Study on Managing Strategy, Operations, and Partnerships in HTC Corporation

Abstract

The world is turning into an era where there is hyper-competition in both knowledge and technology. Most industries that deal with high technology developed around the resource-based approach theory are no longer suited in most operations. The primary focus of this study is to look at how companies cooperate with the idea of the collaborative network and the dynamic capabilities. The study discovers that big companies have some advantages in terms of competition. They should try to introduce merging the collaborative network and dynamic capabilities besides the skills they use with the corporate resources to ensure that they can sustain themselves. It also discovered that innovation in workable strategies and developing proper marketing and production strategy would ensure that a company remains sustainable. Companies should also continuously improve the models they use in their business to fit in the competitive environment. This study will focus on HTC corporation’s management strategies and those implicated in this competitive environment. The models they have employed in their production and the various factors they have put in place to ensure they remain sustainable and meet their clients’ demands.

Keywords: financial performance, collaborative network, dynamic capabilities, business model.

Introduction

HTC is a Taiwan-based corporation founded in 1997 and has risen within a decade to become the third-largest manufacturer of smartphones globally. The HTC company managed to perform better in the second quarter of 2018, posing a growth rate of 119.9% in the market. This performance was far much better than that of Nokia, a global giant and a combination of smartphone groups. The revenue that HTC generated in terms of shares between 2006 and 2007 was five times more than the capital invested. During this period that HTC was making profits, most of the companies were generating losses, and it is estimated that its revenues will continue to grow. Other firms should apply the business model used by HTC for future consumption.

HTC is known globally for its continuous introduction of sophisticated technology in the market, a model that some of its competitors have picked. It also boasts of being the first company to produce the first smartphone with a keyboard in 2004. In 2005 it also made the first 3G smartphone and made the first touch screen in 2007. In 2008 and 2010, it produced the first android smartphone and 4G android smartphone, respectively.

One area that HTC has capitalized on to ensure its growth is the close tie relationship it created with other smartphone producers. This relationship was the reason behind its success during the face phase of smartphone dominance in the market. HTC thrived well under the leadership of Cher Wang and his counterpart Cho. The leadership at HTC is hailed because of their long-sightedness and their ability to adapt quickly to innovations. The cooperation with other mobile operators also led it to popularize itself into other global markets such as Asia, the united states, and Europe. HTC has set a mission to lead in the production of communication tools worldwide to ensure that the services they give are of high quality and effective.

The study also finds that HTC has not a global outlook like other mobile phone operators like Nokia and Samsung. Still, it is soon picking up as it has already started setting retail shops in Africa and South America. To enhance its movement in the global market, HTC has formed allies with companies such as Microsoft that have enabled it to improve its services by improving its technology. The marketing strategies have been put in place to ensure that they compete well with other mobile operators to remain sustainable in the market. The research will focus on how HTC corporation has managed to handle its finances and dealt with the emerging issues to ensure that it remains relevant in the modern market for maximum production. The study will further deal with a deep analysis of various implications on the corporations and how the stakeholders come into play to address multiple issues of concern. It majorly focuses on the operational aspect of HTC Corporation.

Literature review

There is a lot of change in the industries. Most companies that rely on technology must improve their skills and business models in various stages of operation to continue enjoying a competitive advantage and to continue making profits on a long-term basis. This review creates a platform through which the focus of the theoretical aspect of the study is based, and it revolves around issues such as the high technology industries. The business models, dynamic capabilities as well as the high technology industries.

High technology industries

High technology industries involve those industries that use high knowledge of science in providing services and products. These industries have a product technology standard, disruptive technology, a network, and an increasingly shorter product lifecycle. Taiwan has got electronic information which is its pillar industry.

