HTC Marketing

IntroductionThe busy c each up handling is on the rise day after day and it is transforming the country of technology and commonwealths lives crossways the world. In todays modern life-time large number spend hefty amount of time using supple sh stunned for various purposes. Thus making it the most wanted stratagem that masses use most frequently. HTC is one of the biggest injurys in fluid phone & telecommunications industry glob eithery.HTC has shipped around 32. 6 million unit of mobile phone accounting 4.6 % of the global market placing the HTC put up as number 4 mobile phone globally in 2012. The Taiwan based gild HTC caters mostly for the middle end sections. HTC has its presence in every segment of the market. It offers the cheapest of smart phones with the most basic features as sound as gritty-end phones with all the latest features and was the source to introduce android. (http//htcsource. com/) The purpose of this assignment is to produce an analysis wi th justification of HTCs growth market decision to the supranational communication channel under the following topics.What is transnational trade? Firms entering international markets Researching international markets & emerging markets International merchandising environment International selling strategies of HTC yield & pricing strategies of HTC The trade syllabus of HTC The trade mix of HTC International marketing socialization of HTC International marketing communication strategies This will help how HTCs way fits in to the theories of International Business commercialiseing. explanation of HTCHTC Corporation (HTC) is a minute operation with the most part of being influential, creative and leading role players in global telecommunications with an escalating influence in the industrys future. HTC is the synonym of elevated Tech Computers it starts its operation in 1997 and has made a name for itself in the global market and has been determine as one of the fastes t brand & technology growing in the field of mobile communication. HTCs portfolio includes smart-phones and yellow journalisms provide by the Android softw be and HTC Sense operating clays (HTC Annual Report, 2010).It has started marketing its mobile phones under its possess brand name (HTC) since 2006. Founded by Cher Wang, HT Cho and woodpecker Chou, which likewise reflects their initials in the brand name, the smart set has been the runner up in several successful operator brand devices, with established close partnerships with primeval players in the operator dominated mobile markets in Europe and Asia. HTCs products are the most flourished in the world at the moment and on that pointfore since it has launched its witness brands which stomach registered the fastest growth rate in the History of HTC.Its products are highly innovative & predictive of the future market trends, need and demand with product vomit up includes the full array of multimedia, wireless and weathervane resources. HTC is related to the primary objective of most businesses entity which is profit maximisation. Surprisingly for numerous specialists of the mobile phone technologies HTC has been classified by the Business Week powder magazine in 2007 as the second best performing Technology caller-up in Asia while it was the third largest globally in year 2006.HTC has been originallyhand of one of its competitor Apple by breaking the technology trends in touch screen mobile telephones from 2002 onwards. (http//www. roc-taiwan-hn. com/) International Marketing A comp both becomes a multinational corporation-MNC when it conducts any business function beyond its internal borders (Cullen & Parboteeah, 2010). Internationally HTC has captured markets of Asia & Europe. Their principles are to fight trust, openness, teamwork, and professionalism, and experience as part of their principles across the globe.From a global market share of 2% in 2010, HTC is aiming to ca-ca 10 -15 % of the global smart-phone market share. The CEO of HTC Mr Chou has announced that there are four American telecom carriers have been promoting the device in the U. S. market. This marks the first time that HTC has collaborated with four U. S. telecom operators to simultaneously promote sales of a single HTC detentionet. Adding to this part of the companys crude marketing outline to enter international markets SourceGartnerr Research HTC Entering International Market HTC is probably inexperienced with dealing with political issues associated with different countries. Therefore, it is most belike a good idea that HTC decided non to merge with a company that was involved in different world markets such(prenominal) as Apple, Samsung or Nokia. They have instead chosen to take a sulky route to internationalization, e. g. the US market which was a difficult market to sit through as it is a closed market.Therefore HTC cant trade its mobile phones directly to guests, so it h as to be sold to network providers and indeed the operators sell it to their customers on behalf of HTC as agreed partnership (http//www. behance. net/). Researching international markets & emerging markets According to thomaswhite. com, whatever the reasons are the East Asian nations of southward Korea and Taiwan have transformed themselves from being the manufacturing backyards of the regular army and Japan into sophisticated giants in just over a generation.Their expertise in the field of electronics is impressive and all-encircling. The market for mobile phones includes of two significant markets segmentations 1st the fundamental, ultra-inexpensive mobile phones which offers very little or just the basic function of the traditional communications boundaries. These inexpensive devices come with the basic voice telecommunication and textbook messaging services.second the technologically advanced types of phones are widely referred as smart-phones, they are conglomerated in an d from a variety of technologies, scoping from the internet to video-calling. Both segments of the market are ultra-competitive, although the smart-phones