Importance of Digital Marketing in Enhancing Business Globally: A Case Study of Huawei

This dissertation explores the impact of digital marketing on the brand image of Huawei and its importance in enhancing business globally. Qualitative data was collected through interviews with 5 respondents. The findings suggest that digital marketing plays a significant role in developing business functions and increasing the presence of the company in an effective and efficient manner.

Dissertation

ABSTRACT
Purpose: The current investigation has aimed at carrying out information about the
importance of digital marketing in enhancing business globally in the present modern world.
It has covered information impact of digital marketing over marketing of company's whole
brand image. This is being identified that there is positive impact of digital marketing on the
brand image because it helps in organisation to reach new customers as well as new market.
Methodology: The current investigation has carried out qualitative information so
that in-depth information could be accumulated and assembled. In this interview is developed
with with certain open-ended questions. This information is directly carried out with the
assistance of 5 respondents so that relevant and reliable information could be collected
through open-ended questions.
Findings: The main findings of the current investigation is that majority of
interviewees believe that digital marketing is necessary in the current modern and
competitive world. They believe that there are different tools of digital marketing such as
social media that holds great importance to reach new customers as well as more market. It is
determined with the help of conducted interview that there are many significant roles that are
played by digital marketing in developing functions of the business. The several role include:
designing information in appropriate way and supplying the appropriate content to large
number of existing as well as prospective customers. It is being also determined that there is
great requirement of businesses approaching towards digitalisation because it assists in
increasing the presence of the whole company in effective and efficient manner.

Contents
ABSTRACT...............................................................................................................................2
1.0 INTRODCUCTION.............................................................................................................4
1.1 Aims and Objectives of the research...............................................................................4
1.2 Research questions..........................................................................................................4
1.3 Background of the organisation ......................................................................................5
1.4 Research Gap and Contribution.......................................................................................5
1.5 Rationale of the study......................................................................................................6
1.6 Outline of the research....................................................................................................6
2.0 LITERATURE REVIEW.....................................................................................................7
2.1 To understand the significance of digital marketing for internationalization.................8
2.2 Impact of digital marketing on Huawei’s brand image...................................................9
2.3 Importance of shifting towards digitalisation................................................................10
2.4 Challenges faced by Huawei while using digital marketing.........................................11
2.5 Summary........................................................................................................................12
3.0 RESEARCH METHODOLOGY.......................................................................................12
4.0 DATA INTERPRETATION .............................................................................................21
4.1 Data interpretation.........................................................................................................21
5.0 CONCLUSION, RECOMMENDATIONS AND FURTHER IMPLICATION................26
5.1 Conclusion.....................................................................................................................26
5.2 Recommendations.........................................................................................................26
5.3 Implications for further research...................................................................................27
REFERENCES ........................................................................................................................29
APPENDIX .............................................................................................................................31
Interview .............................................................................................................................31

1.0 INTRODCUCTION
Digital marketing is referred as the promotion of goods and services to potential
customers using online platforms and other digital communication forms. Companies and
organisations are transforming in numerous ways performing their operations in complex
economic systems. Therefore, it is important to understand the various components of
interaction involved in dynamic surroundings. The introduction of digital technologies has
emerged a new social image which has created the need for significant changes required in
future progress. Digital marketing allows an organisation to create and maintain its brand
reputation online across all the significant digital platforms. Marketing products and services
digitally has marked a major impact upon growth of an organisation and expanded the scope
of operations globally to a remarkable extent. Many organisations have created multiple
versions of their websites available in different languages to ensure that they gain attention of
maximum audience throughout the world. Digital marketing has widened the scope of
internationalisation to a major extent as it has left no boundaries of interaction between
different countries. Scope of education has also expanded through digital marketing,
educational institutions from all over the world can easily interact with their audience and
increase their awareness (Hinson, Agbleze and Kuada, 2018). Digital interacting also made it
easier for an organisation to recruit the employees through conducting interviews online all
over the world. For the present report, Huawei is taken into consideration. It is the second
largest multinational technology organisation which was founded in year 1987 and
headquarter in China. The aim of the report is to analyse the importance of digital marketing
in enhancing business globally.
1.1 Aims and Objectives of the research
“To analyse the importance of digital marketing in enhancing business globally”. A
study in Huawei.
Research objectives
 To understand the significance of digital marketing for internationalization.
 To investigate the impact of digital marketing on Huawei’s brand image.
 To find out the importance of shifting towards digitalization.
 To examine the challenges faced by Huawei while using digital marketing.
1.2 Research questions
 What is the significance of digital marketing for internationalization?
 What is the impact of digital marketing on Huawei’s brand image?

 What is the importance of shifting towards digitalization?
 What are the challenges faced by Huawei while using digital marketing?
1.3 Background of the organisation
Huawei is a multinational technology corporation which was established in year 1987
and headquartered in Shenzhen, China. The company designs develop as well as sell
consumer electronics, telecommunication equipment’s and other different smart devices. It is
also the second largest company in context of smartphone manufacturing. The company offer
products both offline and online that further assist to attract large number of customers
globally and gain high profitability as well (Chaffey and Smith, 2017). Huawei has more
focused towards digital marketing as it helped in increasing customer base, brand awareness,
revenue generation in an effective manner. One of the main reasons behind of its expansion
globally is digital marketing as it assist organisation to reach different areas and perform at
global level. Moreover, with the help of digital marketing company is able to communicate
and interact with customers in a proper manner that further develops positive mind-set
towards company and help in retention as well.
1.4 Research Gap and Contribution
The previous research is based on understanding the digital marketing aspect as an important
business function. The previous research only focuses on understanding the basic concept of
digital marketing and its relevance for various business organisations in long term. Present
report helps in filling up the research gap by understanding the overall impact of digital
marketing on business functioning. Whether it is going to also help in understanding the way
there is shift towards digitalization that is taking place in the present changing scenario. Apart
from this it helps in understanding the various issues and challenges that are faced by
business organisations by their implementing business marketing (KimKang and Lee, 2021).
Digital marketing is one such aspect that helps organisations and communicating and
interacting with customers in a more effective manner. It is the process of developing a
positive mindset as there is higher customer engagement. Digital marketing process in
present research report will help in evaluating the overall effect on the various digital
marketing strategies is to be adopted in long run.
1.5 Rationale of the study
One of the main reasons to conduct the study is analysed the importance of digital marketing
in improving business globally. In addition to this, it also help researcher to know about

