...an analysis that addresses the following: 1. Identifies and analyzes the industry and competitive environment of the mobile phone industry based on information contained in the case: HTC Corp. in 2009 including key industry and environmental trends, competitive and structural characteristics of the mobile phone industry. 2. Your assessment of the key challenges HTC faces in trying to achieve a sustainable model and long-term success in the industry? 3. Your assessment of the competitive and strategic position of HTC Corp. at the time of the case information. 4. Your assessment/identification of any major changes in the competitive situation for HTC from the perspective of the fall of 2011 that he should bring to the board’s attention based on current information available publicly. Question 1) Identifies and analyzes the industry and competitive environment of the mobile phone industry based on information contained in the case: HTC Corp. in 2009 including key industry and environmental trends, competitive and structural characteristics of the mobile phone industry. Answer 1) HTC is basically a very young high tech company, initially dealt with PDA’s and computers. But in the recent years HTC has emerged as a smartphone firm which has received strong appreciation for the design and high tech products. It has been known for interoperate the Windows OS into the mobile phone devices which sparked the revolution towards the “SMARTPHONE” industry. HTC received...
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...Introduction This paper will provide an analysis of High Tech Computer Corporation (HTC) a Taiwanese corporation operating in the mobile phone and smartphone industry, as described in ‘HTC Corp. in 2012’ by Yoffie, Alcacer, Kim (2012). It will aim to provide an insight into some of the challenges which HTC encounters, due to both internal and external developments, and how these challenges affect the strategic position of HTC, as well as the sustainability of its future. Lastly, this paper will conclude with a strategic advice to the directors of HTC on what steps they ought to undertake in order to move HTC into the top three of smartphone producers worldwide. Overall, the major challenges which HTC encounters can be related to two facts. Firstly: HTC operates in a highly competitive, fast growing market, which is driven by innovation and technology-based developments: In 2011 annual growth of the smartphone market was recorded at 61% (Yoffie, Alcacer, Kim, 2012). Competing in a high-growth market brings various opportunities as well as complications along, some of which will be discussed below. Secondly, the fact that HTC has recently switched from solely providing via operators to selling phones under its own brand name has brought about a variety of challenges which will be discussed below. Customization versus Scalability In the past, HTC has differentiated itself by providing customized products, i.e. by tailoring products to the needs of...
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...ANALYSIS: Niche markets key to HTC's road to revival: analysts 2012/09/02 15:23:12 | | | | | | | | | | | | By Jeffrey Wu and James Lee, CNA staff reporters Taiwanese smartphone vendor HTC Corp. still has a chance to regain its previously strong position in the increasing competitive mobile phone market if it can tap into niche content and segments, according to industry analysts. "HTC has some serious problems within the company," said C.W. Chen, chief researcher of the Center of Knowledge-based Economy and Competitiveness at Taiwan's state-funded Industrial Technology Research Institute. "Based on my knowledge, HTC's internal innovation management lacks efficiency, and the company had failed to carry out some really good ideas or creative thoughts," he said in a telephone interview recently. HTC's relatively weakened ability to innovate has also been evidenced by a closer tie between its partner Google Inc. and its rival Samsung Electronics Co., as Samsung has replaced HTC as Google's top partner in the Android camp to launch cutting-edge devices, Chen said. Although the world's first smartphone running on Google's Android system was made by HTC in 2008, such strong partnerships appear to have faded during the past two years when Samsung became more aggressive in supply chain integration and brand marketing, he noted. In the April-June period of 2012, HTC's shipments plunged 24.1 percent annually to 8.8 million units. The Taiwanese firm...
