| Internet has made significant change to the world, and the change is speeding up and overwhelming. It has not only modified traditional business model, but way of people’s study, work, living, communication and relaxation etc. it becomes much powerful engine to drive global economy development. Especially in the past few years, Mobile Internet has been developed rapidly and applied widely, it’s really impacting many industries. To drive the world towards digitization and informatization, it does need information technology and its related products continuous innovation, as one of core components for most of electronic products, CPU has contributed much more and keeps contributing.Intel, the world famous America semiconductor chip design and manufacturing company, had ever designed and manufactured the global first CPU Inte14004, since then computing technology and internet revolution had been triggered, and the world has been changed profoundly as well. In the1980s, Intel top management decided CPU as Intel core business, and in the following decade, Intel made an unprecedented growth and became major and most profitable computing hardware supplier, it led Intel to be the biggest semiconductor company up to now, this obviously indicates the importance of CPU to the information products. CPU can be widely used for multiple products, such as, personal computer, server, data switcher, tablet and smart phone and so on. There is no doubt, most products have to rely on CPU to realize their fantastic functionalities.It’s reported by some statistics, PC market has almost been in period of saturation, in following few years, it will be lightly down trend and finally stable, it’s really difficult rebound any more. However, the tablet and smart phone market still has much space for growth. Moreover, new more intelligence products will come forth and be applied to more and more traditional industries, and could even make completely transformations to the industries. From the world economy development view, China is still under developing and growing at high speed, information products trade continuously increasing, and it shows promising and good development momentum. China market, which is full of vigor, is very important market for all information technology industry companies.In this paper, the author firstly used PEST, which is macro-environmental analysis tool, to analyze CPU market from macro environment perspective for current situation and products categorization and application. The past2013was most challenging year for the world economies, almost all of them were just increasing at very low or even minus rate, the US, Japan and South Korea at2%around and west Europe near to1%or negative, but China still at very high rate7.8%, west economies still not fully recovered from global financial crisis2008. Through PEST four factors analysis found that in China, political stability well, economic growth fast, social in good order and social concept keeps pace with times, information technologies in rapid development. CPU, as key component for information products, must be having well growth in China market.Secondly, moved on to CPU market competition analysis by using Michael Porter’s Five Forces Model, to have better understanding about threats from five forces and clearly see the biggest competition comes from those companies who are in the same industry. And based on China market current status, did a study for CPU market competition and potential market development.Thirdly focused on Intel company internal environment analysis, the purpose is to figure out Intel’s strengths and weaknesses for the sake of having full picture of company’s status quo.And then applied SWOT to further and overall analysis on top of PEST, Michael Port’s Five Forces and Intel company internal environment analysis to come up with Intel CPU China region strategy, which will be guiding China region marketing strategy.Finally gave detailed explanation on how to choose Intel CPU China region marketing strategy and its implementation by following the Marketing Theory of4Ps. |
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