impact of digital marketing on businesses and also the reason behind shifting towards
digitalization as in the present time it is important to gain growth and success internationally.
Moreover, this research will also help investigator to know about challenges faced by
company while using digital marketing which allow organisation to make effective strategies
and deal with it properly and effectively (Chaffey and Ellis-Chadwick, 2019). Digital
marketing is one of the important element for a company and to know about it will allow
respective company to perform its business activities and operations in a proper manner.
Furthermore, it assist researcher in both personal and professional context. In context to
professional, gaining of information about digital marketing is important in order to
effectively perform in future job and gain well defined position as well (Nyarku and Ayekple,
2019). In relation to personal, it help in improving and enhancing skills such as time
management, communication, data collection, data analysis, data interpretation and so on.
1.6 Outline of the research
It is the one of the significant and key part of dissertation which assists reader to easily
identify the overall structure of report. In addition to this, there are numerous chapters that
have been involved in order to complete the research in a systematic way. These chapters are
discussing below:
Chapter 1: Introduction: It is the first and important part of a dissertation that consists
of information such as research aim and objectives, background of chosen company, research
questions and so on. In addition to this, it also includes the reason behind conducting the
study which is an important part. All these are the significant aspect which will be important
for reader in determination of each chapter. The main objective of this chapter here is to
effectively develop research aim and objectives as the other chapters is based on it.
Chapter 2: Literature review: It is another chapter which consist of secondary
information collected from various aspects and sources that is books, articles, journals,
magazines and many more. The main objective of literature review is to identify research
gaps from the previous studies and to fulfil them by developing research questions in a proper
manner. This further help investigator to attain research objectives within set time frame.
Chapter 3: Research methodology: It is another significant chapter of dissertation that
include different tools, methods as well as techniques of data collection as well as analysis. In
addition to this, it also involves research design, research strategy, research ethics and many
more. In the present study, both primary and secondary data collection method is used as it
help in gaining in-depth knowledge about topic. Also, qualitative research method is taken

into consideration and to collect qualitative information, interview will be taken by five
employees of Huawei. The interview includes open-ended questions that help in gathering
data about research topic in a proper manner. The main purpose of this chapter is to gather
information from various methods and attain valid results effectively.
Chapter 4: Research and findings: This chapter is mainly related with the data gathered
by researcher that is both primary and secondary. In addition to this, it shows the overall
result and findings interpreted from sources of data collection. The main objective of this
chapter is to discussed and find out information in a systematic and effective manner.
Chapter 5: Conclusion: It is another significant chapter of the overall study as it
includes necessary information about the research. In addition to this, this chapter plays vital
role in any form of dissertation as it help to present entire data of dissertation in a briefly
manner. Moreover, it also assist researcher in identification of whether research objectives
are attained or not.
Chapter 6: Recommendations: It is the last chapter of the dissertation as it involve some
recommendations associated to the topic. In addition to this, if there is lack of information
about topic and its influence on businesses then there is need to provide some suggestions
about how to deal with the issues. This also help respective organisation to grow effectively
within the industry.

2.0 LITERATURE REVIEW
Literature review is basically a comprehensive summary of the studies which is
conducted previously on a particular topic. In addition to this, it is an effective technique that
help researcher to analyze the recent study on the topic. It is basically secondary information
which is collected by researcher through various sources such as books, journals, articles,
online polls and so on. This chapter of dissertation explain regarding the view of literature on
research objectives and also provide an academic outlook for the interpretation of data. The
main focus here is to identify the research gap and fulfil them by developing effective
research questions. The present section emphasize on conducting the literature review on
digital marketing which are as follows:
2.1 To understand the significance of digital marketing for internationalization.
As per the viewpoint of HOPWOOD (2019), a newly established business can expand
its horizon globally by using digital marketing. Any local business can offer its products and
services to the clients situated in different parts of the world by using social media. This
expansion can be done through websites and other digital marketing strategies in order to
make profits. Internalization is the process of offering the product in a way that it can be
instantly consumed across multiple countries. As consumers may have different tastes or
preferences so, accordingly companies have to design the products and offer to the
marketplace. There are times when companies face technical barriers , cultural barriers, so,
they need to be adaptable enough to cope these changes. These digital marketing techniques
are used to serve as a convenient source of information that can be accessed across different
countries and times periods. It allows very little room for errors. It is all about establishing
and maintaining contact with the large audience in order to make profits. Creating multiple
websites in different languages will ensure maximum visibility among global audience. The
websites design and appearance must be changed from time to time, to minimize the impact
of cultural differences. Choosing the right colours and symbols will optimize the chances to
attract more number of customers. This digital marketing techniques will be helpful to
encourage interaction and exchange information. So, it becomes important to add attractive
content and use the chat queries option with the aim of achieving more sales (5 things to
consider for an International Digital Marketing Strategy, 2019). Additionally, they can make
use of the surveys, polls, questionnaire to interact with more visitors and make good sales. If
this technique will be used effectively can transform the business into global brand in a very
short span. Presenting goals clearly and emphasizing on adding quality to the products will

