AMD management must make an important decision about the launch of the next-generation sequence technology called Fusion. The concept of Fusion processor combines the CPU and GPU (CPU and GPU) on a single chip - agricultural performance benefits (especially graphics related), energy consumption, and suitability for the new form factor computer (tablets, all-in-one machines, etc. ). AMD plans to launch Fusion in early 2011 with a high-end processor, code-named Llano, to impress the industry and consumers with the best technology can offer (suitable for high-performance desktops and laptops), and then run a low-power version, code-named Brazos (suitable small notebooks and netbooks). However, the development of Llano suffered delays while Brazos was prematurely. AMD executive committee raised the possibility of changing the sequence and start going to the "Brazos First" strategy. The case describes the microprocessor industry, its main competitors (AMD and Intel), and the developing world PC purchase and sale. Case of further provides many market research that AMD is conducted to better understand the market. Students need to decide whether to run back the wait to run all versions together and whether AMD can advance its competitive position relative to Intel with Fusion. Students should describe their marketing approach (sales efforts, pricing, consumer marketing, etc.) in the event that the reverse strategy pursued start.
In this analysis, the students must take into account the recent shift from AMD in branding approach of providing a single brand to a new microprocessor for tiered branding approach, which remains constant, even in the face of new launches. The case allows in-depth study of how the follower, which is the dominant player in front of the industry can use technology and marketing to compete effectively. In addition, it raises the question of how the company should change its branding strategy in the light of perceived shifts in consumer behavior. "Hide
by Elie Ofek, Ryan Johnson Source: Harvard Business School 27 pages. Publication Date: June 28, 2011. Prod. #: 511036-PDF-ENG
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