...advantages and vulnerabilities? Bes sure to elaborate on HTC and its competitors’ positioning on performance and cost. Advantages One of the competitive advantages HTC possesses is having good strategic alliances like Microsoft and Google. HTC teamed up with Microsoft as one of the hardware maker of mobile phones. By partnered with one of the giant in the industry, HTC grew rapidly without facing as many barriers or obstacles as other start-up companies. To increase its visibility around the world and bring the brand name in the United States and Europe, HTC partnered with Google to produce the first windows based smartphone. These experiences helped HTC in software creation, and develop higher level of competitiveness against other firms in the industry. Moreover, in order to provide mobile devices with high quality in components, HTC has built robust relationship with its suppliers such as Compaq, Qualcomm, and Texas Instruments. Another competitive advantage HTC possesses is the emphasis on research and development (R&D), hardware design, and manufacturing which they gained from ODM experiences. HTC encourages its employees for innovations, new technology strategies, and smart phone design ideas. The relationship with Handspring of making the Treo smartphone gave HTC the opportunity to learn more about software and user-interface design. Besides, Compared to its competitors’ 6 quarter cycle for phones, HTC had shorter product life cycles and it was good for gauging...
Words: 2060 - Pages: 9
...The case finds HTC at an important junction in its growth within the mobile device industry. HTC is plagued with several challenges and faced with crucial decisions that could make or break the company’s future. Performance In the years leading up to the launch of its own brand, HTC developed strong relationships with mobile phone brands and network providers around the world. These relationships became the foundation of its success during the first few years of the smartphone era as it dominated the market under the leadership of HT Cho and Cher Wang. Right from the time the company entered the notebook computer industry, the leadership always demonstrated a great amount of adaptability and foresight – which, ironically, is what led the company to completely abandon the manufacturing of notebook computers. Upon realizing that the developments that were taking place at Microsoft aligned perfectly with its own vision of mobile computing, HTC leapt at the opportunity to become pioneers in this space. By using its first-mover advantage into the PDA space (and by extension the smartphone space), many branded handset companies and network providers went on to hire HTC to manufacture its devices. Lauded for its ability to customize products, the contract manufacturing business allowed HTC to establish itself as a leader in the eyes of handset companies and network providers. However, a key trade-off in this strategy was the lack of visibility the company was receiving in the eyes...
Words: 2570 - Pages: 11
...Case Analysis --HTC Corp.in 2009 Class: Competitive Marketing Strategy Student Name: Fisher Yu 1. Evaluate HTC’s performance to date. What are its competitive advantages and vulnerabilities? Be sure to elaborate on HTC and its competitors’ positioning on performance and cost. Financial performance of HTC compared with its main competitors For this part, we will be using 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 smartphone 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 ...
Words: 2638 - Pages: 11
...Committee/Registrar, which may result in me being expelled from the program. | Signature | | Submission Date | | SECTION B: COMMENTS FROM YOUR LECTURER | ASSIGNMENT GRADE: | | | TABLE OF CONTENT S. No Page No. 1. Situation Analysis ………………………………………………………………………………………… 3 2. Marketing Communication Objectives ………………………………………………………………………………………... 4 3. Marketing Communication Strategies …………………………………………………………………………………………. 5 4. Tactics …………………….…………………………………………………………………… 6 5. Action Plan ………….……………………………………………………………………………… 8 6. Control/Conclusion …………………………………………………………………………………………. 11 1. SITUATIONAL ANALYSIS HTC Corporation has been in Singapore for only 3 years but it has created a certain level of impression and popularity. It also maintained attraction for consumers not only in Asia but also in...
Words: 2281 - Pages: 10
...Executive Summary The telecommunications device industry is rapidly evolving and HTC needs to find a way to sustain a competitive advantage. First we defined what we perceived to be HTC’s problem statement. We then went into an industry analysis using Porter’s Five forces. Then we conduced a firm level analysis. First we identified HTC’s resources and capabilities. We then discussed the value chain with primary activities being: research and development, product design, sourcing, manufacturing, and market research. Secondary activities defined were brand management, product engineering, and human resource. After we assessed the value chain we then identified what we believed to be HTC’s core competencies, which create superior value to the company. These include R&D, partnerships with Microsoft, and innovative product design skills. Next, we examined HTC’s competitive advantage. We took HTC’s core competencies and analyzed what they do that allows them to competitively compete against other firms in the industry. HTC’s competitive advantages are their R&D, customization abilities, and partnerships with software, operators. We when used these competitive advantages to describe why HTC has sustained good market positioning. Next we touched on the vertical coordination efforts of HTC. As a phone manufacturer HTC has taken steps to take more control over parts of their value chain by entering into partnerships and alliances with other leading companies including: Microsoft...