boost sales. Giving clear information would help to engage customers and win customer
loyalty. when target audience is satisfied with brand credentials, it would led to steady growth
of the concern. In this organisations can use variety of social tools to promote their product at
marketplace. Now, in present days any start up can grow its business in a very short span by
using these digital strategies. Digitalization is playing important role in growth of firms and
will be helpful to make changes as per the current marketing trends. Now, businesses are
going thorough multiple transformations due to economic and cultural changes, so, these
issues can be resolved by altering the changes on regular basis. It is an amazing method to
build relationships and create brand loyalty. Here, the goal of the companies should be to
make customers feel special so that they feel delightful after the consumption of product and
services. So, these digital marketing strategies will help business to generate profits.
2.2 Impact of digital marketing on Huawei’s brand image
As per the viewpoint of DEPINO, (2020) at present society is driven by digital
technology right from work purchase or habits. It has a profound impact on the lives of
people. It is gateway to turn potential customers into actual ones in order to generate profits.
Companies who use these techniques effectively can easily create brand awareness and would
help to attract a lot of customers. All these techniques will help the business to stay
connected with the clients and resolved their queries on regular basis. It helps businesses to
make changes on websites as per the current marketing trends. There are various ways to
entice customers through promotional techniques, for instance, email marketing, content
marketing, blogs, multiple informative websites and many more. Therefore, digital media is
used to create brand image in order to pace the growth of the business. Businesses can sell
anything on digital media. A great digital strategy would help to generate opportunities for
the concern and boost up the sales. The number of people who use social media is rising
every day so, this will help to generate more profits (Impact of digital marketing on business
growth,2020). This digital media directly impacts the business on massive level. It helps to
spread content to new audiences when posts gets shared across communities. Such exposure
is essential to engage more number of customers in order to capture large market share.
Therefore, it becomes necessary for the concern to address all the queries of the consumers,
this will help to win consumers loyalty. It is a cheaper method to reach wider audience than
print media, which is quite expensive to rely on. Moreover, it helps to reach hundreds and
thousands of people through social media posts. It helps in promoting products without
considering any segmentations specifically. The impact of the advertisement will be same for

all the segmentations whether, demographic, geographic and so on. One of the advantage of
digital advertising is that businesses can track their performance and can improve all the
weaken areas. There are tools which helps to analyse which channels and ads bring most
traffic to the websites. All these strategies help the company to make future plans regarding
which website or ads brings most traffic and how much should be invested to generate high
returns. Organisation can use variety of marketing program tools to help business monitor
returns and track all the analytics. Various techniques used are hubspot, mailchimp, google
analytics and many more. Therefore, it is analysed that digital marketing plays an important
role in maintain as well as enhancing brand image of a company. It is vital for company such
as Huawei effectively use digital marketing as it assist to increase customer base level,
increase productivity, improve efficiency, raise market share which further has positive
impact on the brand image and performance of an organisation.
2.3 Importance of shifting towards digitalisation
As per the view point of Simon (2020), the world is evolving rapidly with
advancement in the technology and growing scope of digitalisation. The businesses are
accelerating their pace of growth with use of more digital platforms in their operational
activities. In context to Huawei, the company has shown remarkable growth over the years,
but it seldom mentions the thorough commitment in the application of digital technologies.
The company is fully concerned on enhancing their operational efficiency through
transformation and advancement in technology. The company has expanded its service
portfolios to provide new compositions of digital services. It has addressed new vertical
markets with strong profit growth potential. By increasing the use of digitalisation, the
telecommunication service providers has offered faster data, better performance and high
level features in electronics and gadgets. Huawei is embracing innovation constantly to
accelerate the future progress of the company. The pandemic has caused digitalisation to
jump ahead by seven years globally and the company is proceeding 25 times faster than
expected. In recent years, Huawei is focusing on better user experience, more operational
efficiency and a lightweight IT architecture. It is exploring various alternatives from research
and development to marketing and distribution and attained desired results. The company has
900 branches, 15 R&D and about 60000 suppliers including millions of partners. Only
digitalisation has made it possible for the company to operate in such a large and complex
organisational structure. It has achieved stable development, expansion from China to the
world, and enlargement from a single to multiple businesses. Their innovation strategy is to

leverage power electronics and digital techniques to maintain a sustainable growth of the
advancement driven economy. The huawei cloud computing solutions offers horizontal as
well as vertical access and data convergence. Its cloud stack is available in multiple editions
to fulfil various needs and implements integrated operations and management. Huawei has
speed up the process of digitalisation following the pandemic by diversifying its technical
progression(The Importance of Digitalisation for Business, 2020). The IT and digital
departments allowed the company to continue its research and development activities despite
the serious Covid situations. The hosting of global conferences on the company's remote
office platform had increased during the pandemic without any interruptions. Due to the
pandemic, the company has changed the way of engaging with its customers. All the physical
exhibitions are being held through online platforms. The effects of pandemic has been
unfavourable for most business, during these tough situations, digitalisation helped the
companies to maintain their operations through online platforms. Despite the drop in their
travel expenses, the company has made it possible for the employees to reach management in
a single day across three continents. The enhancement of corporate marketing and product
promotional activities is made possible with the help of digital platforms both in terms of
quality as well as quantity. Digital advancements has made it possible to conduct online
conferences with more than 20 countries simultaneously that was previously not possible.
The network requirements of Italy has increased with an increase in overall customer's
desires to expand their network capacities. To resolve the issue of signing the contracts, the
company has created a customer facing end-to-end system for contactless contract signing
and protected their business transactions from the effects of pandemic. Huawei has
succeeded in implementing rapid service innovation through making quick arrangements
according to the given situations. The increased application of AI technology has resulted in
high frequency operational scenarios. Digitalisation has made it successful for the company
to attain high level of security ensuring a transparent end-user experience. The impact of
digital transformation is remarkable in the growth and expansion of the organisation.
2.4 Challenges faced by Huawei while using digital marketing
As per the view point of Rochella, (2021) It is analysed that digital marketing is an
effective function which continues to innovate with the changing trends. Reaching the right
audience at right time with an appropriate content is still a challenge for organisations. It is
determined that organisations like Huawei face various issues when they use digital
marketing and is given below:

