HTC was founded in 1997 by Cher Wang and her husband. Wang wanted to manufacture personal digital assistance under contact of established brands. However, the company failed to convince buyers. Instead remained focused on contract manufacturer’s mobile phones according to its customer’s strategic priorities. Cher approaches the business with the eyes of the customer. HTC had nututred contacts into valuable business relationships, creating products that combined customer-oriented design with advanced technology to cast a reputation for consistency and excellence that many industry valued and applauded.
In mid 2000, HTC started making customized smart phones running on windows operating system for Deutshe Telekom and Vodafone. This proved strategically shrewd, creating potential growth without having to rely on handset manufacturers. Facts and Figures HTC started making customized smart phones running on windows operating system for Deutshe Telekom and Vodafone. This proved strategically shrewd, creating potential growth without having to rely on handset manufacturers. Under this ‘operator business model’, sales exploded, growing 100% annually, with net profits rising some 300% per annum since 2003.
HTC soon became darling of the market, with share prices soaring 1000% in March 2006. Mission A customer oriented positioning that communicated its strengths and tapped into the zeitgeist of its target market- tech savvy trendy customers interested in performance and design. Strategy Business Strategy- Sustained on ‘operator business model’, proved immensely successful. Functional (Marketing) strategy- The key to its strategy was its partnership with networks such as vodafone Internet and viral marketing proved effective Sponsorship of the Columbia –HTC cycling team in 2009 ensured messaged reached millions of viewers worldwide