A new strategic direction at HTC / P. R. Bhatt.
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 steppe...
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| Format: | Ebook |
| Language: | English |
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London :
SAGE Publications Ltd,
2017.
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| Series: | SAGE Knowledge. Cases.
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| Subjects: | |
| Online Access: | SAGE |
| 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. |
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| Item Description: | Originally published: Bhatt, P. R. (2015). A new strategic direction at HTC. South Asian Journal of Business and Management Cases. 4(2), 218225. DOI:. |
| Physical Description: | 1 online resource. |
| ISBN: | 9386042002 9789386042002 |