HTC has incurred losses for 27 consecutive months with declining revenue from NT$ 289 billion (US$ 9.7 billion) in 2012 to NT$ 203.4 billion (US$ 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.
A New Strategic Direction at HTC
- Publisher:SAGE Publications Pvt. Ltd
- Publication year:2015
- Online pub date:
- Discipline: Brand Management & Strategy, New Product Marketing Management, Corporate Strategy
- Length:3,631 words
Region:GlobalIndustry:TelecommunicationsOrganization:HTC CorporationOrganization Size:Originally Published In:2015). A new strategic direction at HTC. South Asian Journal of Business and Management Cases. 4( 2), 218– 225. DOI: http://dx.doi.org/10.1177/2277977915596256.(Type:Online ISBN:9789386042002Copyright: © Birla Institute of Management Technology 2015