Sales & Distribution Management: Case Study of Intel Incorporation
-
Upload
gaurav-singh-bisen -
Category
Sales
-
view
1.550 -
download
1
Transcript of Sales & Distribution Management: Case Study of Intel Incorporation
INTEL CorporationSales & Distribution:IT-Industry
Gaurav Singh BisenMBA-Tech Program-MarketingNMIMS University
Presentation Flow
I.T Industry in India Why Intel? SWOT
Analysis
Intel’s Product Line
Sales Organization & Structure
Buyer-Seller Interface
Sales Forecasting
Intel’s Distribution
Channel
Conclusion & References
I.T Industry in India.
Major Components
GDP
Revenue
Campaign
IT Services
&BPO
7.5 % till now.
More than $48 Billion
Digital India
Campaign
About Intel Corporation.Market Leader in Microprocessors & Chips
Headquarters in St. Clara, USA.
High Value Add in India. No Manufacturing
11 Locations in India.
Intel Market Share
2014 F Company Headquarters 2014 Total
1 Intel U.S. 51368
2 Samsung South Korea 37259
3 TSMC Taiwan 25088
4 Qualcomm U.S. 19100
5 Micron + Elpida U.S. 16614
Strength-Intel
• Acceptance • Largest share around
the world • Almost every brand
which makes computer is using Intel product.
• F a c t : P r o v e d i n F i n a n c i a l R e p o r t 2005-2014.
• Fact: Intel is a top l e a d i n g i n S t o c k Details in 03 April 2015
• Highest in invest on R&D.
• R&D played a very crucial role in the s u c c e s s o f I n t e l brand value.
• F a c t : I n t e l , t h e highest spending for R&D for 2013-2014.
• Easier for the new p r o d u c t t o b e accepted by the market.
• design and develop next genera t ion product .
• Gained trust from thousand customer b y p r a c t i c i n g “Industry Standard
Research & Dev.Market Value & Share Largest Cust. Base
Weakness-Intel
• Accused o f u s ing divisive strategies in defense of its market position against its competitors.
• Retail prices are higher compared to competitors.
• Major weakness is downside trends of PC sales in the recent years.
Price SensitivityWrong Market Positioning Dip in Sales of PC
Opportunity-Intel
• Keep customer as they are first preference and m a k e c h a n g e s o n regular basis
• R e l a t e d diversification would prove to be a huge success: cellular or broadband portion.
• Evidence : In te l aware AMD is one of the BIGGEST competitor and that is why Intel keep moving forward and the result where I n t e l g a i n t h e market share of 80% (+/-) and put Intel as competitive advantage.
DiversificationCustomer Preference Continous Improvement
Threat-Intel
• Mobile and Smartphone chips like ARM may destruct Intel PC business.
• Google is planning to make its own ARM-based processor
• Cellphones can perform the same task as of PCs
Threat from GOOGLEWell established Competitors Increasing Cell-phone Market
Product-Mix INTELProcessors Mobile Devices Boards Chipsets Network Product Server Product
Intel Core (i3,i5,i7)
Value Processor
Intel Xeon
Intel Quark
Pentium
Celeron
Intel-Atom-
Processor-Z3570
Intel-Atom-
Processor-Z3736F
Intel-Atom-
Processor-Z3530
Intel-Atom-
Processor-Z3736G
EDISSON
GALELIO
Server Chipset
Workstation Server
PC Chipset
Server board
RAID
I/O device
Adapters
Controllers
Switches
Optics
Cables
Design by Management-HierarchyCEO
Brian Krzanich
CFO Stacy Smith
President Marketing
Human Resources
Legal and Secretary
Finance
Treasurer
Client Computing HR and Talent
Associate Legal and Privacy
Sales Staff
Sales Organization and Hierarchy
A strong partnership was required between Intel Sales and Marketing and IT leadership for this collaboration.
Intel IT implemented a social collaboration platform that enables sales teams to:
•Discover content and people. •participate in focused & relevant discussions •Speeding decision making.
Sales Efforts by Intel’s TeamDeveloped a sales collaboration model
Evaluation and selection a social collaboration platform
Engaged employees through Proof of Concept
Employee Transition & Change Management
Buyer-Seller InterfaceINTEL
OEM ODM Others
Hewlett-Packard
Dell Computers
SuperMicro
Quanta
Source- http://www.intc.com/intelAR2011/business/marketing/
Sales Forecasting-Intel
Source- http://www.applematters.com/article/mac-sales-its-all-about-the-chips/P15/
Short Product Lifecycle
High Manufacturing Lead Times
Derived Demand
Intel’s Sales & Distribution ChannelThe concept of 4C and 2S
4-C
2-S
COMPETITORS
CHANNELCOLLABORATORS
CUSTOMERS
SUBSTITUTES
SUPPLIERS Raw Materials - Silica, Plastic
Reduce Instruction Set Computer: Alternative of Intel Chipset
4-C’s for Sales & Distribution (INTEL)COMPETITORS
CHANNEL
COLLABORATORS
CUSTOMERS
AMD Google Motorola Cycrix
Apple Dell HP Toshiba
DIRECT
INDIRECT
Sales Force, Mail, Telemarketing, Some Internet/Catalog, Company Store
Stores (department, convenience, supermarkets, Some Internet/Catalog (e.g. Askul)
OS Software
4C & 2S Structure-Intel.
IntelSuppliers
Competitors
Substitutes
Channel Customers
E N D
U S E R
Direct
C H A N N E L
Software Providers • OS • Application
CollaboratorsLicensees -IBM -Others
RISC: SUN Microsystems
KYOCERRA
GOOGLE, AMD, MOTOROLA, CYCRIX
Retailers & Dealers: • Amazon • Snapdeal - Flipkart - Jumbo - Croma - Brand
outlets
APPLE,DELL, HP, TOSHIBA
Intel: In News❖ Intel HDMI Dongle- Plug &
Play- Windows 10.❖ Intel’s Atom Processors:
Failure. ARM rated for Mobile Devices on Top.
❖ Marketing & Branding:❖ Brand Ambassador: Jim
Parson aka Sheldon Cooper.