Customer-centric market: It is analysed that adopting a customer centric approach is
not easy as the customer requirements are constantly changing as well as evolving. It is
consider as one of the major challenge that is faced by company. This challenge impact
directly on the overall performance of company as sometimes company are not able to meet
with requirements of customer. This further impact on the brand image and competitive level
as compare to its rivals.
Developing engaging content: Another challenge is development of creative and
engaging content for the target customers. The trend pf audio and video has take place and
the requirement to developing engaging and compelling content continues to rise.
Organisations such as Huawei are challenged to come with innovative ideas in order to
present content as well as communicate about offerings in an attractive manner. It is
significant for organisations to develop content in a manner which are attractive and grab the
eyes of customers as it will help in increasing customer base level and enhance performance
of company.
Complying with privacy & data sharing regulations: It is determined that
companies are continuously facing issues due to evolving privacy regulations as well as
phasing out third part cookies. In addition to this, there is high risk of the information theft by
other parties and is affecting negatively on the brand image of an organisation. It is analyse
that such issue arise question in mind of customers and due to this they did not provide any
information to companies which is important for maintaining relationship with customers.
Maintaining brand consistency and authority: It is another challenge which is
faced by companies due to the use of digital marketing. It is complex to develop a unique
brand presence in this competitive environment. This arise issues for the company like
Huawei and impact negatively on the overall brand image and performance. If an
organisation did not have any unique brand image then there is high chance of failure and
thus it is important for organisations to focus on unique selling proposition. Also, it is not
easy for companies to remain consistent across platforms and channels as the requirement are
changing consistently and to deal with this is arise high challenge for Huawei.
2.5 Summary
From the above discussion, it is indicated that digital marketing plays an important
role within an organisation as it help company to gain higher growth and expand business at
an international level. In addition to this, it is analysed that there is positive impact of digital
marketing on the brand image of a company as it assist to increase customer base level,

increase market presence, improve performance and many more. It is determined that most of
the organisations ae shifted towards digitalisation as customers prefer to purchase products
online which easy and time saving as well. It is important for companies to first analyse the
customer requirements and market trends and then develop effective strategies so that they
can fulfil customer requirements and gain success as well. It is summarised that there are
various challenges faced by an organisation due to use of digital marketing such as maintain
Customer-centric market, Developing attractive and engaging content, complying with
privacy & data sharing regulations, maintaining brand consistency and authority and many
more.

3.0 RESEARCH METHODOLOGY
Research methodology is defined as specific techniques and process that is used to
select, identify, process as well as analyse data on a particular topic. In addition to this, this
section allow reader to easily evaluate the overall reliability and validity of study. Research
methodology is mainly associated with philosophical and theoretical assumptions about the
methods. This section include all the techniques and methods used by researcher to collect
and analyse information along with the justification which help reader to easily interpret
results. For this, research onion framework is applied by researcher that include various
layers which is described below:
Research philosophy:
It is defined as a belief about the manner in which information about a phenomenon is
collected, used as well as analyzed. Along with this, it mainly deals with the nature, source
and development of knowledge. There are different forms of research philosophy that is
Ontology, Epistemology, Axiology and so on. The research philosophy is given below:
Ontology: It is basically the study to develop a consistent and coherent knowledge
base of data which can get communicated. In addition to this, Ontology philosophy study
focuses on what applies neutrally to everything which is real.
Epistemology: It is the study of knowledge regarding what it is as well as how it is
possible. It is the branch of philosophy which studies knowledge involving the level of what
they can know, how human beings know, the certainty of knowledge along with the
difference among human knowledge.
Axiology: It is mainly the branch of philosophy which studies judgments regarding
the value. Along with this, it mainly seeks to understand the nature of value and also value
judgment.
For the present study, epistemology as a research philosophy is used by researcher.
The main reason to select this is it help researcher about how to acquire knowledge, how to
develop concepts and how to rely on appropriate data. This further help researcher in
development of reasoning and logical outcome. Moreover, it is subjective in nature because
of which researcher is able to gain in-depth knowledge about the topic that leads to
development of valid conclusion.
Research Paradigm:
A research paradigm is related to set of different belief to concerning for managing
nature of the reality to being investigated. It is provided to underlying for managing

definition of the nature of knowledge. It is further analyse to complete research philosophy
can differ to manage goals of research and used to achieve wider range of these goals. The
need to complete research philosophy for managing defined to type of gain knowledge for
being investigated in completing research projects. There are mainly two main philosophies
are used to complete different studies to complete research methods for considering wide
range of management. Positivism and interpretivism paradigm for completing different
challenges to complete sources for completing different ways and process. Interpretative and
positivism paradigm are considering major challenges to complete the study in an effective
and appropriate manner.
Positivism paradigm is used for collecting positions and make under the
epistemology to complete the overview. Positivism approach is used to complete effective
research questions and can be tested for managing and analysing the framework in the
research that is generally accepted the knowledge of the people.
Interpretivism paradigm is related to completing source and achieve wider range of
platform for conducting qualitative research method.
Sociology approach is defined as fundamental picture of concepts and structure that
has been less or more accepted by association of sociologist. Along with this, it involves
three major sociological perspectives such as functionalist, symbolic as well as conflict
perspective.
Pragmatism approach is mainly based on the proposition in which investigator use
the methodological or philosophical approach that work based for the specific research
problem which is being investigated.
Abductive research approach is defined as reasoning method and is the logical
procedure of making observations as well as seeking the hypothesis which would fit or best
explain those observations. In addition to this, it is the mixed method of both inductive and
deductive approaches.
In this present study, researcher choose interpretivism philosophy that is effective
and helpful for considering the range and applied in different market of the study and conduct
the primary and secondary method in qualitative sources. This method is useful for researcher
to complete study and achieve wider range of sources to complete study on time with more
effective and efficient manner.
Research approach:
This is the second layer of the research onion framework, here the two approaches are
used that is associated to deductive and inductive approaches. This stage is effective and

