HTC - Developing a Global Brand

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HTC Corp. – Developing a Global Brand Paving the path of leadership in a globally dynamic industry Juan Matias Zaldua Shounak Tarafdar

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A strategic insight to pave the path of leadership in a globally dynamic telecom environment

Transcript of HTC - Developing a Global Brand

Page 1: HTC - Developing a Global Brand

HTC Corp. – Developing a Global Brand

Paving the path of leadership in a globally dynamic industry

Juan Matias ZalduaShounak Tarafdar

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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

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The Need for Change

Restructuring manufacturing operations

Deciding value-proposition

Change of OS US and China focus

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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

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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.

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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

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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

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Financial Repercussions

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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…

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Thank You!

We look forward to your questions…