...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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...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 strong appreciation because of this strategy. To understand the industry, we need to...
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...UNANSWERED THREADS Lumia 920 3D printed cases up for sale! Two-factor authentication and Skydrive app Real Soccer 2013 unsupported!?? L820 t-mobile Germany is receiving an update HTC Update (no specifics listed) for unbranded... Windows 7/8/Mobile Lead Software Engineer (kindly... MEMBER SHOUTOUTS * Slai * BIGPADDY * montsa007 * Eas195 * WhippedKream * lak611 * Honestabebread * snowmutt * dxdy * lak611 * Angry_Mushroom * BIGPADDY SOCIAL * Groups * Photos * Stream * Friends * Member Map * Home * Forum * Windows 8 Tablets * Surface for Windows 8 Pro * Idiotic comparison/ Microsoft Surface Pro vs. Apple iPad 4 REPLY TO THREAD SUBSCRIBE TO THREAD ------------------------------------------------- Top of Form Page 1 of 212Last Bottom of Form Results 1 to 25 of 31 10Likes * LinkBack * Thread Tools * Search Thread ------------------------------------------------- Top of Form Bottom of Form * Rate This Thread 1. ------------------------------------------------- pdch MemberPosts202 PostsGlobal Posts282 Global Posts | 03-08-2013, 01:24 PM #1 Head-to-Head: Microsoft Surface Pro vs. Apple iPad 4 :facepalm. | Last edited by Dave Blake; 03-09-2013 at 07:37 PM. Reason: fix titleREPLY REPLY WITH QUOTE THANKS LIKE * Share * * * * * | | 2. ------------------------------------------------- ...
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...TO IDENTIFY THE TOP THREE OPERATING SYSTEMS FOR SMARTPHONES AND EXPLAIN THEIR FEATURES In this report I want to explain what are the three major smartphone operating systems and their features. The contents of this paper will describe the different design features of Google’s Android, Apple’s iOS and Microsoft’s WindowsPhone operating systems and why the consumers favor them. If you have any questions you can contact me at 409344-0867 or at nuthaky.phani@gmail.com Respectfully yours, Phani Nuthaky TABLE OF CONTENTS Part Page I. INTRODUCING THE REPORT 1 A. What is a smart phone? 1 B. Key smart phone features 1 C. What is a smart phone operating system? 2 II. WHY IS ANDROID THE TOP SMARTPHONE OPERATING SYSTEM? 3 A. What users love in Android? 3 B. Some of the drawbacks of Android 4 III. iOS APPLE’S SMARTPHONE OPERATING SYSTEM 5 A. Features of iOS 5 B. Setbacks of iOS 6 IV. WINDOWS PHONE OPERATING SYSTEM 6 A. Top features of Windows Phone 7 B. Trade offs of Windows Phone 8 IV. SUMMING UP THE SMARTPHONE OS COMPARISON 9 LIST OF ILLUSTRATIONS Graphic Page TABLE 1 Top Smartphone Platforms 11 TO IDENTIFY THE TOP THREE OPERATING SYSTEMS FOR SMARTPHONES AND EXPLAIN THEIR FEATURES I. INTRODUCTION A. What is a smart phone? A smartphone (or smart phone) is a mobile phone with...
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...iPhone 5 Report | | Assessing and analysing the three levels of the marketing environment | By Simona Zhelyazkova Vasileva, Student Number 201230259 | 2. Executive summary The report provides an analysis and evaluation of the three levels of the marketing environment of iPhone 5. It analyses the relationship between the influence of internal, macro and microenvironment on the product development and the potential success of iPhone 5 in the UK market. The internal environment will be examined by concentrating on product’s strengths, weaknesses, opportunities and threats and its innovative features, using a SWOT analysis. A comparison between previous Apple products and iPhone 5 will be presented. The actors close to the company, the external forces that affect the company’s ability to serve its customers and the exact way they exert an influence on product development will be taken into consideration. The substitutes, which present a threat for iPhone 5 developments and success will be analysed. In addition, the report will take into account previous problems that Apple Company had faced and will attempt to give some solutions to these problems. After presenting detailed information and the results of the investigation of the different forces that exert an impact on iPhone 5 developments, the report will conclude whether the product would be successful. Recommendations for improving the product weaknesses and enhancing the market strategy of the Apple will be...
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...IPhone VS Andoid IPhone and Android Phones are two of the top phones in the market in the present time. While both phones offer great features, the programs and running software make each of the phone unique to each individual person. It is really more of a preference for each person. There are many great features on each phone. The programing which each phones system runs under is very different. The OS internal system of stacks is called the Kernel. Android which was developed under Google software uses the Google used the Linux version 2.6 OS to build Android's kernel, this also includes Android's memory management programs. Now IPhone OS is a mobile operating system developed and marketed by Apple Inc. It is the default operating system of the IPhone. It is a UNIX like OS that is derived from Mac OS X. It is hard to say who would have the overall advantage in this case because both networks are strong. With one’s personal experience testing the Android Google market, most of the Applications did not work as well as the ones for the IPhones. Most of those third party builders did not have the slightest idea on how to make a successful application. An example of a third party program downloaded and tested was an MP3 music downloader. It downloaded a few songs and they stayed on the phone for a couple of days. Then an update came along with it and they would wipe all music out that had been downloaded. More than likely it was due to not being on a legal stand point to have...
