International Business Studies
International Business Strategies By Rahul Gairola
Subject : Appraisal of a MNE's recent market entry (2007-2010) ( 1. Firm Motivations for internationalization 2. Entry Strategy 3. Corporate Strategy)
Question: Acting as a market analyst for the US Investment bank Merrill Lynch, you have been allocated the responsibility to produce an appraisal report relating to a client’s (MNE) recent market entry
Executive Summary
In the appraisal I will discuss my findings on HTC’s entry into the Indian mobile phone market. HTC was founded in 1997, it has been making a strong name for itself internationally. In 2007, the company entered the Indian market and quickly made a name for itself providing the first touch and Android phone available in India. Its motives for internationalization have been in the hopes of gaining access to new market opportunities in Europe, the US and Asia. In India HTC seeks efficiency though International Specialization. When the company first entered the Indian market, there was a lack of top of the line mobile phones, a gap that HTC saw and quickly filled. In terms of its Market entry strategy HTC made sure to offer phones with the latest technology to the upper and middle class. It joined together with local telephone connection providers to gain faster access and trust from the Indian consumers. It follows a transnational corporate strategy in which the products are standardized and there is only one R&D department located at the Taiwan Headquarters, while strategies are created by each country’s subsidiary specifically for the targeted country.
Table Of Contents
1. Introduction
• About the Brand
2. HTC’s Motives for Internationalization
3. HTC’s Indian Market Entry Strategy
4. HTC’s Corporate Strategy
• SWOT Analysis of HTC
5. Recommendations
6. Conclusion
Introduction
As acting market analyst for the US Investment bank Merrill Lynch, I have been allocated the responsibility to produce an appraisal of
Subject : Appraisal of a MNE's recent market entry (2007-2010) ( 1. Firm Motivations for internationalization 2. Entry Strategy 3. Corporate Strategy)
Question: Acting as a market analyst for the US Investment bank Merrill Lynch, you have been allocated the responsibility to produce an appraisal report relating to a client’s (MNE) recent market entry
Executive Summary
In the appraisal I will discuss my findings on HTC’s entry into the Indian mobile phone market. HTC was founded in 1997, it has been making a strong name for itself internationally. In 2007, the company entered the Indian market and quickly made a name for itself providing the first touch and Android phone available in India. Its motives for internationalization have been in the hopes of gaining access to new market opportunities in Europe, the US and Asia. In India HTC seeks efficiency though International Specialization. When the company first entered the Indian market, there was a lack of top of the line mobile phones, a gap that HTC saw and quickly filled. In terms of its Market entry strategy HTC made sure to offer phones with the latest technology to the upper and middle class. It joined together with local telephone connection providers to gain faster access and trust from the Indian consumers. It follows a transnational corporate strategy in which the products are standardized and there is only one R&D department located at the Taiwan Headquarters, while strategies are created by each country’s subsidiary specifically for the targeted country.
Table Of Contents
1. Introduction
• About the Brand
2. HTC’s Motives for Internationalization
3. HTC’s Indian Market Entry Strategy
4. HTC’s Corporate Strategy
• SWOT Analysis of HTC
5. Recommendations
6. Conclusion
Introduction
As acting market analyst for the US Investment bank Merrill Lynch, I have been allocated the responsibility to produce an appraisal of