Brought to you by:

Thunderbird School of Global Management

Intel: AI and Industry 4.0 Strategy

By: B. Tom Hunsaker, William E Youngdahl

The push beyond traditional semiconductors signaled that Intel was positioning for new growth. The firm even sponsored an Industry 4.0 (term to highlight trends in automation and data exchange -…

  • Length: 9 page(s)
  • Publication Date: Jan 1, 2018
  • Discipline: Entrepreneurship
  • Product #: TB0543-PDF-ENG

What's included:

  • Teaching Note
  • Educator Copy

$4.95 per student

degree granting course

$8.95 per student

non-degree granting course

Get access to this material, plus much more with a free Educator Account:

  • Access to world-famous HBS cases
  • Up to 60% off materials for your students
  • Resources for teaching online
  • Tips and reviews from other Educators

Already registered? Sign in

  • Student Registration
  • Non-Academic Registration
  • Included Materials

The push beyond traditional semiconductors signaled that Intel was positioning for new growth. The firm even sponsored an Industry 4.0 (term to highlight trends in automation and data exchange - largely centered on cyber-physical systems, IoT, cloud computer, cognitive computing, and AI - and their related productivity gains) informational series to shape the agenda around next generation technologies - and their implications. Company executives reasoned that the emerging future would be more interconnected and data-driven than ever - requiring a proactive digital convergence strategy. Robust AI capabilities (and related machine learning) were central to this design. But acquiring and developing leading-edge technology is different from winning wide-scale adoption. How could Intel develop compelling use-cases for still emerging technologies? If successful, what could be next for Intel in Industry 4.0?

Intel Case Studies

Using innovation to create a competitive advantage, identifying and creating new markets a new strategy for a global leader, popular case studies >, ethical business practices, creating an effective organisational structure, swot analysis and sustainable business planning, motivational theory in practice at tesco, vision, values and business strategies, competitive advantage through efficiency, developing a marketing plan, coffee the supply chain, vision values and mission in driving strategy, popular articles >, 2021’s 5 best wholesale cbd vendors – buyer’s guide, top 5 uk cbd oil brands for 2022, tips for the best online gambling experiences at casinos without a swedish license, top free youtube converter tools online, aims and functions of the production department, recent articles.

Subscribe | Write for Us  | Contact | Terms of Service | Privacy Policy | Copyright © Copyright 1995 - 2023 GC Digital Marketing

Library homepage

  • school Campus Bookshelves
  • menu_book Bookshelves
  • perm_media Learning Objects
  • login Login
  • how_to_reg Request Instructor Account
  • hub Instructor Commons
  • Download Page (PDF)
  • Download Full Book (PDF)
  • Periodic Table
  • Physics Constants
  • Scientific Calculator
  • Reference & Cite
  • Tools expand_more
  • Readability

selected template will load here

This action is not available.

Business LibreTexts

15.11: Case study - Intel and Toshiba

  • Last updated
  • Save as PDF
  • Page ID 42211

  • Quirk (Pty) Ltd

One-line summary

Toshiba and Intel paired up to create an extremely successful social storytelling campaign that refreshed the ‘Intel inside’ slogan and boosted awareness of the new Ultrabook.

The problem

Intel and Toshiba both wanted to an opportunity to interact and raise awareness with younger consumers, aged 18–34 years old. They knew they didn’t want a regular ad, but something that would really engage the audience and get them to interact with the brands.

The solution

An interactive social film called ‘The Beauty inside’. The film starred real Hollywood stars and was a film about a character called Alex, who wakes up every day as a different person. On the inside he is the same, but on the outside, he looks like someone different. The story was about the fluid nature of identity and that despite outside appearances, it is what is inside that counts.

clipboard_e91f1c48686a17385eaf646e9065c0508.png

The campaign included a strong social element. Due to the changing nature of Alex, he could be played by anyone (male or female), and fans were invited to audition via the brand’s Facebook application for the role. Those chosen would star in the professionally filmed episodes with real Hollywood players. Additional audience created content was also shared in the Alex story on the Facebook page.