The Electronic information industry comprises information, telecommunications, instruments consumer electronics and is always represented by computers and mobile phones (Gupta, R., Mejia, C., Gianchandani, Y.B., and Kajikawa, Y., 2021pg 115). Mobile phones should merge the upstream operating network of data and the downstream industries that assemble mobile phones and computer components to have a modern industry chain. The dominance of mobile phones such as Motorola, Nokia, and Erickson has been halted by the emergence of smartphones that can incorporate mobile phones and personal computers ( GUO, Y. and N.I., J., 2021. Pg 104). Mobile phone companies have continued to make profits and commercialize themselves rapidly in the competitive market because of the strategic partnership that they have formed.

Dynamic capabilities

Companies should be able to differentiate the unique capability that generates a competitive advantage. On the other hand, they should develop how to use, protect, and create an organization’s resources. Companies should be able to re-arrange themselves strategically to fit into the environment that is changing so rapidly. Emphasis is always on the dynamic and capabilities that deal with the aspect of reinventing strategies on how to deal with the changing environment and organize resources found internally and externally within an organization to enable it to adapt to these changes.

Organizational management has a process that includes coordination of internal and external activities, learning new ideas, and transformation to help in competition. These capabilities arise from a continuous process of supervising the market, looking into the technology, and embracing the new changes.

Collaborative network

A collaborative network involves forming a network organization externally to expand and hasten the acquisition of skills and resources that are significant to an organization. Its guiding theory is the social capital theory (Isa, M.A.M. and Azman, N.A., 2020. Pg. 161.) It entails giving members helpful information during the interaction. The valuable information could entail discoveries, exchange of information, controlling opportunities as well as knowledge. The members that are involved in such networks can trust and support other members of the same network.

Studies have recently suggested that the position of firms in an organization has a significant impact on the firm’s behavior and its outcomes. The network relationships, in some cases, have been referred to as network resources. As much as there is a growing consensus on the importance of the network, its effects on an organization are still not apparent. Various debates have arisen as to which network appears beneficial to an organization. The densely embedded networks are seen as advantageous.

Business model

The business model deals with how a particular company provides its values to the consumers in the market. Their network partners operate these values and, in turn, creates a profit for an organization. There should be continuous business models for companies to be active and avoid threats from rival groups (Revellio et al., 2020). To make profits and survive in this competitive environment, they need to be very innovative. Business models include choosing a client, developing advisory values, creating a collaborative network partner, and sustainability in profit and survival.

Four innovative business models have been suggested that would help in future management. They include innovation in leadership, strategy, industry, and business. These innovations will bring success differently and thus increase the competitive advantage. Therefore, the company will operate and generate profit and sustain its operation to compete fairly in the changing market. A mobile company entering a market will need to strategize itself correctly and emphasize domains that would allow it to compete fairly.

Financial performance

Financial performance is an indication of competition within manufacturers. It looks into the performance of an organization in terms of profit generation and the strategies it has adopted. When looking into business strategies, three aspects should be considered (Gaste & Hundekar, 2017). The issue of effectiveness in the organization, the operational and financial performance should be looked into, and this can be seen in the business strategies and financial performance. The financial performance could therefore be used as an index to show how a firm is performing financially.

Methodology

The HTC Corporation has its historical data analyzed and its financial ratios compared to leading mobile dealers such as Nokia. The selection of HTC corporation as the area of study because of its success in the entry of the global market and its worldwide position in smartphone production. HTC Corporation has for the last three years led in the Taiwan stock exchange. The tools that were employed in the research are those that were considered to be most effective and very useful. Historical attributes data has also been used to analyze the corporation. All the analysis has all been used to ensure that the company remains competitive in all aspects.

An illustrative case analysis of HTC

HTC Corporation, which is affiliated with VIA technologies, came into existence in May 1997. The company is tasked with designing, marketing, and manufacturing of latest smartphones. In 2007 the company introduced its brand to the world market. The corporation used the mobile phone brands, and through this, its innovation and values were to be submitted to the clients (Chang et al., 2017 pg. 114,.) The study in this section will look at the corporation’s success with a deeper analysis of collaborative networks, dynamic capabilities, and financial performance.