appropriate for considering research aim and its limitation to complete the study in an
effective and efficient way.
Deductive approach is useful for developing the hypothesis and make a pre-existing
theory that is used to formulate the research approach for the growth and tested in an
appropriate ways. The use of deductive approach is beneficial for conducting research and
make positivism approach that actually permits the formulation method.
Inductive approach allow for managing a theory rather than developed and adopt a
pre-existing theory. This clearly stated that for managing inductive approach is used to
considering the move from data that has been collected. This method is commonly to used
for managing for qualitative for managing research. It is basically related to interviews for
carried out concerning specific growth to complete the pattern in between the respondents.
In this present study, researcher is choosing inductive approach to complete different
sources for considering major outcome for conducting interview for managing specific
phenomena for managing patterns and make a significant respondents. However, the
approach is basically related to manage data and analyse the first and significant pattern for
informing the generation of result in an effective and appropriate ways.
Research methodology
It is defined as the way to find out the outcome of a particular problem on a specific
matter. In addition to this, it may lead on the practical that is how a given piece of research is
resolved in a systematic manner so that it ensure reliable and valid results. It is significant for
researcher to make use of appropriate research methods in order to address research aims and
objectives in a timely and effective manner. The two main types of research methods are
qualitative and quantitative.
Qualitative research methods mainly relies on information obtained by investigator
from first-hand observation, questionnaires, interviews, participant observation, focus group
and many more. In addition to this, it include information which is non numerical that help in
getting real time decision in an appropriate way.
Quantitative research focuses on objective measurement and the numerical analysis
of information which is collected through polls, surveys, existing statistical information,
questionnaire and so on. It is analyzed that quantitative research emphasis on collecting
numerical information as well as generalizing it across groups in order to explain a specific
phenomenon.
Mixed method is defined as the use of qualitative and quantitative method within a
single study or research. Along with this, it is an emergent methodology that is mainly used

by health service researcher. This method mainly focuses on the literature and the overall
critical appraisal of the information.
In context to the present study, qualitative research method is applied by researcher.
The main reason to select this as a research method is it shows relationship among dependent
and independent variable which is studied in detail which further help researcher to be more
objective regarding the findings of research. Moreover, it help researcher to analyze and
measure information in a timely and effective manner. It is analyzed that Qualitative
research make use of small groups and allow investigator to gain in-depth knowledge about
topic.
Research strategy
It is defined as a step-by-step plan of action which gives direction to efforts and
thoughts and also allow researcher to conduct study in a scheduled and systematic manner. In
addition to this, it help researcher to develop quality and detailed results in an appropriate
way. It is important for researcher to make use of an appropriate research strategy so that
research objectives can be attained. The research strategy selected by researcher on the basis
of aims and objectives of study. The several research strategy is given below:
Experimental research includes manipulating the independent variable in order to
observe a change within dependent variable. The main objective of experimental research is
to validate and support a research hypothesis. It also aims to test existing theory instead of
developing new ones and assume that information can only be studied objectively.
Exploratory research is defined as study used to investigate a problem that is not
clearly defined. Along with this, it is conducted to gain better understanding of the existing
issue and is not provided conclusive outcome.
Action research is one of the easiest way of describing the activities involved within
an investigation. It assists researcher to inform about the weaknesses or problems associated
to interaction in the real world. The main focus here is on participants that is the people
involved in conducting the study. This research is mainly used in qualitative studies and
make use of interaction instead of numbers and statistics.
Case study research strategy is defined as in-depth knowledge and detailed
information about the topic. The main objective here is to gain in-depth understanding of
issue within a real life setting.
Grounded theory is mainly qualitative and includes an inductive approach. It mainly
involves identifying the common aspects among the set of results that are drawn from
completed study without the objective of findings the pre existing framework and theory.

In the present study, action research as a research strategy is taken into consideration.
The main reason to select this it provides a practical solution of an issue and is generated by
the combination of research workers. It also help researcher to collect qualitative information
in which the present study is based. Moreover, it allow investigator to understand problems
within the real world which leads to development of achievable results.
Sampling
It is referred as a procedure that is used in statistical analysis in which predetermined
observations are taken from the population. In addition to this, it is the set of information
gathered from the population of interest as well as target population. It is vital for researcher
to select effective sample size so that valid information can be gained. The main objective of
sampling is to draw conclusion and to use inferential statics that enable researchers to
determine and observe data in an effective manner. There are different forms of sampling that
is probability sampling and non probability sampling.
Probability sampling uses statistical theory in order to randomly choose a small group
of people from the large population. There are many four forms of probability sampling that
is stratified sampling, random sampling, systematic sampling, cluster sampling.
Non probability sampling is defined as a branch of sample selection which uses non
random ways to choose a group of people to participate within an investigation. It does not
emphasize on accurately representing all participants of large population.
For the present study, random sampling which is a part of probability sampling is
taken into consideration. The main reason to select random sampling is it allow
randomization of sample selection that is each sample has the same probability as a
representation of total population. In addition to this, it provides each member equal chance
of being chosen for the research. By the assistance of this, 5 employees of Huawei is selected
as participants for conducting and gathering information for the study. The reason to select
staff members as respondents is they have knowledge about ground working and policies of
an organization due to which they provide accurate information to researcher. Along with
this, it help researcher to know about the research topic properly and deeply which leads to
attainment of research objectives within set time frame.
Data collection tool/techniques
It is defined as a systematic procedure of collecting measurements and observations.
In addition to this, it allow researchers to gain originally and fill knowledge into research
problem. On the other hand, it is the process of collecting data on variables of interest and