Words: 6256 - Pages: 26
...Introduction After six quarters of record sales, acknowledges, and awards; HTC stock price, a Taiwan base handset manufacturer, started to going down in Q1, 2012. The main reasons include a fight with Apple on smartphone IP, the market reaction on the integration of the main OS suppliers (Android of Google and Microsoft Mobile) with cellphone manufacturers (Motorola and Nokia), and the launching of a new category of handset device, the tablets. Since those challenges, Peter Chou, the HTC´s CEO, recognize that is the moment to make important decisions in order to compete successfully and sustainably in the competitive mobile devices market. Among the HTC´s issues that Chou hope to resolve are: How to differentiate its strategy in a sustainable way?, What actions and strategy follow in order to manage uncertainty and to anticipate the changes of the acquisition of Motorola by Google and the alliance Microsoft-Nokia?, Will they need to develop their own OS or license another from the market?, How compete in the market of tablets? How important is for the company be leader in tablet?, and How face the Strategy IP be moving forward? Problem: HTC is a well know Taiwanese company, recognized as one of the best handset hardware manufacturer. At the beginning they were producing handset for well-known companies such as Microsoft...
Words: 3365 - Pages: 14
...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...
Words: 3021 - Pages: 13
...MCS*3620*02 Integrated Marketing Communications Plan Nokia Lumina 1020 November 28, 2013 Table of Contents Executive Summary………………………………….Situation Analysis…………………………………… Market Analysis………………………………. Market Environment…………………………..Consumer Analysis……………………………Competitor Analysis………………………….. Blackberry………………………………... Apple……………………………………… Samsung………………………………….. HTC……………………………………….. Product Analysis: Nokia Lumia 1020…SWOT Analysis………………………………………Marketing Strategy………………………………….Marketing Objectives…………………………Marketing Strategies………………………….. Basis for Segmentation…………………. Target Market…………………………… Positioning……………………………….. Competitive Approach…………………..Target Audience………………………………Proposed Budget………………………………Communication Objectives…………………...Overall Creative Strategy……………………..Creative Executions…………………………... Social Media……………………………... Experiential Marketing…………………. Sponsorship………………………………. Personal Selling…………………………. Television Ad……………………………..Media Strategies………………………………Activity Schedule……………………………..Plan Assessment & Closing Recommendations……Bibliography………………………………………….Appendix……………………………………………... Appendix 1: Tables…………………………… Appendix 2: Images…………………………... Appendix 3: Definitions……………………… |...
Words: 5538 - Pages: 23
...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...
Words: 7979 - Pages: 32
...privilege of attending private school in the United States. In 1974 she attended the exclusive College Preparatory School in Oakland, California. After graduating from high school, she attended University of California – Berkeley. Cher, who originally wanted to be a pianist, was first admitted to Berkeley as a music major, but switched gears mid-stream, earning a master’s degree in economics instead. In 1982, Cher cut her teeth in the technology domain at First International Computer, a computer products manufacturing unit presided over by one of her sisters. While working at this company she got the idea for what would become the products produced by HTC. However, it took several years for Cher Wang’s inner entrepreneur to surface. In 1987, she founded VIA Technologies, Inc. In 1997, at the age of 39, she came back to Taiwan, launched HTC along with associates HT Cho and Peter Chou. In 2010, Cher co-founded the ABAC Women’s Forum to identify capacity-building policy recommendations that enhance opportunities for women in business, and to hold outreach activities within APEC economies. Cher’s business achievements have been widely acclaimed in major international media. In 2011, she received the 20th spot on both Forbes’ and Fortune’s annual ‘most powerful women’ lists. 2. A summary of the book focusing on the main themes (1 page). The legend of...
