1. Intel would like to increase the preference for Intel chips among PC users in
ID: 330750 • Letter: 1
Question
1. Intel would like to increase the preference for Intel chips among PC users in the individual user as well as business user segments. Define the management-decision problem. 2. Define an appropriate marketing research problem corresponding to the management-decision problem you identified in question 2. 3. Intel would like to gain a better understanding of how businesses select PC and network communications products. What type of research design should be adopted? 4. Discuss the role of the Internet in obtaining secondary data relevant to the marketing research problem you defined in question 3. 5. Discuss the role of qualitative research in understanding how businesses select PC and network communications products. Which qualitative research techniques should be used and why? 6. If a survey is to be conducted to determine businesses’ selection criterion for choosing PC and network communications products, which survey method should be used and why? 7. Design a questionnaire for determining businesses’ selection criterion for choosing PC and network communications products. 8. Develop a suitable sampling plan for conducting the survey identified in question 7. 9. If Intel were to conduct mall-intercept interviews to determine consumer preferences for an ultra-light notebook that uses a newly designed chip, describe the fieldwork process that should be used. 10. If Intel were to conduct a survey in social media to determine consumer preferences for an ultra-light notebook that uses a newly designed chip, what fieldwork-related issues would be involved?
Explanation / Answer
As per CHEGG guidlines we have to answer only one question
Here iam answering two questions
1. Intel management faces many decision problem to increase preference of intel chip in business and individual segment.
Weak PC market : Global PC sell decline by 6.7% in the year 2015 this leads to decrease in the sale of intel chip. Intel managed to grow its chip manufacturing by 6% on year on year but due to these intel chip is decline by 13%.
The reason for this decline is the new market for mobile computing that expands rapidly due to introduction of i-phone and other smart phones. Intel competes with competitors in this field and make their market by better technology and on price basis. Common competitors is ARM holding plc, , Qualcomm, Advance micro devices inc..
Intel current chips is much more powerful but costlier. Individual users delay in purchase as they have enough processing speed from old to run their needed applications. If some applications is not supporting and they look for alternative for support or programmed their own chip from market.
Consumers and business delay PC upgrade as tey are waiting for new windows operating system.
2. New products are developed by intel for many market but new product failure is high. 90% new product of intel is failed as compared to average 70% product failure in market. Top 20 food companies enjoyed 75% of new product success and around 20,000 companies enjoyed 11.3% new product success.
The new product is mainly infernal driven in intel it self but it is not customer driven. Specifically the target market customer is not asses properly for their needs and complains. for that intel follows a three step marketing process.
a. Existing customers: these customer had a problem with product and purchase solution.
b.Potentials: the group of customers that not purchase the product but tried same problem from internal.
c. Evaluators: this includes both the existing customer and customers that selected your competition.
At all this level of group marketing needs to listen the customer sincerely by following the process decided by the management and get the feedback and solution by the help of technology team and other management.
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