Watch this video about this incredible case study:

https://www.youtube.com/watch?v=qyMQIMeSCVY or the full six episodes as one movie here: https://www.youtube.com/watch?v=rbNP_c0wUxE

The outcome

Over 26 fans were cast in the film as Alex, chosen from over 4 000 contenders. And an additional 50 Alexes were featured on the ‘The Beauty Inside’s Facebook Timeline. The content resonated with the audience, and the social nature of the film sparked engagement and shares.

The results of the campaign were:

  • 70 million video views
  • 97% YouTube approval rating
  • 26 million social interactions
  • 40% lift in brand perception for Toshiba
  • 66% lift in brand perception for Intel
  • Increase in sales of 300% during the event, when compared to previous weeks (Digital Training Academy, n.d.).

Despite being a few years old, this case study is a great example of how providing content with strong entertainment value to customers and engaging with them on an emotional and social level, can have dramatic results.

MBA Knowledge Base

Business • Management • Technology

Home » Management Case Studies » Case Study: “Intel Inside” Campaign by Intel

Case Study: “Intel Inside” Campaign by Intel

Initially the motivation behind the branding of Intel Inside was to establish the company by name and identify the high performance products that were used inside the computer with the company. This was in an effort to create an image for a company which often was subjected to behind the scenes and specific industry awareness, but wanted to establish it’s brand presence to the general public. Intel created a consumer brand to make sense of the rapidly changing computer cycles. The technology giant had already established a reputation as a quality brand throughout the technology world, however, their aim was to spread awareness and create a positive image for themselves in the public eye.

The success of Intel can be attributed to many factors over their rise to the top of the technology world. First, they established a co-op advertising program to start attracting original equipment manufacturers and place their products in mass produced PC’s. Intel was able to gain this advantage by paying for the advertising for their partner company’s advertising in return for the Intel logo being on product. In addition, the technology company used unique and technologically advanced advertisement campaigns, such as the measles ad, Star Wars commercials, and an audio jingle that they attached to all of their advertising and branding campaigns which helped to create a familiarity among consumers and set the company apart from other competitors. Because of all of this Intel’s microprocessor became an integral part of the PC in the eyes of the consumer and enabled them to gain a competitive advantage on price, performance, and research and development.

The major problem faced by Intel was the competition from other microprocessor manufacturers, who were producing chips which took aim at a cheaper computer market which Intel had not yet tapped into. Not helping the situation was the rising price of manufacturing the actual microprocessor chips and the cost of building new wafer fabrication facilities. Also, AMD which is one of Intel’s main competitors has taken legal action against the company and claims that Intel had tried to prevent consumers from purchasing and using AMD products. In today’s rapidly changing technology market it also becomes increasingly difficult for Intel to stay ahead of the curve and consistently have the fastest, best, and most diversified products with the resources becoming more widely affordable and accessible.

The core values of the Intel brand are its emphasis on leading technology and safety.  Although their step into a more bold and creative advertising effort has succeeded, their brand image has remained the same and their core values have been constant all along. As we have seen recently, Intel has begun to use controversial ads like The Blue Man Group for their Pentium 4 processor and their “Alien” series of commercials. Ann Lewnes, a high ranking member of the Intel team, said herself, “If no one thinks a campaign is crazy, then maybe we haven’t gone far enough.”

intel business strategy case study pdf

To illustrate the value of the Intel Inside logo to consumers, we can look at the growth in Intel’s market capitalization. In 1991, before the start of the “Intel Inside” branding program, Intel’s market capitalization was about a billion. By 2003, after the campaign was implemented, its capitalization had reached about 5 billion. This growth of shareholder value illustrates the power of Intel’s branding strategy. Some other key statistics demonstrating its value include: In 1992, the first year of “Intel Inside” campaign, worldwide sales rose 63%. Awareness of the Intel logo amongst European PC purchasers grew from 24% at the start of “Intel Inside” campaign in 1991, to 94% by 1995 and in 2001, Intel was listed as the sixth most valuable brand in the world.

It would be wise for Intel to extend their technology and services to other products. At the time of the case study the sales and production of computer were stagnating, as PDA’s and cell phones were on the rise. The figures today would reflect the same trend and creates a great opportunity for Intel to use their band equity from the computer market and translate that into the cell phone and PDA. If Intel were to capitalize on this they could maintain their presence in the PC market while extending their reach to alternate markets and improve their company.

