Introduction HTC mobile company is operating their business in Bangladesh in a very high competitive situation.

Several mobile set companies are conducting their businesses with low quality mobile phone to grab the market share in relatively low price. So, the consumers of mobile set are looking forward to using high quality mobile set with reasonable price. As HTC is a world renowned brand, it can create strong belief in the mind of the customers. Description of the mobile set market in Bangladesh Mobile phone now a day is a very essential gadget for the people of Bangladesh to facilitate communication and connection with one another. Though the beginning of the journey of telecom sector is not a long history to refer rather this industry is young enough compared to developed country of the world. The liberalization of Bangladeshs telecommunications sector began with small steps in 1989 with the issuance of a license to a private operator for the provision of inter alia cellular mobile services to compete with the previous monopoly provider of telecommunications services the Bangladesh Telegraph and Telephone Board (BTTB). Significant changes in the number of fixed and mobile services deployed in Bangladesh occurred in the late 1990s and the number of services in operation has subsequently grown exponentially in the past five years. The incentives both from government and public sectors have helped to grow this sector. It is now one of the biggest sectors of Bangladesh. As a populous country, its huge market has attracted many foreign investors to invest in this sector. There are 6 mobile phone operators in Bangladesh. These are
1

1. Grameenphone Ltd.: Branded as Grameenphone 2. Sheba Telecom Ltd.: Branded as Banglalink 3. Axiata Bangladesh Ltd: Branded as Robi 4. Pacific Bangladesh Telephone Ltd.: Branded as Citycell 5. Teletalk Bangladesh Ltd.: Branded as Teletalk 6. Airtel Bangla Ltd. Branded as [AirtelBangla|Airtel] There is a strong correlation between the number of mobile phone operators services and handset sellers in any country. Mobile handset brand available in Bangladesh The fabulous growth in the mobile phone market the handset distributors from different countries of the world get allured to take the market growth opportunity in Bangladesh. So the numbers of mobile handset sellers are increasing day by day in a fabulous rate. There are great potentialities to enter and grab the market opportunity in Bangladesh. There are still unmet demands in the market. So the saturation of Bangladeshi mobile handset market is far cry. The following hand set are doing business in Bangladesh mobile market. 1. Nokia, 2. Samsung 3. Symphony 4. Maximus 5. Walton 6. Siemens 7. Micromax 8. HTC
2

9. Sony 10. Apple iPhone 11. Motorola 12. LG

Mobile Set industry Analysis:

Porter's Five Competitive Forces Model:

The Five Competitive Forces are typically described as follows:

Threat of new entrants Bargaining power of the suppliers

Competitive rivalry with in the organization

Threat of substitutes

Bargaining power of the customers

Bargaining Power of Suppliers The term 'suppliers' comprises all sources for inputs that are needed in order to provide goods or services. Supplier bargaining power is for the following reasons The market is dominated by a few large suppliers for the chips and software. There are no substitutes for the particular input The switching costs from one supplier to another are high. Policies to reduce the bargaining power of the suppliers They need to integrate with the suppliers They need to develop their own systems and software
3

Bargaining Power of Customers Similarly, the bargaining power of customers determines how much customers can impose pressure on margins and volumes of the HTC Mobile. The following reasons improve the bargaining power of the customers. The mobile industry comprises a large number of small operators so

customers can choice the competitors' brands

Switching to an alternative product is relatively simple and is not related to high costs

There is the possibility for the customer integrating backwards.

Policies to reduce the bargaining power of the Customers They need to provide differentiated product with best quality at competitive price Threat of New Entrants The competition in this industry is higher because it is easier for other companies to enter this industry. In such a situation, new entrants can change major determinants of the market environment (e.g. market shares, prices, customer loyalty) at any time. There is always a latent pressure for reaction and adjustment for existing players in this industry. The following factors attract the new entrants to enter the market. The mobile market size and growth rate is high The economic growth of the Bangladeshi people is becoming higher The standard of living is increasing

Economies of scale in production by using new technologies Already having the loyal customers
4

Policies to create obstacle for the new entrants They will differentiate their mobile in such a way that requires high initial investments and fixed costs by the new entrants

They will protect their patents, licenses for their new series mobiles They will try to create a scarcity of important resources, e.g. qualified expert staff by employing them in their firm.

The integration of their company with both the suppliers and distributors will create a problem for the new entrants.

They need to maintain close customer relations They are making the customer service in such a way that create the switching costs for the customers

At last they need to try to build close connection with different regulatory bodies to create a pressure for the new entrants Legislation and government action.

Threat of Substitutes The computers can be used a little bit as substitute of Mobile phone but we are providing different features that can create a pressure for the computer companies.

Competitive Rivalry between Existing Players HTC considering Apple, Nokia, and Symphony as their prominent competitors. These competitors create pressure on prices, on profitability for every single company in the industry. HTC Mobile has to handle the pressure because

There are many players of about the same size in the mobile market Players have similar strategies
5

There is not much differentiation between players and their products, hence, there is much price competition

Low market growth rates (growth of a particular company is possible only at the expense of a competitor),

Barriers for exit are high (e.g. expensive and highly specialized equipment).

