HTC HTC What marketing strategies can HTC use to increase itssales? Candidate name :- Mohammed AdelJanahi School name :- KanooInternational School Academic year :- 2015-2016 School number :- 003652 Candidate numer:- 0027 supervisor name :- Mrs asma Table of content Coverpage 1 Introduction 3 Analysis 4 Supportingdocuments 6 Bibliography 8 Introduction: HTCcompany is a Taiwanese multinationalmanufacturer of smartphones and tablets headquartered in New Taipei City,Taiwan. HTC’s Full name is High Tech Computer Corporation.
It isfounded in 1997, and began as an original design manufacturer and original equipment manufacturer, designing and manufacturing devices such as mobilephones, touchscreen phones, and PDAsbased on Windows Mobile OS. HTC expanded its focus in 2009 to devices based on Android, and in 2010 to WindowsPhone. HTC is also the pioneerin manufacturing the smartphones with Google Android operating system. Day byday we can see that HTC is improving and getting better than before but when wesee the image of HTC and compare it by Apple and Samsung, we notice that thereis a huge distance between them and put in mind that HTC is the thirdcompetitive company after Apple and Samsung in mobile industry. So the qualityof each company is nearly equal but what makes them different are the marketstrategies that they use to improve their brand image and encourage customers to by from them.
thishad therefore led me to the following research question ” what marketing strategies can HTC use to increase itssales?” methodology: primaryresearch Questionnaire:- a questionnaire was given to peoplefrom the age of 17 to 21. I had picked 10 random people from each age so atotal of 50 people in order to see why do people prefer using Apple and Samsungmobiles over HTC, and know what they think needs to be added in the HTC phones. secondaryresearch : WEBSITETogather more information about the company’sbackground development and marketing strategies SWOTANALYSISThistool will help in recognizing the strengths, weaknesses, opportunities andthreats that face the company or might face them in the future Pricefrom the 4P PROMOTIONALMIXTheseare necessary as they cover a huge amount of stakeholders and audience where itincludes “below the line promotion online promotion and aboveline promotion ….. PROCEDUREAND METHOD Thebusiness textbook helped me to collect accurate information about my topic, andthe class notes were helpful as well. Mainresults and finding Ihave given out 50 questionnaires to 50 different people from both genders anddifferent age, mainly asking them what differences they see in HTC compared toSamsung and Apple, wether they like the way HTC advertise there products or notand if they were given a chance to use HTC will they use it or not.
I havefound out that the majority of the people wouldn’t risk the chance tochange their phone to HTC saying that its not even near comparing it by samsung and apple and some of them think thatHTC is below what they want as a mobile and it doesn’t fulfill there needs.Moreover, they think HTC has no creativeedges in there production that would attract more customers. Some people thinkthat this gap between HTC and the other smartphone companies like Apple andSamsung is created because of the marketing strategies used by them. ThereforeHTC should improve there marketing strategies. This quote is from some people’s point of view “HTC smartphonesare very unique and it has its own shape that no company could copy, butbecause it lacks good marketing strategies people prefer to purchase and usesamsung and apple and I feel that its a risk to try out a new company that isnot as popular”. And there are others who said that the marketingstrategies do not really affect the sales of HTC to a high extent. Swotanalysis Strengths HTC carries out one of the best researches and development.
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It has effectively perceived its image name and it has an excellent image of its products quality. It has a wide portfolio, made up of 43 smart phones so far. Weakness HTC have a small range of cel phone models if compared with their competitors It is not a well recognized brand in the market compared with apple and samsung as they are more popular.
Opportunities HTC has introduced a new feature to their cell phones that is highly demanded these days which is the touch screen in their smart phones. They collaborate with google to launch their smart cell phones on google’s android. Threats one of the major threats is that HTC is people demand popularity in the smartphone company they choose. HTC’s Financial state is a threat because their prices are high and not affordable for smart phones users and HTC’s competitors smart phones are affordable and way cheaper, with same features any smartphone might have. and people usually prefer them on HTC. HTCis the third competitive company after Apple and Samsung in mobile industry,swot analysis of HTC will help them in understanding there position in themarket, it also allows as to look at the new business strategies to help themto gain more customer base and decreasing the distance between HTC and Apple bygaining more power in the market.
