MARKETING Marketing Name of the Student Name of the University

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author Note

1MARKETING
Table of Contents
Part 1................................................................................................................................................3
Introduction..................................................................................................................................3
Situational Analysis.....................................................................................................................4
PESTEL Analysis....................................................................................................................4
SWOT Analysis.......................................................................................................................7
Competitive advantage................................................................................................................9
Excellent product quality along with local service team.........................................................9
Unwavering PIPE strategy.......................................................................................................9
Evaluation of current marketing strategy....................................................................................9
Perceptual Map..........................................................................................................................10
Competitive profile Matrix........................................................................................................10
Survey........................................................................................................................................11
Part 2..............................................................................................................................................12
A new brand:..............................................................................................................................12
Brand name:...........................................................................................................................12
Product description:...............................................................................................................12
Brand color:...........................................................................................................................13
Segmentation Targeting and positioning...................................................................................13
Segmentation.........................................................................................................................13

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Targeting................................................................................................................................14
Positioning.............................................................................................................................15
Time Space Chart......................................................................................................................15
SMART Goals...........................................................................................................................16
Marketing Mix 4Ps....................................................................................................................18
Obliquity....................................................................................................................................19
Conclusion and Recommendation.............................................................................................19
Reference List................................................................................................................................21
List of Figures
Figure 1: Ranking of political stability in various countries...........................................................4
Figure 2: Gross domestic product of China.....................................................................................5
Figure 3: Hofstede chart of China...................................................................................................6
Figure 4: Ranking of china in EPI frame work................................................................................7
Figure 5: Perceptual Map...............................................................................................................10
List of Tables
Table 1: SWOT Analysis of Huawei...............................................................................................9
Table 2: Competitive profile Matrix..............................................................................................12
Table 3: Segmentation of Huawei Primium..................................................................................15
Table 4: Time Space Chart............................................................................................................17

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Table 5: Smart Goals.....................................................................................................................18
Table 7: 4P Analysis......................................................................................................................20

4MARKETING
Part 1
Introduction
The Huawai Technologies Co. Ltd. refers to a Chinese multinational organization that
deals with telecommunication equipment as well as consumer electronics manufactures. The
organization has its headquarters at Shenzhen, China. The organization was founded by Ren
Zhengfei, a former military engineer, in the year 1987. Initially, the chief focus of Huawei was
on phone switches. However, eventually the organization has expanded its business by building
telecommunication networks along with provision of consultation and operational services both
in local as well as international market. Currently the company has more than 170,000
employees all over the world and is considered to be the largest telecommunication equipment
manufacturer across the world (Shubbak 2019). The current target of the organization is to come
out of its “value for money” image and enhance it consumer base by offering a Smartphone line
to the premium segment of the market. In this report, PESTLE analysis and SWOT analysis of
the mentioned company along with evolution of its competitive advantage, current marketing
strategy, Perceptual Map, Competitive profit Matrix and a survey will be conducted in order to
understand the potential strengths, weaknesses, opportunities and threats that can be faced by the
organization. Based on this part, the second part will include analysis of the premium target
segment and development of set clear marketing objectives to increase brand awareness, market
share, sales or profitability for the new brand recommended.

5MARKETING
Situational Analysis
PESTEL Analysis
The PESTLE analysis model helps marketers to analyze the macro environment of an
organization. In order to understand the external environment of Huawai, PESTLE analysis of
the Chinese electronic industry has been conducted bellow.
Political Environment
The political environment of China is more stable than majority of the developing
countries of the world. As per the data obtained from the Fragile state index 2018, China has
ranked 89th when it comes to political stability. According to researchers, the level of political
stability of a country imposes high impact on the business policies, laws and regulations of the
same (Feldman 2017). Considering the fact that China is working on expanding its electronic
industry, a good number of incentives and tax relations are provided on behalf of the Chinese
Government. Thus expanding its business in the Chinese electronic industry will be beneficial
for Huawai.
Figure 1: Ranking of political stability in various countries
Source (Fundforpeace.org. 2019)