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A new strategic direction at HTC / P. R. Bhatt.

Av: Materialtyp: TextSerie: Utgivningsuppgift: London : SAGE Publications Ltd, 2017Beskrivning: 1 online resourceInnehållstyp:
  • text
Medietyp:
  • computer
Bärartyp:
  • online resource
ISBN:
  • 9789386042002 (ebook) :
Ämnen: DDK-klassifikation:
  • 338.762138456094897
Onlineresurser: HTC has incurred losses for 27 consecutive months with declining revenue from NT{dollar} 289 billion (US{dollar} 9.7 billion) in 2012 to NT{dollar} 203.4 billion (US{dollar} 6.8 billion) in 2013, a decrease of 29.6 per cent compared to 2012. Its market share fell below 2 per cent in 2013. As a result, Chairman Cher Wang stepped in to monitor marketing and customer services. She wanted to make HTC a thought leader. As a measure to reverse the decline, she embarked on more purposeful marketing, including the launching of a Power to Give app and focused on design and craftsmanship rather than specific features. HTC introduced innovative HTC One Android line of products. Cher Wang has made a decision to go for a dual strategy of making high- and low-end hardware to cater the demand of both high- and low-end customers.
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Originally published: Bhatt, P. R. (2015). A new strategic direction at HTC. South Asian Journal of Business and Management Cases. 4(2), 218225. DOI:.

HTC has incurred losses for 27 consecutive months with declining revenue from NT{dollar} 289 billion (US{dollar} 9.7 billion) in 2012 to NT{dollar} 203.4 billion (US{dollar} 6.8 billion) in 2013, a decrease of 29.6 per cent compared to 2012. Its market share fell below 2 per cent in 2013. As a result, Chairman Cher Wang stepped in to monitor marketing and customer services. She wanted to make HTC a thought leader. As a measure to reverse the decline, she embarked on more purposeful marketing, including the launching of a Power to Give app and focused on design and craftsmanship rather than specific features. HTC introduced innovative HTC One Android line of products. Cher Wang has made a decision to go for a dual strategy of making high- and low-end hardware to cater the demand of both high- and low-end customers.

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