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High-Tech Computer Corporation

In: Business and Management

Submitted By satesh
Words 340
Pages 2
High-Tech Computer Corporation (HTC)
HTC was founded in 1997 by three business people and technology enthusiasts Cher Wang, HT Cho and Peter Chou. The company was introduced to the public as an independent brand starting from June 2006, and manufactured its first own brand product HTC Touch, which is claimed to be by the company a first finger-friendly touch-screen smartphone in June 2007. Masterman and Wood (2006) suggest identifying the business’s current market position through identifying if the business is a market leader, market challenger, market follower, or market nicher. Evaluating the current market position of HTC through these merits would lead to revelation of the business to be a market leader. HTC has achieved its leadership position through adopting innovative approach in production and design.
HTC products are their widely known range of smartphones and PDAs that are innovative in their design and functions. Prices of HTC products are not different dramatically compared to the products of their competitors, and the price of each individual product depends on the products specifications and the number and types of functions the product can perform. A wide range of promotion techniques are used by HTC to advertise their products, main of which are poster promotions and promotions in popular media such as magazines, newspapers and TV channels. As regards to the place element of the HTC marketing mix, the products of the company are available from many locations within all forty countries the company has operations in, as well as through the company web-site. In essence HTC marketing strategy that has allowed the company to enter new markets was based on innovation and ensuring the high level of friendly user interface in its products.
Moreover, another important factor that contributed to the success of the company in new markets relates to the fact

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