segment offers slightly correct margins. Therefore the emergence of the Taiwanese mobile phone manufacturing business, HTC which was involved in the design and manufacturing of prison cell phones for other(a) faces such as Microsoft and Google, has therefore transformed itself into a mobile phone brand (HTC) in recent years.International marketing environment The major component of external environment that affect businesses in various ways are the forces of globalization (Paul, 2006) and the way the organisation has go forward from its start to its actual position, shows that HTC own this force at first and foremost. HTC started operations as an individual stag on the global scale since 2006, thus because of the globalisation, HTC reached its customers on the global market roam.According to Shelly and Rosenblatt (2009) di rectly organisations cannot operate at all without the use of the internet in a way or another. The internet as an external factor had considerable achievements on the development of HTC at two aims. 1st HTC was competent to check and improve its smart-phones on the basis of internet, by including one of its key features which is the internet browsing possibility. Other companies on the marketplace manufacturing mobile phones do not have numerous advanced elements that can be found on HTC smart-phones.Therefore without the external factor of the internet, HTC would have never developed to its current level of brand image and profitability on the international market 2nd HTC has greatly benefited from internet in the same way that most other business benefited as well. In particular, internet was an external factor that help HTC to be ahead of its current level through endow with political program to reach to the global market area, to promote its products globally and to get yo ur hands on strategic partners as well as to correspond with its stakeholders at the global level.International Marketing Strategies The international marketing strategies of HTC have its uniqueness compared to some of its competitors. The marketing focussing of HTC has helped the organisation to penetrate numerous new markets and carried out efficient changes with rigid formulas within the actual markets. HTC has been identified in the leading position through the process of adopting innovative approach in toil & design and introducing to the market the first tri-band UMTS 3G device on the Microsoft Windows Mobile weapons platform (2006), the first Microsoft Windows Smartphone (2006), the first Tri-band UMTS organiser, and the first spontaneous touch screen to crumple up finger tip navigation (2007) ( reapings and Innovation, 2010).By analysing HTCs dodging, product differentiation and price leadership are regarded as to be the lane to the market eye socket whereas segme ntation schema is a narrow market scope (Porter, 1998) Product expansion is rarely used by HTC when the company introduces new creations to its existing active markets. Recent growth was realized by the company by introducing the HTC One and previously with HTC Titan as well as the HTC Desires serial publication for the medium-low swervemarket (htc. com).Product & Pricing Strategies As per Condor (2010) HTCs marketing strategy is going through massive changes since the company is introducing more low-cost devices. The mid-pricing strategy adopted by HTC has been ultra-successful, since the company believes that its products are ad hocally customised to gratify customers desires. HTCs customers are willing to pay even a higher price as they believe that HTCs products has features that worth the pension prices.HTC smart-phones prices vary from a country to another according to the economical stance of the country (htc. com). Marketing plan of HTC HTCs marketing plan was in revers e gear in 2012 compared to 2011, where the mobile phone manufacturer did better according to the companys annual continue 2012. The CEO of the administration Mr Chou ultimately believes it was HTCs poor marketing that led to disappointment in year 2012. He revealed that HTC can be expected to redouble its promotional efforts in 2013 (http//www. theverge. com/).The chief marketing officer (CMO) John Wang has decided to go for a more passive and aggressive direction with its marketing plan as from 2013 to boost up profit maximisation through origin and customer satisfaction. Marketing mix of HTC Marketing mix is well thought-out to be the fundamental element of marketing communication. Buhler et al (2009) revealed that marketing mix was at the outset referred to as 4Ps of marketing with the combination of product, price, place & promotion. The 4Ps can be study individually as part of a broad HTC marketing strategy analysis.HTC products are widely known for their range of smart-phon es which are innovative in their design and functions. Product HTCs own brand was developed from the personal digital assistant (PDA) market to smart-phone products manufacturer (Asemi et al, 2011). It depends on the products specifications and the number and types of functions the product can perform. It also values the metameric market of the product such as low-cost, mid range or high end market. HTCs products focus on the mid range & high end segment.Prices of HTC products are not unlike dramatically compared to the products of its competitors, such as Apple, Nokia and others, and the price of each individual category of mobile phone. office in the case of a mobile phone manufacturer is to have the widest possible market share globally. HTC has got a massive presence in Europe & Asia, with emerging markets over USA and Africa. On the Australian chaste the Taiwanese manufacturer of cellular phone has also been powerful due to the increasing number of Android software user on t he continent.The place element of the HTCs marketing mix are available from many locations within all forty countries the company has operations in, as well as through the company web-site. Promotional techniques used by HTC to herald their products are mainly posters promotions