thetable shows the strengths which can increase the companies customer base and itshows the weaknesses that the company shouldn’t fall through it, swot tablemainly tells you that you should improve and keep developing and it helps youtracking your weaknesses and strength and we could see that what makes peoplebuy HTC mobiles is the quality of its mobiles and the easy usage of itssoftware so they should maintain this performance and improving in the designof the mobile because they have a weakness in this point. Strengths:- HTChas perceived its image name and it has a good image about the product qualityand the research and development in HTChas been given more significance as it is the best approach to realize whatcustomers need this will help in increasing the customer base because of theseadvantages HTC could maintain its name in the race. Weakness:- Theweakness of HTC is that they don’t have that much of wide range of cell phones becauseof this the customers doesn’t really have i variety of choices that they choosefrom and HTC is not that well recognize so it is hard for them to attract morecustomers but in my opinion if HTC solves these weakness for sure it willdecrease the gap between HTC and samsung or it could go above samsung. Opportunities:- HTChas opportunities now to increase it customer base by opening new branches topromote for their products so they can gain a wider market share as they canincrease its power to control the market Threats:- Thethreats that HTC is facing is that HTC has many competitors that have widercustomer base than them so the need to think of something creative to try toconquer and make other companies customer base smaller and wider HTC’s customer base and this will make HTC the ruler ofthis market Price:- Whatis the price that the customers are willing to buy the product for ? BecauseHTC is not the num.1 in this industry so it cant really control the price rangeof its phone and because they really want to increase the num. of customersthat have loyalty to HTC they should decrease there price and put a price thatthe company won’t lose so they could attract more customers and the priceshould be lower than its competitors because the price should attract morepeople Promotionalmix abovethe line promotion : thispromotion “uses the mass media example newspaper, television andradio” as for HTC to increase its costumer base it shouldfocus in putting famous people like Ronaldo, Zidane and others in thereadvertisement and they shouldn’t publish there product only in the televisionthey should try to promote it in different places at the same time to have thechance of making more people to know about your product.
for example they couldpromote there product in newspaper, cinema theaters, and the advertisement maingoal should be to persuade the customer and not to remind them about theproduct so the advertisement should be perfect in explaining the advantages ofthe phone. Onlinepromotion : HTCwill benefit from online promotion because it will help in making communicationwith the customer much easier, and it will be easier by making accounts onsocial media like Instagram and twitter to show customers or to keep theminform by what is coming new and if there is any problem customers could easilycommunicate with HTC. Conclusion:- afterall this analysis in conclusion i could say that if HTC improved in this threetools, HTC will increase its customer base and it will lead in cell phonesindustries,they mainly should focus on developing themselves in promotionbecause now days many people goes to a product the is well known and wont try anew product and they should come with a new idea that make customers shift toHTC a new idea that HTC phones only have and the really should care on theprice in this time because people are not willing to buy the product so pricingis a big issue that they should take into consideration, this is not there onlyissues so if they depend only in this commentary they wont achieve there goalwhich is a continuous rise in customer base so they need to develop thereresearch while achieving the tools we have mentioned. Candidate name :- Mohammed AdelJanahi School name :- KanooInternational School Academic year :- 2015-2016 School number :- 003652 Candidate numer:- 0027 supervisor name :- Mrs asma Table of content Coverpage 1 Introduction 3 Analysis 4 Supportingdocuments 6 Bibliography 8 Introduction: HTCcompany is a Taiwanese multinationalmanufacturer of smartphones and tablets headquartered in New Taipei City,Taiwan. HTC’s Full name is High Tech Computer Corporation.
It isfounded in 1997, and began as an original design manufacturer and original equipment manufacturer, designing and manufacturing devices such as mobilephones, touchscreen phones, and PDAsbased on Windows Mobile OS. HTC expanded its focus in 2009 to devices based on Android, and in 2010 to WindowsPhone. HTC is also the pioneerin manufacturing the smartphones with Google Android operating system. Day byday we can see that HTC is improving and getting better than before but when wesee the image of HTC and compare it by Apple and Samsung, we notice that thereis a huge distance between them and put in mind that HTC is the thirdcompetitive company after Apple and Samsung in mobile industry. So the qualityof each company is nearly equal but what makes them different are the marketstrategies that they use to improve their brand image and encourage customers to by from them.thishad therefore led me to the following research question ” what marketing strategies can HTC use to increase itssales?” methodology: primaryresearch Questionnaire:- a questionnaire was given to peoplefrom the age of 17 to 21. I had picked 10 random people from each age so atotal of 50 people in order to see why do people prefer using Apple and Samsungmobiles over HTC, and know what they think needs to be added in the HTC phones. secondaryresearch : WEBSITETogather more information about the company’sbackground development and marketing strategies SWOTANALYSISThistool will help in recognizing the strengths, weaknesses, opportunities andthreats that face the company or might face them in the future Pricefrom the 4P PROMOTIONALMIXTheseare necessary as they cover a huge amount of stakeholders and audience where itincludes “below the line promotion online promotion and aboveline promotion ….
. PROCEDUREAND METHOD Thebusiness textbook helped me to collect accurate information about my topic, andthe class notes were helpful as well. Mainresults and finding Ihave given out 50 questionnaires to 50 different people from both genders anddifferent age, mainly asking them what differences they see in HTC compared toSamsung and Apple, wether they like the way HTC advertise there products or notand if they were given a chance to use HTC will they use it or not.
