Comprehensive Marketing Management Report: Intel Corporation

This report provides a detailed analysis of Intel Corporation's marketing management. It begins with an executive summary and introduction, then dives into the current marketing situation, exploring market segments like Client Computing Group (CCG), Data Center Group (DCG), and Internet of Thing...Read More

Marketing Management
Intel Corporation

Table of Contents
Executive Summary ......................................................................................................................................1
Introduction .....................................................................................................................................2
Current Marketing Situation............................................................................................................2
Market Segments..........................................................................................................................2
Product.........................................................................................................................................3
Competitive Analysis...................................................................................................................4
Distribution..................................................................................................................................4
SWOT Analysis...............................................................................................................................4
Objectives........................................................................................................................................6
Sales Volume...............................................................................................................................6
Market Share................................................................................................................................7
Profit.............................................................................................................................................7
Marketing Mix.................................................................................................................................8
Recommendations100....................................................................................................................10
Conclusion100...............................................................................................................................10
References......................................................................................................................................11

Executive Summary 200

Introduction 200
Intel Corporation is known as an American Multinational Corporation which specializes in
manufacturing high technical products and services. It is a technology organization whose
headquarter situated in Santa Clara, California. Intel established by Robert Noyce and Gordon
Moore. In this paper, we will study about the competitive position and capabilities of the market
in meeting the different requirements of the market. External environment and SWOT analysis
study enable us to know the features, and qualities of the organization to survive in the market on
long term basis (Spoon, 2014). The organization considered as a highest valued semiconductor
chip manufacturers as per its revenue. It is consider as an inventor of the x86 series of
microprocessors. The quality of products makes the organization different from the other
existing organizations. Intel Corporation provides different processors for computer system
producers like Lenovo, Dell, Apple and Hewlett-Packard. It is an organization which spent a
huge amount of its revenue in conducting research and development activities. The high quality
of research enables it to introduce innovativeness in its product. The organization was
established in 1968. It deals with a range of products such as motherboard chipsets, flashes
memories, embedded processors, network interface controllers, graphics chips, and other devices
related to computing and communications.
Current Marketing Situation
Market Segments
Intel operates through the following business segments: Client Computing Group (CCG), Data
Center Group (DCG), Internet of Things Group (IoTG), and Software and Services Group
(SSG). The CCG segment includes all the platforms that have been crafted for tablets, desktops,

notebooks, wireless, phones, mobile communication etc. The DCG includes platforms that have
been crafted for communications infrastructure, enterprise, cloud, technical computing segments
etc. Intel has an intense competition with Avago Technologies (AVGO) in this particular
segment and with the acquisition of Broadcomm (BRCM) by Avago, a big deal has been created
in the data center market. On combining these two, Intel has been facing a run for its own money
in the marketplace.
On the other hand, the Internet of Things Group includes retail, industrial, transportation, home
and building use along with other market segments. The Software & Services Group includes
software products for delivering solutions that help in securing networks, mobile devices,
computers and software products and related services which help in promotion of the Intel
architecture as the perfect platform for development of software.
Product

Competitive Analysis
Distribution
The company uses intensive distribution and tries to cover as much market as possible for it to
gain. The distribution channel of the company is updates on the regular basis for correcting any
mis-happening taking place. The company also pays full dedication and attention to the critical
points especially in the context of effectual packaging and purchasing points. The organization
has been benefitted due to its distributing channels being intense enough to penetrate the market
at one time.
SWOT Analysis
Strengths Weaknesses
 Intel is a well-known brand name and
has strong brand loyalty in existing
market.
 Pioneer and dominant suppliers of
microprocessors for personal
computers.
 World’s largest chip and
semiconductor manufacturer, based
on revenue (Fan, 2008).
 Superior chip design which enables
the organization to deal with growing
 Utilization of Decisive strategies to
defend its market position.
 Poor decisive strategy lost its leading
market position.
 Faces a high financial loss during
2008 which bring a decline in its
revenue level (Annual Report, 2015).
 Failed to get the economies of scale in
its existing market.
 The absence of business in ultra-