Defects of this product are following: Area of defect of this mobile set can be determined by evaluating its marketing strategy.

Segmentation: segmentation is the process of dividing the market into group. Here HTC has segmented the market based on different variables such as demographic, geographic, psychographic and behavioral factor but they give lack of more focus on customers purchasing power, availability, current trends, style, and attitudes more specifically. Targeting: targeting is the process of selecting one or more segment. Here HTC has selected only upper classes customer segment. It has a strong demand to upper middle classes customer. They want to buy but its price is not suited according to their affordability in relation with competitor. Positioning: HTC is one of the most renowned brands in the world. It has position its product globally. But they failed to position its brand in our country where other brands like Samsung symphony Nokia others has positioned perfectly. Different phones, although appearing very similar are perceived in many ways by users and their marketing appeals to a very diverse crowd. Point of parity and difference problem They are similar in the feature of touch screen Dual sim facility is absent here. Usage of internet has been so common in most of the brand Absence of Anti-radiation device It can position by using this technology. Battery chargeable with solar power

Product: HTC is one of the reputed brand.it very fashionable stylish phone in the world. But it has few problems with its feature, design, and color customer service

centre user interface, accessory is not available.one of the most problem, it is very difficult to identify original set in the market. Price: pricing is one of the important factors. Price must be set more carefully. Price is not suited according to our country.it charge skimming or higher price.it price is not flexible than others competitors. Pricing has created a burden for its market acceptance. They also use prestige pricing. Promotion: promotional activities try to promote it product but in our country, promotional activities do not appeared. They only use newspaper and magazine rarely. They even didnt employ personal sales force. Advertising is totally absence in our country. They do not participate in exhibition and trade fair.Billbord sponsorship is also absence. Sales channel: HTC sales their product through intermediaries like distributor and deler.They have no relation with selective and exclusive retailer. They dont give extra facilities to its retailer such as incentives, gifts and different types of coupon and credit facility.. Service: Most of the hands set company are providing extra service to its customer through establishing service point but it has no such centre. Other service is not visible than others.

Area that need to be improved: Product Strategy: They need to introduce valued customer with different models of HTC mobile. All of the models required distinctive features of anti-radiation device and solar power charging system. High quality smart phone with relatively low price need to introduce. Features: Super AMOLED 4" Touchscreen HTC use TFT touchscreen. But most of the competitors like Walton symphony are using few advanced materials with lower cost. AS a result HTC needs to use that technology with relatively low price. Customer will experience HD-quality video recording that's clearly detailed, extraordinarily vivid and astonishingly colorful on the brilliant 4-inch Super AMOLED screen. Movies, games and websites to come live even in broad daylight thanks to an anti-reflective screen will facilitate. One of the thinnest, most responsive smartphones in the world, it also uses less power and has a longer battery life. Green guides show you the way In an effort to provide their customers with the latest in technology and the best user-experience, they can have provided a new environmental-friendly alternative to a printed paper guide. Virtual Guides provide a "one-stop" support experience with everything from User Guides, Support Videos, Commercials, and Simulations.

Integrated Social Networking Capabilities HTC need to develop such method which integrates customers email, social networking and phone contacts into one address book -- and combines customers Google Calendar and social networking calendars. Also, customer can instantly post his status and upload pics to Facebook, MySpace and Twitter with the Feeds & Updates app, as well as instantly see recent posts from friends and family on his home screen. Video conferencing With the assistance of 3g technology, HTC has featured with the video conferencing technology. An opportunity like this in a hand held device will delight customer more. Customers can exchange chat messages or take part in a video conference while checking e-mails, or take notes while watching video speech by famous speakers. Make it easier than consumer think.

Other feature can be added: Customers can exchange chat messages or take part in a video conference while checking e-mails, or take notes while watching video speech by famous speakers. Identify the Photograph and provides all related information about the photograph HTC Mobile is built on Android Ginger bread, ice cream, sandwich and powered by a strong processor HTC Mobile provides efficient Smartphone performance. Fewer toxic substances in their products
10

 Solar technology can be added. Big display and sleek looking give it a stylish appearance Free 12 GB memory card, which is expanded up to 120 GB They come with play store so users can download 600000+ fun games, utility applications, and more.

