1. Moores Law The number of Transistors Per Chip Double Every 18 Months

2. The Branding of 3. History Increasing competition from Japanese firms1968 Intel was Found Focus on DRAM19711980sCreated First MicroprocessorFocus on Microprocessor 8088, 80286, x386The success of IBMs PC1983Became No.1 In the Industry 4. Five-Force Analysis The success of IBMs PC1983Became No.1 In the IndustryWhat is Microprocessor Industry? 5. Five-Force AnalysisSilicon Other material providerBargaining Power of Suppliers 6. Five-Force AnalysisUnique FundamentalThreat of Substitute 7. Five-Force AnalysisEconomies of scale Capital Requirement Changing EnvironmentThreat of New Entrants 8. Five-Force AnalysisPurchase in large volume Products are standard Buyers integrate backwardBargaining Power of Buyers 9. Five-Force AnalysisCompetitors: AMD, Motorola, VIA, 3COM, NECCompetitive Rivalry Within Industry 10. Five-Force AnalysisBargaining Power of SuppliersThreat of New EntrantsCompetitive Rivalry Within Industry Threat of SubstituteBargaining Power of Buyers 11. Competitive Rivalry Within Industry AMD 386 The success of IBMs PC19831991Bargaining Power of Buyers 12. Push & Pull Strategy 13. 30%-50% rebates of advertising feesProducerMarketing ActivitiesCoMarketing CampaignDemandTrader/ Processing Company Marketing ActivitiesDemandUser/ Final CustomerPush & Pull Strategy 14. Producer Marketing Direct ActivitiesMarketingDemandTrader/ Processing Company DemandUser/ Final CustomerPush & Pull Strategy 15. ProductPricePlacePromotion 16. ProductPricePlacePromotionHeavy R&D investment Continuously introduce new product 17. ProductPricePlacePromotionPremium Price 18. ProductPricePlacePromotionDistributors Sales Office Web-based 19. ProductPricePlacePromotion125 million US dollars Printed Ads, TV commercial, billboards 20. Stock Price48% growth rateNet Revenue120%Awareness70%Became No.6 World BrandResults 21. Changing EnvironmentNever forget Moores LawWhats Happening? 22. Changing EnvironmentNever forget Moores LawLow Cost PCs2000Apple iPhone20062007Apple iPad20092010 23. Changing EnvironmentNever forget Moores LawLow Cost PCs2000Apple iPhone20062007Apple iPad200920102013 24. Strength WeaknessOpportunityThreat 25. Strength Market Leader: 70%-80% marketWeaknessshare in PC microprocessor Maintains brand equity R&D capabilitiesOpportunityThreat 26. Strength Late in the portable devices markets Accused to use its market dominance to unfairly stifle competition Higher PricesWeaknessOpportunityThreat 27. Strength Compete on the next generation product. Offering more diversification with their existing product Backward or forward integrationWeaknessOpportunityThreat 28. Strength Changing of the dynamic environment a number of ARM-based players are expected to enter the PC microprocessor market. Change of consumers tastes The increasing demand for lowerpriced PCs from emerging marketsWeaknessOpportunityThreat 29. Problems Lack of focus on the primary Intel brand High frequency of newly released chips OEMs were unhappy with having too constantly upgrade their hardware and software to match the latest Intel chips 30. Branding Focus on Main Products Emotional Connection Multiple Online Media Tools 31. Moores LawBrandingConclusion 32. Q&A