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...from Sam Costello for about.com article iPhone vs Android: Which smartphone should you buy? http://ipod.about.com/od/iphonevscompetitors/tp/Iphone-Or-Android-which-to-buy.htm Hardware is the first place that the differences between the iPhone and Android become clear. Apple is the only company that makes iPhones, giving it extremely tight control over how the software and hardware work together. On the other hand, Google offers its Android software to many phone makers (Samsung, HTC, LG, and Motorola, among others, offer Android phones). As a result, Android phones vary quite a bit in size, weight, features, user experience, and quality. Apple offers users a single choice: what model of iPhone do you want (5, 4S or 4), not what company’s phone and then what model. Of course, some people may prefer the greater choice Android offers. Others, though, will appreciate the simplicity and quality offered by the iPhone. Apple's support for older phones is generally better than Android's. Take for instance, iOS 6, its latest OS. It includes full support for the iPhone 4, a more than two-year-old phone as of this writing. Because of that, the latest version of the iOS, 6.1.2, became the most-used version just a week after its release. On the other hand, Android 4.0, codenamed Ice Cream Sandwich, is running on just 2.9% of Android devices 6 months after its release. This is partly because the makers of the phones control when the OS is released for their phones and, as that...
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...Android vs iPhone Junyao Zhang April 12, 2010 This is a complete analysis and comparison between Android and iPhone OS. The rest of this report is organized as follows. Section ?? outlines the system architecture, history and detail management configuration. Section ?? discusses the iPhone system. In Section ??, a comparison between these two systems is presented. 1 Android Android, originally meaning “robot”, is a mobile operating system using a modified version of the Linux kernel. It was initially developed by Android Inc., a firm later purchased by Google,[?]and lately by the Open Handset Alliance[?]. It allows developers to write managed code in the Java language, controlling the device via Google-developed Java libraries.[8] It empolys the software stack architecture, as shown in Figure 1. • Android relies on Linux version 2.6 for core system services such as security, memory management, process management, network stack, and driver model. The kernel also acts as an abstraction layer between the hardware and the rest of the software stack. It is implemented by programming language C. • The middleware level includes Runtime and Libraries. The Runtime includes core libraries, providing most of the functionality available in the core libraries of the Java programming language, and Dalvik virtual machine which allows every Android application runs in its own process. The Libraries is used by various components of the Android system, such as Media Libraries, 3D libraries...
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...Posted on January 1st, 2010 by daniel Michael Malone from ABC News wrote an interesting article on Apple’s iPhone and its overall new product development strategy, with interesting strategic lessons for new product development and business in general. Google Nexus Offers Little Competition to Apple iPhone Why Google’s New Smartphone Won’t Knock Apple Off Its iPhone Throne COLUMN By MICHAEL S. MALONE, ABC News Jan. 1, 2010 Whether the marketplace is ready or not, the Big Guns in consumer electronics are about to make their move at the dawn of the New Year. Next Tuesday, Google is expected to announce its long-rumored Nexus 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...
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...TEAM MARKETING STRATEGY Fundamentals of Marketing Apple iPhone 6 TABLE OF CONTENTS Contents 1. Executive Summary 3 2. Introduction 4 3. Section One 4 3.1 Industry Overview 4 3.2 Competitors 5 3.2.1 Samsung 5 3.2.2 HTC 6 3.3 Key player of importance 6 3.4 Technology Trends 6 3.5 Demographic Trends 7 4. Section Two : Segmentation 8 4.1 Consumer Characteristics 8 4.2 Segmentation Framework 9 4.3 Segment Profiles 9 5. Conclusion 11 6. References 11 Executive Summary Apple’s iPhone is a leader in the global smartphone market with 231.2 million units sold in 2015 (Villapaz 2015). Although the number of mobile phone users continues to increase, the smartphone market has seen some decline. This report presents the background information required for Apple to further their iPhone 6 marketing efforts. The following report carries out a detailed environmental analysis to support strategic marketing. Over two sections, the report presents information about the demographic and consumer segmentation to explore the purchase decision for an Apple iPhone 6. Section one has an industry outline and breakdown, followed by research on competitors, industry, product trends, and demographics of the target market. It looks at the risks and opportunities that could result from technological development or a shift in the demographic. The second section presents an overview of the consumer. Segmentation of the consumers...
