htc - developing a global brand
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A strategic insight to pave the path of leadership in a globally dynamic telecom environmentTRANSCRIPT
HTC Corp. – Developing a Global Brand
Paving the path of leadership in a globally dynamic industry
Juan Matias ZalduaShounak Tarafdar
The Need for Change
HTC Corp. has decided to become a recognised global brand in the Smartphone market. This requires:
Changes in cost-structure Ramp up R&D Intense marketing efforts Re-orient financial resources ODM manufacturing Rethink white label, mass-customisation
The Need for Change
Restructuring manufacturing operations
Deciding value-proposition
Change of OS US and China focus
Challenging Industry
Reduction of product life-cycles Consolidation in value-chain,
shrinking number of players Faster time-to-market capability Difficult to keep up with the pace of
change Accessing channels of distribution
Options at Hand for HTC
Microsoft vs. Google OS Spin-off ODM business Reduce patent and licensing fees Partnering at various levels of the
value-chain.
Our Recommendation Position the brand as a high-end
smartphone by competing on innovation
Align new strategy through cross-functional integration
Strategic sourcing Creation of interactive retail access-
points
Our Recommendation Collaborative product designing Generate applications for users
through Android
Continue the HR development policies Reduce dependency on Dopod for
Chinese expansion Partner with influential vendors in the
US
Financial Repercussions
HTC’s Strategic Pathway to Leadership
Shorten Product
Cycle
Quality Control
Aggressive Marketing
Own Patents
& Licenses
Collaborative Design
Operator Alliances
+Distribution
Network
Cross-functional Integration
Strategic Global
Sourcing
Global Brand
Differentiation
Innovation
Complementary Software
Development
Global Brand
What they say…
What they said…
Thank You!
We look forward to your questions…