Manufacturing Efficiency

Intel (Rating 4)

Manufacturing Automation and the effective use of data are central elements if Intel's competitive
strategy. Factory management has evolved from manual processes toward the goal of being 100 percent
automated. Intels manufacturing organization encompasses wafer fabrication, assembly, high-volume
testing, boards manufacturing, and outsourcing. Leading-edge practices such as design for
manufacturability (DFM), process control systems (PCS), product identification and traceability, and copy
are some of the ways that Intel is advancing semiconductor manufacturing.

https://www.intel.la/content/www/xl/es/quality/quality-manufacturing-process.html

Qualcomm (Rating 3)

Qualcomms business model is best described as horizontal. Instead of making products based on
their extensive research and development efforts, as is typical with a vertically integrated manufacturer,
Qualcomm licenses its technology to companies that use such technology to commercialize products to
meet the needs of their customers.

Qualcomm is a multinational semiconductor and telecommunications equipment company that

designs and markets wireless telecommunications products and services. It derives most of its revenue
from chipmaking and the bulk of its profit from patent licensing businesses.

https://www.qualcomm.com/products/mobile-processors

AMD (Rating 2)

AMD produced its chips at company owned semiconductor foundries. AMD pursued a strategy of
collaboration with other semiconductor manufacturers IBM and Motorola to co-develop production
technologies. AMD's founder Jerry Sanders termed this the "Virtual Gorilla" strategy to compete with Intel's
significantly greater investments in fabrication.

https://en.wikipedia.org/wiki/Advanced_Micro_Devices

ARM (Rating 1)

ARM does not manufacture chips itself. Rather, it licenses its technology to other companies,
including Apple, Samsung, NVIDIA and Qualcomm, who incorporated it in their chip designs. They then get
the chips made by contract manufacturers.

Case 11 - Intel Corporation 1968-2013 pdf

Brand Value

Intel (Rating 4)

In 1991, Intel started to market directly to consumers with its Intel Inside campaign, effectively
telling them that a computer with an Intel chip inside would guarantee advanced technology and
compatibility with prior software. Supported by slick advertisements, the campaign was a stunning success.
Within a year, Intel was listed as the third most valuable brand name on the planet. In 1993 Grove was able
to claim that the number of consumers who preferred a PC with an Intel microprocessor had risen from 60
to 80%. By 1994, some 1,200 computer companies had signed on to the campaign, adhering Intel Inside
logos on their machines, or including the logo on their product ads.
In mid 2008, Intel conducted research and development which in turn resulted to the development
of Atom chips that would that were aimed at mobile internet devices and compete with ARM chips. Intel is
not sitting back and letting ARM chips dominate the mobile device market. It is introducing a new
generation of its Atom chips that appear to be far more competitive with ARM chips, and deliver similar
performance per watt. These are 22nm chips and will be manufactured using the latest technology. If the
new generation of Atom chips are competitive, it is possible that Microsoft will again focus just on writing
Windows to run on Intel architecture, since producing two versions of Windows is a costly exercise.

https://venturebeat.com/2016/01/19/intel-transforms-its-intel-inside-brand-strategy-with-amazing-
experiences-outside/

Qualcomm (Rating 3)

Qualcomm is far less well known than intel, which makes the brains in PCs. Intel has long
promoted itself via programs like Intel Inside, an advertising campaign that ran for years across a wide
range of media. Qualcomm barely issued a peep all that time.

So, in order to step up its image, the company has chosen to promote its master brand the
Qualcomm company name, logo, color (dark blue), and a certain ethos and one sub-brand:
Snapdragon. Snapdragon is the family name of Qualcomms new-ish mobile system-on-a-chip (SoC)
processors, which product marketing recently split into four tiers to create a range of price points and
capabilities.

https://www.forbes.com/sites/rogerkay/2013/05/06/qualcomm-buffs-up-its-master-brand/#468187fc7934

AMD (Rating 3)

Advanced Micro Devices is taking a swing at Intel with Ryzen in a move that it hopes will
reinvigorate the computer industry. Ryzen is the new brand name being announced nowadays for AMDs
flagship desktop processor that will be introduced in future time. Ryzen is a brand of central processing
units (CPUs) and accelerated processing units (APUs) marketed and designed by AMD. The brand was
introduced in 2017 with products implementing the Zen micro architecture. The first Ryzen-branded
products were officially announced during AMD's New Horizon summit on December 13, 2016.

ARM (Rating 3)

The crux of the problem for Intel is that most tablets and smart phones used microprocessors that
are based on technology licensed from ARM Holdings PLC, a British company whose chip designs are
valued for their low power consumption, which extends battery life. While Intel has a line of chips aimed at
mobile devicesthe Atom chipsmicroprocessors incorporating ARMs technology were found on 95% of
smart phones in 2012 and over 30% of all mobile computing devices, a category that includes tablets and
PC notebooks.