establish systematic answer to each research question. There are two types of data collection
method that is primary and secondary.
Primary information is collect directly first-hand sources through means of
observation, experimentation, survey, interview and many more. On the other hand,
secondary data is gathered by someone instead of the user that is information is already
available as well as analyzed by other research worker. The common sources of collecting
secondary information include books, magazines, trade journals, articles and so on. For the
present study, both the method of data collection is used as it help researcher to gain in-depth
knowledge about topic due to which there is development of reliable and effective results.
The methods of collecting primary data is given below:
Observation is mainly used in studies associated to behavioral science and it serves
the developed research purpose. It include structured, controlled and uncontrolled, participant
and non participant observation.
Questionnaire is defined as a series of question that is asked to the concerned
participants who understand and reply at their own. It is important for researchers to develop
a short and simple questionnaire which is easy to understand and interpret as well.
Interview is defined as collecting information from different participants and gain
verbal responses. The different types of interviews are structured interviews, unstructured
interviews, focus interviews and many more.
Structured interview include the use of predetermined question and is of highly
standard techniques of recording.
Unstructured interviews did not follow a systematic predetermined question. In
addition to this, it is mainly characterized through flexibility of approach to questioning.
Semi structured interview is flexible and is helpful in small scale research and case
studies. This method is not suitable for large number of people but help researcher of testing
results in more effective way.
For the present study, semi structured interviews are develop as it help researcher to
be appear and prepared competent. It also provide compatible, reliable as well as qualitative
data to researcher which is important for the present study. Moreover, it provide participants
the freedom to express their ideas and views in their own term due to which researcher is able
to gain in depth knowledge about research problem. Furthermore, Open-ended questions are
developed for gaining information from the participants.
Data interpretation

Data interpretation is defined as the procedure of determining the significance of appropriate
information that is collected by researcher through survey, observation, interview and so on.
In addition to this, interpreting information is significant for researcher in order to present the
findings effectively and efficiently. It also help researcher in determining the significance,
conclusion as well as implication of findings. There are different methods of data
interpretation such as quantitative data interpretation, regression analysis, frequency
distribution analysis, predictive analysis and many more. In respect of completing the whole
investigation in relevant and reliable manner, investigator has chosen thematic analysis for
analysing accumulated qualitative piece of information. The current investigation has focused
on conducting interview which is the procedure of assembling qualitative data directly from
the respondents and this assists in collecting first-hand data. Hence, thematic analysis is the
great method for interpreting and analysing information.
Time prospects (Gantt chart)
Gantt chart is referred as the chart which assists in scheduling every activity in
systematic and timely manner. A Gantt chart is a kind of bar chart that clearly illustrates the
different activities of the project schedule. In simpler words, modern Gantt chart clearly
shows the dependency relationships between tasks, activities and the present schedule status.
Basically this chart helps the whole investigation team for planning work around deadlines
and properly allocate appropriate resources. This clearly depicts the relationship between the
starting and ending dates of milestones, tasks and dependent activities.

Limitations of the research
Conducting research is not an easy task because in the process of completing
activities and tasks there are certain limitations that are faced by investigator. Some of the
common limitations faced by investigator include: cost issue, resource issue, lack of

knowledge and many more. As per the current investigation researcher has faced issue in
deciding which alternative method resource is great for attaining objectives. Researcher has
faced challenge in selecting right source of collecting data and the different alternatives
available to them are: books, newspapers, articles, journals and many more. The other major
limitation is lack of knowledge about the topic and this has created issue in attaining
objectives and aim. Another biggest challenge was managing appropriate time so that
objectives could be easily achieved.
Ethical consideration: These are the key aspects that is required to be consider while
conducting the study as it help in executing all the activities associated to research in a proper
manner. It is important to be incorporate ethical principles when gathering as well as
analysing data. In order to collect information, it is vital for researcher to ensure informed
consent from participants. The investigator informed the respondents about the objective of
conducting research and the fact which gathered information will be used for academic
purpose only. Furthermore, ensuring respondents about maintaining as well as protecting
their confidentiality and privacy is important factor of research ethics. Some of the ethical
principles include confidentiality, anonymity, informed consent and many more. The
investigator ensured the respondents that personal information of them is safe and is not
shared to others without their consent. When the research is completed then the gather
information from respondents will be removed or deleted and did not use used for other
purpose in future. Following of all the ethical principles assist investigator to execute
activities without any interruptions and issues as well.
Summary:
It is summarised from the above that it is vital for researcher to make use of
appropriate methods for data collection and analysis as it help in attaining objectives within
set time period. In addition to this, the data is collected with the help of interview and it help
researcher to gather information from the view point of different people that further leads to
development of reliable and valid conclusion. Qualitative study allow researcher to gain in-
depth knowledge about topic that further leads to achievement of research objectives. The
investigator incorporate various ethical principles by gathering informed consent from
respondents and by maintaining their confidentiality and privacy.

4.0 DATA INTERPRETATION
4.1 Data interpretation
Q.1. What is the concept of digital marketing used within an organisation?
Respondent 1: Employee 1 as one of the respondent has answered that developing
marketing through internet is regarded as digital marketing.
Respondent 2: Employee 2 has answered that using mobile devices, internet and other
search engines within marketing is termed and digital marketing.
Respondent 3: Employee 3 has answered that digital marketing is the component which is
associated with internet and online technologies as well.
Respondent 4: Employee 4 has said that digital marketing is the approach which heavily
relies on internet and helps in targetting the audience.
Respondent 5: Employee 5 has answered that digital marketing is the form of marketing
used for promoting and selling products and services using internet as mediator.
Q.2. What are the major tools of digital marketing used by Huawei’s?
Respondent 1: Employee 1 has said that social media marketing is the major tool that can
be used by Huawei’s in order to acquire their market share in appropriate manner.
Respondent 2: Employee 2 has said that analytics are regarded as the major tool which is
used by Huawei’s so that to attain their objectives related with marketing.
Respondent 3: Employee 3 has said that content marketing is the tool of digital marketing
which is used by Huawei’s in order to target their audience and to develop their marketing
share as well.
Respondent 4: Employee 4 has said that email marketing is the prominent tool which can
be used by Huawei’s in order to reach out to their customers and to acquire success as well.
Respondent 5: Employee 5 has said that Huawei’s is using AdWords as their tool to digital
marketing so that to reach out to their customers and to gain market prominence as well.
Q.3. What is the role of digital marketing in developing business functions at global
level?
Respondent 1: Employee 1 as one of the respondent has said that the major role of digital
marketing is to acquire sales and to reach out to significant audience as well.
Respondent 2: Employee 2 has said that the role of digital marketing is to promote products