Related Posts:

  • Case Study: Kellogg's Business Strategy
  • Case Study of Nike: Building a Global Brand Image
  • Case Study of Dupont: Marketing of "Disappearing" Products
  • Case Study of Onida: Brand Analysis and Revival Strategies
  • Case Study: Corporate Social Responsibility at The Body Shop
  • Case Study of Sony: Successful Implementation of Stakeholder Management
  • Case Study: Starbucks Social Media Marketing Strategy
  • Case Study: An Analysis of Competitive Advantages of Honda Corporation
  • Case Study on Ad Campaign for Bharti AirTel: "Express Yourself"
  • Case Study: Tata Salt's Advertisement Campaign

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Academia.edu no longer supports Internet Explorer.

To browse Academia.edu and the wider internet faster and more securely, please take a few seconds to  upgrade your browser .

Enter the email address you signed up with and we'll email you a reset link.

  • We're Hiring!
  • Help Center

paper cover thumbnail

Intel Inside Case Study Giridhar venkateswaran

Profile image of Giridhar Venkateswaran

The "Intel Inside" case study presented a very detailed view on Intel's remarkable marketing strategy in the early 90's. During the time of this article, the Intel Inside campaign had run for about 10 years and was successful in creating one of the most value brands in the market. The key issue that has to be addressed currently is the questions of responsibility to protect and build the brand equity that has been popular for over a decade now. The major issue of focus is should the "Intel Inside" brand be extended to other product categories? Intel has been very closely associated with computers till now and a decision has to be made on whether the consumers would accept an extension of the brand to other product categories.

Related Papers

Ingredient Branding

Philip Kotler

intel business strategy case study pdf

Univeristy of Teier

André Semmler

International Journal of Accounting and Financial Reporting Vol 4, No 2 (2014)

Zohaib Babar , Jawwad Jaskani , Tehreem Ilyas

Purpose: This case suggests the development of financial reporting of Apple Inc. in comparison with the industry over the period of 2004 to 2013. This study is helpful for different field of researchers e.g., management, technology, etc. Apple Inc. was found in 1976 by Steve Jobs. In 2007, Apple introduced smartphones and iOS and was the pioneer in this industry. But after the rising competition in this industry Androids snatched the market share from the Apple. Methodology: This study illustrates the reasons and the current performance of the company in the industry. The performance has been measured through actual financial data and through various financial techniques. Findings: This study has found that the company is losing share in the market because of the features in its products whereas the features offered by other competitors are relative consumer friendly and according to their demand. Suggestions: To retain the market share Apple should offer more products that are more affordable for the consumers. DOI: http://dx.doi.org/10.5296/ijafr.v4i2.6079

EUROPEAN RESEARCH STUDIES JOURNAL

Józef Ledzianowski

Industrial Organization

Ana Aizcorbe

International Journal of Engineering Research and Technology (IJERT)

IJERT Journal

https://www.ijert.org/intel-developments-in-electronics https://www.ijert.org/research/intel-developments-in-electronics-IJERTCONV7IS11068.pdf Integrated Electronics commonly known as INTEL CORPORATION is a MNC, Head quatered in California , in the silicon valley since 1968.It is the world's second highest valued semiconductor chip manufacturer and the invertor of the x86 series of microprocessors and one among the most commonly found Processor in Personal Computers. Intel corporation supplies processors for computer system manufacturers such as APPLE, LENOVO, HP &DELL. It also manufacturers motherboard chipsets , network interface controllers and integrated circuits , flash memory, graphics chips, embedded processors and other devices related to communications and computing .

International journal of engineering research and technology

edward alvarez

Integrated Electronics commonly known as INTEL CORPORATION is a MNC, Head quatered in California , in the silicon valley since 1968.It is the world’s second highest valued semiconductor chip manufacturer and the invertor of the x86 series of microprocessors and one among the most commonly found Processor in Personal Computers. Intel corporation supplies processors for computer system manufacturers such as APPLE, LENOVO, HP &DELL. It also manufacturers motherboard chipsets , network interface controllers and integrated circuits , flash memory, graphics chips, embedded processors and other devices related to communications and computing . INTEL PROCESSOR:A processor is the logic circuit that responds and process the basic instructions that operates a computer .The term processor is used interchangeably with the term central processing unit ,although strictly saying , the CPU is not the only one processor in a computer.Processors can be found in PCs, smart phones , tablets and other co...

