Perceptual Mapping and Comparative Analysis of Huawei

This presentation provides a detailed analysis of Huawei's perceptual mapping, comparative analysis with Apple and Lenovo, segmentation strategy, and targeting strategies for positioning and competition analysis.

Huawei marketing
analysis
Name of the student
Name of the
University
Author note

Part A: Perceptual mapping
Perceptual map represents the
perceptions and the preferences
of some of the brands. The main
objective of perceptual mapping is
to express the demands of the
potential customers along with the
direct image of the business. The
perceptual of Huawei analyses the
value, competition and threats.
The main attributes of the
business is to maintain customer
satisfaction by providing quality
products and services (Urde,
2016).

Part A: Comparative analysis
The major competitors of Huawei is Apple and
Lenovo.
Apple is one of the Multinational technology
company which develops the innovative products.
Apple was founded in 1 April in Cupertino, California
and United States. Apple is headquartered in
California and Cupertino. The company mainly
develop, designs and sells the customer electronics,
computer services and the online services.
Lenovo was founded in 1984 and it is one of the
public organization. It is headquartered in Quarry
Bay, Hong Kong. Lenovo also designs, develop,
manufactures and sells the devices like personal
computers, smartphones, workstations and electronic
storage devices (Xia & Gan, 2017). It is presently
operating in more than 60 countries and also sells
products in around 160 countries.

Comparative analysis
Apple Lenovo Huawei
Success factor Weight Rating 1- 4 Score Rating 1- 4 Score Rating 1- 4 Score
Advertisement 1 4 4 2 2 1 1
Financial support 1 4 4 3 3 2 4
Customer’s loyalty 1 4 4 3 3 3 4
Management 2 2 3 4 3 4 6
Market share 2 2 4 2 4 3 6
Product quality 1 2 2 3 3 3 2
Total 8 21 18 23

Part B: Segmentation
Theoretical concept and purpose of segmentation
The segmentation helps the business in
grouping various characteristics of the
population. The segmentation depends upon
the mix of the demographic, geographic,
psychographic and the segmentation
strategy for different sets of the business.
The purpose of segmentation used by the
business for narrowing down the large target
audiences into the more narrowly defined
target groups. This process of identifying
and targeting the distinct customer
segments has most significant benefits in
advertising the products (Xia & Gan, 2017).

Segmentation variable
useful for Huawei
Huawei follows the demographic
segmentation by which the business is
able to select the lower income segments
as they are entering as the emerging
business in the mobile device market.
Huawei is able to target the low income
segment customers as the production
cost is lower than the other brands in the
business market (Venter, Wright & Dibb,
2015).

Primary segment and secondary
segment of Huawei
The primary segment of Huawei
is to segment the targeted
customer segments that is the
low income segments as it
helps them to develop a strong
place in the business market.
The secondary segment of
Huawei is to design the low
profile development for meeting
the growing demands of the
cheaper smartphones (Venter,
Wright & Dibb, 2015).

Part C: Targeting strategies
Theoretical concept of targeting strategy
The targeting strategy helps the
business to serve different set of
customers accordingly. The targeting
strategy is considered as the next
step of the segmentation market,
which completes the marketing
targeting by observing the individual
segment (Steenkamp, 2017). The
targeting strategy also helps the
business to get customers within that
segment as shown in figure
(Steenkamp, 2017).

Most appropriate strategy for Huawei’s
positioning and competition analysis
Huawei is able to
attain the highest
yearly increase
among the leading
vendors and for
raising the brand
folio with the high
proportion of the
self branded unite
as compared to
other business. The
fig shows time
space chart of the
targeted
customers (Sun,
Ding & Zhou, 2016).
Time Space Media exposed to
7.00am to 8.00am Morning walk Listening to ads, radio
8.00am to 9.00am Getting ready for office Social media serving
9.00am to 10.00am Travelling to office Listening to music, phone ads, radio
10.00am to 12.00pm Office hour Internet serving through Laptop
12.00pm to 1.00pm Lunch break Social media, television ads and ads in shopping
malls
2.00pm to 6.00pm Office hour Internet serving through Laptop
6.00pm to 7.00pm Travelling back to home Listening to music, phone ads, radio
7.00pm to 8.00pm Leisure time Watching series
8.00pm to 9.00pm Watching television with family Watching ads on sports channel
9.00pm to 10.00pm Dinner time Social media serving and watching television
10.00pm to 11.00pm Relaxing before sleep Chatting and social media serving
11.00pm to 7.00am Sleep NA

References
Sun, M., Ding, B., & Zhou, W. (2016, November). Smart phone market-brand
preference analysis (Huawei as an example). In 2016 1st International
Symposium on Business Cooperation and Development. Atlantis Press.
Steenkamp, J. B. (2017). Global brand strategy: World-wise marketing in the
age of branding. Springer.
Venter, P., Wright, A., & Dibb, S. (2015). Performing market segmentation: a
performative perspective. Journal of Marketing Management, 31(1-2), 62-83.
Xia, W., & Gan, D. Z. (2017). The Marketing strategy of HUAWEI Smartphone
in China.
Urde, M., 2016. The brand core and its management over time. Journal of
Product & Brand Management, 25(1), pp.26-42.