and services into the market so that customer engagement can be increased.
Respondent 3: Employee 3 has said that role of digital marketing is to reach out to larger
customer base irrespective of their geographic location.
Respondent 4: Employee 4 has said that role of digital marketing is to attain specific edge
into the competitive market so that competitors can be dealt in better way.
Respondent 5: Employee 5 has said that with the help of digital marketing information can
be shared to larger audience and this helps the business to grow.
Q.4. What is the need for businesses to shift towards digitalisation?
Respondent 1: Employee 1 as one of the participants has conveyed that digitalisation helps
the business to minimise their cost so in order to maximise profit shifting towards
digitalisation is needed.
Respondent 2: Employee 2 has said that digitalisation helps the business to manage
business contingencies such as pandemic COVID-19 so that business functions can be
managed in uninterrupted manner.
Respondent 3: Employee 3 has said that digitalisation helps in providing rapid growth
opportunities in which significant aspects in which overall success can be inhaled.
Respondent 4: Employee 4 said that digitalisation helps in automation so that rapid growth
to the business can be provided.
Respondent 5: Employee 5 have said that digitalisation is the platform which lead to easy
sharing of information so that in the current time shifting towards digitalisation is needed by
the businesses.
Q.5. What is the importance of digital marketing in developing brand image for
Huawei’s?
Respondent 1: Employee 1 has said that with the help of digital marketing business
offerings can be communicated to various customers to that they can make easy buying
decisions.
Respondent 2: Employee 2 has said that with the assistance of digital marketing market
prominence can be attained which leads into developing brand image of the organisation.
Respondent 3: Employee 3 has said that with the help of using digital marketing techniques
this is easier for the business to communicate with their customers and to include them as

well which helps the business to manage their brand image into the market.
Respondent 4: Employee 4 has said that with the help of digital marketing practices brand
awareness can be exerted so that customers can take significant decisions related with
business offerings in desired manner.
Respondent 5: Employee 5 as one of the respondents has answered that in the current time
digital platforms are regarded as the primary platform which helps the the brand to showcase
their products and services in front of customers so that easy communication can be exerted
and at the same time brand image can be enhanced.
Q.6. What are the challenges faced by Huawei’s while using digital marketing in their
business function?
Respondent 1: Employee 1 as one of the participants has said that learning needs and
demands of customer is the major challenge faced by Huawei’s while using digital
marketing into their business practices.
Respondent 2: Employee 2 has said that complying with privacy and data sharing
regulation is the primal challenge which is faced by Huawei’s during developing their
digital marketing into the market.
Respondent 3: Employee 3 has said that managing brand consistency is the issue that would
be faced by Huawei’s during developing digital marketing within their business functions.
Respondent 4: Employee 4 has said that developing engaging content is the issue faced by
Huawei’sm while developing their digital marketing as this is necessary for the business to
manage such content by which majority of customers can be attracted.
Respondent 5: Employee 5 as the respondent has said that managing cash flow is the issue
which was faced by Huawei’s during managing their digital marketing within their business.
Q.7. What are the ways that can be used by Huawei’s in order to mitigate challenges
related with digital marketing?
Respondent 1: Employee 1 as the respondents has answered that for mitigating challenges
related with digital media one of the strategy could be providing marketing education to
people so that they can get to know about new concepts.
Respondent 2: Employee 2 has said that by measuring success share would be the strategy
that can be used by Huawei’s in order to mitigate challenges related with digital marketing.
Respondent 3: Employee 3 has said that by taking feedbacks from client this is easier for

Huawei’s to mitigate challenges related with digital marketing.
Respondent 4: Employee 4 has said that by developing robust digital marketing plan would
be helpful in mitigating challenges related with digital marketing.
Respondent 5: Employee 5 has said that by hiring talented people Huawei’s can manage
their marketing activities and acquire success into the market.
Q.8. What are the major reason for which digital marketing can be used by Huawei’s?
Respondent 1: Employee 1 as one of the participants has said that the major reason for
developing digital marketing could be acquiring larger customers.
Respondent 2: Employee 2 has said that in order to develop brand image in significant
manner digital marketing can be used by Huawei’s.
Respondent 3: Employee 3 has said that in order to manage business functions digital
marketing is helpful for the businesses of Huawei’s.
Respondent 4: Respondent 4 has said that in order to deal with current market competition
this is helpful for the businesses to use digital marketing.
Respondent 5: Employee 5 have said that for the major reason to manage customers from
global market digital marketing is helpful for the business.
Q.9. Is it beneficial for Huawei’s to invest in digital marketing practices? If yes then
please explain the reason?
Respondent 1: Interviewee 1 as one of the respondents has provided an answer that yes
Huawei should invest in digital marketing practices because this will help them in achieving
their sales targets in smaller duration of time and also assist in reaching prospective as well
as existing customers.
Respondent 2: Respondent 2 who is one of the interviewees has given answer that there is
no such requirement of investing in digital marketing practices because there are many other
significant things that need to be invested on several activities and functions.
Respondent 3: Respondent 3 as other interviewee has provided an answer that it would be
very beneficial for company to invest great amount of time as well as funds on different
practices of digital marketing. This help in taking advantage of various roles of digital
marketing practices.
Respondent 4: Respondent 4 has said yes organisations should invest great amount of time
and funds so that company can take advantage of first mover of different digital marketing

