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

•  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.

FINDINGS

IBM

• IBM is Intel's top competitors in the personal computers operating systems segment. Link to the company's website can be found here.
•  Michelle Peluso is the Senior Vice President and Chief Marketing Officer at 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

• Oracle competes with Intel in the data center group segment. Link to the company's website.
•  Judith Sim is the Chief Marketing Officer at 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

• Cisco competes with Intel in the software services segment. Link to the company's website 
•  Karen Walker is the Chief Marketing Officer at Cisco.

RESEARCH STRATEGY

FINDINGS

PROFESSIONAL AND EDUCATIONAL BACKGROUND

• Michelle Johnson Holthaus is the Senior Vice President, General Manager of Sales and Marketing Group and interim Chief Marketing Officer at Intel Corporation.
• She has worked at various capacities at Intel for 16 years and began as a program manager in the OEM Platform Solutions Division in Hillsboro, Oregon.
• Michelle Johnson Holthaus has been the VP of Sales and Marketing since October 2013, before then she was VP and General Manager Sales and Marketing from 2016 to 2017 and the General Manager, Central Marketing and Operations from 2012 to 2013.
• Holthaus was also the General Manager, Channel Mobile Product Group from 2007 to 2012, General Manager, Channel Desktop Products Group from 2005 to 2007 and was the Director of Marketing, Reseller Product Division from 2003 to 2005.
• She graduated from Linfield College with a bachelor’s degree in finance in 1995.

INTERESTS AND HOBBIES

• She is an advocate for a diverse and inclusive workplace.
• From her recent tweets, she seems to be a fan of tennis, golf and basketball and watches the games quite often.
• She's also a supporter of the United States women's national soccer team.
• She supports the Pride movement.
• Holthaus is a fan of the TV show, Grey's Anatomy.

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.

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.