High Tech Computer Corporation popularly known as HTC Corporation is the Computer electronics company based out in Taiwan. The Taiwanese company manufactures and sells smartphones and tablets.
It has been the pioneer in bringing some of the technological innovation to life such as in 1998 it launched World’s first touch & wireless handheld device, World’s first 3G window smartphone, first android phone in the year 2007 & 2008, World’s first 4G Android phone in 2010 a many more.
Some of the smartphone models of the brand are HTC Desire series, HTC U series, HTC One.
Segmentation, targeting, positioning in the Marketing strategy of HTC
The brand has been segmented based on the customer groups, primarily young customers who are looking for technological advanced and well-trusted smartphones and tablets. From last 20 years, HTC has been doing innovation for creating customer experiences in terms of long-lasting battery, design and liquid surface screen.
The brand has targeted selective segment of the market i.e. young generation whose smartphone is the part of everyday work.
HTC has positioned itself as a customer-centric and technology-driven company enhancing the user experience through its devices.
Vision- “Not Available”
Tagline-“Squeeze for the Brilliant U”
Competitive advantage in the Marketing strategy of HTC–
State of art Research & Development: Since its inception company has been focussing on its In-House research capabilities and therefore have around 30% of its workforce as R & D professionals and 14% of the total revenues of the company go to R & D.
Limited Product line: Having few products with state of art technologies is a competitive advantage that the brand has. Limited products in its portfolio help the customers to remembers and make it top of the mind of the consumers/ retailers while referring it to someone else.
BCG Matrix in the Marketing strategy of HTC
Smartphones and Virtual reality devices are the two reporting businesses that HTC operates into.
In Smartphone Business, Company is continuously facing competition from the established players like Samsung, Apple and new entrants to the market such as Xiaomi, Vivo, Oppo, Micromax etc. The business has been therefore turning into losses to straight 3 years in the year 2016 (revenue decrease from $ 9.7 billion to $ 2.6 billion) and hence it is the question mark in the BCG matrix.
In order to diversify its business, it partnered with Valve to produce Virtual reality devices which are still struggling to make its mark in the markets it operates into and so is the question mark in the BCG matrix.
Distribution strategy in the Marketing strategy of HTC
HTC has been distributing its offerings through the mix of the channel of distribution such as Retail outlets, partnering with telecom operators, electronics stores, E-commerce websites like Amazon, Alibaba, eBay etc, HTC’s eStores through which it provides 0% financing for the period of 24 months EMI.
It closely works with the upstream partners i.e. telecom carriers so as to bundle its offerings with them and make it convenient for the buyers to own one at convenient EMI option.
Brand equity in the Marketing strategy of HTC
The earlier taglines of the brand “Quietly Brilliant” which later on replaced by “The Pursuit of Brilliance” in 2015 and this got replaced by “Squeeze for the Brilliant U” recently to imbibe the dynamic and aspirational value brand stands for.
The brand has been ranked 77 in Forbes list of most powerful brands (2012) and 1182 in Forbes list of Global 2000 companies.
In the year 2016 HTC have won awards and accolades such as in Consumer Electronics Show it earned 50 Awards, in Mobile World Congress HTC VIVE virtual reality devices award.
Competitive analysis in the Marketing strategy of HTC
The complete line up of electronics and meta-market products through which they want to leverage rising potential demand are some time beneficial for the companies such as Acer, Samsung, LG against which HTC which have restricted its presence in the smartphone industry so as to remain focused unlike the companies like Xiaomi which entered in N number of product categories but failed to make the mark.
HTC is continuously working on aesthetics and user interface part of the smartphones to remain ahead in the market.
Market analysis in the Marketing strategy of HTC
The market in which the company operates into has grown from cannibalizing between smartphone, tablets, and notebooks. HTC closely work with the suppliers in the upstream in order to get the components, parts and operating systems on time.
The market is changing from being mobile-centric to cloud-centric which gives the users seamless experience and gives freedom to the user to access the things on the mobile from anywhere wherever they are.
Customer analysis in the Marketing strategy of HTC
In the Retails business segment Customers of the brand are those who believe in virtual reality and want to be connected in the dynamic environment. These customers are in the age group of 20-40 years.
Since the brand operates in the B2B segment also, in this segment it works on virtual reality by partnering with VIVE to market the VR Headset & system to the markets it operates into. The final customers of this segment of business are children in the age group of 10-16 years and adults.