edge mechanized capability.
 Large market shares of the
microprocessor.
 Broad portfolio of high-quality
technical products.
 Utilization of advanced technology
during a production of products such
as composite and utility transmission
line.
 Core competency in developing
differentiated products such as
microprocessors.
 Global Presence in countries like US,
UK, and Germany.
 Expansion of portfolio to include
products with higher stiffness, and
impact, improved wear and enhanced
the appearance or low emissions
(Annual Report, 2015)
mobile processors market.
Poor relationship with supplier due to
inability of a supplier to meet delivery orders
on timely basis (http://seostar.96.lt/wp-
content/uploads/2016/03/Intel_portfolio-
version.pdf)
 High capacity constraints due to
labour disruption or production delays
Opportunities Threats

 Changes in preferences of customers
bring opportunities to the organization
to meet their demands with the
changing products.
 Growing demand for personal
computers as well as innovative
products such as laptops, and tablets.
 Continuous development of
technology provide opportunities to
offer new and innovative products.
 High-level completion between
competitors of the industry.
 Increasing volatility in prices and
availability of raw materials has a
significant negative impact on the
financial margins.
 Fluctuations in environmental
regulations concerning climate change
influence the profitability level
 Presence of various unanticipated
operational or commercialization
difficulties such as the development of
competing technologies
Objectives
Sales Volume
The Company has been facing low sales in the Personal Computers and expects that the growth
in chip sales for data centers would be helpful in making up for the loss being incurred in the
PCs. With the release of new chips that are especially designed for the enterprise and on the basis
of Broadwell micro-architecture, the company believes that the sales are going to be picked up
for the chips. The organization is however, gaining momentum in the second half and remain
highly cautious in the PC market. Therefore it is expecting high forecast built on the
programmable solutions, internet of things and strength in datacenters.

Market Share
Intel has enjoyed the biggest market share in overall worldwide mobile PC microprocessor with
84.4% and PC microprocessor market which is over 79.3 percent. Historically, the company was
considered to be one of the top ten sellers of semiconductors in the world, in 1980s and
pioneered the chip market on the basis of revenues and achieved the highest ever position in
1991. The major competitors in the market of PC Chip include VIA Technologies, Advnaced
Micro Devices, Nvidia and Silicon Integrated Systems. In the field of networking the
competitors include Infineon, NXP Semiconductors, Marvell Technology Group, Broadcom
Limited and Applied. In the fourth quarter of 2015, the ntel's x86 processor market share
was 87.7 percent and was 86.3 percent in 2014.
Profit
Intel has seen to made a high progress specially in its restructuring of initiatives which benefitted
in focusing on the internet of things and cloud services, however the company and its key
businesses were seen to failed in delivering considerable enough growth for boosting the
promotion of chip sales. A revenue of $13.5 were collected for the Quarter 2 2016 representing
the growth in revenues by three percent. But in the latest quarter the profits were seen to be down
by more than half limiting it to $1.3 billion (almost 51 percent loss) and resulted in high
restructuring costs of $1.4 billion.

Marketing Mix
Place, product, promotion, and price are considered the important 4 P’s in marketing. All these
four products together formulate marketing mix. Marketing mix divides a business into different
business pieces that can be rearranged and tweaked dependent on the requirements of the
customer (Liu, 2016). Marketing mix of Intel Organization are following:
 Product: During its initial stage the organization was dealing with shift-register memory
integrated circuits and random-access memory. After getting experienced in its
operations, it becomes the leader OF DRAM, SRAM, and ROM in its existing market.
After this achievement, the organization produced its first microprocessor. During 1971,
the organization launched Intel 4004 in its existing market. During 1983, the organization
only focus on production of microprocessors, but they were not able to earn high revenue
(Mintz, 2013). During 1989, the organization launched 486 microprocessors and various
others. It spends a huge amount of its income on designing microprocessors and become
a growing and dominant provider of microprocessors for different personal computers.
 Place: Intel Corporation has its base in Santa Clara but mainly it operates in a different
range of countries. The largest concentration of the organization workforce is in
Washington country with 18,000 employees in different branches. The organization deals
in different 63 countries such as Russia, India, Malaysia, China, Costa Rica, Argentina
and Ireland. Intel is considered as the biggest private employer in Oregon and New
Mexico. Mexico is considered as the largest industrial employer country. The
organization has different development centres and production plants in different
countries such as China and Israel. It also has a big distribution channel that is managed
on the regular basis so as to measure any mishaps. It especially concentrates more on