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...information to support decision making in an organization. The are several types of information system that help people in organization that are Transaction Processing System (TPS) , Knowledge Management System(KMS), Learning Management System(LMS), Database Management System(DBMS), Office Information System(OIS), and Management Information System(MIS). There are five companies that get benefits of Information Technology and Information System in becoming international companies that are the telecommunication electronics Apple,inc, Xiaomi Inc, OPPO Electronics Corp, HTC Corporation, Samsung. These five electronics company has gone worldwide. The companies produce variety of product. The top five of the products is IPhone6 for Apple, Note 4 for Samsung, Redmi note for Xiaomi, Find7 for Oppo and HTC Desire eye for HTC. Besides the top model phone the companies also produce electronics appliances. Swot analysis Swot analysis is a study that undertaken to know the potential of an organization from the internal that is strengths and weakness and from the outer such as opportunities and threats. 1)Apple Inc. Strengths i. ii. iii. iv. v. vi. Marketing and advertising capabilities. Powerful product quality Loyal user Creative interface of products. Billion revenues and profit made every year Highly demand of orders Weakness i. ii. iii. iv. v. Expensive Limited product with specific function. No expandable memory. After launching a new product the previous product will be lame. There...
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...Case Study 2 Analysis HTC Corp. 1. Evaluate HTC’s performance to date. What are its competitive advantages and vulnerabilities? Financial performance of HTC compared with its main competitors ROA (return on assets), ROE (return on equity), and profit margin to evaluate HTC’s abilities to generate profits and to control its cost with comparison to other manufacturers. With reference to the financial ratios of HTC in Exhibit 1a, over five years (2004 to 2008), its average net profit margin was 18.8%, return on assets 34.2%, and return on equity 59%. Its earnings per share (EPS) were 13.49, 32.81, 56.97, 50.48 and 36.64 respectively. The company is highly competitive and profitable as a whole. According to Exhibit 1a, and 6, and chart 1, same with its rankings in the smart phone sales, the ranking of the scale of its total revenue also in the fifth place, behind Samsung, Nokia, Apple, and RIM. But its revenue is rapidly growing, doubling nearly every three years. That growth rate is far better than most of the players in the industry and the average. Its return on sales ratio is among the three highest in the industry, which is an average of more than 15% percent. This indicates that HTC has a very good gross profit margin. Marketing performance of HTC compared with its main competitors. For this part, we will take a look at handsets shipping per year, performance in different markets, and current positioning of several competitors in the industry. As...
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...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 ...
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...MN2061K Analysis of a Marketing News Story I. Introduction According to Bloomberg news article (Appendix.1) “HTC Mimics Apple Marketing Strategy to Regain Customers”. We can see that HTC understand the need to have a relevant marketing strategy to attract consumers and recover the lost grounds. HTC is a Taiwan based smartphone manufacturer that started out manufacturing mobile devices by allowing telecommunication operators to put their names on the phone. HTC expanded their focus with Microsoft's Windows Mobile operating system (OS) software based devices to devices based on the Android OS. In the Bloomberg’s Tech news section the journalist reported that HTC loss half of its market share due to fierce competitions from the industry leaders such as Apple and Samsung. II. What are the marketing issues that lead to the strategy shift? Branding According to (Kotler and Armstrong et al. 2013, pp. 245-6) “Brand is a name, term, sign, symbol, design or a combination of these, that identifies the products or services of one seller or group of sellers and differentiates them from those of competitors.” However HTC do not have a clear and coherent brand strategy (Graziano 2013) “The problem isn’t HTC’s smartphones, which have all received acclaim from critics — it’s the company’s lack of brand recognition among consumers. HTC is a fresh player in the smartphone industry compared to Apple, Samsung and LG and it hasn’t done a good job of branding to stand out...
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...LETTER TO HTC SHAREHOLDERS 4 34 50 RESULTS AND RISK MANAGEMENT CHAPTER 2 COMPANY PROFILE CHAPTER 3 BUSINESS OPERATIONS 104 CHAPTER 8 FINANCIAL INFORMATION CHAPTER 7 AFFILIATE INFORMATION AND OTHER SPECIAL NOTES 14 118 138 CHAPTER 1 LETTER TO HTC SHAREHOLDERS 1 LETTER TO SHAREHOLDERS LETTER TO SHAREHOLDERS 1 LETTER TO SHAREHOLDERS Dear shareholders, Faced with increasingly intense competitive pressure in the global smartphone market, HTC Corporation (HTC) has in the past year continued to allocate resources to product development, technological innovation, and marketing in order to satisfy consumer needs and at the same time solidify HTC's core developmental ability. 2012 saw HTC reach its 15th anniversary, marking an important milestone. In February, at Mobile World Congress (MWC) held in Barcelona, HTC started a camera and audio revolution with the announcement of its One series of smartphones. These smartphones introduced new technological advances such as "Amazing Camera" and "Authentic Sound," bringing consumers a brand-new user experience. In addition, in order to meet the needs of different consumers, HTC has successfully rolled out a variety of smartphones such as the DROID DNA, HTC J, and HTC Butterfly that deliver superior performance and eye-catching, user-focused designs. These smartphones were positively received by the market. In addition, HTC jointly launched with Microsoft the Windows Phone 8X by HTC and the...
