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HTC CORP. Group 2

Jimmy Chan, Francesca Lawi

Jennifer Woo, Maria Vochelyuk

Maria 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 mo-

bile information and communication devices by pro-viding value-added design, world-class manufactur-ing and logistic and service capabilities”

Goals Continually develop smart new devices that em-

power 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 MO-BILE 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 STRAT-EGY

Goals Consumers want a good user

interface Consumers want to be con-

nected to the social network Target market

Teenagers Generations Y

non-enterprise consumers

HTC CHACHA™ MARKETING STRAT-EGY

Points of difference Dedicated Facebook® share but-

ton 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

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