Keith - Tetra Threat Framework

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Intel Corporation

Sustaining a competitive advantage



Delnaz Elavia 11
Keith Mascarenhas 24
Tanvi Mehta 26
Raunaq Rupani 37

Intel through the years

Tetra Threat Framework

Imitation Substitution
Slack Holdup
Added Value
Appropriated
Value
Imitation I
The Issue
Japanese DRAM Manufacturers
Shorter Product Development Times
Fuelled By Technology Advantage

Response
Recognised that innovation is not an enforceable strategy in
DRAM
Left the Market


Imitation II
The Issue
All manufacturers built processors on Standardised x86
instruction sets
Essentially selling an undifferentiated product, a commodity so to
speak

Response
Intel vigorously enforced its IPR by filing a case
Launched the Intel Inside campaign to create the missing
differentiation

Imitation III
Issue
Intel was continuously faced with relentless competition from
companies as Fujitsu & AMD

Response
Constantly invested in R&D
Created new products
Worked towards efficient manufacturing
Focus was to drive innovation
Developed new market opportunities for sustainable
growth
Substitution I
Issue
Emergence of IBMs PC standard

Solution
Project CRUSH
Sales effort intended to secure 2000 design wins
To acquire a contract from IBM
Project CHECKMATE
An effort to win products for its new microprocessor 80286
Draw customers away from Motorola 68000

Substitution II
Issue
Emergence of RISC

Solution
Introduced own Designs
I860, based on RISC architecture
Redoubled focus on x86
Began developing products only compatible with x86 software base

Slack I
Issue
Low Yields on New Products

Response
Regulate demand with higher prices
Multiple Fabs built to similar specifications
Ration Supplies to OEMS
Hold Up I
Issue
Relations with Software makers

Response
Strengthen ties with Software Developers
Even today, it has a strong collaboration with Microsoft
Hold Up II
Issue
Supplier Relations
Initially used Sole Sourcing
However, suppliers were less responsive to requests for technical
support or improvement

Response
Moved towards Dual Sourcing of critical pieces of production
equipment

Thank You
Made on a PC with Intel Inside.

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