AMD direction has to make a crucial decision on the launch sequence of its next-generation technology called Fusion. The Fusion central processing unit notion combine the central and graphics processing units (CPU and GPU) onto one chip-- affording edges in operation (especially graphic connected), power consumption, and suitability for new computer form factors (tablets, all in one machines, etc.). AMD intended to establish Fusion at the beginning of 2011 with a high end chip, codenamed Llano, to impress the industry and consumers with the best, the technology could offer (suited for high-end desktops and laptops), and subsequently to launch low-powered variants, code named Brazos (suited for little laptops and netbooks). While that of Brazos was ahead of schedule, on the other hand, the development of Llano suffered delay.
AMD's executive committee raised the likelihood of reversing the launch sequence and going with a "Brazos First" strategy. The case describe the microprocessor industry, its main opponents (AMD and Intel), and the evolving universe of PC selling and purchasing. The instance farther provide a number of market research that AMD ran to better understand the market. Pupils must address the advisability of a reverse start vs. waiting to start all variations together and whether AMD can advance its competitive position relative to Intel with Fusion. Students need to outline their advertising tactic (sales attempt, pricing, consumer marketing, etc.) in the event that a reverse launch strategy is pursued. As part of the evaluation, pupils should take into account AMD's recent shift in branding approach: from giving a brand name that is separate to each new microprocessor to a tiered branding approach that will stay constant in the surface of new launchings. The case permit for a profound assessment of how a follower that confronts a dominant industry player can use advertising and technology to compete efficiently. It further presents the inquiry of how firms should change their branding strategy in light of perceived shifts in consumer behavior.
Reversing the AMD Fusion Launch case study solution
PUBLICATION DATE: June 28, 2011 PRODUCT #: 511036-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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