ABSTRACT

Smartphone, one of the most popular products in technology industry, has been used by more and more people in recent decade around the world. The estimation of increasing number of smartphone ownership has reached significant level. For instance, in U.S market, it is estimated that smartphone ownership has surged up from 35 percent in 2011 to 46 percent in the following year. The rapid market penetration encourages more and more smartphone producers competing to win the market share. HTC Corp, Taoyuan based smartphone producer, has been striving to be a leader in the industry is now struggling to improve its growth in financial performance as the company faces fierce competition amongst the industry. This study case was conducted to review the 7 Essentials to achieve exponential growth by David G Thomson and analyze the implementation and linkage between the 7 Essentials and what HTC Corp. has been doing according to those essentials. The study also provides some suggestions and recommendations for HTC to implement related to its current condition. The study has been conducted by gathering related information from key sources and key interview.
Referring 7 Essentials, the 5 of 7 essentials have been considered ‘have to be prioritized” are alliances, marquee customers, market segmentation, value proposition and management team. The study also reveals the main challenges HTC has been facing which are management supply chain and fierce competition in the industry. Moreover, HTC has been implemented differentiation strategy to combat those difficulties through its efforts in increasing number of agents to serve end users, strengthen its advertisement worldwide to develop its brand image since it is still considered low, focusing to Asia market especially China as European market has been shrinking due to its financial situation.
Key words: 7 Essentials, growth, smartphone market worldwide, HTC Corp.

ABSTRACT

Smartphone, one of the most popular products in technology industry, has been used by more and more people in recent decade around the world. The estimation of increasing number of smartphone ownership has reached significant level. For instance, in U.S market, it is estimated that smartphone ownership has surged up from 35 percent in 2011 to 46 percent in the following year. The rapid market penetration encourages more and more smartphone producers competing to win the market share. HTC Corp, Taoyuan based smartphone producer, has been striving to be a leader in the industry is now struggling to improve its growth in financial performance as the company faces fierce competition amongst the industry. This study case was conducted to review the 7 Essentials to achieve exponential growth by David G Thomson and analyze the implementation and linkage between the 7 Essentials and what HTC Corp. has been doing according to those essentials. The study also provides some suggestions and recommendations for HTC to implement related to its current condition. The study has been conducted by gathering related information from key sources and key interview.
Referring 7 Essentials, the 5 of 7 essentials have been considered ‘have to be prioritized” are alliances, marquee customers, market segmentation, value proposition and management team. The study also reveals the main challenges HTC has been facing which are management supply chain and fierce competition in the industry. Moreover, HTC has been implemented differentiation strategy to combat those difficulties through its efforts in increasing number of agents to serve end users, strengthen its advertisement worldwide to develop its brand image since it is still considered low, focusing to Asia market especially China as European market has been shrinking due to its financial situation.
Key words: 7 Essentials, growth, smartphone market worldwide, HTC Corp.

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