Advanced Micro Devices: Life beyond Intel


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Case Details:

Case Code : BSTR039
Case Length : 14 Pages
Period : 1987 - 2002
Organization : AMD, Intel
Pub Date : 2002
Teaching Note :Not Available
Countries : USA
Industry : Semiconductor

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Please note:

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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EXCERPTS Contd...

Of Winners & Losers

The winner in the bitter rivalry between AMD and Intel was the customer. They were getting better and faster processors at a rapid pace, at much cheaper prices. However, analysts claimed that the rivalry was affecting both the companies adversely.

While the PC market was rather dull both AMD and Intel were resorting to price cuts in order to gain a larger share of the market. Intel usually reduced the price of the existing chips every time it launched a faster chip. Company sources claimed that this was done to clear the inventory of old chips. For instance, when the Pentium 4 2.8 GHz was introduced in the market, the price of Pentium4 2.53 GHz were reduced. But analysts stated that Intel was forced to cut down prices only because of severe competition from AMD. In September 2002, Intel reduced prices of its chips by upto 52%. The price of Pentium4 2.4 GHz was drastically reduced from $ 400 to $ 193 (Refer Table II). Though AMD products were cheaper than comparable Intel products, AMD also had to resort to price cuts to retain its share of the market...

Exhibits

Exhibit I: What's in a Microprocessor
Exhibit II: About Intel
Exhibit III: A Brief Note on the Semiconductor Industry
Exhibit IV: AMD - Five Year Financial Summary

 

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