Professional Documents
Culture Documents
Presented by Pranjil Agrawal Muneeb Sheikh Bhaskar Mishra Vikrant Naik Navdeep Sharma
HTC Corporation.
Type Public
Headquarter
Founded Industry
Taiwan
1997 Telecommunication
Products
Area Served (market) CEO Revenue Website
Segmentation (STP).
Age group 24-45 Developed and Developing counties Educated Upper middle class; office goers
Positioning (STP).
Position products to High innovation and High functionality MultiMedia phones catered to higher resolution Business phones catered to email functionalities, productivity tools, and Networking connections
4 Ps of Marketing.
Product
Innovation Performance Aesthetic look Build Quality HTC smart software PDA & smartphones Customizable
4 Ps of Marketing.
Price
Skimming Pricing Product line pricing
4 Ps of Marketing.
Place
Currently more concentrated in America followed by Europe and Asia
Retail outlets
4 Ps of Marketing.
Promotion
Promoted through retailers and service providers Mass promotion through internet
Specialized periodicals
ATL:BTL ratio- 80:20
PESTEL analysis.
Political factors
Dependent on the Telecom Industry The governments conservative measures may inhibit 3G and other licensing processes If migration were made easier, it would add pressure on operators to retain existing customers
PESTEL analysis.
Economic factors
Economic downturn in 2008
The level of inflation Employment level per capita The global economic slowdown and rising costs could slow growth
PESTEL analysis.
Social factors
Smartphones are Fashion identity Symbol of status Networking
PESTEL analysis.
Technological factors
In this industry, innovation is the key for differentiation Patent of technology thereby creating barriers to entry Technology is vital for competitive advantage, and is a major driver of globalization
PESTEL analysis.
Legal factors
Restriction on certain product usage creating obstacles for market growth Patent issues
Environmental factors
Dumping of old mobile handset
Future.
Future.
PRODUCT Make Sleek and lighter phones Modify their OS Provide colour options Improve Battery Life & Packaging
Future.
PRICING & PLACE Skimming strategy for the smart phone category Increase their distribution reach to tier 2 cities More tie-ups with local dealers Website as a mode of making purchases.
Future.
PROMOTION Brand Ambassador Need of the Hour Create Hype Launch an Advertisement campaign targeting the Youth Make effective use of social media
Thank you