I havefound out that the majority of the people wouldn’t risk the chance tochange their phone to HTC saying that its not even near comparing it by samsung and apple and some of them think thatHTC is below what they want as a mobile and it doesn’t fulfill there needs.Moreover, they think HTC has no creativeedges in there production that would attract more customers. Some people thinkthat this gap between HTC and the other smartphone companies like Apple andSamsung is created because of the marketing strategies used by them. ThereforeHTC should improve there marketing strategies. This quote is from some people’s point of view “HTC smartphonesare very unique and it has its own shape that no company could copy, butbecause it lacks good marketing strategies people prefer to purchase and usesamsung and apple and I feel that its a risk to try out a new company that isnot as popular”. And there are others who said that the marketingstrategies do not really affect the sales of HTC to a high extent. Swotanalysis Strengths HTC carries out one of the best researches and development.
It has effectively perceived its image name and it has an excellent image of its products quality. It has a wide portfolio, made up of 43 smart phones so far. Weakness HTC have a small range of cel phone models if compared with their competitors It is not a well recognized brand in the market compared with apple and samsung as they are more popular.
Opportunities HTC has introduced a new feature to their cell phones that is highly demanded these days which is the touch screen in their smart phones. They collaborate with google to launch their smart cell phones on google’s android. Threats one of the major threats is that HTC is people demand popularity in the smartphone company they choose. HTC’s Financial state is a threat because their prices are high and not affordable for smart phones users and HTC’s competitors smart phones are affordable and way cheaper, with same features any smartphone might have. and people usually prefer them on HTC. HTCis the third competitive company after Apple and Samsung in mobile industry,swot analysis of HTC will help them in understanding there position in themarket, it also allows as to look at the new business strategies to help themto gain more customer base and decreasing the distance between HTC and Apple bygaining more power in the market.thetable shows the strengths which can increase the companies customer base and itshows the weaknesses that the company shouldn’t fall through it, swot tablemainly tells you that you should improve and keep developing and it helps youtracking your weaknesses and strength and we could see that what makes peoplebuy HTC mobiles is the quality of its mobiles and the easy usage of itssoftware so they should maintain this performance and improving in the designof the mobile because they have a weakness in this point.
Strengths:- HTChas perceived its image name and it has a good image about the product qualityand the research and development in HTChas been given more significance as it is the best approach to realize whatcustomers need this will help in increasing the customer base because of theseadvantages HTC could maintain its name in the race. Weakness:- Theweakness of HTC is that they don’t have that much of wide range of cell phones becauseof this the customers doesn’t really have i variety of choices that they choosefrom and HTC is not that well recognize so it is hard for them to attract morecustomers but in my opinion if HTC solves these weakness for sure it willdecrease the gap between HTC and samsung or it could go above samsung. Opportunities:- HTChas opportunities now to increase it customer base by opening new branches topromote for their products so they can gain a wider market share as they canincrease its power to control the market Threats:- Thethreats that HTC is facing is that HTC has many competitors that have widercustomer base than them so the need to think of something creative to try toconquer and make other companies customer base smaller and wider HTC’s customer base and this will make HTC the ruler ofthis market Price:- Whatis the price that the customers are willing to buy the product for ? BecauseHTC is not the num.1 in this industry so it cant really control the price rangeof its phone and because they really want to increase the num. of customersthat have loyalty to HTC they should decrease there price and put a price thatthe company won’t lose so they could attract more customers and the priceshould be lower than its competitors because the price should attract morepeople Promotionalmix abovethe line promotion : thispromotion “uses the mass media example newspaper, television andradio” as for HTC to increase its costumer base it shouldfocus in putting famous people like Ronaldo, Zidane and others in thereadvertisement and they shouldn’t publish there product only in the televisionthey should try to promote it in different places at the same time to have thechance of making more people to know about your product.
for example they couldpromote there product in newspaper, cinema theaters, and the advertisement maingoal should be to persuade the customer and not to remind them about theproduct so the advertisement should be perfect in explaining the advantages ofthe phone. Onlinepromotion : HTCwill benefit from online promotion because it will help in making communicationwith the customer much easier, and it will be easier by making accounts onsocial media like Instagram and twitter to show customers or to keep theminform by what is coming new and if there is any problem customers could easilycommunicate with HTC. Conclusion:- afterall this analysis in conclusion i could say that if HTC improved in this threetools, HTC will increase its customer base and it will lead in cell phonesindustries,they mainly should focus on developing themselves in promotionbecause now days many people goes to a product the is well known and wont try anew product and they should come with a new idea that make customers shift toHTC a new idea that HTC phones only have and the really should care on theprice in this time because people are not willing to buy the product so pricingis a big issue that they should take into consideration, this is not there onlyissues so if they depend only in this commentary they wont achieve there goalwhich is a continuous rise in customer base so they need to develop thereresearch while achieving the tools we have mentioned.
