Abstract
HTC has incurred losses for 27 consecutive months with declining revenue from NT$ 289 billion (US$ 9.7 billion) in 2012 to NT$ 203.4 billion (US$ 6.8 billion) in 2013, a decrease of 29.6 per cent compared to 2012. Its market share fell below 2 per cent in 2013. As a result, Chairman Cher Wang stepped in to monitor marketing and customer services. She wanted to make HTC a thought leader. As a measure to reverse the decline, she embarked on more ‘purposeful’ marketing, including the launching of a ‘Power to Give’ app and focused on design and craftsmanship rather than specific features. HTC introduced innovative HTC One Android line of products. Cher Wang has made a decision to go for a dual strategy of making high- and low-end hardware to cater the demand of both high- and low-end customers.
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