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TAGS: Harvard business case study case solution, HTC brand management, corporate strategy market positioning competitive analysis, iphone, smart phones, mobile phones, droid
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A Case Study on HTC Corporation A case study on HTC Corp. Introduction HTC Corporation (HTC) formerly, High Tech Computer Corporation is a manufacturer of smartphones and tablets. The company focuses on the designs, develops, manufactures, and sells smart hand-held devices, such as, personal digital assistants (PDAs), smartphones, and other related components. The company also designs Microsoft mobile platform, including interface software, operating systems, human machine interface and application software. It markets and sells products under its own brand name. The company's portfolio of hand-held devices provides custom-made solutions to telecommunications clients and retail partners across Europe, Americas and Asia. HTC was founded in May 1997 by Ht Cho and Cher Wang. Cho was an engineer (digital equipment corp.) with a solid reputation for keen attention to detail and quality and his partner Cher Wang hailed from the legendary Wang family in Taiwan. Wang began running her own company, Via technologies in 1984 and was also identified by Forbes as among the world’s top 20 most powerful women in 2011. HTC initial business plan was to manufacture notebook computers. Due to the costs involved with the manufacture of the notebook computers HTC had to change its strategy and start on to manufacture handheld computer like devices. The major breakthrough for HTC came in 2000 with the iPAQ a PDA (personal digital assistant) that HTC engineered and designed for Compaq computer. Business people loved the iPAQ the first color- screened PDA that ran on Microsoft windows CE platform. The 1