Mentari Ramadhani

Purpose – The main research question of the paper is to determine whether technology nowadays is overcome by customer preferences and needs. In particular, the role of the brand is to be analysed with respect to its influence in shifting customer preferences from the technical performances (tangible elements) to the emotional/symbolic ones (intangible elements). Design/methodology/approach – Consumer behaviour was analysed by interviewing a random (but well stratified) sample of mobile phone users in order to study their consumption style and the motivations underlying the buying process in order to understand, on the one hand, the variables that influence people in the usage of mobile phones and, on the other, those that influence firms in launching new products, both from a technological point of view and from a marketing one. Findings – The findings show various dimensions that are relevant in consumer minds when considering decisions regarding technological products. Brand attitudes do relate positively to consumer intention to use (purchase) specific mobile phones over others. Research limitations/implications – The study, though exploratory, has underlined the importance of brand and the dualism between marketing and technology in the adoption and diffusion of technological products. Certainly, the analysis has some limitations, but it provides an initial perspective into understanding brand issues. Future research should focus on the effects of the cooperation between mobile operators and mobile manufacturers. Originality/value – This paper provides an analysis of the brand attitude and perception tested and viewed through user eyes.

Joshua Wright

Abstract: The Federal Trade Commission's recent complaint targets the Intel Corporation for antitrust scrutiny under Section 5 of the Federal Trade Commission Act and Section 2 of the Sherman Act. The Commission alleges that, through the use of loyalty discounts offered to microprocessor purchasers, Intel unlawfully excluded rivals and harmed consumers in the microprocessor and graphics processor markets. This article analyzes the Commission's claims.

sunny sunny

Apple Inc., formerly Apple Computer, Inc., is an American multinational corporation headquartered in Cupertino, California that designs, develops, and sells consumer electronics, computer software and personal computers. Its best-known hardware products are the Mac line of computers, the iPod music player, the iPhone Smartphone, and the iPad tablet computer. The company was founded on April 1, 1976, and incorporated as Apple Computer, Inc. on January 3, 1977. It is the second-largest publicly traded corporation in the world by market capitalization, with an estimated value of US$414 billion as of January 2013. As of September 29, 2012, the company had 72,800 permanent full-time employees and 3,300 temporary full-time employees worldwide. The present study is about enquiring the change in the buying behaviour of customers pertaining to the purchase of Apple laptops from perception to specification. The Apple Laptop users show a preference for apple laptops because of their emotional attachment towards the brand and product specifications form a determining factor while assessing the purchase decisions of the users of apple laptops.

RELATED PAPERS

Czasopismo Prawno-Historyczne

Anna Pikulska

Journal of Roman Studies

ArchéoSciences

Christelle souprayen

Dipankar Das

International Journal of Thermodynamics

enrico sciubba

Manhee Jeong

Scandinavian Journal of Pain

Tage Orenius , Heikki Hurri , Nina Karttunen

Genes & Immunity

Environmental Monitoring and Assessment

David Peterson

Maǧallaẗ Kulliyyaẗ Al-Adāb - Gamiʿāẗ Sūhāğ (Online)

Ibrahim Alshwesh

Irrigar el Raciocinio

Gilberto Medina

Studia Historiae Ecclesiasticae

Graham Duncan

DOAJ (DOAJ: Directory of Open Access Journals)

Carolina dos Reis

Chemistry & Biodiversity

Bekkouche Khlid Bekkouche Khlid

Acta Biochimica et Biophysica Sinica

George Deraos

Anaesthesia

Antonio La Greca

Ewa Kamińska

Óscar Andrade Castro

Lucy Stevens

Anton Zalygin

Elsa Alexandra Cardoso

Biomedicines

Bożena Regulska-ilow

Intel: Strategic Decisions in Locating a New Assembly and Test Plant (A)

Subjects Covered Global business Strategic positioning Strategy Technology

by Juan Alcacer, Kerry Herman

Source: Harvard Business School

20 pages. Publication Date: Sep 19, 2012. Prod. #: 713406-PDF-ENG

Intel: Strategic Decisions in Locating a New Assembly and Test Plant (A) Harvard Case Study Solution and HBR and HBS Case Analysis

