This report analyzes the buyer behavior for Huawei Mate20, including segmentation, targeting, and positioning strategies. It also discusses the factors influencing consumer purchasing power and provides recommendations for the company.
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MARKETING1 Introduction Buying behaviour The consumer buying behaviour is the summation of the preference, decision and intention of the consumer. This decision is related to the consumers, who are purchasingtheproductandservicesinthemarketplace.Thewantsofthe individuals are limited and the resources, available are unlimited, so to cope up with this, the consumer by their product with rational thinking. The customers are very much concern about the products and services, which they are buying so they cross check and compare their product with the other same kind of product. Huawei TheHuawei is one of the leading global companies, which provides the product and services related to communications and information’s technology and smart devices. This company has four kinds’ key domains such as IT, smart devices, telecom networks, and cloud services(Huawei, 2019). Huaweihas three business groups and in this report, the product of Huawei Consumer business group will be discussed named as Huawei mate 20. HuaweiMate20 Huawei Mate 20 is an android smart phone launched and produced by Huawei. It is a part of Huawei Mate series. This phone was launched on 16thOctober 2018 (Huawei , 2019). The iMate 20 model is similar to iMate 20 pro. It shares the same kind of design and has metal frame, with glass backing. Its pattern is “Hyper Optical”, available with three colour options. In addition, it designed with the improved grip from the preceding ones.(Gsmarena, 2019). TheiMate 20 has a special feature of dual NPUs along with 6GB Ram, 128GB built in storage. It hasIPS LCD capacitive touchscreen. In addition it has one year manufacturing warranty for device from the date of purchase for the customer. Main Body Analyse on the current segmentation for iMate 20Demographic Segmentation The demographic segmentation is defined as the segmentation done on the basis of demographywhichdependsonvariousvariables(Marketing91,2019).These variablesare as follows: a.Age:Age is the first variable of this segmentation as the needs and wants of the customers change with the change in the age of the customers. b.Gender:This segment is depends upon the male and the female preferences, as there is difference between the choice of male and female. c.Income:Thissegmentisdependingupontheincomeofthepeople (Techradar, 2019). The people having higher income will prefer the upgraded quality and extra feature in smart phones
MARKETING2 d.Religious race and nationalities:The preferences of the people will change according to this segment as the people of different nationalities, race and religion have different mindset also.Geographic Segmentation The geographic segmentation is defined as the segmentation done on the basis of geography which depends on the units of geography such as location, language and the other elements which separates the geography.Behavioural Segmentation Itistheprocessofdividingthetotalmarketinthepartssuchassmaller homogeneous based on customer purchasing power. It is done in the organisation based onbenefits needed, usage frequency,brand loyalty and so no(Mbaskool, 2019).Psychographics Segmentation The behavioural segmentation is defined as the segmentation done by dividing the market into divisions such as interest, lifestyles, attitudes, values and personality traits(Directivegroup, 2019). Analyse on the targeting for iMate 20 This is the next step of segmentation. After the complete segmentation of the market, the company has to target these segments as per the product released by the company. In the case of iMate 20 the company focus in on youngster, which is the part of age segmentation(Marketing91, 2019). Analyse on the positioning for iMate 20 It helps in finding the position of the product(CFI, 2019). It is divided into various factors such as: Product characteristics:In this, the company consider the products various characteristics, which are used, in the positioning process by the company. Price and quality:In this case, company has to decide the prize in accordance with the quality(Gadgets 360, 2019). Competitors:the competitor targeted as if they secured a good position it means the company secured a good position in the market can also decide the position of the company. The needs and wants of consumers of iMate 20 The iMate 20 satisfied the needs and wants of the customer with the help of following points: i.It has multiple features such as multi touch and corning gorilla glass with proper screen protection ii.It presents DCI-P3, having high pixel density and resolution which has clear and bright display(Gsmarena, 2019).
MARKETING3 iii.IthasthelatestAndroid9.0,operatingsystem.Henceithasasuperb performance because it is updated with the latest technology. iv.It has the feature of dual sim with 2G, 3G and 4G technology. v.It has a feature of 4k video recording and offers HDR with superb quality. The above points are the unique features of this smartphones. Hence it satisfied the needs and wants of customer(Marketingweek, 2019). Consumer purchasing power while buying the mobile phone Price The most important factor that affects the purchasing decision of the customer is price as the customer is rational and he or she wants its product should be according to the value of money means it should be worth full for the consumer.. Social Factor It includes the attitude, personality and lifestyle of the customer means the consumer will buy that type of mobile phone, which suits its personality, attitude and lifestyle (MSG, 2019). Durability The durability of the mobile phone should be more than only the customer will purchase the mobile phone(Ijsrm, 2019). It directly changes the customer buying behaviour as the customer needs it mobile phone should be durable. Brand Name It is the significant factor as the sales of mobile phone is depends on the brand name, if the company secures a good brand name than the customer will buy that companies mobile phone with trusting it(MSG, 2019). Product Features The customer of mobile phone mostly have a specified preference depend upon its features which means if the customer is getting all the features which is required, he or she will buy that phone. Hence, it will influence the purchasing power of the customer. Analysis: Consumer influenced to buy the Huawei Mate20 Internal Influences This includes the factors, which are also known as personal factor. It represents the ability of customer which directly influenced by the iMate 20. The person is motivated to purchase the product is the part of internal factor from which the customer influenced. In addition, the internal factor is depending upon the desire of the person to purchase the product or not(Marketing Teacher, 2019).Another internal factor is perception, consumer behavior greatly evaluate with this type of factor, as the consumers allowed justifying their perception with the help of their actions based on the outcome after usage. This can be done with the help of feedback given by the previous customer, accordingly the perception is analyzed.
