Essay Topic: Global market, Market segments, Marketing strategy, Mobile phone,

Paper type: Marketing,

Words: 3081 | Published: 01.27.20 | Views: 284 | Download now


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The mobile phone controlling is going up day after day in fact it is transforming the field of technology and people’s lives across the world. In today’s modern life, persons spend very long time using mobile phone for various functions. Thus so that it is the most wished gadget that individuals use most often.

HTC is one of the biggest brands in mobile phone & telecommunications industry throughout the world.

HTC has shipped around 32. 6 million unit of mobile phone accounting four. 6 % of the global market, placing the HTC brand as quantity 4 cellular phone globally in 2012. The Taiwan based organization HTC caters mostly for the middle end segments. HTC has it is presence in every segment from the market. It includes the cheapest of smart phones while using most basic features as well as high-end phones with the latest features and was the first to introduce android. (http://htcsource. com/) The objective of this project is to create an outline with justification of HTC’s item market decision to the worldwide business beneath the following subject areas.

What is worldwide marketing? Businesses entering worldwide markets Exploring international marketplaces & appearing markets Worldwide marketing environment International marketing strategies of THE NEW HTC Product & pricing strategies of HTC The marketing plan of HTC The promoting mix of THE ALL NEW HTC International promoting culture of HTC Worldwide marketing connection strategies This will help to how HTC’s way fits in to the ideas of International Business Promoting.

History of THE ALL NEW HTC

HTC Organization (HTC) is a Taiwanese operation with the many part of becoming influential, innovative and leading players in global telecoms with an escalating effect in the industry’s future. THE NEW HTC is the synonym of “High Tech Computers it begins its operation in 97 and made a identity for itself in the global market and has been recognized as one of the fastest brand & technology growing in the discipline of mobile communication. HTC’s portfolio involves smart-phones and tablets driven by the Android software and HTC Impression operating systems (HTC Annual Report, 2010).

It has started advertising its mobile phones under a unique brand name (HTC) since 2006. Founded by Cher Wang, HT Cho and Peter Chou, which will also reflects their inventeur in the brand brand, the company is the runner up in several good operator top quality devices, with established close partnerships with key players in the user dominated cellular markets in Europe and Asia. HTC’s products would be the most blossomed in the world at this time and thus because it has launched its own brands which have authorized the quickest growth rate in the Good HTC.

Usana products are highly impressive & predictive of the future marketplace trends, demands and demand with product range includes the full array of multimedia, wireless and web assets. HTC is related to the primary aim of most businesses entity which is profit maximisation. Surprisingly for many specialists from the mobile phone solutions, HTC has become classified by Business Week magazine in 2007 since the second ideal performing Technology Company in Asia although it was the third largest worldwide in yr 2006.

THE ALL NEW HTC has been in front of one of its competition Apple by breaking the technology trends in contact screen mobile telephones coming from 2002 onwards. (http://www. roc-taiwan-hn. com/) International Marketing A firm becomes a ‘multinational corporation-MNC’ in order to conducts any business function beyond their domestic borders’ (Cullen & Parboteeah, 2010). Internationally THE ALL NEW HTC has captured markets of Asia & Europe. Their very own principles in order to promote trust, openness, teamwork, and professionalism and reliability, and pride as part of all their principles across the globe.

From a global market share of 2% this year, HTC is aiming to hold 15 -15 % of the global smart-phone market share. The CEO of THE NEW HTC Mr Chou has announced that there are several American telecommunications carriers have been promoting the unit in the U. S. industry. This marks the first time that HTC provides collaborated with four U. S. phone system operators to simultaneously promote sales of a single THE NEW HTC handset. Adding to this part of the company’s fresh marketing strategy to international market segments Source:

Gartnerr Research THE ALL NEW HTC Entering Worldwide Market HTC is probably unskilled with dealing with political issues associated with diverse countries. Consequently , it is most likely a good idea that THE NEW HTC decided not to mix with a business that was involved in different world market segments such as Apple, Samsung or Nokia. They may have instead chosen to take a sluggish route to internationalization, e. g. the US marketplace which was a difficult market to get through as it is a closed market.

Therefore THE NEW HTC can’t sell its mobiles directly to customers, so it should be sold to network providers then the workers sell it for their customers on behalf of HTC as agreed relationship (http://www. behance. net/). Exploring international market segments & emerging markets In respect to thomaswhite. com, long lasting reasons will be, the East Asian nations around the world of To the south Korea and Taiwan have got transformed themselves from being the making backyards with the USA and Japan in to high-tech giants in just over the generation.

Their very own expertise in neuro-scientific electronics is impressive and all-encircling. The marketplace for mobiles includes of two significant markets segmentations, 1st the basic, ultra-inexpensive cellphones which offers almost no or just the essential function with the traditional marketing communications boundaries. These kinds of inexpensive devices come with the standard voice telecommunication and text messaging services.

subsequent the technologically advanced types of phones happen to be widely called as smart-phones, they are constructed in and from many different technologies, scoping from the internet to video-calling. Both equally segments in the market happen to be ultra-competitive, although the smart-phones segment offers somewhat better margins. Therefore the introduction of the Taiwanese mobile phone producer, HTC that was involved in the design and style and manufacturing of mobile phones for various other organisations such as Microsoft and Google, features therefore changed itself in a mobile phone company (HTC) in recent times.