Dynamic capabilities

VIA Technologies inc. Invested in HTC Corporation since it has been in the field for a long duration and is well conversant with the mobile phone industry. HTC, after its establishment, focused mainly on smartphone businesses. The strategic group analysis model saw the business smartphones as high price and quality, and the operating system of stable windows could easily support it. When the company was established, its crucial product was smartphones, and thus it found contacts with providers of telecommunication based in Japan, the U.S., and Europe (Chiou, 2007). The corporation has extended its connections to China and Korea.

HTC corporation only deals with a single product and has identical strategies at the corporate or business level. The initial stage of its process at the business or corporate level takes differentiation focus hence collaboration at the entry point and the business environment (Weng, C.S., 2018 pg. 340.) There was an increase in business smartphones competition after 2007, which led to the enhancement of various features of smartphones generally, and companies came up with namesake brands into the market. To improve customer satisfaction, there were strategies such as cost reduction, product integration, and innovations.

The functional level strategies at HTC are coordinated with the strategy of the business and corporate levels. The techniques emphasize corporate business to create a competitive advantage through innovation, customer values, brand, and efficiency, which can be seen in the analysis of significant internal discounts. The initial stage uses up to 5% of the budget set for the research yearly and hires in large numbers of R and D engineers but emphasizes hiring me first. The corporation also maximizes the technological advancement of its competitors. The second stage focuses on creating values for the customer and developing an integrated program to make a good impression on the user by creating new features. Stage one was basically to pull the customers. The second stage is to improve the technology of production and to promote effectiveness. The first stage also expands the business and builds partnerships with U.S., Japanese, and European providers. It also ensures a continued collaboration with telecommunication providers in China and Korea.

Collaborative network.

The success of the smartphone business always depends on the relationship between them and other developing and telecommunication providers industries. Theories such as social capital believe that mutual trust should be established between the upstream and downstream manufactures (Gusai, E., Bassano, C., Solari, F. and Chessa, M., 2017, pg 295). HTC corporation also created these collaborative strategies and formed and collaborated with firms such as the windows mobile operators.

HTC also collaborated with telecommunication providers from European nations such as Orange, T-Mobile, and Vodafone. In 2005 the company made its way into the U.S. market through collaboration with Sprint, Cingular, and Verizon. In 2006 it collaborated with providers such as Softbank and entered the Japanese market, while in 2008, it entered the Korean market through S.K. Telecom. An agreement was signed with China in 2008 to create room for the introduction of 3G communications (Mulyana, M. and Wasitowati, W., 2021. Pg. 25). HTC Corporation has continued to build itself through collaborations to develop the technologies and changes in products. Table 2 looks at the value chain made after collaborative network upstream and downstream to ensure customer satisfaction.

Business model

HTC always believed that they were the first people to invent smartphones. The five forces analysis that potter suggested has been used to uncover its business strategies. When the corporation entered the market, it selected the operating system of Microsoft Windows as its strategic alliance before heading to collaboration with the telecommunication providers who are found in developed markets. HTC sees its technology as one year older than its competitors and has some competitive advantage over other smartphone competitors and subtitles (Kwon, Y., Kang, D., Kim, S. and Choi, S., 2020 pg. 9). HTC has got an excellent bargaining prowess because of its good collaborative network with Microsoft. Regarding customer satisfaction, it has a good collaboration with telecommunication providers in the U.S., Japan, and Europe, who ensures that the customers get high-end products. HTC uses primary differentiation focus and collaborative design strategies, ensuring customers are provided with high-quality s smartphones and better alliances with operating system firms such as Microsoft.

The business model of HTC evolves dynamically following the technological development of smartphones and the growing markets (Singh, R. and Ramdeo, S., 2020 pg8.) HTC has also widened its scope to focus on business smartphones, bringing customers a general consumer smartphone. HTC has also continued to look for foreign partners to improve its collaborative network.

HTC also plans to develop a strategy by developing integrated services and innovations of various features to make most of its products compatible with the telecommunication providers. The company has also ensured improved efficiency in terms of production efficiency, improving both areas of marketing, business efficiency, manufacturing, and a strategic supply chain that will promote smartphone products that are middle ranged. The prices are also shifting from high to mid. HTC is promoting its brand and moving from the ODM and OEM.

