htc mobile….Presented

by Pranjil Agrawal Muneeb Sheikh Bhaskar Mishra

Vikrant NaikNavdeep Sharma

HTC Corporation….

Type Public

Headquarter Taiwan

Founded 1997

Industry Telecommunication

Products Smartphones and Tablets

Area Served (market) Worldwide

CEO Peter Chou

Revenue $11.95 billion (2011)

Website www.HTC.com

Mobile Market in India….

Indian mobile industry is the fastest growing in the world

Monthly Cell phone Addition: 7.79 million (Oct 2011)

An estimated 881.40 million mobile phone users in India

Nokia remained the top player in handset market in FY10-11 

Revenues of the Indian mobile handset market grew by 15 per cent to

touch Rs 33,171cr in 2010-11

Indian mobile market is expected to touch $63 billion revenue 2014

The industry’s growth will be largely driven by Smartphones

(source: voice & data journal-telecom industry)

Mobile Handset Market Share….

Segmentation (STP)….

• Age group 24-45

• Developed and Developing counties

• Educated

• Upper middle class; office goers

Target Audience (STP)….

Smartphone users

Android

Windows mobile 7

Touch Screen users

Technologically inclined users

Positioning (STP)….

Position products to High innovation and High

functionality

–MultiMedia phones catered to higher resolution

– Business phones catered to email functionalities,

productivity tools, and Networking connections

4 Ps of Marketing….

Product• Innovation• Performance• Aesthetic look• Build Quality• HTC smart software• PDA & smartphones• Customizable

4 Ps of Marketing….

Price

Skimming Pricing Product line pricing

4 Ps of Marketing….

Place Currently more

concentrated in America followed by Europe and Asia

Retail outlets

4 Ps of Marketing….

Promotion

Promoted through retailers and service providers

Mass promotion through internet

Specialized periodicals

ATL:BTL ratio- 80:20

PESTEL analysis….

Political factors

Dependent on the Telecom Industry The government’s conservative measures may inhibit 3G

and other licensing processes If migration were made easier, it would add pressure on

operators to retain existing customers

PESTEL analysis….

Economic factors• Economic downturn in 2008

• The level of inflation Employment level per capita

• The global economic slowdown and rising costs could slow growth

PESTEL analysis….

Social factors• Smartphones are Fashion

identity• Symbol of status• Networking

PESTEL analysis….

Technological factors• In this industry, innovation is the key for differentiation

• Patent of technology thereby creating barriers to entry

• Technology is vital for

competitive advantage,

and is a major driver of

globalization

PESTEL analysis….

Legal factors• Restriction on certain product usage creating

obstacles for market growth• Patent issues

Environmental factors• Dumping of old mobile handset

Porter’s 5 Forces (Competitor’s Analysis)….

Competitive rivalry within industry

Existing Competitors

Brand Development

Innovation

Bargaining power of Suppliers

Intellectual Property

Quick Switch between Suppliers

Bargaining power of Customers

Retailers

Service Providers

End-users

Threats of New Entrants

Economies of Scale

Capital Requirements

Differentiation

Access to distribution

Threats of Substitute Products

PDA

Tablets

Mobile Phones

Future….

Future….

PRODUCT• Make Sleek and lighter phones• Modify their OS • Provide colour options • Improve Battery Life & Packaging

Future….

PRICING & PLACE• Skimming strategy for the smart

phone category • Increase their distribution reach to

tier 2 cities• More tie-ups with local dealers• Website as a mode of making

purchases.

Future….

PROMOTION• Brand Ambassador “ Need of the

Hour”• Create Hype• Launch an Advertisement

campaign targeting the Youth• Make effective use of social

media

Thank you