HTC Corporation: A Smartphone Pioneer From Taiwan
This report is consistent with our signed Academic Integrity Form on file with the instructor

Trevor Burns, Nancy Kong, Amir Kalantar, Colin Brown, Nav Thandi, Adam Jackson
Team #1
September 23rd
Critical Issues
HTC must address the following issues in order to build its global market share: * Branding Strategies * Research and Development Department * Second Mover Strategies * Balance of Microsoft and Android * Loss of support from Shareholders
The issues stated above indicate how HTC has conducted inefficient marketing strategies. HTC’s marketing budgets grew by 78.75% in 2010 from 2009, this has helped their global market share grow by approximately 129%. In addition, the variation of operating systems HTC provides to must be addressed as precedent from competing companies have proven success in exclusivity of utilizing one OS. The various networks offered from the HTC devices has pushed them to also open multiple research and development centers which has substantially increased their selling and marketing costs by 139.43%.
The research and development centers has pushed HTC to become an innovator, by releasing the newest technologies; their decision to reject the ‘me-too’ strategy has created huge opportunity costs for them. Each dollars of equity is supported by $2548 of assets, which generated a correlating $1440 in sales, which generated a net profit margin of 14.37%
Analysis
Branding Strategies
Aside from the “Quietly Brilliant” advertising campaign, HTC has yet to really Brand themselves effectively. This is most likely stemming from HTC’s ODM history where they never had to market their products. This is seen as a weakness since there are so many competitors in the smartphone industry with histories of successful branding. Exhibit 4 highlights the marketing and selling