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HTC (High Tech Computer Corporation)

Mission Statement: "Our mission is to become the leading supplier of mobile information and
communication devices by providing value-added design, world-class manufacturing, and logistic and
service capabilities," Peter Chou, President HTC Corporation, said. He continued, "HTC is working hard
to establish a high volume manufacturing facility, and it is focusing on wireless capability, strengthening its
R & D team, and developing a software team capable of creating world-class consumer and business
applications that will enhance the value of our hardware. It is investing in growing engineering capability in
GSM, GPRS and CDMA wireless technologies, investing in sophisticated wireless equipment for both
manufacturing and engineering, and investing in protocol software and technology licensing."
Vision Statement: HTC brings brilliance to life through leading innovation in smart mobile device and
experience design. Beginning with a vision to put a personal computer in the palm of our customers
hands, we have led the way in the evolution from palm PC to smartphone.

An unending curiosity
An unyielding resilience
A refined approach
A real impact
A greater purpose

HTC main goal is to create and design our technology to generate a real impact to
serve a greater, human purpose that every single human being can benefit from.
Short-term goals:

"We have identified four key business goals for this year:
1) Further strengthen the competitiveness of our smartphone business;
2) Reduce operating costs and increase operational efficiency;
3) Improve organizational alignment and streamline business processes; and
4) Aggressively develop new business opportunities beyond smartphones," said Cher
Wang, Chairwoman and CEO of HTC. We have full confidence in achieving our vision
and maximizing shareholder value through our world-class innovation and by seizing
the exciting new business opportunities in the connected lifestyle space.
Long term goals:

- Business goal: Grow the long-term shareholder value.

- Brand building: Execute on HTC brand experience to every customer contact points and focus on
simplicity, innovation and WOW factors.
- Actions to the weak economic environment: Grow business through differentiated products and continue
to strengthen long term core competence with prudent approach products and continue to strengthen long
term core competence with prudent approach in brand building, operational efficiency and investment
activities. Tighter risk management in internal control points as well as supply chain.

HTC is in an extremely competitive environment where staying cost efficient and

innovative is very important. They are in short-term focusing on trying to get a
competitive advantage with reduction in production cost as well as innovating looking for
new business opportunities. These goals are easily adapted into their strategy
In HTCs long-term goals we see that growing shareholder value is the most important. They want to do
this with growing brand loyalty among customers. Realizing that this requires constant innovation with
products and services. HTC understands that the economy is unstable at the moment and takes this into
consideration under there long-term goals.

Summing up, the company have gone from being a notebook hardware manufacturer to manufacturing
notepads and ultimately manufacturing smartphones for multinational corporations such as Google and
Microsoft, until finally realizing that they could utilize their own brand and launch their own phone, in joint
ventures with their previous clients. The following success lead to the company branching out into other
markets, which saturated their competitive advantage and ultimately led to a temporary demise before focusing
on their original successful product; the smartphone.
HTC was initially notebook manufacturer at its inception in 1997, but soon lleft the industry to begin
designing some of the world's first touch and wireless hand-held devices in 1998. HTC is accredited with
launching the world's original Android smartphone as well as the first Windows-phone at the point of 2002.
Moving out of the notebook industry and into the notepad and subsequently the smartphone industry,
HTC expanded tremendously between the years 2000 and 2011, at which HTC accounted for the largest
market share in the US. To add to their success, HTC actually expanded its brand into other personal
electronics by acquiring 51% share of Beats Electronic. High competition in the following years between HTC,
Apple and Samsung, made the company consecutive lose profit, and by 2013 had lost as much as 98.1% of
profits compared to the previous fiscal year. This meant that after HTCs peak in 2011, the company had lost
market share from 24% to a staggering 9% in 2013. At this point, the CEO bet his title on the next idea and
promised that he would step down if the product, HTC One, was not successful in the marketplace. While it
was a tremendous engineering feat, winning awards after awards, the financial success of the phone was not
as great and the company had to declare its first quarterly loss since HTCs inception, which in turn caused the
company to forego their interests in Beats; and sold their ownership back to the their investee in late 2013. The
good news at this point was that they could recognize the correlation between marketing failures and their
products success in the marketplace, and enrolled Robert Downey Junior as their front man, signing him on a
2 year contract, in combination with a new marketing campaign called Heres to change. The public
turnaround along with sport sponsorship was a strategic move that have since helped the company turn a profit
again and again. In 2015

HTC (date unknown).
Reference For Business (date unknown).
Culpan, Tim (November 2, 2011). Bloomberg.

Laura Holson (2008-10-26). The New York Times.

Luk, Lorraine (March 19, 2013).
mod=WSJ_Tech_LEFTTopNews. Wall Street Journal.
Hamburger, Ellis (12 August 2013). The Verge.
Yu-Huay Sun; Edmond Lococo (27 September 2013). Bloomberg.
Culpan, Tim (2014-05-06). Bloomberg.