Digital Media Strategy and Implementation Essay

Digital Media Strategy and Implementation - Essay Example Intel presently manufactures a range of products including motherboard chipsets, integrated circuits, network interface controllers, embedded processors, graphic chips and a range of other communication devices. The management strategy of the organization is closely linked to its founders Robert Noyce and Gordon Moore and the leadership of Andrew Grove. Initially, the company was only known to people in the technology industry. However over the years, intensive advertising campaigns have made Intel a household name across the world mostly arising from its Pentium processor. Intel presently operates as a public company, a status it achieved in 1971 after launching an Initial Public Offering (IPO) (Gawer and Cusumano 44). Development At its formation, Intel was primarily concerned with the production of SRAM and DRAM memory chips which accounted for almost all the sales of the company until 1981. Even though the company invented the microprocessor chip early in 1971, the importance and popularity of this device had not been realized since the personal computer industry had not yet grown sufficiently. The success of the PC triggered a period of much organizational success for Intel as a result of the increased demand for the microprocessors. At this time, Intel grew rapidly as the dominant microprocessor supplier in the computer industry. However, this growth had its own share of challenges. At this time, several major organizations such as Microsoft were coming up in this industry, and this created a lot of struggle for control of the direction of the industry (Elliott 15). In the 1980s and 90s, Intel experienced periods of unprecedented growth given that it had become the primary supplier of microprocessors to IBM and other major computer manufacturers across the world. The Pentium brand became a household name, and this created a lot of brand loyalty for the organization. However, in the 2000s, the growth of the company began to slow down. At this time, there w as a reduced demand for high-end microprocessors. Intel’s competitors like AMD gained a lot of market share. In order to address the company’s reduced sales, the then- CEO Craig Barrett began a process of diversifying the product line of the company by engaging in the production of other technology devices. However, it proved difficult for the company to venture into such new fields since other players had already established strong grounds (Metz). Success factors On the basis of most success factors, Intel has indeed been successful. The company is presently ranked at position 49 among the fortune 500 companies and this indicates a good revenue position. In a world driven by innovation, the company has carried forward the spirit of the founders and continues to take the lead in innovation across the industry. The innovation was a result of the proper management structures that have existed in the organization since its formation. In this respect, Moore and Noyce place d much priority on the people as an important asset for the organization. Openness, responsibility and equality have become a driving factors and this greatly motivates the employees. Innovation at Intel is not therefore the prerogative of the R&D department as in other organizations. Rather, every employee has the capacity to ensure an improvement in their area operations. This has seen the company expand its product line from microprocessor to other products like network cards, memory drives and motherboard chipsets.