Quality: Quality is their prime concern. HTC always tries to provide the customer with the quality product. Their technical team will use hazardless materials to build a device which ensures quality at every point. But quality made the product very costly than competitor product.as a result they need to develop product by using most cost efficient way to deliver quality product in a low price. Design: Design will be such that an easy picking by the hand will be comfortable. There will be soft but touch sensitive screen that will ensure to show menu or other function at a slight push to the screen Design must be developed according to current trends. Services: They need to provide free customer care service to their customer Pricing Strategies of HTC mobile They can use Penetration pricing strategy for HTC mobile. It means that HTC mobile will be brought in the market with lower price but comparatively higher quality. It can be shown in the following figure:

11

HTC mobile

Promotion strategy for HTC mobile: HTC has to use aggressive promotional campaign to induce the customers to purchase the mobile set of this brand. They have completely ignored promotional activities in our country.so i suggest to focus more effort on promotion to capture our market. Push Strategy HTC can use its sales force and trade promotion activities to create consumer demand for our HTC series. They can promote HTC mobile set to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers. Personal selling and trade promotions are often the most effective promotional tools. Pull Strategy On the other hand they can also using pull selling strategy that requires high spending on advertising and consumer promotion to build up consumer demand for
12

our HTC mobile set. If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers.

Methods of marketing communications Advertising is just one element of the marketing communication arsenal, which can be divided into the following areas: Advertising a mass media approach to promotion

Outdoor Business directories Magazines / newspapers TV / cinema Radio

13

Newsagent windows

Sales promotion - price / money related communications

Coupons Discounts Competitions Loyalty incentives

Public relations - using the press to your advantage

14

Press launches PR events Press releases

Direct marketing - taking the message directly to the consumer

Mail order catalogues Bulk mail Personalized letters Email Telemarketing Point of sale displays Packaging design

Digital marketing new channels are emerging constantly

Company websites Social media applications such as Face book or Twitter Blogging Mobile phone promotions using technology such as Bluetooth YouTube

Personal selling one to one communication with a potential buyer

Salesmen Experiential marketing Dealer or showroom sales activities Exhibitions

15

7 S Frameworks to Analyze and Improve their Company

7S Checklist Questions Here are some of the questions that we need to explore to help you understand their situation in terms of the 7S framework. Strategy:

What is their strategy? How do they intend to achieve their objectives? How do they deal with competitive pressure? How are changes in customer demands dealt with? How is strategy adjusted for environmental issues?

16

Structure:

How is the company/team divided? What is the hierarchy? How do the various departments coordinate activities? How do the team members organize and align themselves? Is decision making and controlling centralized or decentralized? Is this as it should be, given what we're doing?

Where are the lines of communication? Explicit and implicit?

Systems:

What are the main systems that run the organization? Consider financial and HR systems as well as communications and document storage.

Where are the controls and how are they monitored and evaluated? What internal rules and processes does the team use to keep on track?

Shared Values:

What are the core values? What is the corporate/team culture? How strong are the values? What are the fundamental values that the company/team was built on?

Style:

How participative is the management/leadership style? How effective is that leadership? Do employees/team members tend to be competitive or cooperative?

17

Are there real teams functioning within the organization or are they just nominal groups?

Staff:

What positions or specializations are represented within the team? What positions need to be filled? Are there gaps in required competencies?

Skills:

What are the strongest skills represented within the company/team? Are there any skills gaps? What is the company/team known for doing well? Do the current employees/team members have the ability to do the job? How are skills monitored and assessed?

7cs Model:

Commodity: HTC mobile for the customers or citizens Cost: Total marketing cost of HTC mobile Communication: Not promotion, marketing communication to inform, persuade and retain the customers
18

Channel: Marketing channels to reach the target customers Consumer: N- needs, W- wants, S- security, E- education of the consumers Circumstances: N- national & international, W- weather, S- social & cultural, Eeconomic condition that can affect our company Strategy to avoid Channel conflict: To avoid channel conflict we institute a uniform price policy for every distributor and retailer. This policy will resolve the problem of horizontal and vertical conflict. Evaluation of Performance of HTC Mobile Sales of handsets will rise 10 per cent in Bangladesh in the first quarter of 2014, compared to the previous three months. An aggressive marketing campaign and the launch of a series of mobile phones targeting the low- and middle-end segments will boost the sales. The company plans to sell 20000 handsets worth around 25 crore tk in the 1 st year of launching. Bangladesh has immense potential in information technology and telecom sectors. The presence of a large customer base and high economic growth motivate us to plan for a new product like HTC mobile. Market demand mainly relies on the population size of a country. Bangladesh has a total population of 160 million and has witnessed an average 6 per cent GDP growth in the last several years, creating more demand for the sector. HTC holds around 10 per cent market share in terms of value in Bangladesh's handset segment
19

HTC is competing with the industry leader -- Nokia -- and its biggest domestic rival -- LG Electronics -- in attracting young people to its premium devices. The company launched low-priced dual-SIM sets targeting low-end customers through differentiating its products.

20

21

Vertical marketing system

We will use vertical marketing system as it helps to make a unified system by using Manufacturer, distributor, and retailer. Here one channel member owns the others, has contrasts with them, or has so much power that they all cooperate. This cooperation is much needed in order to reach the product timely to the customer. We use the contractual vertical marketing system whereas independent firms at different levels of production and distribution join together through contracts to obtain more economies or sales impact than they could achieve alone. By the use of contractual vertical marketing system a sharing network will be created that will add value to HTC mobile thereby will create a loyal customer base.

22