AMD technology: A Customer centric approach to Innovation

Résumé du document

The market of the new IT is a very difficult one, from a day to another, everything could change with the apparition of a new technology, which could make obsolete all the older innovation. In a comparable sector, of the music out of home, Sony launches the Mini Disc just before the apparition of the MP3and it was one of the more resounding failure of Sony on the music Domain, nowadays, Sony still suffer from this failure, and can not fight with Apple which manage to be the referent brand on the mp3 market. That is why the market of the microprocessor is such difficult; a mistake could be the end for the brand. It is very important to not leave the process of innovation otherwise the delay could be the death warrant of the firm.
This case is the perfect example of a firm which struggle for it survival on a very difficult market were the competition is very high and with a major actor on the market which attract most of the share.

In this case we focus on the actions realized by the AMD firm to survive and fight against Intel. This case will show us several plans of AMD and which will be the effect of such plan on the objectives of AMD. And more over to focus on the impact of such decision on the Intel competitors result.

Extraits

[...] After some setbacks, about the launching of the Opteron server, ADM manage to became the most profitable, and then follow and want to stay at the leading place, and that is why they decide to create a new which is only a dual core chips, it is an upgrade of the Opteron. What do you make of AMD's “Power Campaign”? Is the value propositioning it highlights compelling to end-users? The power campaign launched by AMD has to major goal to redefine the target of the company, it is not all the end-consumer that you should aim, but primary the IT decision markers. These people are not attracting by the technology but more by the less price and over all by the corporate brand. [...]

[...] AMD technology: A Customer centric approach to Innovation The market of the new IT is a very difficult one, from a day to another, everything could change with the apparition of a new technology, which could make obsolete all the older innovation. In a comparable sector, of the music out of home, Sony launches the Mini Disc just before the apparition of the MP3and it was one of the more resounding failure of Sony on the music Domain, nowadays, Sony still suffer from this failure, and can not fight with Apple which manage to be the referent brand on the mp3 market. [...]

[...] In this case Intel became a follower of the innovations that AMD does. Moreover, AMD manage to well target its ad campaign, and as the exhibit could show us, even if the price of the AMD server become higher than it of Intel, the quality of the product is more important and they follow to sold this product. Even if on the market share Intel is still the main actor on the market, it seems that when we want to compare the stock price of the two companies, we highlight the fact that since 2006 (period which was a decisive moment in the AMD Innovation program) that AMD is better than Intel concerning the stock price performance. [...]

[...] Since the CEO of AMD launch the new strategy focused on the Customer Centric Approach four years ago (in 2002), they manage to attract one of the trusty Intel customer in the person of Dell which had been an Intel- only shop. This approach of the customer instigate by AMD focus on the fact that the customer is king, one of the more important concept to gain customer and by the same occasion, win some market share. Adapt to the marketing, AMD decide to forget to sold what they make but want to make what they will sold. [...]

[...] Now, we should hope for AMD that their behavior with the touch Pad will not be a disability and that they could catch up their late. We will see if AMD get through this new challenge. Is AMD will manage to become the leader on the market, could it subscribe over the time on this market which is one of the most changing. AMD should become one of the major actors on the sector of the touch pad except if they already develop the technology which will outclass all what we actually know. [...]