Today, the company is known for its innovation and research. However, the HTCbrand still has a weak image compared to its competitors like Apple, Blackberry, Nokia, Samsung and Sony. HTC is now focusing on developing its brand image to grow its market share. This report reviews the current marketing strategy for HTC Android phones. It analyses the marketing mix forth and reviews the areas of weaknesses and opportunities to build upon. Finally, the report provides some recommendations for the future strategy forth. : In key areas listed below these are to:
Expand market presence into emerging markets with good intellectual property laws, namely India and Brazil, but not China.
Promote HTC at a …show more content…
But at the same time, a country with strong patent protection law is healthy for market competition. Countries like China face13
Difficulties in enforcing such laws making it difficult for top brands to grow their market.
. )09Datamonitor, 20(Radiation to the adoption of emission guidance by the International Commission on Non-Ionizing astringent laws relater subjected to manufacturers Mobile In the EU, manufacturers are also subject to ‘WEE Waste Electric and Electronic Equipment’ (WEEE)legalisation, forcing them to develop environmentally friendly production practices. This has helped many companies develop a “green” image. Consumers too, are becoming more “green” conscious and opt for brands that are perceived as being more environmentally friendly.
Current marketing strategy
To understand the current marketing strategy for HTC, it is necessary to evaluate the company characteristics, the product marketing mix and the external forces affecting HTC.
As a company, HTC’s main asset is its strong focus on research and development. With about one quarter of its staff employed in research and14
Development activities, HTC has several state of the art innovation centres. (Data monitor, 2009). The flexibility and openness of the Android (OS) system operation encourages innovation and enriches the applications experience available to end-users. Android OS has