AMD - Channel Support Strategies*



Case Code : CLINDM001
Publication date : 2006
Subject : Industrial Marketing
Industry : Computers-IT and ITeS
Teaching Note : Available
Length : 06 Pages
Price : Rs. 100

To download this case click on the button below, and select the case from the list of available cases:

» Industrial Marketing
Short Case Studies

» Marketing Case Studies**
» Case Studies Collection
» ICMR Courseware
» View Detailed Pricing Info

Key words:

Advanced Micro Devices (AMD), Microprocessors, Flash memory devices, Communications, Fortune, Channel partner support strategies, customer value, Direct market resellers, Value-added resellers, Solution integrators, Information technology outsourcers, Transactional relationship, Collaborative relationships, AMD RetailPro, Store management,, Best Buy, Sears, Wal-Mart, Online promotions, Sales tools, Competitive differentiation, Product collateral, Online product training, Customer-centric innovation, technology collaborations, Microsoft, Oracle, IBM, HP, eServer 325, IntelliStation A Pro, Sun Fire V40z, Product life cycle, AMD64, India


* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.


ICMR India ICMR India ICMR India ICMR India RSS Feed

The caselet examines how the company made use of web-based channel partner support strategies to add greater value to its customers and extend the longstanding partnerships with both its hardware and software partners. It also throws light on the expansion of HP's collaboration with AMD for building better and more powerful servers and workstations to help HP's customers solve their toughest business challenges.


  » The growing importance of relationship management with channel partners in industrial marketing.
  » Implementing a web-based program structure as part of its channel support strategies.
  » Importance of developing both transactional and collaborative relationships with channel partners.
  » Developing a portal for educating, communicating and acting as a collaborating forum between AMD and its channel partners.
  » Need for raining program to develop a network of well-educated system integrators.


Advanced Micro Devices (AMD), was founded in 1969 and is based at Sunnyvale, California, US.

AMD designs and produces microprocessors, flash memory devices, and other solutions for clients in the communications, computer and consumer electronic industries. The company has global operations in the US, Europe and Asia. In 2006, Fortune magazine ranked AMD among the ten most admired companies for innovation...

Questions for Discussion:

1. Discuss AMD's methods to maintain and improve transactional relationships with channel partners.

2. AMD has focused on establishing collaborative relationships with its channel partners, especially solution integrators. What is the rationale behind adopting this type of buyer-seller relationship?

3. AMD followed a similar strategy of focusing on channel development through channel support strategies in India. Commenting on one such event, Haresh Bharia, National Distribution Manager, AMD India, said “This event aims to bring together various AMD partners, who along with AMD will help empower the channel to broaden their service offerings. As a part of our India mandate, AMD interacts with the channel on a regular basis, to provide better support to channels and broaden the scope of the AMD64 adoption in India.” To what extent do you think the channel support efforts of AMD will succeed in increasing its market share?