POSITIONING STRATEGY POSITIONING Creating a unique and distinctive image for a brand relative to the competition Brand should be perceived as different from competitors by consumers EFFECTIVE POSITIONING Meaningful to consumers Credible/believable Unique to your brand Durable over time FOCUS OF POSITIONING Attributes and benefits of the product Competition Product user Product use or application Product class Cultural symbols Jet Blue Airways Focus on the benefits of Jet Blue
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Problem: Unsuccessful differentiation. Although HTC created different kinds of brands for their smartphones it failed to differentiate itself from competitors. It could not market the brand as a unique one in order to conquer customer loyalty as other companies did‚ such as Apple and Samsung. Hence‚ the failure of creating brand recognition set them apart from the differentiation strategy they were pursuing. External Analysis General Environment Two factors best describe the general environment:
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9-709-466 REV: DECEMBER 8‚ 2009 DAVID B. YOFFIE RENEE KIM HTC Corp. in 2009 Peter Chou‚ HTC Corp.’s Chief Executive Officer‚ returned to Taiwan with a sense of exhilaration and pride from Mobile World Congress 2009‚ the world’s leading exhibition for mobile phones. HTC generated a buzz for revealing two new handsets‚ as well as surprising the world with the announcement of HTC Magic‚ the second phone that ran on Google’s new mobile platform‚ Android. As Chou claimed‚ “We got lots of press
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directors of HTC for your review. Challenge HTC‚ while maintaining its current ODM business‚ will develop a strategy that leverages its core competence as a mobile phone manufacturer to create a premium HTC branded smart phone to achieve a 12% global market share of all end-user smart phones within 3 years. HTC will form strategic partnerships with one or more operating system providers to ensure the design of the smart phone is tailored and optimised to the selected operating system(s). HTC will reach
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Positioning is the place where someone or something is‚ especially in relation to other objects and places. In marketing‚ positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product‚ brand‚ or organization.(Wikipedia‚2012) However‚ it is important for the contemporary age‚ whichever aspect is in life. By looking at marketing segmentation‚ marketing targeting and marketing positioning from DOVE® Chocolate which
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POSITIONING Positioning the process of designing an image and value so that consumers with the target segment understand what the company or brand stands for in relation to its competitors. It also refers to the place an offering occupies in consumers minds on important attributes related to competitive offerings. Positioning is not actually something that is done to product; rather it is something that is done to minds of consumers by marketers. It relates to now consumers perceive the product
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Macro SWOT Analysis Strength * Solid design and innovation: HTC is one of the leading ODMs (Original Design Manufacturer) for many top-tier operator-branded devices. It owns and designs the in-house products that are branded by other operators. The solid background may step up the producing process. * R&D investment: HTC has spent 15%-20% of sales on R&D. It recently opened the new R&D offices in North Carolina and Taipei to extend products’ features and functions. This may
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COMPANY PROFILE HTC Corporation REFERENCE CODE: D030D163-1966-4A48-AE13-80DC33BF7F54 PUBLICATION DATE: 8 Aug 2012 www.marketline.com COPYRIGHT MARKETLINE. THIS CONTENT IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED OR DISTRIBUTED. HTC Corporation TABLE OF CONTENTS TABLE OF CONTENTS Company Overview..............................................................................................3 Key Facts............................................................................
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Running head: HTC CORPORATION 1 HTC CORPORATION INSHA SHAH UNIVERSITY OF AKRON Running head: HTC CORPORATION 2 HTC AT A GLANCE HTC Corporation (originally High Tech Computer Corporation) is a smart phone manufacturer founded in 1997 and based in Taiwan‚ as an outsourcing company. HTC Corporation prides itself on offering open source mobile phones which are easy for both developers and users‚ and has quickly established its reputation as a leading company behind many of the markets
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1 AMERICAN INTERNATIONAL UNIVERSITY-BANGLADESH SPRING‚ 2013-2014 SCIENCE AND INFORMATION TECHNOLOGY Class Id Course Name Sec Time Day RM ADVANCE DATABASE MANAGEMENT A 8:0 - 10:0 W 441 8:0 - 11:0 M CL1 10:0 - 12:0 S 441 8:0 - 11:0 T CL1 2:0 - 4:0 T 434 5:0 - 8:0 S CL2 4:0 - 6:0 M 432 2:0-5:0 W CL7 4:0 - 6:0 M 434 2:0-5:0 W CL1 8:0 - 10:0 T 434 8:0 - 11:0 S CL1
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