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...AN ANALYSIS: HTC, THE INDUSTRY AND TAIWAN GROUP PROJECT JAPAN & THE FOUR ASIAN TIGERS SMARTPHONE TABLE OF CONTENTS INTRODUCTION ......................................................................... 3 1 Taiwan's Economic History ............................................................ 4 2 Impact of Globalization on Taiwan .................................................. 5 3 PESTEL- Analysis of Taiwan .......................................................... 6 3.1 Political Aspect ............................................................................... 6 3.2 Economic Aspect ............................................................................. 6 3.3 Social Aspect .................................................................................. 6 3.4 Technological Aspects ...................................................................... 7 3.5 Environmental Aspects ..................................................................... 7 3.6 Legal Aspects ................................................................................. 8 4 Financial Markets of Taiwan .......................................................... 8 4.1 Taiwan Stock Exchange .................................................................... 8 4.2 The Bonds Market ........................................................................... 9 4.3 The Inflation Rate in Taiwan .............................................................. 9 5 The Smartphone...
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...Background Founded in Taiwan, HTC has long been an innovative force in handset industry, winning a variety of innovation awards. Being a relatively small player evolved from an original design manufacturer, it achieved a number of “First in the Market” - the first color screened PDA, the first phone with a touchscreen interface, and the first smartphone running on Android Operating System (OS) that continues to be the most popular platform over the world. What makes HTC unique is its technology in hardware together with speed of innovation, but that is not sufficient for it to sustain and succeed in the market anymore. Challenge Definition Going forward, after a “35% year-on-year drop in revenue that fueled a 70% decline in operating income” despite growth of the smartphone market, HTC needs to resolve a series of challenges, be it the heavy competition of the industry with many other players, how to find the right balance between being “customer centric” and streamlining the product portfolio, how to differentiate in the crowded place and promote its brand awareness/image, how to deal with change in external environment from “operator push” to “market pull”, what OS strategy it needs to pursue, or whether it should enter into tablet market. Nonetheless, the biggest challenge remains as how the company should effectively and efficiently differentiate itself in the crowded place given the resources it has. If HTC does not appropriately address these issues, the...
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...HTC Posted on June 16, 2012 by John Dudovskiy HTC Corporation (formerly known as High Tech Computer Corp.) is a Taiwan-based smartphone manufacturing company engaged in design, development, manufacturing and sales of mobile computers, personal digital assistant phones, touch phones and smart phones and offers its products in Europe, Asia pacific, North and Latin America, Africa and Middle East (Bloomberg, 2010). The company has gained a reputation in terms of innovation related to the features of their products as well as their design The Evolution of HTC HTC was founded in 1997 by three business people and technology enthusiasts Cher Wang, HT Cho and Peter Chou. The founders took the roles of Chairwoman, Director of Board and Chairman of HTC Foundation, and President and CEO respectively. At the initial period of business HTC was mainly involved in partnerships with companies like Compaq, Dell and HP designing and building PDAs (personal digital assistants) for them. The most innovative and acclaimed products of these brands HTC was closely involved in include Compaq iPAQ, Treo 650, O2 XDA, and Orange SPV (Hi, we’re HTC, 2010) The company was introduced to the public as an independent brand starting from June 2006, and manufactured its first own brand product HTC Touch, which is claimed to be by the company a first finger-friendly touch-screen smartphone in June 2007. Today HTC boasts with its popular products as Touch Diamond, Hero, HD2, HD Legend, and Desire, and...
