INTEL MARKETING PLAN

Intel Marketing Plan

Table of Content

Executive Summary3

Introduction3

Market and Literature Review4

Proposed Marketing Mix4

Products4

Price5

Promotion5

Placement6

Proposed Activities Example7

Marketing Communication theories8

Ethical Issue while developing Marketing Mix8

Objectives and Effectiveness of Other Promotional Tools9

Research Methods10

Analysis & Discussion11

Conclusion11

Recommendations11

References13

Intel Marketing Plan

Executive Summary

The main purpose of this paper is to develop integrated marketing strategy for one of the IT brand which is planning to enter a new competitive market, such as China. The IT industry of China is very competitive, and there are many largest IT industry brands working in China. These brands have captured the IT industry of China. The IT brand chosen in this paper is Intel which is planning to enter in China (Anon, 2009, 2). This paper discusses the marketing strategies, proposed marketing mix, marketing communication theories, and the ethical issues while developing the marketing mix.

Introduction

Intel Corporation is the largest manufacturer of integrated circuits in the world, according to its annual turnover. The company is the creator of the series of processors x86, processors commonly found in most personal computers. Intel was founded on July 18, 1968 as Integrated Electronics Corporation (although a common misconception is that "Intel" comes from the word intelligence) by semiconductor pioneers Robert Noyce and Gordon Moore, and often associated with executive leadership and vision of Andrew Grove.

In 1987, Intel was ranked 10th position of the largest manufacturers of integrated circuits, far behind its Japanese rivals such as NEC Semiconductors (Jobber, 2004, 23). It was not until 1991 that American society itself as the leading global provider of microprocessor and integrated circuits. This paper describes the integrated marketing strategies developed by INTEL in order to start up its business in China.

Market and Literature Review

The IT industry in China is growing day by day. China's consumer market is rapidly increasing, and it is forecasted that it is the biggest consumer industry among the world. Many businesses claim that China is the best market for their business. Just like the other industries, there is a vast scope of IT companies in China. Many large brands are entering China to start their businesses (Fill, 2009, 67). Keeping in view the importance of increased success of China's IT industry, Intel is also planning to enter in the market of China. Before launching the product in any country, it is very necessary for a company to prepare the marketing plan and develop the proposed marketing strategies. These marketing strategies need the complete research of the market and the competitors already running their business in that area. As a marketing manager of Intel, I propose the following marketing strategies which Intel should adopt in order to launch its products in China.

Proposed Marketing Mix

The most vital part of Intel's marketing strategies is marketing mix. Intel marketing strategies consists of the marketing tools that are used by the company for the enhancement and development of products (David, 2005, 34). By implementing the marketing mix, the Intel gets the unique selling proposition and renders benefits to its customers in the Chinese ...