Financial performance

The financial performance looks at how the firm competes with other brands and how it makes its profits. This research uses the financial ratio extracted from the financial statement to look into HTC competitiveness and development. It also compares this performance with industry leaders and the mobile phone industries (Sun & Fah, 2020). This economic analysis is looked at in table 3. The research shows that HTC is competitive and always realizes profits generally. At times a decline in growth is always witnessed because of the influx of smartphones firms, the market being eroded since more smartphones with enhanced features and the global financial crisis. HTC’s strategy of focusing mainly on smartphones has given it some advantage over other companies. Its market share can also be said to be higher than that of Nokia. It has an upper age as far as profitability and business are concerned. It also performs well in the global market. The figure below illustrates the same.

Management implications of HTC

When the life cycle of high-tech products decreases, market competition may become increasingly unpredictable and dynamic. With the introduction of the hyper-competition period, there is a shift in the guiding principles. The theory of dynamic capabilities ought o be introduced, emphasizing the ability to develop phasic products to attract social capital (Doroshenko, Y.A., Starikova, M.S., Somina, I.V., Malykhina, I.O. and Riapukhina, V.N., 2019 np.) The theory should primarily focus on forming partnerships with other firms to give the corporation a competitive advantage in the growing market.

Since the success of the corporation is determined by its business management and dynamic technical resources. The HTC now exists as the new business entity of VIA Technologies Inc., R&D personnel, Taiwan, and technology. HTC has a good management capability that is rapid, making it perform better in the mobile phone market. The company has also maintained its innovation and put up available research, thus improving bot marketing and production.

The success in partnerships between the upstream and downstream firms in the hype-competition and dynamic business environment has led to a successful business model, thus increasing a sustainable competitive advantage (Gupta, R., Mejia, C., Gianchandani, Y.B., and Kajikawa, Y., 2021 np). HTC has built a strategic alliance with upstream operating firms, strengthening the R & D of its products and technology. The relationship it has created while dealing with telecommunication providers has helped expand the business downstream.

Companies are also advised to constantly innovate their business strategies to comply with the market strategies in the competitive world. HTC Corporation has managed to follow up on this competition platform and invested in innovations. It managed to enter the market early and gained a competitive advantage over other mobile phone operators (Tsai, W.L. and Chang, P.T., 2018 pg. 120). HTC managed to become the most profitable organization through its well-channeled collaborative networks and good technical innovation. A crisis is facing the HTC corporation because of decreased profits and original products also eroding the market. HTC has opted to expand its business and introduce a general market of consumer smartphones.

Factors that impact HTC

Political factors

Various political factors affect the operations of HTC, which include, among others, government regulations that require the corporation to follow multiple rules that are set and are under the world trade organizations and norms. Terrorist attacks also pose some threat to the corporation as they exist. Various mitigations should always be put in place to ensure that losses incurred in such attacks are controlled.

Different government bodies also cause segregation. Many government agencies cause a reduction in the risk that can exist when one agency is overwhelmed. On the other hand, it makes the cost of doing business high and time-consuming in attaining clearances and government certifications.

Economic factors

The attractiveness of a given country’s market is always affected by the economic factor of such a country. The forex exchange rate of a particular country can cause incidences of losses for a specific company. The subcontractors of HTC products are always careful before investing in a new market. Other factors that affect the HTC operations include the inflation rate, which affects the demands of HTC products. The fiscal and monetary policies have also led to the breakage of the tax culture, causing an increased deficit which can cause some problems to the growing economy in the years to come.

Social factors

The demographic trend is one social factor that affects HTC corporations’ operations and impacts the economy (John, 2018). The population of the U.S. and Europe is aging, so HTC corporations should come up with a product that can cater to the aging population. Therefore, the HTC subcontractors are obliged to observe the trend and bring less technical products that are easy to use, so we cater to this population.