Related Posts

Freeport-McMoRan: Financing an Acquisition

You may also like

How Companies Can Avoid a Midlife Crisis

How Companies Can Avoid a Midlife Crisis

Subjects Covered Business cycles Corporate strategy Information technology Innovation Organizational development by Dominic Houlder, Donald N. Sull Source: MIT Sloan Management Review […]

Meinhard vs. Salmon:  Court of Appeals of New York–1928

Meinhard vs. Salmon: Court of Appeals of New York–1928

Subjects Covered Joint ventures Legal aspects of business Partnerships Trusts by Henry B. Reiling Source: Harvard Business School 4 pages. Publication Date: […]

Board of Directors at Morgan Stanley Dean Witter (A)

Board of Directors at Morgan Stanley Dean Witter (A)

Subjects Covered Corporate governance Leadership Organizational culture Resignations by Jay W. Lorsch, Ashley C. Robertson Source: Harvard Business School 24 pages. Publication […]

Note on the Law of Sexual Harassment

Note on the Law of Sexual Harassment

Subjects Covered Legal aspects of business Legal issues Organizational problems Social responsibility Women by Lynn Sharp Paine, Lara Adamsons 10 pages. Publication […]

IMAGES

  1. What Is Intel S Business Model Intel Business Model Canvas

    intel business strategy case study pdf

  2. Intel Case Study

    intel business strategy case study pdf

  3. Case Study:Intel Strategy On 1990s

    intel business strategy case study pdf

  4. Data Center Strategy Leading Intel`s Business Transformation

    intel business strategy case study pdf

  5. Case Study:Intel Strategy On 1990s

    intel business strategy case study pdf

  6. Case Study on Intel's Marketing Strategy & SWOT Analysis

    intel business strategy case study pdf

COMMENTS

  1. (PDF) Intel Corporation Case Study (2)

    The Intel Corporation Case Study 1968-2003 depicts how a memory chip manufacturing company started in 1968 went on to become one of the two world's most valuable companies with an evaluation...

  2. Intel: AI and Industry 4.0 Strategy

    Publication Date: Jan 1, 2018 Discipline: Entrepreneurship Product #: TB0543-PDF-ENG What's included: Teaching Note Educator Copy $4.95 per student degree granting course $8.95 per student non-degree granting course Get access to this material, plus much more with a free Educator Account: Access to world-famous HBS cases

  3. Is Intel's Business Model Fit For the Future?

    Product #: IM1050-PDF-ENG What's included: Teaching Note Educator Copy $4.95 per student degree granting course $8.95 per student non-degree granting course Get access to this material, plus much more with a free Educator Account: Access to world-famous HBS cases Up to 60% off materials for your students Resources for teaching online

  4. PDF Transforming Intel's Supply Chain to Meet Market Challenges

    The manufacturing process produces integrated circuits that are delivered to customers as finished goods or subsequently used in the assembly of products such as CPus, graphics processing units (gPus), memory units, communication controllers, motherboards, wireless devices, and solid-state drives (Sdds).

  5. PDF Intel Case Study

    Intel Corporation, founded in 1968, is the world's largest semiconductor chip maker. They also make network-interface controllers and integrated circuits, flash memory, graphic chips, embedded processors and other devices related to communications and computing. In addition to technical innovation, they have a strong foothold in education ...

  6. Intel Corporation: Outsourcing Dilemma

    This case is intended for undergraduate- and graduate-level courses on strategic management, business strategy, or strategic marketing. After working through the case and assignment questions, students will be able to do the following: Explore the evolution of industry structure from vertical integration to disintegration to the possibility of reintegration.

  7. PDF PDF: IT@Intel: Data Center Strategy Leading Intel's Business Transformation

    Intel IT Data Center Transformation Strategy Figure 2. Maximizing the business value of Intel's data center infrastructure requires continued business-driven innovation in the areas of compute, storage, network, and facilities, while balancing KPIs to achieve the MOR. Intel IT Data Center Transformation Strategy

  8. PDF Scale Up For Faster Time to Insight Case Study

    answers for Intel business analysts Scale Up For Faster Time to Insight Case study Enterprise Data Center Like many IT organizations, Intel IT is continuously challenged with making the business more efficient. This is critical in Intel's complex supply chain where real-time analytics underpin rapid data-driven decisions. For this reason, Intel IT

