A New Strategic Direction at HTC Corporation

P.R. Bhatt

South Asian Journal of Business and Management Cases, 2015, vol. 4, issue 2, 218-225

Abstract: 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.

Keywords: Smartphones; Cher Wang; HTC; leadership; strategy (search for similar items in EconPapers)
Date: 2015
References: Add references at CitEc
Citations:

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/2277977915596256 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:sajbmc:v:4:y:2015:i:2:p:218-225

DOI: 10.1177/2277977915596256

Access Statistics for this article

More articles in South Asian Journal of Business and Management Cases
Bibliographic data for series maintained by SAGE Publications ().