The relationship between the contract between the government and society is also a factor that should be considered. HTC subcontractors should know the contact between the two. Once the understanding of the contract is known, it will be easy to enter the market quickly.

Technological factors

Innovation is one of the essential keys in the smartphone industry, and it’s the factor that creates a difference. Most companies develop products with a shorter life cycle, rapidly introducing new products into the field. To develop a competitive product in the market, companies look at battery life, freezing, and crashing of these devices (Tsou, H.T. and Chen, J.S., 2020 pg184). Lawsuit issues also arise in terms of cases related to technology, such as user interface and hardware. The internet speed of various devices also affects smartphones markets. The introduction of 4G internet has made things move faster. Technology advancement has increased population as everybody wants to compete with one another. products have come with more specifications to fulfill customer’s needs.

HTC competitive analysis

To understand the market correctly, analyzing competitors and the competitive environment is very important. It’s always good to understand the unique competitive nature of taking advantage of the rival group. HTC used the five porter forces analysis to analyze its strategies. They included:

Competitive rivalry within the industry

The rivalry between smartphone producers is high. Most phones have equally the same features, so the most important thing that can give a company an advantage over the other is the brand name.

Bargain power of supplier

HTC produces its hardware, so the bargaining power of its supplier is low. HTC does not also use its operating system, and so companies such as Microsoft that produces this operating system has bargaining power over HTC

Bargaining power on customers

the customers at HTC are end-users, and therefore is difficult to analyze its power over the customer. The customers at HTC have a variety of choices in a similar product, and so for it to maintain a competitive edge, it has to invest in innovations and diversify its products to meet the customers’ demand. Customers in the smartphone market can easily switch when their demands are not met.

Threats on new entrants

The threats of new entrants are low since most smartphones are the same, and new entrants need to develop different products. Customers always go for brands they are familiar with

The threat of substitute products.

The threat of new products is low since most products always come with features similar to those of smartphones. The substitutes products like tablets, notebooks always have features that operate as smartphones.

Quadrants that make HTC products customer friendly

1. Keeping up a good work that ensures customers have a more convenient living. The smartphones that they produce appear attractive and are always easy to use. The phones have various useful features that are beneficial to the consumer
2. Concentrate here quadrant that deal with the issue of prices, making it affordable to consumers. They also provide affordable repair services and immediate response when it comes to repairing smartphones. Customer service is also top-notch, and customers’ products are always handled with care.
3. Low priority quadrant that helps in the promotion of the products. Cases of poor performance are reduced as they do not pose a more significant problem to the corporation.
4. A possible overkill quadrant deals with the convenience of getting the product. Locations or acquiring the products are also strategized to make it easier for customers to purchase the product.

The fall of HTC

HTC phones were a masterpiece when they were first discovered. Their generals’ looks and performance were of high quality. At the initial stages, HTC led in influencing customers in the android market. HTC was the leading android phone produces compared to the likes of Apple, but this ended since their last phone was produced in 2018, and since then, the corporation has vanished from the public domain. One factor that made HTC smartphones raise was the perfectionist nature of its CEO Peter Chow who was very detailed in the features of HTC phones and gave them a very detailed outlook.

The battle for supremacy between HTC and Samsung led to the company producing pons after phones, but since Samsung was richer, they managed to outdo HTC smartphones. In 2010 the smartphone markets began to experience significance as the public realized the importance of smartphones. At this particular time, HTC made a wrong move. They kept producing phones instead of directing the money to research and develop phones that would meet consumer demands. They ought to have invested in the advertisement to solidify their market position, but they decided to invest in unrelated markets.

For instance, the company purchased an s3 graphics and a P.C. manufacturer, but this deal did not create new hardware to be used by HTC phones in their companies. HTC invested over 900 million dollars on a live and saffron streaming device, but the deal again never materialized. HTC kept on the invention on various projects, but they kept all failing, which greatly affected their operations.