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...One smartphone. It is undoubtedly designed to run the Google Android operating system for cellphones, which the search giant introduced more than a year ago. Android was envisioned as a major breakthrough in cellphones because it offered an "open" operating system i.e., one that other companies could use and design applications for. At the time, this strategy was compared to that of Microsoft Windows, which broke the market hegemony of Apple’s decidedly non-open OS in the mid-1980s and within a decade, turned Apple into a niche company. This time around, the new Android phones were supposed to break the hegemony of the Apple iPhone. So far, it hasn’t quite worked out that way with Android. A number of cell phone companies notably Motorola, HTC, and Samsung have adopted Android and seen impressive sales. However, this time around Apple, though still exhibiting much of its old "closed" and proprietary ways, has learned some important lessons over the last 20 years. For one thing, Apple understands, better perhaps than any company on the planet, the importance of being not only perpetually innovative but with a vast and loyal army of Apple fanatics behind it to...
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...Doing Business in Japan Japanese Leading Brands Vs. US Winning Japan Market MBA Iris 2012 Business with Japan January 26, 2013 Overview The Case Study Only a half decade ago the portable computer-laptops industry had thrive with the variable sizes, multifunctions, different weight, thickness and colors, manufactured by different vendors. (DELL, HP, Sony, Samsung, LG, Asus ...) Early 2007 when Apple introduced the first iPhone to the US market, there were already many kind of Smartphones in the market (HTC, Palm, Samsung..) but non of them created such a customer experience as the iPhone did. The iPhone became the ultimate portable office in the pocket of its owner. Sending and receiving emails and instant messages became easier, browsing content at the internet and navigation as well plenty application and capabilities. Everyone realized that the man with the iPhone will win – the iPhone became a big advantage for any business man. In addition, the leisure culture starts changing. The ease of browsing internet content with the iPhone anywhere, accessing Facebook and reading emails was significant. Playing gaming at you free time with the iPhone became an addiction to everyone. Apple with great precision has read the map and introduces the first iPad on 2010 which became a game change in the portable PC industry. With a larger screen size, the iPad was the ultimate entertainment...
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...will be achieved through specific marketing strategies and tactics, with the customer as the starting point. It also linked to the plans of other departments within the organization The role of research To develop successful strategies and action programs, marketers need up to date information about the environment, the competition and the marketers segments to be served. Often analysis of internal data is the starting point for assessing the current marketing situation, supplemented by marketing intelligence and research investigating the overall market, the competition, key issues and threats and opportunities issues. The role of relationships The marketing plan shows how the company will establish and maintain profitable customer relationships. In the process, however, it also shapes a number of internal and external relationships. From marketing plan to marketing action Companies generally create yearly marketing plans, although some plans cover a longer period. Marketers start planning well in advance of the implementation date to allow time for marketing research, through analysis, management review and coordination between departments. Introduction to our Brand and Product Our brand name is “Universal Mobile”. We build not just a mobile but more than that. We believe mobile is not a justified noun for our device. We would rather call it is a smart device, as we extract the latest technology and put as much as we could in our...
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...(SCOPE) 52810553 Table of Contents Page 1. Introduction 3 2. Macro-Environmental Analysis 4-7 3. Mobile Phone Industry Analysis 7-10 4. Critical Success Factors 10-13 5. Scenario Planning 13 6. Reference 14-15 7. Appendix 16-18 1. Introduction Nokia, one of the international communication and information technology company in the world which found in Finland. Their main products are phone and portable IT equipment. It also provides Internet services, including applications, games, music, media and communications through its Ovi platform, and free digital map information. Nokia is the largest vendor of mobile in the world since 1998 to 2008. However, in this past 5 years, Nokia has suffered declining market share because of the increasing of the other smart phone from other company like Apple and Samsung. From February 2011, Nokia has been partnership with Microsoft, as part of Nokia smartphones using Microsoft's Windows Mobile operating system (replacement Symbian). In October 2011, Nokia launched its first Windows Phone handsets Lumia 710 and 800. We will analysis in following parts,...
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