International advertising environment Difficulties component of exterior environment that affect businesses in various methods are the forces of globalisation (Paul, 2006) and the approach the organisation has move forward from its start to its actual position, shows that THE NEW HTC own this kind of force in the beginning and primary.

You go through ‘HTC Marketing’ in category ‘Marketing’ THE NEW HTC started businesses as someone Brand on the global size since 06\, thus as a result of globalisation, THE NEW HTC reached its customers around the global marketplace.

According to Shelly and Rosenblatt (2009) nowadays organisations cannot function at all without the use of the web in a way yet another. The internet as an external element had significant achievements within the development of HTC at two levels. first: HTC was competent to differentiate and improve it is smart-phones on such basis as internet, by including the key features which is the net browsing possibility. Other companies for the marketplace manufacturing mobile phones might not have many advanced elements obtainable on THE ALL NEW HTC smart-phones.

Therefore without the external factor of the internet, THE NEW HTC would have under no circumstances developed to its current level of manufacturer image and profitability on the international marketplace 2nd: THE NEW HTC has considerably benefited from internet in the same way that most other business benefited too. In particular, net was an external factor that assisted THE NEW HTC to be in front of its current level through endow with platform to succeed in to the global market area, to promote its products globally and to get your hands on strategic partners as well as to correspond having its stakeholders in the global level.

International Sales strategies The foreign marketing strategies of HTC have its uniqueness compared to a few of its opponents. The promoting management of HTC has helped the organisation to penetrate numerous new markets and accomplished efficient alterations with strict formulas inside the existing markets. HTC have been identified in the leadership placement through the technique of adopting impressive approach in production & design and introducing to the market the first tri-band UMTS 3-G device within the Microsoft Windows Mobile program (2006), the first Microsoft Windows Smart phone (2006), the first Tri-band UMTS PDA, and the initially spontaneous touchscreen to allow fingertip navigation (2007) (Products and Innovation, 2010).

By examining HTC’s approach, product difference and expense leadership will be regarded as to be the lane for the market scope, whereas segmentation strategy is known as a narrow marketplace scope (Porter, 1998) Product expansion can be rarely utilized by HTC when the company features new masterpieces to their existing effective markets. New growth was realized by company by introducing the HTC A single and previously with THE ALL NEW HTC Titan plus the HTC Desires series to get the medium-low rangemarket (htc. com).

Merchandise & Prices Strategies According to Condor (2010) HTC’s online marketing strategy is going through massive adjustments since the company is presenting more low-cost devices. The mid-pricing strategy adopted by HTC has been ultra-successful, because the company is convinced that its products are specifically customised to gratify client’s desires. HTC’s customers are willing to pay a higher cost as they believe that HTC’s products has features that really worth the high grade prices.

THE ALL NEW HTC smart-phones rates vary from a rustic to another based on the economical status of the region (htc. com). Marketing prepare of THE NEW HTC HTC’s advertising plan was at reverse gear in 2012 when compared with 2011, where mobile phone company did better according to the provider’s annual survey 2012. The CEO in the Organisation Mr Chou ultimately believes it absolutely was HTC’s poor marketing that led to letdown in yr 2012. This individual revealed that THE ALL NEW HTC can be expected to redouble its promotional initiatives in 2013 (http://www. theverge. com/).

The main marketing officer (CMO) John Wang features decided to go for a more unaggressive and intense direction using its marketing plan as from 2013 to improve up profit maximisation through innovation and customer satisfaction. Advertising mix of THE NEW HTC Marketing mix is very well thought-out to be the fundamental element of marketing conversation. Buhler ainsi que al (2009) revealed that marketing mix just visited the beginning referred to as 4P’s of marketing together with the combination of merchandise, price, place & promotion. The 4P’s can be research individually as part of a broad THE NEW HTC marketing strategy examination.

HTC products are well regarded for their array of smart-phones which can be innovative within their design and functions. Item HTC’s personal brand originated from the personal digital associate (PDA) industry to smart-phone products company (Asemi ain al, 2011). It depends on the products requirements and the number and types of capabilities the product is capable of doing. It also ideals the segmented market from the product just like low-cost, middle range or perhaps high end marketplace. HTC’s items focus on the mid range & high end segment.

Rates of THE ALL NEW HTC products are not unlike drastically compared to the products of its competitors, including Apple, Nokia and others, as well as the price of every individual group of mobile phone. Put in place the case of the mobile phone company is to have the widest likely market share globally. HTC provides a massive existence in The european countries & Asia, with rising markets above USA and Africa. Within the Australian continent the Taiwanese manufacturer of cellular phone is powerful because of the increasing quantity of Android computer software user within the continent.

