting success in
business expansion, it is important for Intel to propel its market analysis in terms of develop the
products in relation with the market demand. This market analysis further help the organisation
to develop the product and create a product valuation and uniqueness so that it can help to
establish strong marketing initiative. The product development is definitely based on the demand
of negotiating companies who are interested to get the service for its own business development.

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The test marketing stage is the most important phase for Intel because it will contribute to
the success of Intel. In respect to this, it can be stated that the test marketing phase is generally
coupled with the pilot testing of the product so that it can help Intel to gain advantage in the
market through unique product and service offering. On the basis of the success of the pilot
testing Intel will start commercialise the products and intends to bring more customers into the
organisational fold. In this phase, it will be the purpose of Intel to gain more advantage and value
in its business initiative and gain strategic advantage in the competitive market.
STP analysis
Segmentation
Geographic: Most of those organisations are highly operated in urbanareas.
Demographic: The organisations are mostly multinational and listed in Fortune 500 list.
Moreover, technological advancement is also considered to be n important aspect for Intel in
order to bring efficacy to incorporate AI technology.
Target customers
Multinational companies with the experience of using advanced technology in business
are considered to be the most desired companies to deliver a strong organisational practice.
Brand position
There are several companies that are interested to sale high end technologies in different
industry. Amazon and Google are leading in this business where AI technologies and cloud
computing techniques are overly used by different companies. However, the new neuromorphic
computing technology of Intel is identified as more accurate and fast enough that can ease the
complexity of operation to a great extent. As a matter of fact, Intel is also interested to include

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number of companies to get a beta version of the technology so that they can understand the
efficacy of the technology.
Marketing communication mix and customer relationship issue
Marketing communication mix
 Personal selling: The personal selling related operations of an organization are often
characterized by direct marketing where the organizations take the initiative of marketing
and selling their propositions without relying on the third party vendors and suppliers
(Porcu, Del Barrio-Garcia and Kitchen 2017). In this connection, most of the supplies
that are made by Intel are based on direct contracts with their B2B customers (Intel.com
2017). The strong sales force and customer support executives in the organization
permitted the same in improving the rate of personal selling related operations (Intel.com
2017). It has been noted that he concerned organization also improved their sales
planning techniques with the purpose of adhering to the changing needs of the customers.
 Advertising: Advertising and promotion plays an important part of the marketing
communication strategies that are initiated by the businesses (Dovleac 2015).
Advertisements support a business in improving the knowledge base of the customers. In
this relation, it has been noted that Intel enforces a minimal investment on the
advertisement and promotion related activities which restricted their capability of
inducing knowledge to the customers on the wide array of propositions (Intel.com 2017).
The absence of effective promotion restricted the capability of the organization in making
the evolving small businesses aware of their distinguished product range, while
minimizing their market scope. Therefore, the venture must take the initiative of

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improving the advertisement based operations with the purpose of empowering customer
knowledge and growth of sales.
 Public relations and messaging: The improvements in the public relations of an
organization is reliant on transparency of marketing communication. In this relation, most
of the organizations take the initiative of adhering to consumer’s right to knowledge
while communicating with their target audience (Arrigo 2016). However, inappropriate
choice of audience might taint the brand value of the venture. In this relation, it has been
noted through the IT report of Intel that the organization facilitates context- specific
information to their interested B2B customers, which nipped the chances of the venture in
making their audience aware of the magnanimous range of propositions (Intel.com 2017).
Restricting the communication to the contextual factors affected the capability of the
organization in improving their scope of operations. Therefore, the organization must
take the initiative of improving their messaging media with the objective of providing
their B2B customers with total knowledge on the propositions that are made by the
venture.
 Event sponsorships: The event sponsorships play an important role in influencing the
promotion and communication based needs of the same (Genchev and Todorova 2017).
In this relation, the concerned organization, Intel, undertook the initiative of collaborating
with different technology based firms for upholding their market presence (Intel.com
2017). Event sponsorships permits an organization in showcasing their propositions and
making their target customers aware of the different propositions that are being made by
the same (Kitchen and Burgmann 2015). Therefore, in this elation, Intel’s initiatives to

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sponsor different events and technological expos permitted the venture in widening their
scope of marketing communication to the intended audience.
Customer relationship issue
The organization, Intel, developed the range of operations based on the changing demand
of the customers. The organization implemented a customer centric model of organizational
operations with the purpose of adhering to the changing preferences of the audience. However, it
has been noted that over the last three years the customer base of the concerned venture modified
from a group of OEM manufacturers to different B2B customers like application developers,
product designers, LOB (Line of Business) decision makers, Independent Software Vendors
(ISVs) and system integrators (Intel.com 2017). In this relation, most of the B2B customers are
unaware of the wide range of propositions that are being made by the concerned business, which
restricted the scope of Intel in maximizing the customer base. The company’s IT report portrayed
the issue that is recently faced by the business while noting that the evolving yet potential,
technological firms are unaware of the services that are being provided by the venture (Intel.com
2017). Therefore, the condition restricted the capability of the venture in improving the sales
prospects while operating in the different markets.
The lack of consumer knowledge on the wide array of propositions that are made by the
venture restricted their capability of increasing their rate of sales (Valos et al. 2016). The
increased engagement of the customers through extensive campaigning permits an organization
in empowering the knowledge among the target audience. Bruhn and Schnebelen (2017) stated
that the improved campaigning and social media utilization empowers an organization in
inducing knowledge and utility of the propositions that are made by the same. It has been noted
through the IT report of Intel that the business offers context- specific information to the

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customers and thereby restricting their knowledge on the propositions that are made by the
business (Intel.com 2017). Again, it has been noted that the concerned organization invests 9%
of their capital on public campaigns which restricted their potentiality of making their B2B
markets aware of their diverse offerings (Intel.com 2017). Therefore, the organization is
planning to improve their customer involvement programs while revamping their customer
involvement model.
Conclusion
Therefore, from the above analysis it might be noted that the marketing and
communication related operations of Intel supported the growth of the venture. However, during
the marketing communication mix assessment of the concerned venture, it has been noted, that
the absence of efficient transmission of their proposition portfolio restricted customer
engagement. It has been noted that the marketing based communication are empowered by the
organizations with the objective of improving the sales volume and retaining the customer
loyalty. Therefore, the research developed an idea on the marketing operations of Intel while
developing knowledge on the target audience and the marketing communication, facilitated by
the business.

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