Words: 2018 - Pages: 9
...Product Innovation & Creativity Assignment Mobile Phone Report Table of Contents Introduction 3 Product concept 3 Secondary research 3 Primary research 5 Conclusion 6 Appendix 7 Bibliography 7 Figures 8 Questionnaire 8 Introduction Nowadays, the way of information transfer is changing rapidly as the change of advanced technology. People could communicate with each other more conveniently and effectively by the use of mobile phone. As the technology change of mobile phones, people not only use mobile phone to make a phone call, but also do something else. People can use mobile phone to watch TV, surfing on the internet, and take photo. By the way, the consumer needs for mobile phone may be different by their occupation and lifestyle. Therefore, the decision maker of the organization needs to know more about the customer needs and wants in order to handle the market opportunity successfully. Product concept Our concept is innovation and be creative to build a unique product experience for customers. And provide close service and convenience to customer in the daily life and working. Secondary research Secondary data which means the information has already been collected or already existed for specific purpose (Crossman, 2013). Secondary research could help an organization to know the current situation of market and competitor. It’s very help for organization to evaluate current potential opportunity within the market. From the Euromonitor...
Words: 2478 - Pages: 10
...A Progressive Digital Media business COMPANY PROFILE HTC Corporation REFERENCE CODE: D030D163-1966-4A48-AE13-80DC33BF7F54 PUBLICATION DATE: 9 Oct 2015 www.marketline.com COPYRIGHT MARKETLINE. THIS CONTENT IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED OR DISTRIBUTED. HTC Corporation TABLE OF CONTENTS TABLE OF CONTENTS Company Overview..............................................................................................3 Key Facts...............................................................................................................3 Business Description...........................................................................................4 History...................................................................................................................5 Key Employees.....................................................................................................8 Key Employee Biographies..................................................................................9 Major Products and Services............................................................................14 Revenue Analysis...............................................................................................15 SWOT Analysis...................................................................................................16 Top Competitors.................................................................................................21 Company...
Words: 8197 - Pages: 33
...Running head: MARKETING ANALYSIS OF SONIC PDA 1000 Marketing Analysis of Sonic PDA 1000 Abstract The purpose of this group project is to provide the members of LU BUSI-520 Delta Group with a patterned professional forecasting model for research and analysis of a prospective new product. The new product will be the Sonic 1000 PDA; a fictitious product formulated especially for this mock-up analysis (Kotler, & Keller, 2009). Through experiential collaboration, the members of Delta Group should gain needed insight into the potential quandaries that are mutually shared by many of today’s marketing managers. It is conceived that each member of Delta Group will personally align with the labors of research and planning intrinsic to the creation of new products. Each member of Delta Group expects to gain valuable exposure to the practices of localizing and assimilating various market planning data; all the while anticipating, acknowledging and understanding the challenge of familiarizing themselves with real-world experiences of collaboration in a virtual group environment within the field of marketing. Sonic 1000 PDA Marketing Analysis Introduction Sonic is proposing to launch a new product – the Sonic 1000 PDA. In this report, we will attempt to examine and analyze the current research in the market for this product. It will also provide a review of current markets and possible market segments that the company is interested in pursuing. Through experiential collaboration...
Words: 9576 - Pages: 39
...committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings. Apple Incorporation was found by Steve Wozniak and Steve Jobs. Both of them were college dropouts. It was first incorporated on January 3rd 1977. Previously the company’s name was Apple Computer Incorporation but it became Apple Incorporation on January 9th 2007 because of the company was ongoing expansion into consumer electronics. Up to September 2010 Apple Incorporation had worldwide annual sales amounted to RM130.46billion and they have 317 stores worldwide. Apple Incorporation headquarters are located in Cupertino, California. Brand Analysis Current marketing strategies One of Apple’s current marketing strategies is often let information out, unofficially. The company has been doing this for years, and it helps preserve Apple’s...
Words: 8637 - Pages: 35
...company’s applications include Mac OS, iTunes, iLife, iWork, iClould, Safari, QuickTime, MobileMe and others. Apple mainly operates in the United State and manages its business primarily on geographic structure. It develops global market through five operating segments: the Americas, Europe, Japan, Asia-Pacific and retails. The company sells its products through online stores, retail stores, direct sale forces, and third-party resellers. It is headquartered in Cupertino, California and currently employs 49,400 employees globally. Apple Inc. became the largest company in the tech universe on May 26, 2010 (Manjoo & Caplan, 2010). The company recorded revenues of $65,225 million during the financial year ending September 2010, an increase of 52% over 2009....
Words: 2621 - Pages: 11
