Intel

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Intel

Intel has over 11 product lines and generated revenue of $70 billion in 2018. The company designs, manufactures and sells integrated digital technology platforms.

OVERVIEW

  • Intel is a technology company that designs, manufactures and sells integrated digital technology platforms and has 110,200 employees. The company was founded in 1968 by Gordon Moore, Robert Noyce, and Srikanth Tirumala and is headquartered in Santa Clara, California, US.
  • Mission statement: "Utilize the power of Moore's Law to bring smart, connected devices to every person on earth."
  • Vision: "If it's smart and connected, it's best with Intel."
  • Values: Quality, Risk raking, an inclusive, great place to work, discipline, customer orientation and Results orientation.

PRODUCTS LINES

Intel product lines are
  • System & Devices: Intel designs and sells computer systems and electronic devices for businesses, gamers, content creators and everyday users. Their products include Desktops, Laptops, Tablets and Smartphones, Home Networking etc.
  • Processors: The company manufactures, designs high-performance processors which include, IoT devices, laptops, desktops, workstations, mobile devices and enterprise-scale servers.
  • Boards & Kits: Intel's Boards and Kits are development tools made to ease the design and development of computing devices, embedded systems and prototyping process for professionals and makers.
  • Chipsets: Intel's also designs integrated circuits that control the flow of data and instructions between the central processing unit and external devices. Their products include mobile, desktop and server chipsets.
  • FPGAs and Programmable Devices: The company offers support and solutions for creating applications.
  • Structured ASICs: Intel offers structured ASICs devices that provide lower unit-cost and lower power compared to FPGAs and faster time to market and lower non-recurring engineering costs.
  • Memory & Storage: Intel provides technically advanced products that support every level of computing—from data center workloads to enthusiast usage. Products include SSD, Intel Optane Memory, Intel Optane DC Persistent Memory.
  • Server Products: Intel designs innovative server products, systems, and solutions to help businesses grow and be competitive in the market. Products include Intel RAID, Intel Visual Compute Accelerator 2, Intel Server Boards etc.
  • Networking & I/O: Intel's networking products include Ethernet, Fabric and Silicon Photonics products.
  • Wireless: Intel offers fast, integrated, and converged wireless solutions such as Wi-Fi 6 and Intel Wireless-AC.
  • Intel Gateways: The company sells and manufactures sensors and devices, gateways products for home, retail, telecom and automotive industry.

REVENUE

  • For FY 2018, Intel generated revenue of $70.8 billion
  • The company's most recent quarterly statements (Quarter 2 of 2019) can be found here and its annual reports.
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Intel Competitors

Cisco, IBM, Oracle, AMD, Micron Technology and Microchip Technology are the key competitors of Intel in the semiconductor industry.

FINDINGS

IBM

MICROCHIP TECHNOLOGY

  • Microchip Technology competes with Intel in the DEG microprocessor segment. Link to the company's website can be found here.
  • Keith Pazul is the Director of Marketing at Microchip Technology Inc.

ADVANCED MICRO DEVICES

  • AMD competes with Intel in the DEG chipset, motherboard segment. Link to the company's website can be found here.
  • John Taylor is the Chief Marketing Officer at AMD.

ORACLE

MICRON TECHNOLOGY

  • The company is Intel's top competitors in the flash memory market segment. Link to the company's website can be found here.
  • Wendy Kadlec is the Senior Marketing Director at Micron Technology.

CISCO

RESEARCH STRATEGY

We determined the key competitors of Intel by analyzing the companies that compete with Intel in the semiconductor industry and six different segments; PC operating systems, flash memory, DEG microprocessor, DEG chipsets & motherboard, data center group, and software services segments. After finding the companies, we chose the competitors based on their revenues and provided the requested information for their CMOs or equivalent positions.
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Michelle Johnston Holthaus

Michelle Johnson Holthaus is the interim CMO and SVP of Sales and Marketing at Intel Corporation. She is an advocate for creating a diverse and inclusive workplace and highlights the importance of partners and customers in running a successful business.

FINDINGS

PROFESSIONAL AND EDUCATIONAL BACKGROUND

INTERESTS AND HOBBIES

BUSINESS/MARKETING PHILOSOPHY

  • Holthaus defines her business success as the success of her customers and partners.
  • Her marketing philosophy includes placing more focus on the ultimate goal than celebrating small results.
  • She attributes understanding and engaging customers as a determining factor in the success of a business.

PRESS ARTICLES

  • After her promotion to interim CMO, she has been featured on several articles about being the new CMO at Intel, among them are a CRN news Women of The Channel article and Business Wire news.
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Intel Marketing Press

Intel used various strategies to market and promote its products. The company employed digital marketing, word of mouth marketing, tech conferences and platforms to introduce and market its products.

FINDINGS

  • Intel teamed up with Omnicom's B2B specialist, Doremus on its "No Debate campaign". The marketing campaign has been described as humorous and contains two colleagues playfully disputing the importance of performance and value in the cloud.
  • Intel introduced its artificial intelligence chip called the Springhill at the HotChips 2019. The chip was developed at Intel’s development centre in Haifa, Israel and the company claims that Facebook has started using the chips.
  • Intel unveiled the “Engineered for Mobile Performance” sticker which will be affixed to newer laptops for Intel's innovative initiative code-named "Project Athena". The stickers will be a primary marketing tool through 2020.
  • The company unveiled a series of products at the HotChips 2019. The products launches are marketing efforts of Intel to promote artificial intelligence in products.
  • Intel at the Gamescom trade fair compared the superiority of its products to similar ones offered by its competitors. Intel's sales development manager for PC gaming and VR, Troy Severson acknowledged the advancements by its competitor (AMD) but reinstated that Intel still has the highest performing CPUs in the industry for gaming, thereby marketing the company's product using word-of-mouth strategy.

Sources
Sources