In 2011, the market share of HTC had reduced from 67% to 32%, while the shares of other companies such as Samsung were growing. HTC was practically stagnant as the year grew. One factor that contributed to its decline was its naming system. Their names such as cha-Cha, maze, velocity continued to worsen the situations. They kept on repeating the names of their products, and this even confused the customers further. Smartphones such as Samsung only hard one premium name, for example, Galaxy s numbers then followed that.

Even though HTC won an award in 2013 for its designs, they were already done. Its management was also blamed for the fall. The CEO kept on criticizing the managers, and this dropped their work rates. Hiring foreign personnel also brought confusion in responsibility, making some of its senior employees quit leaving the marketing department in shambles. Microsoft realized the wrangles at HTC and thus decided to go to rival smartphones such as Nokia. When the CEO peter chow resigned and Cher wang was restored as the CEO, the company’s shares had drastically dropped by over 60%. The corporation decided to reduce its employees by 15%. The new CEO realized they were no longer sustainable in the smartphone markets and needed to venture into something else.

HTC there opted to engage in virtual reality headsets. They collaborated with Vive and begun to manufacture the V.R. headsets. The headset became a success and owned 13% shares on the V.R. market. In 2018.hHTC further laid off 22% of its workforce globally. HTC has completely turned its focus from phones and ventured into upcoming technologies such as virtual reality, artificial intelligence, machine learning, and blockchain.

Consequently, when the new CEO, Eve Maita, took over, he believed that the future was optimistic for HTC. HTC fall appeared to be as impressive as its rise. Their fall was contributed by unclear business moves, poor leadership and management, and confusing names. HTC fall simple means that even if a band is quite in a noisy environment and makes a great product. A lot is still expected of them to prosper. Quality alone does not speak for a product, which led to the end of HTC.

Conclusion and recommendation

HTC as a company started well, and it’s credited for coming up with strategies that have been adopted by many smartphone producers worldwide. HTC has pioneered most of the phones that had unique features from 2005 to 2012. HTC has managed to create a legacy in the production of smartphones with better quality, but it fell apart and found it so hard making money in the current market. HTC managed to grow faster in 2011, but its revenues started to drop because of poor management and competition from other brands. Its share reduced to 3% in 2015 as there was a failure in brand recognition, and thus the sales of smartphones went down.

HTC needs to develop a formula to help drive it to higher heights, just like Steve Jobs did with Apple. There is a need to improve the value of the product and sell this value to the consumers. HTC should improve its advertisement and market its brand widely to the consumer, selling its core values.

Since HTC thrives in advanced innovations, its advertisement should be based on this area as a core value. Technology issues should be emphasized in the ad as they should sell to the consumers what they are good at, which will make them enter the market again and raise their sales. The corporation should focus on selling the ideas to consumers and not products. The corporation should also position HTC brands as a global entity and open up stores in Asia, the USA, and Europe. Their focus should also be to bring various influencers to their boards. HTC should also focus on limiting their products in the market to avoid a situation of confusing customers. They should imitate companies such as apple, which had minimal effects on the market.

HTC corporation should also focus on which product is popular amongst its products, and that is what they should use to create a competitive advantage among its competitors. It should also widen its market through collaborating networks, compete with other big brands, and enter the global market. The innovative strategies should also be built both in the upstream and downstream industries. Technology is also advancing, and competitors are increasing, introducing more improved products. Diversity in products should also be adhered to, and emphasis should be put on customers satisfaction since they are the direct consumer of the products. The introduction of different business models is also essential; a model should be created to fit well in the current competitive environment. HTC should develop proper innovative strategies to help it fight such companies as Nokia and Samsung and regain its position as a leading smartphone producer globally.

As much as the revenues have fallen on HTC products, some customers are still using their products. HTC finds it hard to retain the customers, thus the need to get to work and work so hard to penetrate the markets to lure new customers. There is an increased number of people who use a smartphone, and 78% of smartphones users use android phones, which offers an opportunity for android phone manufacturers such as HTC to lure a considerable number to use their products.

Samsung has lately led in android phone production, and HTC should capture the opportunity to invade the android market since some Samsung products such as the Galaxy note have failed.

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