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...No Me-Too Products? Why Not Me-Too Products! Prepared for Peter Chou CEO HTC Corporation Prepared by HKU-FUDAN IMBA No.670,Guoshun Lu October 8, 2012 No Me-Too Products? Why Not Me-Too Products! Executive Summary To stay competitive in an ever-evolving landscape and in response to the emerging trend of mobile computing a decade later, HTC should introduce “me-too products” and join the tablet PC bandwagon. My research shows that HTC is likely to remain the major player in smartphone and tablet PC manufacturing if it follow suit. First, tablet PC category is fairly new, HTC does not necessarily need to sustain this “no-me-too” rule as long as its product concepts are no less innovative than the current offerings by competitors. Second, the 3G smartphone market is far from saturated. With HTC’s brand and R&D ability, HTC can vastly improve its market share. Third, Good artists borrow great artists steal--Pablo Picasso To implement and maximize the Me-Too Products strategy, my recommendations are as following: 1. Ensure the originality and creativity of “Me-to Products” • “Learn” from Samsung and “Steal” from Apple • Not necessarily price war involved, stay cool and stay stylish • Disruptive innovation—develop “Textbook” for students and “Solus” for the senior citizens. • Stick to Google Android system 2. Remain the pioneer of mobile computing a decade later • Keep the R&D...
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...Introduction to bench marketing If a company is to be successful, it needs to evaluate its performance in a consistent manner. In order to do so, businesses need to set standards for themselves, and measure their processes and performance against recognized, industry leaders or against best practices from other industries, which operate in a similar environment. This is commonly referred to as benchmarking, in management parlance. The benchmarking process is relatively uncomplicated. Some knowledge and a practical dent is all that is needed to make such a process, a success. Therefore, for the benefit of corporate executives, students and the interested general populace; the key steps in the benchmarking process are highlighted below. A Step-by-Step Approach to Benchmarking Following are the steps involved in benchmarking process: (1) Planning: Prior to engaging in benchmarking, it is imperative that corporate stakeholders identify the activities that need to be benchmarked. For instance, the processes that merit such consideration would generally be core activities that have the potential to give the business in question, a competitive edge. Such processes would generally command a high cost, volume or value. For the optimal results of benchmarking to be reaped, the inputs and outputs need to be re-defined; the activities chosen should be measurable and thereby easily comparable, and thus the benchmarking metrics needs to be arrived at. Prior to engaging in the...
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...History Samsung Group is currently a multinational conglomerate company headquartered in Samsung Town, Seoul. In 1938 when Samsung was founded in Daegu (Korea), it was initially a trading company, selling dried Korean fish, vegetables, and fruit to Manchuria and Beijing. (Samsung) Just after a little more than a decade, it owned flour mills and confectionery machines and began its own manufacturing and sales operations. During the 1970s, Samsung (for the first time) began exporting electronic products, and in 1978, Samsung Semiconductor and Samsung Electronics became separate entities. Soon after in the 1980s, they increased their focus on technology and this had led to the creation of the company’s 2 research and development (R&D) institutes. However, after the death of their founder Lee Byung-chul, it was segmented into 4 independent business groups. By the 1990s, Samsung became more globalized and their best sources of revenue came from their mobile phones and semiconductors. Business Portfolio Samsung Corporation is a multinational conglomerate company with operations in almost every country. Often, they have products or services that are available in a huge number of countries and an example is the initial launch of the Samsung Galaxy S4 smartphone. It was initially sold in 110 countries and over time it expanded to total of 155 countries in cooperation with 327 partners (Yarow, 2013). It also serves organisations and almost every segment of consumers regardless...
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...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 device at your leisure. Same as the iPhone, the iPad created superior...
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...machines Android: A promising haven for app developers and OEMs? Market Predictions Final Comments About Dot Com Infoway Sources Interesting Android links Glossary Dot Com Infoway - Position Paper- www.dotcominfoway.com Executive Summary: This paper attempts to study the present conditions of Android OS and unveils the predicted future market possibilities for Android, based on results from several research firms, using current market statistics and popularity among developers and end-users. All the flimflams and excitement about the costlier iphones and Blackberrys are vanishing, after the arrival of the most anticipated, open source mobile operating system, the Google Android, which is fated to turn the industry upside down. Despite the growth and popularity for iPhones and Blackberrys, it is predicted that, Android will make a history in sales and on acquiring the market share, slicing down the markets of both Symbians and iPhones. This paper will elaborately examine the predictions about the future of Android phones, considering the present facts and reasons. The Android Tale: Open Handset Alliance (OHA) a confederation of 50 Telecoms, mobile hardware, and software companies, headed by Google, was found on 5th of November, 2007. The consortium's goal is deploy, the advanced open standards for mobile devices. Android is an open source mobile OS platform, purely based on the Linux operating system, Apache harmony, and Dalvik Virtual machine and was first developed by...
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