Analysis of Htc

HTC is a company that was launched in 1997 in Taiwan. This company emerged in the smartphone market with big success and broke a lot of industry sales records.

This company is a good example of a rapid rise to success because of its high technological expertise and innovative ideas.

At the start, HTC was not well known in the smartphone and tablets industry. However, HTC innovative design and state of the art technologies generated big interest. According to some primary research, customers who owned HTC phone did not know a lot about HTC as a company. That is to say, HTC brand awareness was not matching its technological and innovative approach. In fact, its brand awareness was very low compare to its competitors in the smartphone industry. Therefore, it is clear that a company of the magnitude of HTC need to do more in terms of brand awareness in order to sustain and increase its market share in such a highly competitive market. To achieve this, HTC needs to review its marketing strategy.

According to the latest statistics in the smartphone market, Samsung is the world leader, followed by Apple with its famous Iphone 4S and HTC. With a 20% increase in its market share in the smartphone market in the last four years as well as a peak of 46% in the end of 2011, HTC has many opportunities to further enhance its market position in the current market environment and the company performance in the UK.

This work provides an in-depth analysis of the smartphone market, its environment and examines various factors that could impact on HTC market position. It also evaluates the smartphone market which includes big players such as Apple, Blackberry (RIM) and Nokia that makes it a highly competitive environment to operate and succeed in.

Finally, this report will propose some recommendations and fundamental marketing principles to be considered by HTC i.e. Targeting, Segmentation, and Positioning. The report