Perceptual Mapping and Comparative Analysis of Huawei
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Added on  2023/01/18
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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.
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Huawei marketing analysis Name of the student Name of the University Author note
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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 isApple and Lenovo. Appleis 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. Lenovowas 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.
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 thedemographic segmentationby 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).
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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). TimeSpaceMedia exposed to 7.00am to 8.00amMorning walkListening to ads, radio 8.00am to 9.00amGetting ready for officeSocial media serving 9.00am to 10.00amTravelling to officeListening to music, phone ads, radio 10.00am to 12.00pmOffice hourInternet serving through Laptop 12.00pm to 1.00pmLunch breakSocial media, television ads and ads in shopping malls 2.00pm to 6.00pmOffice hourInternet serving through Laptop 6.00pm to 7.00pmTravelling back to homeListening to music, phone ads, radio 7.00pm to 8.00pmLeisure timeWatching series 8.00pm to 9.00pmWatching television with familyWatching ads on sports channel 9.00pm to 10.00pmDinner timeSocial media serving and watching television 10.00pm to 11.00pmRelaxing before sleepChatting and social media serving 11.00pm to 7.00amSleepNA
References Sun, M., Ding, B., & Zhou, W. (2016, November). Smart phone market-brand preference analysis (Huawei as an example). In2016 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.