Paper Topic:
MGT Module 2 Case
Running Head : MGT Module 2 Case MGT Module 2 Case Intel Corp the computer chip manufacturer has made its brand synonymous with microprocessors it has built this image through sheer dedication for innovation . Intel has always stayed ahead of competition with hardly any company being able to keep parallel with it in the race for building the fastest micro processors . Until now Intel has recognized the microprocessor and computer chip manufacturing as its core business area and the company 's primary objective has remained Being the first to
manufacture the fastest comp0uter chip
thus for more then 30 years Intel has restrained form diversifying its product line
Otellini 's Vision
Paul S Otellini the new CEO and a successor to the former CEO 's Andy Grove and Steve
Barrett has brought about a major change in Intel 's product line and its overall brand image
Otellini believes that a well recognized brand such as Intel must make efforts to explore new
opportunities outside its core business interests and gradually diversify by adding new
products to its catalog . Otellini 's emphasis is on innovation through understanding , he
believes that the product design team must understand how people use technology and what
they want form technology ? A product designed with this knowledge will undoubtedly meet
consumer expectations
Under Otellini the company has embarked on a major transformation of its product line , apart
from computer chips for PC 's and servers Otellini intends to produces chips for mobile
phones , home entertainment system and health monitoring systems Otellini has brought a
significant change in the company 's brand image , for first time in over 30 years Intel 's
corporate logo has been altered and a tag line Leap Ahead ' has been added to it
Changes at Intel
Otellini had embarked on a change of epic proportions one that required reorganization from
top to bottom . Changing the company 's core objective was the most significant change that
Otellini brought about . Instead of being a company whose objective is to upgrade and mass
produce computer chips for PC 's and servers Intel will now cater to a wider cross section of
electronics industry beginning with home entertainment systems , health care monitoring
system and mobile phones . Instead of selling computer chips the company would now sell
chips bundled with software and related technologies
To facilitate a change of such magnitude a organizational structure was
necessary . A major percentage of Intel 's workforce constituted of engineers who specialized
in computer chips and microprocessors , so additional skills were brought in , the recruits were
pooled from varying functional areas and the new work force now comprised of Sociologists
Doctors , and Ethnographers etc
The organizational structure was reformed keeping in mind the company 's objective to
diversify . The design engineers were reassigned to different product segments , and all design
teams were required to comprise of chip engineers , software developers marketers and
market specialists . This was a major departure from the traditional approach where design
teams constituted solely of engineers . All along...
Not the Essay You're looking for? Get a custom essay (only for $12.99)
