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STRATEGY Target Market Product PC Developers and PC Microprocessor Users Fastest PC Microprocessors "Intel Inside" - focused on computers Microsoft - Dell, Compaq, IBM, HP Functional Product Development is centered on technical teams, other functional units are considered mere support groups; Engineers' develop products, Marketing sells them 98,000; technical in nature Chips/Software/Platform Developers and Users All kinds of chips + sofware = Platforms "Leap Ahead" - moving beyond computers Everyone/Everything - Apple, Cisco, Motorola Divisional (Product Teams) Empowered Marketing, Collaborative Product Development; Engineers, together with marketers and other new hires of various fields, work together to develop products; More aggressive marketing additional 20,000; various fields/non-technical background Direct (with encyclopedic knowledge), soft-spoken Output-driven (Blackberry & Email as means of communication); cafeteria offers more appetizing selections
OTELLINI
Work Environment
How will Otellini address the engineers dissatisfaction to improve collaboration within product teams?
PROBLEM
SWOT
> adapt to changing market demands STRENGTHS > expand product lines > expand and diversify workforce > establish new branding (new Marketing) > create strategic partnerships with different organizations
ANALYSIS
> motivate engineers with current strategy/structure > communicate effectively need for strategic and structural changes
WEAKNESSES
T I E SO P P O R T U N I
> growing technological industry (tools & devices) > new partnerships
> possible conflicts of interest with partners > engineers moving to competitors
II.
III.
2. Assigning roles for implementation Cascade reinforcement systems and identify roles of managers (per level) in achieving behavioral objectives 3. Leading to Reinforce Inspire team leaders by communicating that shaping behaviors of their employees will result to a good working environment, needed to attain team/companys overall goals 4. Results Assess Assess whether collaboration among team members has been achieved through reinforcement systems Improving job design Job enlargement