AMD in 2005: Coming out of Intel's Shadow

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Case Details:

Case Code : BSTA001
Case Length : 16 Pages
Period : 1990s to 2005
Organization : AMD (Advanced Micro Devices); Intel
Pub Date : 2005
Teaching Note :Not Available
Countries : Global
Industry : Semiconductors

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Intel underestimated us and their arrogance didn't allow them to take hold of what they were doing.

- Benjamin J. Williams, AMD1


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.

Itanium II had also elicited a lukewarm response from the market. But Opteron, AMD's 64-bit microprocessor, released in mid-2003 was still receiving strong performance reviews.

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.

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...

Excerpts >>

1] Director of AMD's server and workstation business unit, AMD Says Intel Pride Came Before 64-32 Fall, 17th February 2004,,,


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