Presented by group 3 Shabari Bhoumik Manisha Mukherjee Vyomesh Ranjan Samrat Nandy Anirudh Joshi

About AMD
Advanced Micro Devices was founded on May 1, 1969, by a group of former executives from Fairchild Semiconductor.

American multinational semiconductor company based in Sunnyvale, California. Second-largest global supplier of microprocessors.
Source : http://en.wikipedia.org/wiki/Advanced_Micro_Devices

Products
Develops computer processors and related technologies for commercial and consumer markets. Its main products include: microprocessors, motherboard chipsets, embedded processors graphics processors for servers, workstations and personal computers, embedded systems applications.
Source : http://en.wikipedia.org/wiki/Advanced_Micro_Devices

SWOT Analysis
INTERNAL FACTORS Strengths:
Significant presence in the microprocessor and PC market Strong research and development capabilities.

Weaknesses:
Weak performance of computing solutions segments. Weak financial performance.
Source : http://www.yousigma.com/comparativeanalysis/advancedmicrodevicesswot.pdf

EXTERNAL FACTORS Opportunities:

Presence in China. Proposed launch in Istanbul. Presence in virtualization space. New manufacturing facilities.

Threats:
Competition from Intel. Dependence on few customers. Environmental regulations. Declining PC shipments.
Source : http://www.yousigma.com/comparativeanalysis/advancedmicrodevicesswot.pdf

AMD understands the critical importance of our partners in successfully customer adoption of our platforms and has launched the AMD Fusion Partner Program to ensure we are providing the right elements to help accelerate our channel partner business
- David Kenyon, Vice President, World wide channel marketing, AMD

Source : http://www.scribd.com/doc/57728512/Channel-Management-Case-Study

AMDs channel marketing initiatives

In 2005 AMD shifted focus from consumer marketing to its channel members. It rolled out a program to attract the distributers, system integrators as well as value added resellers. Commercial Channel Access Program in 2005 to meet the business needs of its partners. Fusion Partner Program in 2009, offering customized tools and resources to channel partners to boost sales.
Source : http://www.scribd.com/doc/57728512/Channel-Management-Case-Study

AMDs effort to improve Transactional Relationship

Transactional Relationship were developed through two different levels:
AMD RetailPro programs

AMD Solution Provider programs.

AMD RetailPro Programs

AMD RetailPro was aimed at AMD retail partners who sold PCs, PC softwares and PC compnents. The program also targeted AMD Retail partners like Wall-Mart, Sears, ABC Warehouse, Amazaon.com, etc. The retail partners associated with this program could access the latest AMD product information, training and sales tools. They could also participate in online promotions and win prizes for them.

AMD Solution Provider Program

It was developed to meet the needs of the resellers and reward them for their commitment to AMD. It has been categories into 3 distinct levels: Members, Gold & Platinum. Any reseller who delivered AMD processor based solutions was eligible to become a member. All members of AMD Solution Programs were given additional benefits & privileges to gain recognition and competitive differentiation. The quarterly marketing updates invited Gold & Platinum members to participate in Web-Based communications with the AMD marketing team to evolve strategies for the next quarter and also enjoyed toll-free telephone access to AMDs service centre.

Why buyer-seller relationship?

I believe that creating the entire support infrastructure to help channel partners provide customers with the solutions that match their needs will ultimately drive success.:-Nigel Dessau,AMD-CMO

Buyer - seller relationship

Focusing on delivering a comprehensive partner program, vendors and solution providers can work together to drive business opportunities and revenue Collaborative programs allow AMD to:
deliver incentives, benefits and support based on specific partner and customer feedback.
Source: http://www.amd.com/us/press-releases/Pages/amd-honored-on-crns-5-star-2011mar28.aspx

 This equips channel partners with the resources they need to drive profitability with an extensive, industry- leading portfolio.

Source: http://www.amd.com/us/press-releases/Pages/amd-honored-on-crns-5-star-2011mar28.aspx

AMD channel marketing-INDIA

AMD High Flyers
Designed for channel partners who contributed to the growth of AMDs business in India Event not restricted to platinum and gold partners consistent enablement and motivation programs to focus on building technical expertise Channel partners were recognized for achievement of targets by getting a nomination for the annual channel meet scheduled for the early part of 2009
Source: http://itvoir.com/portal/resources/vendors/AMD-Announces-AMD-High-Flyers-for-ChannelPartners.asp

 Top 100 partners from the country achieved the distinction of being invited for an exclusive event Efforts of the partners to grow the business for AMD were well recognized

Source: http://itvoir.com/portal/resources/vendors/AMD-Announces-AMD-High-Flyers-for-ChannelPartners.asp

Conclusion
AMDs channel efforts are built around:
attracting the best partners enabling them to perform at their best providing an exciting and conducive environment to grow the business

Such programs complement the ongoing efforts of training, and enablement of the current and potential partners.

THANK YOU