Term Paper on "B2B Marketing Intel Canada - Business"

Term Paper 7 pages (1997 words) Sources: 1+

[EXCERPT] . . . .

B2B Marketing

Intel Canada - Business to Business Plan

Intel Corporation represents is the largest semiconductor company on the international plan and also the inventor of the x86 series of microprocessors, a type of processors help function many personal computers. "Founded in 1968 as Integrated Electronics Corporation and based in Santa Clara, California, USA, Intel also makes motherboard chipsets, network cards and ICs, flash memory, graphic chips, embedded processors, and other devices related to communications and computing. Founded by semiconductor pioneers Robert Noyce and Gordon Moore, Intel combines advanced chip design capability with a leading-edge manufacturing capability." Initially created for the use of engineers and technologists, Intel's products have started to be used as personal computers as well due to the famous "Intel Inside" advertising campaign in the 1990s.

In my opinion, the great prestige the "Intel Inside" campaign has registered is expected to be gained as well through the new company tendencies in 2007. Moreover, these tendencies have already been announced: smaller electronic items, better wireless networks, better games and a spectacular growth of the importance of the PC's. In the next few lines I am going to examine the new Intel marketing plan, by putting it in the framework of the structure of a business-to-business plan. In order to better emphasize these aspects, I would firstly make a brief presentation of the company, followed by an analysis of its advertising attempts and by an attempt to define the business-to-business strategy.

Intel has remained in the common conscience as one of the first producers of SRAM and DRAM memory chips, the domain on which its activity was mainly-based until the early 1980s. "While Intel created the first commercial microprocessor chip in 1971, it was not until the creation of the personal computer (PC) that this became their primary business." This new project has become afterwards, during the 1990s, the main target of the company as its specialists understood this was the easiest way for a rapid growth. As a follow-up, Intel succeeded to become monopoly supplier of microprocessors for PCs, but it has used some aggressive strategies in the competition with Microsoft for monopoly on the PC market.

Despite this struggle, in 2000 Microsoft has succeeded to pass Intel in power in the PC industry, and, since then, the Intel Industry has continuously decreased.

Still, "Intel inside" has represented one of the greatest advertising campaigns during the 1990s. Initiated by the Intel marketing manager Dennis Carter, the campaign has succeeded to make the brand's name known in more than 130 countries around the world.

The Intel Inside program was very lucrative for advertisers and further served to broaden the company's awareness as a key ingredient inside PCs. Intel paid half the advertising costs for any ad that used the "Intel Inside" logo. If the ads didn't meet these requirements, Intel did not pay half the cost, and the advertiser was prohibited from using the "Intel Inside" logo."

Moreover, the Centrino has registered as well a great success, providing the possibility to access wireless internet from a laptop. This achievement has allowed Intel to expand its activities beyond Centrino as well, mainly to launch the Viiv media centre PC and the business desktop Intel vPro. This last event took place under the provisions of the new logo and slogan, "Leap ahead" which has replaced "Intel Inside" in 2005. Practically, the two logos are very similar and, because of this, the slogan "Intel Inside" is still used sometimes, only that in a new format: "Intel Core Duo Inside."

In 2006, Intel publicly declared it would give up to the Pentium name for the produced processors. As a follow-up, the desktop processors were changed with a new model, named Core 2 line. A year later, the Intel logo appeared for a few seconds in the movie "The Last Mimzy."

This even was followed by a meeting with the media, in which the new targets of the corporation have been announced: smaller electronic items, better wireless networks, better games, more performing processors and a spectacular growth of the importance of the PC's. This event has practically been the starting point of Intel new business-to business plan for 2007.

The aim of this plan is to present the typical facts which usually occur in a business to business activity and, moreover, the solutions necessary for a commercial attempt to prove successful. Therefore, "Our end-to-end B2B consulting and implementation services follow an efficient four-stage methodology:" the first step consists in the analysis of the buying behavior manifested by the clients, the second part of the plan aims at developing an accurate market segmentation, the third one includes the clients segmentation and the last one incorporates some practical solutions with reference to the previous partners analysis.

Buying Behavior: It has been assumed for many times that the buying behavior of the individuals and that of companies seen as a unity is directly related in general to the same criteria. Therefore, just like in the "Business to consumer" case, the client represented by a company would surely take into account during his decision-making process several aspects regarding the statute of the product in question on the market. Therefore, each company's choice would be based on its experience as a consumer for Intel, and this aspect is very important since Intel at the very beginning used to create mainly products for companies and only later on Personal Computers. Moreover, a better quality of the processors would surely attract new clients, just as the smaller sizes for the computers.

In addition, Intel seem to have understood its clients' buying behavior and announced that "the year 2007 will usher in a new generation of notebook PCs that will not only deliver better performance with longer-than-ever battery life, but also new wireless standards and technologies that allow users to experience true high-speed Internet on the go."

Moreover, it has also anticipated its consumers' needs and it attempts to launch better games, expecting in the same time a significant growth of the importance of computers in the family life.

Market Segmentation: The market segmentation completed by Intel is based on a classification of the clients to which it aims to address: persons and companies. Therefore, in the case of the companies, its specialists should take into consideration the size of the firms they would choose as partners, their direct relationship with technology - for example, the employees of a software producing company would use the Internet more frequently than the employees of a company which is a shoe manufacturer -. In this perspective, the object of activity of the companies is an important factor which needs to be taken into consideration as well, just as the fidelity of the clients.

The market segmentation in the case of person clients might prove more difficult and has as well as main criteria the object of activity and the age. Practically, Intel's products are primarily designed for young persons, this being the reasons for which the quality of the computer games has increased. Moreover, the same might be said about the small size of the items: "With notebook PCs rivaling desktops in performance and features, plus the added benefit of portability of smaller form factors, more and more students will opt for laptop computers. Not only will laptops become a ubiquitous part of student and classroom life, but mobility will continue as the fastest growing technology segment."

In the same time, the family as a unity as well represents an important target for Intel, since it anticipates the increase of the importance of computers in the family life. What Intel expects is for family members to put their computer in the place of the TV.

Client segmentation: This part of the plan must have been completed in direct relationship with some attitudinal effects - the client's company evaluation of the brand, some socio-economic effects - the statute of the employees which would use the Intel products and services and some situational effects; having in mind that the companies would take into account the benefits they would be offered, which are very important, just as the usage rate.

Therefore, the first criterion that seems to have been kept in mind is represented by the attitudinal effects, which emphasize the clients' perception on the brand and on its products. Therefore, Intel's new campaign clearly represents an attempt to gain its position on the market in front of its competitors and this can best explain the decision to produce some new mobile devices, "called Mobile Internet Devices (MIDs) -- about the size of a paperback novel. MIDs will offer Internet access through a variety of wireless technologies for anytime, anywhere connectivity. They will also sport features like GPS, Bluetooth and wireless phone technology, allowing users to work, navigate and communicate with a device that can fit in a purse or coat pocket."

The results might be the estimated ones, if the situational effects have also been taken into consideration, meaning that the Intel specialists should have thought of… READ MORE

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