If I Were the Cmo of Htc

In: Business and Management

Submitted By Prashant88
Words 1589
Pages 7
Marketing Management I

Paper on “If I were the CMO of HTC”

By Prashant Nair

Why I chose HTC
HTC is a company which was on par with the likes of Samsung mobile till 2010. Since 2011, HTC has lost a majority of its market share to Samsung and other competitors. The major reason behind this was the management’s blind eye towards the marketing front. HTC is known to be a highly innovative company coming up with a good mix of robust yet stylish smartphones. The company believed that its cutting edge technology would be enough to sell its phones. HTC has an array of superb phones, but, the general consumer may not remember even one of these phones. Every year there are at least 2 or 3 HTC phones which make it to the top ten lists for the year. Still, the recall value for HTC is nowhere near the same for Samsung or for the Apple IPhone. There are ample reasons to believe that a more aggressive marketing strategy could have helped HTC to grab a major chunk of the market share.

History of HTC
HTC Corporation is a Taiwanese manufacturer of smartphones and tablets. It was founded by Cher Wang, H.T. Cho and Peter Chou in 1997. HTC began designing some of the world's first touch and wireless hand-held devices in 1998. The company has a rich heritage of many "firsts" including creating the first Microsoft-powered smartphone (2002) and the first Microsoft 3G phone (2005). Their first major product, one of the world's first touch-screen smartphones, appeared in 2000. Initially making smartphones based mostly on Microsoft's Windows Mobile operating system (OS) software, HTC expanded its focus in 2009 to devices…...

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