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MARKETING4 With the use of perception and motivation, a customer can be as simple as shown in the market and the people who are attracted towards iMate 20 are already happy with features of this mobile phone. Hence, both motivation and perception are the internal influences. External Influences This includes the social norms, which are the external influencing for the customer buying behavior. This involves the brand name of the product as by the factor the customer can easily attract towards the iMate and would purchase it. In addition, the customer also attracts towards the trendy things which changes its purchasing power. Another factor which influences the customer buying power is cultural value of the product as mostly consumer is depends on this factor. In addition, to impress and convince the customer company conducted the advertisement campaign, which influence the customer and if the customer likes, it he or she will definitely buy the product. In the case of iMate, advertisement influenced the customer a lot and company had great benefits of it later on(BBC, 2019). With the use of social and cultural value, the customer can easily beattracted towards iMate 20 are already happy with features of this mobile phone. Hence both social and cultural values are the external influences. Recommendations a.Prizes:The mobile phone prizes should be cheaper and as per the target customer preference. These prizes attract the customers easily, which will increase the sale of product. Customers switch its preference as per the prize of the mobile phone, so it is an important aspect. b.Offers:The company must offer the customer ample number of opportunities. The customer will attract towards these offers. The company should generate offers according to the target market. c.Brand:The Company should maintain the loyalty on the brand name. These will increase the sales of product in the market and maintain a healthier relationshipwiththecustomer,whichisimportantfactorforlonger sustainability in the market. d.Innovative ideas:The Company should generate theinnovative ideas to increase the sales of the mobile phone in the market as in this innovative era people attracted towards the innovative ideas. e.CustomerFeedback:Thecustomerfeedbackistheimportantaspectto increase the sale of mobile phone in the market, as the customer prefers the mobilephonecompanieswhoofferafter saleservices freeofcostand considered the customer feedback. Summary In the above report, there is the summary of the buying behaviour of the customer towards the iMate 20. There is the explanation of the customer buying behaviour withthehelpoftheoreticalandpracticalknowledge.Theanalysisofbuying
MARKETING5 behaviour is also mentioned in the above paragraphs. The detailed explanation of internal and external influences supports the analysis. Huawei,themarketingsegmentationisdividedintothreepartsdemographics, geographic,behaviouralandpsychographicsegments.Thesesegmentsare explainedistheaboveparagraphs.Thereportshowstheimportanceof segmentation, targeting and positioning strategy helps in boosting and evaluating the company. In addition, there is the explanation of the of the factor influence the buyingbehaviour.Theinternalandexternalfactorsinfluencethecustomer purchasing power. This is the reason it is important for the company to study these influences. This report has a detailed explanation of these factors. At the end of the report, recommendations were also mentioned which helps the companies for the competitions.
MARKETING6 Bibliography BBC, 2019. External influences. [Online] Available at: https://www.bbc.com/bitesize/guides/zwdpw6f/revision/1[Accessed 15 May 2019]. CFI, 2019. What is Market Positioning?[Online] Available at: https://corporatefinanceinstitute.com/resources/knowledge/strategy/market- positioning/[Accessed 15 May 2019]. Directivegroup, 2019. Psychographic Market Segmentation. [Online] Available at: https://www.directivegroup.com/digital-marketing/strategy/market-segmentation/ psychographic[Accessed 15 May 2019]. Gadgets 360, 2019. Huawei Mate 20. [Online] Available at: https://gadgets.ndtv.com/huawei-mate-20-5676[Accessed 15 May 2019]. Gsmarena, 2019. Huawei Mate 20. [Online] Available at: https://www.gsmarena.com/huawei_mate_20-9367.php[Accessed 15 May 2019]. Huawei , 2019. For Business. [Online] Available at:https://www.huawei.com/en/ [Accessed 15 May 2019]. Huawei, 2019. Home. [Online] Available at: https://consumer.huawei.com/in/phones/mate20-pro/[Accessed 15 May 2019]. Ijsrm, 2019. Durability. [Online] Available at: https://ijsrm.in/index.php/ijsrm/article/view/1264[Accessed 15 May 2019]. Marketing 91, 2019. Demographic Segmentation – Segmenting by Demography. [Online] Available at:https://www.marketing91.com/demographic-segmentation/ [Accessed 15 May 2019]. Marketing Teacher, 2019. Internal Influences. [Online] Available at: https://www.marketingteacher.com/internal-influences-personality/[Accessed 15 May 2019]. Marketing91, 2019. How to make a targeting strategy?[Online] Available at: https://www.marketing91.com/how-to-make-a-targeting-strategy/[Accessed 15 May 2019]. Marketingweek, 2019. Huawei has the products, now it needs the brand to match. [Online] Available at:https://www.marketingweek.com/2018/10/17/huawei-mate-20- smartphone/[Accessed 15 May 2019]. Mbaskool, 2019. Behavioral Segmentation. [Online] Available at: https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/2542- behavioral-segmentation.html[Accessed 15 May 2019]. MSG, 2019. MSG. [Online] Available at: https://www.managementstudyguide.com/brand-name.htm[Accessed 15 May 2019].
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