HTC Corporation, formerly High-Tech Computer Corporation, is a Taiwanese manufacturer of smart phones and tablets headquartered in New Taipei City, Taiwan. Founded in 1997,
HTC began as an original design manufacturer and original equipment manufacturer, designing and manufacturing devices such as mobile phones, touch screen phones, and PDAs based on Windows Mobile OS and Brew MP to market to mobile network operators who were willing to pay a contract manufacturer for customized products.
After initially making smart phones based mostly on Windows Mobile, HTC expanded its focus in 2009 to devices based on the Android, and in 2010 to Windows Phone. As of 2011, HTC primarily releases and markets its smart phones under the HTC brand, ranking as the 98th top brand.
At the start, HTC was not well known in the smart phone and tablets industry. However, the company’s innovative design and state of the art technologies generated big interest. According to some primary research, customers who owned HTC phone did not know a lot about HTC as a company. That is to say, HTC brand awareness was not matching its technological and innovative approach. In fact, its brand awareness was very low compare to its competitors in the smart phone industry. Therefore, it is clear that a company of the magnitude of HTC need to do more in terms of brand awareness in order to sustain and increase its market share in such a highly competitive market. To achieve this, HTC needs to review its marketing strategy.
PEST Analysis
Political Environment
Political system can be evaluated in two associated measurements, which are collectivism and individualism. Taiwan is moving towards democratic system but seven decades of communism governance still has an effect on both people and organizations. There are four major parties in Taiwan which are Democratic Progressive Party, Kuomintang, People