Mkt/421 Strategy And Positioning Outline Situation Analysis Htc

HTC - Strategy and Positioning OutlineTeam DMKT/421October 29, 2015Milomir OgnjanovicHTC - Strategy and Positioning OutlineSituation Analysis – HTCA. Product/Service Who is HTCHigh-Tech Computer Corporation (HTC)Taiwanese Company, founded 19972011 – awarded “Device Manufacturer of the Year”Third Largest smartphone manufacturer in worldOriginally a design and equipment manufacturer for other companies2011 – started selling phones under own brand nameProduct/ServiceManufacturer of touchscreen phones, mobile phones, tablets and PDA’sUse both Android and Windows OS platformsCreate and provide smartphones and tablets worldwideMost innovative and high performance digital devicesCurrent DevicesHTC One A9HTC One M9HTC Desire EYEHTC Desire 626HTC One M8HTC One M8 for WindowsHTC One RemixHTC One MaxHTC One MiniHTC One E8B. Target MarketInternational consumers from within 80+ countriesPremium smartphone brandHigher-end customersTechnology, innovation, style and design oriented customersTarget age group of 18-34C. Competitive Analysis – 2015 Q2 Smartphone Market ShareApple - 40.0%Samsung - 24.7%HTC – 9.4%Motorola - 9.0%LG - 7.0%Blackberry - 3.0%Nokia – 1.2% Others – 5.7% D. Environmental/Industry AnalysisPrice PointsHigh-end ($500-$799)Mid-range ($300-$499)Low-end ($100-$299)Value Propositions MappingPhone & Screen SizeScreen ResolutionProcessor/Video/RAM speed and sizeCamera resolution and qualityE. SWOT AnalysisStrengthsLeading PDA / smartphone manufacturerStrong Research and Development (R&D) setupSilicon Valley-like open & collaborative cultureHigh-speed of innovation,