The place element of the HTC’s marketing mix are available from various locations inside all 40 countries the business has businesses in, and through the business web-site. Advertising techniques utilized by HTC to market their products are mainly posters offers via cellular phone shops glass windows and special offers in well-liked media including magazines, papers and TELEVISION channels to penetrate the larger market. Basically HTC web marketing strategy that has allowed the company to enter new market segments was based upon innovation and ensuring the high level of friendly ui in its products.

International advertising culture of HTC Probably the most important factors to consider the moment penetrating a worldwide market is the area cultural distinctions which can be a source of significant challenge. THE NEW HTC usually consider the cultural elements when performing international enlargement. Each individual or perhaps group of people will vary perceptions of life, diverse life ideals, beliefs and different ways of performing things. With no doubts these kinds of differences would reflect on how they perceive THE NEW HTC brand generally, and each specific products in particular as well.

These kinds of issue happen to be addressed the management from the organisation in the most efficient strategy, since foreign expansion has become identified as the inspiration of proper plans of any company (Gray, 2013. htcsource. com) So far, all the concern associated with numerous local ethnical differences wherever HTC offers entered have not yet damaged HTC adversely. Particularly when the possible issues associated with cultural differences narrate to combine marketing communications efforts of any overseas corporation engaged in business within a country. At the. g. the marketing interaction efforts in most European countries and USA might at times involve women to feature inside their publicity with allusions with their sex charm.

While these kinds of type of promotion are flawlessly suitable under western culture, the same advertising would be judged to be offensive in some Asian, and Arabic countries, because of cultural, faith based or else variations. Any global organisation targeting further foreign expansion that prefer ignoring such problems in their marketing and sales communications and other facets of their businesses, would be at risk to attract negative reputation for their brand picture, which will harm the value of the brand name on the long-term basis.

Intercontinental marketing interaction strategies THE ALL NEW HTC do not take on a “me-too strategy and persists not to follow or directly rivalling with its clientele in the market. The mobile phone company has put into practice as its advertising communication approaches the transformation of the firm from Taiwanese to Worldwide by preserving the silicon-valley culture to advertise innovation. It turned out implemented by the formation of your global advertising resource team. Their main target market is definitely the first time smart-phone user.

The marketing communication strategy has been driven by the branding technique and product awareness.

HTC’s SWOT Evaluation Swot-Internal Research:

Weakness: Leading PDA & Smart-Phone Company High Making Cost Good Research & Development System Low Brand Awareness Good Relationship with Business Companions Lack of Items in Low Price Category Brand & Perceived as “Value for Money Goods Do not have own operating system Swot-External Analysis:

Chance: Threats: Raising demand for touchscreen display phones with 3G Technology Patent Battles Fast Developing & Appearing MarketsLess Client Loyalty Progress App’s to add value to customers Rapid Technological Transform HTC tiny tablet will be the next Market sensation Expected competitors tie-up, e. g Google acquiring.

Motorola SWOT Critical Examination

The brand location of HTC is correctly perfect, smart-phone is the right choice of generally. Without doubt the smart-phone companies are a potential market to get HTC to hold investing. Nevertheless , in significant markets including China and USA, in which most people nonetheless use cheap phones the requirements for mid-range or mass price cellular phones are still large.

HTC perform have a pricing advantage over Apple and Samsung, but the low brand understanding do not charm to the young generation or perhaps first time smart-phone users. For that reason having some low price product branded HTC might be a threat for the mid range & high-end market, whenever we take while example the storyline of Toyota & Lexus, which has disappointed many extravagance car buyers when they have got found that Lexus was a product of Toyota. On the other hand as tablets are very trendy at the moment, THE NEW HTC could increase its analysis & development in to the making of an THE NEW HTC tablet.


Recommendation 1: As a major player inside the telecommunications sector, it is strongly recommended that THE NEW HTC consider beginning its own app storefront since this will help creating their own operating platforms that will give them even more control over their operations.

Advice 2: According to the HTC annual report (2012), 5% of its revenue is reinvested into exploration & advancement, they should as a result participate in to launching new releases range including tablets and messaging systems, since they currently have a strong structure in employing new product lines.

Suggestion 3: The slogan of HTC is usually “Quietly Brilliant and it is recommended that THE ALL NEW HTC develop a great aggressive and noisy marketing strategy to build up their very own brand consciousness and placement themselves among Samsung & Apple. Realization As a cellular phone manufacturer, THE ALL NEW HTC has primarily diverse elements and do set up them in an eye-catching method to sell to its consumers. Being able to bring to the market the earliest touch screen smart-phone three several weeks before I phone, clearly displays the capacity of HTC’s technical engineers and this is an essential reason for their success in the marketplace.

HTC’s supervision team and engineering staff can pride themselves for manufacturing among the finest brand cell phones on the market at present. HTC also provide various options for differentiation just like innovation, design & top quality. As outlined above, the competitive advantages of HTC happen to be their Exploration & Creation, customization talents, and relationships with computer software, operators including Microsoft & Google. This is certainly a more powerful resource for THE NEW HTC to open a unique storefront and create up customer loyalty.

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