practices.
Respondent 5: Respondent 5 has said no it would not be beneficial because it will divert
productive mind of employees into non-useful things and activities.
Q.10. As per your opinion should organisation develop specific team to manage digital
media practices in their business functions?
Respondent 1: Interviewee 1 as one of the participants believes that the definitely
companies need to develop particular team for managing digital media practices in their
business function. In today's world every activity be it large activities or tiny activities are
completed through different tools of digital media. When specific team will be made more
significance is given to do activities in effective, efficient and systematic manner.
Respondent 2: Interviewee 2 has provided an answer that there is no need of developing
particular team for managing digital media practices in their business function because this
will consume of a lot of time and this can not be afforded by the company. So, as per this
respondent digital media needs and requirements are simply done with different procedures
and functions of the whole organisation.
Respondent 3: Respondent 3 has answered that as per their opinion companies need to
develop and organise particular team because this will simply divide evert activity in
systematic and proper manner. Through this company will be able to know about the latest
trends of the digital media in the market.
Respondent 4: Respondent 4 has given answer that yes there is requirement of developing
specific team for arranging digital media practices because this assists company to become
first movers and take advantage of different platforms of digital media practices.
Respondent 5: Respondent 5 has given answer that there is no requirement of making
particular team of digital media practices as they believe this is just waste of time as well as
funds. Because of this company needs to hire more number of people and give salaries to all
those people.

5.0 CONCLUSION, RECOMMENDATIONS AND FURTHER
IMPLICATION
5.1 Conclusion
From the above discussion, it has been concluded that digital marketing is one of the effective
technique that allow an organisation to promote its brand and offerings globally. In addition
to this, it also allow company to gain various benefits such as increase in customer base, raise
in productivity and performance, improvement in brand image, increase in profitability and
many more. It is analysed that it is vital for companies to shift towards digitalisation as it
assist to increase its presence at an international level which further assist companies to attain
competitive advantage at marketplace. It is significant for researcher to make use of an
effective and useful method of data collection as the overall results is depend on it. With the
help of qualitative data, researcher is able to gain in-depth knowledge about topic which
further leads to development of valid and reliable conclusion within set time frame. It is
analysed that interview allow investigator to know about view point of various people on
particular topic that leads to attainment of positive results. Moreover, with the help of both
primary and secondary data collection methods an investigator is able to know about topic in
more effective and appropriate way that leads to achievement of objectives timely.
Furthermore, it is analysed that there are various challenges an organisation face while using
digital marketing such as development of creative content, maintain security, comply with
privacy, follow data regulations, develop information as per customer requirement, high cost
and many more. It is important for companies to develop an effective strategies in order to
deal with such challenges and maintain its performance at marketplace. Digitalisation also
allow a company to sustain at marketplace for longer time and to compete with its rivals in an
effective manner. Moreover, its plays an important role within an organisation to enhancing
business at global level.
5.2 Recommendations
 It is being recommended from the above information that organisation faces various
challenges while using digital marketing. Huawei must focus on overcoming these
issues while using digital marketing as it can influence the performance and
productivity of business. In order to overcome the challenges it is important for
Huawei to focus on customer experience. They must focus on customer centric
approach as it helps in increasing the productivity and performance of business.

Organisation must provide better quality of goods and services to customer in order to
make them satisfied.
 Company must also focus on attracting its target consumers by developing engaging
content. In order to increase customer base, it is necessary to focus on developing
effective content that provides relevant information to consumers. By developing
engaging content, Huawei can increase organic search traffic, expand brand
awareness and also enhance social media engagement. While implementing effective
content marketing strategy, company can maintain strong connection with consumers
and also increase conversion potential. Effective content development is important for
Huawei as it helps in connecting and engaging with target audience. It also helps in
educating customers and ensures that they must make smart purchasing decision.
Developing content helps in offering more personal approach to business, creates
more meaningful customer relationship and also build trust among people.
 Huawei must focus on implementing right and effective rules and regulation of
privacy and data sharing so that they can secure information in effective and efficient
manner. Organisation generally face high risk of information theft due to which they
can have to set protocols and regulation to secure the data. If information gets leaked,
it influence the image and reputation of brand due to which it becomes difficult for
company to survive and sustain in market for long run.
 It is important for Huawei to main their brand consistency and authority while using
digital marketing technologies and tools. In order to maintain brand consistency it is
important to set brand guidelines and also educate all employees on brand consistency
and identity as it helps in attracting more and more customer towards the brand. It is
the responsibility of Huawei to perform regular communication audits and foster
cross-channel integration in order to enhance brand consistency. For gaining success
in market, it is necessary to maintain brand consistency as it helps in recognising
across all marketing channels and also create consistent brand identity for potential
and existing customer.
5.3 Implications for further research
The present investigation which is conducted on the impact of digital marketing for
enhancing the whole business globally. This has taken out great piece of information about
the digital marketing and this research will work as foundation and base for conducting future
investigation on the same topic. This particular investigation would be selected by many

researchers in future and they will use this information as secondary source. Through this
they could also easily do in-depth research on the same topic. Hence, this investigation has
great importance for conducting future research in effective and efficient manner. This will
be very useful for many professional investigators.

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APPENDIX
Interview
Q.1. What is the concept of digital marketing used within an organisation?
Q.2. What are the major tools of digital marketing used by Huawei’s?
Q.3. What is the role of digital marketing in developing business functions at global level?
Q.4. What is the need for businesses to shift towards digitalisation?
Q.5. What is the importance of digital marketing in developing brand image for Huawei’s?
Q.6. What are the challenges faced by Huawei’s while using digital marketing in their
business function?
Q.7. What are the ways that can be used by Huawei’s in order to mitigate challenges related
with digital marketing?
Q.8. What are the major reason for which digital marketing can be used b Huawei’s?
Q.9. Is it beneficial for Huawei’s to invest in digital marketing practices? If yes then please
explain the reason?
Q.10. As per your opinion should organisation develop specific team to manage digital
media practices in their business functions?