effectual packaging and purchase points. The massive distribution network of the
organization helps it in penetrating large markets.
 Price: The pricing policy of the organization depends on different factors. The
organization has achieved an efficient position in the market, and its pricing strategies
played an attractive role in its achievement. It permits its competitors to determine a base
price of their products and formulate pricing strategies on the basis of these rates. The
cost of Intel products is lower than its competitors (Fan, 2015). This is because the
organization utilize mass production concept, due to which the organization earn high
revenue in case of lowering the price of its products.
 Promotion: Branding of the technical product is considered very difficult for an
organization. The main reason behind the popularity of the organization is that it teaches
different business houses how to market a product in the market that they cannot perform
efficiently. The main problem in front of the management of the organization is that the
produced product is within the CPU, and the customers cannot directly observe the
efficiency of the brand, so it could not be marketed by following traditional methods of
marketing (Huang, 2014). It efficiently introduced its products by providing them with
the name of qualities of performance and speed. With the help of these names, the
organization has leveraged its brands into a high brand equity. It adopted the policy of
mass marketing for promoting its products. During 1991, the organization decided to
utilize a marketing and branding campaign known as Intel Inside; then the organization
earn a huge popularity in its existing market.

Recommendations100
Conclusion100

References
Fan, W. & Liu, L. r the Microprocessor Market Competitive Strategies for the Microprocessor
Market. Retrieved from http://www.mcafee.cc/Classes/BEM106/Papers/2008/Intel.pdf
2015 Annual Report. (2015). Retrieved from
http://www.annualreports.com/HostedData/AnnualReports/PDF/NASDAQ_INTC_2015.pdf
Spoon, J. J., Hobolt, S. B., & Vries, C. E., 2014. Going green: Explaining issue competition on
the environment. European Journal of Political Research, 53(2), 363-380.
Intel Corporation SWOT Analysis., 2016. Retrieved from
http://seostar.96.lt/wp-content/uploads/2016/03/Intel_portfolio-version.pdf
Who are Intel's (INTC) main competitors?. Investopedia. Retrieved from
http://www.investopedia.com/ask/answers/120114/who-are-intels-intc-main-competitors.asp
Liu, Y., Li, K.J., Chen, H. and Balachander, S., 2016. The Effects of a Product's Aesthetic
Design on Demand and Marketing Mix Effectiveness: The Role of Segment Prototypicality and
Brand Consistency. Journal of Marketing.
Mintz, O. and Currim, I.S., 2013. What drives managerial use of marketing and financial metrics
and does metric use affect performance of marketing-mix activities?. Journal of
Marketing, 77(2), pp.17-40.
Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business intelligence
through the lens of marketing mix. Big Data Research, 2(1), pp.28-32.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132).
Springer New York.
Intel Expands Presence in Data Center and Internet of Things Space., 2016. Marketrealist.com.
Retrieved 28 November 2016, from http://marketrealist.com/2015/08/intel-shifts-focus-toward-
data-center-internet-things-spaces/

Intel,. 2016. Intel Annual Report. Retrieved from
http://files.shareholder.com/downloads/INTC/1830462424x0x883908/C237A7E5-BD77-
4792-BCFD-8019EFEBAAB9/Final_2016_Proxy_Statement_web.pdf
Intel's Q2 2016 by the numbers: $13.5 billion in revenue, $1.3 billion profit. 2016. BetaNews.
Retrieved 28 November 2016, from http://betanews.com/2016/07/22/intel-q2-2016/