  9. PDF AI Optimizes Intel's Business Processes: An Audit Case Study

    IT@Intel White Paper: AI Optimizes Intel's Business Processes: An Audit Case Study 2 of 7 Share: Background The Intel Inside® brand represents world-class technology and manufacturing from Intel. The Intel Inside® program is one of the world's largest co-operative marketing efforts with hundreds of

  10. PDF CASE STUDY 02

    the success of your business, if it's an important thing, it inevitably becomes a conversation about everything that's relevant to your success." That observation is on full display in the MCCA's insightful case study of Intel's experiences in weaving diversity and inclusion into the core of its culture and business strategy.

  11. PDF THE BUSINESS IMPACT OF ADVANCED ANALYTICS

    To find out more read the case study here, or click back to the contents page to explore more examples for inspiration on how advanced analytics can help transform your business. Intel® technologies: Intel® Xeon® Processor E5 Family True Corporation achieved 40 percent faster query times with big data analytics running on Intel® technology and

  12. Intel Case Studies with downloads and lesson plans

    Marketing Strategies Identifying and creating new markets a new strategy for a global leader Nearly everyone is aware of Intel. It is the world's fifth most valuable brand valued at around $35 billion. Most of the world's personal... Popular Case Studies > Ethics Ethical business practices Business Organisation

  13. 15.11: Case study

    Figure 15.11.1 15.11. 1: The Beauty Inside campaign for Intel and Toshiba Adapted From Contently, 2016. The campaign included a strong social element. Due to the changing nature of Alex, he could be played by anyone (male or female), and fans were invited to audition via the brand's Facebook application for the role.

  14. Intel Case Study

    Intel Case Study - Free download as PDF File (.pdf), Text File (.txt) or view presentation slides online. Intel Case Study

  15. Case Study: "Intel Inside" Campaign by Intel

    Case Study: "Intel Inside" Campaign by Intel. Initially the motivation behind the branding of Intel Inside was to establish the company by name and identify the high performance products that were used inside the computer with the company. This was in an effort to create an image for a company which often was subjected to behind the scenes ...

  16. Intel Inside Case Study Giridhar venkateswaran

    The "Intel Inside" case study presented a very detailed view on Intel's remarkable marketing strategy in the early 90's. During the time of this article, the Intel Inside campaign had run for about 10 years and was successful in creating one of the most value brands in the market.

  17. PDF Network Transformation AT&T Case Study

    Twelve months ago, AT&T joined forces with Intel to work together on transforming AT&T's network. The result has been a dramatic transformation of AT&T's business and an acceleration of its journey towards a more flexible, software-centric and cloudified network. In the process, Intel and AT&T have also made huge progress in setting ...

  18. Marketing Strategies of Intel- An Exclusive Case Study[2024]

    In this case study, we will be talking about the marketing strategies of Intel with the help of its marketing mix, marketing campaigns, SWOT analysis, and digital marketing presence. So let's get right into it by first getting to know the company a little better. About Intel Intel is headquartered in Santa Clara, California.

  19. PDF Lecture 24: Case Study: Intel Processors

    24: Processor Case Study 12CMOS VLSI DesignCMOS VLSI Design 4th Ed. Pentium 4 Deep pipeline (2001) - Very fast clock - 256-1024 KB L2$ Characteristics - 180 - 65 nm process - 42-125M transistors - 1.4-3.4 GHz - Up to 160 W - 32/64-bit word size - 478-pin PGA Units start to become invisible on this scale

  20. AMD in 2005 Coming Out of Intel's Shadow

    View AMD in 2005_ Coming Out of Intel's Shadow_ - Business Strategy _ Case Studies _ Case Study.pdf from CASE 5128 at University of Florida. 12/17/21, 1:10 AM About Us AMD in 2005: Coming Out of

  21. Intel: Strategic Decisions in Locating a New Assembly and Test Plant (A

    Subjects Covered Global business Strategic positioning Strategy Technology. by Juan Alcacer, Kerry Herman. Source: Harvard Business School. 20 pages. Publication Date: Sep 19, 2012. Prod. #: 713406-PDF-ENG. Intel: Strategic Decisions in Locating a New Assembly and Test Plant (A) Harvard Case Study Solution and HBR and HBS Case Analysis