Search for Cases

Case Details

Case Code: BSTA001
Case Length: 16 Pages 
Period: 1990 - 2005   
Pub Date: 2005
Teaching Note: Not Available
Price:Rs.500
Organization :AMD (Advanced Micro Devices); Intel
Industry :Semiconductors 
Countries : Global
Themes: 
Case Studies  
Business Strategy
Marketing
Finance
Human Resource Management
IT and Systems
Operations
Economics
Leadership & Entrepreneurship

AMD in 2005: Coming out of Intel's Shadow

 
<<Previous Page 

INTRODUCTION

 
In 2004, Hector Ruiz (Ruiz), CEO of Advanced Micro Devices (AMD), was reflecting on how his company was faring in its battle with Intel in the 64-bit microprocessor market. Itanium I, Intel's first 64-bit microprocessor had failed. By 2004, many companies such as Microsoft, IBM and HP, which had been staunch supporters of Intel, had started using Opteron. Even Sun Microsystems (Sun), a company that traditionally used its own SPARC chips, had started using Opteron.

 

 
Business Strategy Case Studies | Case Study in Management, Operations, Strategies, Business Environment, Case Studies
or
Business Strategy Case Studies | Case Study in Management, Operations, Strategies, Business Environment, Case Studies
or
PayPal (11 USD)

These companies saw AMD as a means to increase their market share by offering high-quality but low-priced products. As a result, by 2004, AMD had become a major supplier of microprocessors in the server market. Historically, AMD had ranked a distant second in PC microprocessors with a market share of about 15%, compared to Intel, which had about 80%. In the past, AMD had made inroads into Intel's market share only to see Intel strike back with steep price cuts and faster introduction of new models

 

 
OPTERON - Next Page>>