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Mr. Chou would be wise to use a celebrity as a marketing tactic. He could use someone that appeals to the younger generation and may not command a large salary as someone who is considered a seasoned actor or actress. Commercials could be run on television stations that appeal to a certain audience in order to break into the market. Over time the phone could then be marketed to different audiences. He also needs to find a catchy slogan that will help in branding. Once people identify the phone with the brand, it will be easier for him to reach his goal of being one of the top five smart phones.
Mr. Chou could also take a page from Apple's book and allow only one provider to carry his phone, but only for a certain number of years and only after the phone has gained some level of popularity in the American market. Allowing only one cell phone carrier to sell the phone gives it the...
The fact that only at&T carries the iPhone (for now) gives it the image of elitism and exclusitivity. Many consumers have let go of their cell phone carriers and switched to at&T just to get the iPhone. Perhaps if Blackberry had done this, they too would have the level of popularity that the iPhone does.
Peter Chou is on the right path to making his HTC smart phones a huge success. He is aware of what lies ahead of him and he is also aware that success in this field is difficult to achieve. What is important is that he is ready and willing to take on the challenge of the HTC becoming a rival for the iPhone, Blackberry and all of the other top smart phones on the market. Even if he doesn't succeed, he is more than willing to set the example for other companies.
Bibliography
http://www.economist.com/node/13984299?story_id=13984299
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Orange Strategic Marketing Plan Hello Kind Customer! ( I have added in additional comments in your paper per your instructions. Thanks again for being awesome to work with and please let me know if I can be of any additional assistance. Your changes and additions are marked with red text. Cheers! Based on the successful merger of Orange and T-Mobile, the company is one of the world's largest mobile operators and the
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