A new strategic direction at HTC / P. R. Bhatt.

Format:

Book

Author/Creator:

Bhatt, P. R., author.

Series:

SAGE Knowledge. Cases.

SAGE Knowledge. Cases

Language:

English

Subjects (All):

HTC Corporation--Case studies.

HTC Corporation.

Cell phone equipment industry--South Asia--Case studies.

Cell phone equipment industry.

Smartphones--Case studies.

Smartphones.

Telecommunication systems--Case studies.

Telecommunication systems.

HTC One (Smartphone)--Case studies.

HTC One (Smartphone).

Wang, Cher.

South Asia.

Genre:

Case studies.

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications Ltd, 2017.

System Details:

text file

Summary:

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.

Notes:

Originally published: Bhatt, P. R. (2015). A new strategic direction at HTC. South Asian Journal of Business and Management Cases. 4(2), 218225. DOI:.

No ILL or scholarly sharing allowed.

Description based on XML content.

ISBN:

9789386042002

OCLC:

1017722570

Access Restriction:

Restricted for use by site license.