Htc -Market Analysis & Growth Strategy
Porter-s-five-forces-analysis
Today, the company is known for its innovation and research. However, the HTCbrand still has a weak image compared to its competitors like Apple, Blackberry, Nokia, Samsung and Sony. HTC is now focusing on developing its brand image to grow its market share. This report reviews the current marketing strategy for HTC Android phones. It analyses the marketing mix forth and reviews the areas of weaknesses and opportunities to build upon. Finally, the report provides some recommendations for the future strategy forth. : In key areas listed below these are to:
•
Expand market presence into emerging markets with good intellectual property laws, namely India and Brazil, but not China.
•
Promote HTC at a younger market segment than existing Smartphone customers to date, focussing on its lower price compared to the Appleiphone. This will mean developing a new market niche, gaining first mover advantage and building long-term brand loyalty among consumers.
•
Develop and showcase new applications development that shows value from enhanced functionality, especially those for the targetdemographic enterprise solutions.
•
M maintain HTC’s core value of innovation by promoting new features and functionality, customisability and design qualities.
This future strategy would be essential for long-term sustainability for the company.Target segments applications development ASecurity enhancement Brand awareness
1.
Introduction
2.1. HTC profile
HTC Corporation, a Taiwanese company, is a powerful producer of handsets. Its main focus is to push the boundaries of innovation in mobile phones (HTC, 2010).HTC has awide footprint in America, Europe and Asia-Pacific with its headquarters in Taiyuan, Taiwan (HTC, 2010). At the end of 2009, HTC had8, 249 employees globally (Datamonitor, 2009). The company recorded revenues of USD 4.4, 379.6 million billion during the financial year ending December 2009(FY2009), a decrease of 5.2% over 2008
Today, the company is known for its innovation and research. However, the HTCbrand still has a weak image compared to its competitors like Apple, Blackberry, Nokia, Samsung and Sony. HTC is now focusing on developing its brand image to grow its market share. This report reviews the current marketing strategy for HTC Android phones. It analyses the marketing mix forth and reviews the areas of weaknesses and opportunities to build upon. Finally, the report provides some recommendations for the future strategy forth. : In key areas listed below these are to:
•
Expand market presence into emerging markets with good intellectual property laws, namely India and Brazil, but not China.
•
Promote HTC at a younger market segment than existing Smartphone customers to date, focussing on its lower price compared to the Appleiphone. This will mean developing a new market niche, gaining first mover advantage and building long-term brand loyalty among consumers.
•
Develop and showcase new applications development that shows value from enhanced functionality, especially those for the targetdemographic enterprise solutions.
•
M maintain HTC’s core value of innovation by promoting new features and functionality, customisability and design qualities.
This future strategy would be essential for long-term sustainability for the company.Target segments applications development ASecurity enhancement Brand awareness
1.
Introduction
2.1. HTC profile
HTC Corporation, a Taiwanese company, is a powerful producer of handsets. Its main focus is to push the boundaries of innovation in mobile phones (HTC, 2010).HTC has awide footprint in America, Europe and Asia-Pacific with its headquarters in Taiyuan, Taiwan (HTC, 2010). At the end of 2009, HTC had8, 249 employees globally (Datamonitor, 2009). The company recorded revenues of USD 4.4, 379.6 million billion during the financial year ending December 2009(FY2009), a decrease of 5.2% over 2008