The Development Of Intel In The Marketing Of Smart Phone

This paper is trying to get a conclusion of the basic rule when a company during transition. This conclusion will be based on the case analysis of Intel’s transition from the PC marketing to the smartphone market.Intel is established in 1968 and it is the head of the semiconductor market for years. This company has a famous brand, leading technoledge. However, from 2010, the smartphone market has started to develop rapidly, meanwhile the PC market has started to shrink. Facing this situation, what would Intel act to do the transition, get into the smart phone market, find out the new customers requests and creat new marketing increase?This paper is based on the theory of Icarus paradox and the inovator’s dilemma. Except the smart phone markting environment analysis, the writer also did the SWOT analysis of Intel’s strength, weakness, opportunity and threatens in the smart phone market in a dynamic way. Combined with a marketing reaserch, the writer got the conclusion that Intel needs to strengthen the core competency, forecast the smart phone market trends, and find out the sweet point to balance both side.The writer got the conclusion by analysising the case: during the transition, the company needs to dig out and strengthen the core competency, by keeping the benifitial business to keep the cash flow. Except the core competency insistence, the company needs to establish the flexble structure to fulfill the market requirement. Using the self core competency to foster the customer experience and wait for the the timing when both sides match.