Importance of Digital Marketing for Internationalization: A Case Study of Huawei

This dissertation explores the significance of digital marketing for internationalization, with a case study of Huawei. It examines the impact of digital marketing on Huawei's brand image, the importance of shifting towards digitalization, and the challenges faced by Huawei while using digital marketing.

Dissertation

Contents
1.0 INTRODCUCTION...................................................................................................................
1.1 Aims and Objectives of the research................................................................................3
1.2 Research questions...........................................................................................................3
1.3 Background of the organisation........................................................................................4
1.4 Research Gap and Contribution........................................................................................4
1.5 Rationale of the study.......................................................................................................4
1.6 Outline of the research......................................................................................................5
2.0 LITERATURE REVIEW..........................................................................................................
2.1 To understand the significance of digital marketing for internationalization..................6
2.2 Impact of digital marketing on Huawei’s brand image....................................................7
2.3 Importance of shifting towards digitalisation...................................................................8
2.4 Challenges faced by Huawei while using digital marketing............................................9
2.5 Summary...........................................................................................................................9
Reference.......................................................................................................................................

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 fulfill 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.
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
2.5 Summary

Reference
Books & Journal
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson uk.
Kim, J., Kang, S. and Lee, K.H., 2021. Evolution of digital marketing communication:
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Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Routledge.
Hinson, E., Agbleze, S. and Kuada, J., 2018. Corporate social responsibility and employer
attractiveness: Perspectives of students on the African continent. African Journal of
Business Ethics, 12(2).
Nyarku, K.M. and Ayekple, S., 2019. Influence of corporate social responsibility on non-
financial performance. Social Responsibility Journal.
Online
HOPWOOD, (2019). 5 things to consider for an International Digital Marketing Strategy,
[Online] Available through; <https://www.business.com/articles/international-
digital-marketing/>
DEPINO, (2020). Impact of digital marketing on business growth, [Online] Available
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business-growth/>
The Importance of Digitalisation for Business, 2020 [online] Available through;
https://www.ceotodaymagazine.com/2021/09/the-importance-of-digitalisation-for-
your-business-what-you-need-to-know/