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HTC CORP. Group 2 Jimmy Chan, Francesca LawiJennifer Woo, Maria VochelyukMaria Gregorio Aiolfi
HTC CORP GENERAL INFO.
HTC Corp designs and manufactures smartphones and tablets
HTC CORP GENERAL INFO.
STRATEGIC FOCUS
Mission “To become the leading innovative supplier of
mobile information and communication devices by providing value-added design, world-class manufacturing and logistic and service capabilities”
Goals Continually develop smart new devices that
empower users on the go, providing more freedom in the way they live their lives
To drive growth and capabilities of smart phone technologies
STRATEGIC FOCUS
Competitive advantage operates solely as designer and manufacturer of
smart phones under its own brand and as an OEM Focus on product design, usability and introducing
new technology Narrow product portfolio compared to competitors Wide spectrum of smart phone pricing and features as
well as two different operating systems Competition
MARKET SHARE OF HTC IN THE MOBILE INDUSTRY
HTC MARKET SHARE GROWTH
MOBILE MARKET SHARE IN NORTH AMERICA
SWOT ANALYSIS
http://360.datamonitor.com/Product?pid=D030D163-1966-4A48-AE13-80DC33BF7F54&view=SWOTAnalysis
BCG ANALYSIS
HTC EVO™
WILDFIRE S™
DESIRE™
SENSATION™
TOUCH DUAL™
HTC CHACHA
MARKETING STRATEGY – TOUCH DUAL™
MARKETING STRATEGY CONTINUED
Marketing mix
HTC CHACHA™ MARKETING STRATEGY
Goals Consumers want a good user
interface Consumers want to be
connected to the social network
Target market Teenagers
Generations Y non-enterprise consumers
HTC CHACHA™ MARKETING STRATEGY
Points of difference Dedicated Facebook® share
button Keyboard for easy typing Convenient
Light and small
Positioning the product Deep Facebook® integration $250 compared to $600 + for
similar smartphones
HTC CHACHA™ MARKETING MIX Product
Design Facebook® themed Neutral design
Price Until the end of the year $179.99
Promotion Advertise on facebook, school
news letters and teen magazines Sponsor events
Place
PROMOTION
PLACE
Where to sell it How to convince
them to sell it
BIBLIOGRAPHY
HTC Website www.htc.com/hk-en/about_htc.aspx
HTC Corp in Consumer Electronics, October 2010 http://www.portal.euromonitor.com/Portal/Handlers/accessPDF.ashx?c=01\PDF\&f=F-162255-
18581601.pdf&code=aVXCvmyrq15fZwquP0U8W69LF4c%3d
Passoport GMID Neilson company
http://en-ca.nielsen.com/content/nielsen/en_ca.html