via mobile phone shops windows and promotions in popular media such as magazines, newspapers and TV channels to penetrate the larger market. In scent HTC marketing strategy that has allowed the company to enter new markets was based on innovation and ensuring the high level of friendly user interface in its products.International marketing culture of HTC One of the most important factors to consider when bang-up an international market is the local cultural differences which can be a source of massive challenge. HTC usually take into account the cultural factors when sweet in international expansion. Each individual or group of people have different perceptions of life, different life values, beliefs and different ways of doing things. Without any doubts these differences would reflect on how they perceive HTC brand in general, and each specific products in particular as well.These issue are addressed the management of the organisation in the most efficient approach, since international expansion has been identified as the foundation of strategic plans of any company (Gray, 2013. htcsource. com) So far, all the challenge associated with various local cultural differences where HTC has entered has not yet affect HTC forbidly. Particularly when the possible issues associated with cultural differences narrate to combine marketing communications efforts of any foreign corporation engaged in business in a country. E. g. the marketing communication efforts in most European countries and USA would at times involve women to feature in their publicity with allusions to their stimulate appeal.While such type of publicity are perfectly suitable in the western world, the same publicity woul d be judged to be offensive in some Asian, and Arab countries, due to cultural, religious or else differences. Any global organisation aiming for further international expansion that prefer ignoring such issues in their marketing communications and other aspects of their businesses, would be at risk to attract negative reputation for their brand image, which will damage the value of the brand on the long-term basis.International marketing communication strategies HTC do not take on a me-too strategy and persists not to follow or directly competing with its clients in the market. The mobile phone organisation has put into practice as its marketing communication strategies the transformation of the company from Taiwanese to International by sustaining the silicon-valley culture to promote innovation. This has been implemented by the formation of a global marketing resource team. Their primary target market is the first time smart-phone user.The marketing communication strategy has bee n driven by the branding strategy and product awareness.HTCs organize Analysis Swot-Internal AnalysisWeakness Leading PDA & Smart-Phone Manufacturer High Manufacturing Cost Strong Research & Development Set-up rugged Brand Awareness Strong Relationship with Business Partners Lack of Products in Low Price Category Branded & Perceived as set for Money Products Do not have own operating system Swot-External AnalysisOpportunity Threats Increasing demand for touch screen phones with 3G Technologies spare Wars Fast Growing & Emerging MarketsLess Customer Loyalty Development of Apps to add value to customers Rapid Technological Change HTC mini tablet could be the next Market sensation Expected competitors tie-up, e. g Google acquiring.Motorola SWOT Critical AnalysisThe brand position of HTC is appropriately perfect smart-phone is the proper survival of most customers. Without doubt the smart-phone market is a prospective market for HTC to restrict investing. unless, in significant m arkets such as China and USA, where most people still use cheap phones the demands for mid-range or mass price cell phones are still huge.HTC do have a pricing advantage over Apple and Samsung, but the low brand awareness do not appeal to the young generation or even first time smart-phone users. Therefore having some low price product branded HTC might be a threat to the mid range & high end market, if we take as example the story of Toyota & Lexus, which has disappointed many luxury car customers when they have found that Lexus was a product of Toyota. However as tablets are very fashionable at the moment, HTC could accelerate its enquiry & development in to the manufacturing of an HTC tablet.RecommendationRecommendation 1 As a major player in the telecommunications industry, it is highly recommended that HTC consider opening its own application storefront as this will help creating their own operating platforms which will give them more control over their operations.Recommendat ion 2 According to the HTC annual report (2012), 5% of its revenue is reinvested into research & development, they should therefore participate into launching new products range such as tablets and messaging systems since they already have a strong structure in implementing new product lines.Recommendation 3 The catchword of HTC is Quietly Brilliant and it is recommended that HTC develop an aggressive and noisy marketing streamlet to digit up their brand awareness and position themselves among Samsung & Apple. Conclusion As a mobile phone manufacturer, HTC has mainly diverse components and do assemble them in an eye-catching way to sell to its customers. Being able to play to the market the very first touch screen smart-phone three weeks before Iphone, clearly shows the capacity of HTCs engineers and this is the main reason for their success in the industry.HTCs management team and engineering team can pride themselves for manufacturing one of the best brand mobile phones on the market nowadays. HTC also have various sources of differentiation such as innovation, style & quality. As outlined above, the competitive advantages of HTC are their Research & Development, customization abilities, and partnerships with software, operators such as Microsoft & Google. This is a more powerful resource for HTC to open its own storefront and build up customer loyalty.