Marketing Planning Assignment : Huawei

Added on - 24 Apr 2021

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Running head:MARKETING PLANNINGMarketing PlanningName of the Student:Name of the University:Author’s Note:
1MARKETING PLANNINGTable of Contents1.0 Marketing Strategy of Huawei Company..................................................................................22.0 Market segmentation.................................................................................................................32.1 Market Segmentation using STP Analysis............................................................................32.2 What is bought and why?......................................................................................................42.3 Primary and Secondary Segmentation...................................................................................53.0 Market targeting and Differentiation.........................................................................................53.1 Niche Strategy.......................................................................................................................54.0 Positioning.................................................................................................................................64.1 Positioning Statement and Company Message......................................................................65.0 Product Pricing Strategy............................................................................................................75.1 Competitor Pricing and Huawei’s Pricing.............................................................................75.2 Future Huawei Brand Extension............................................................................................7Reference List..................................................................................................................................8
2MARKETING PLANNING1.0 Marketing Strategy of Huawei CompanyProductTelecom networks including technologies and solution like mobile andfixed soft-switches, multimedia subsystem, internet protocol andothersTelecommunication equipments required for building and operatingequipmentsNetwork integration service, consulting and engineering serviceWireless modems, USB, mobile handsets, video products, Wi-Fi,wireless gateway and many morePriceHuaweiset prices for products and services based on the product range,prevalent market condition and economic condition of a countryMostly follows competitive pricing policy for beating the market conditionCharges high prices for some innovative and new products and servicesFollows elastic pricing policy and provide discounts towards gatheringhuge customersPlaceHuaweioperates in more than 170 countries having R&D department in allaround the worldIt has built almost 1500 networks and serve almost 33% of total world’spopulationWide global distribution network leads to smooth product and servicedelivery to the customersCustomers can also avail Huawei‘s products and services through itswebsitePromotionHuaweiuses Omni channels for promoting its products and servicesUses mass media like TV commercials, radio, print for promoting productsand services to customer groupUses Digital media and Social media like Facebook, Twitter, Instagram forpromotionTable 1: Marketing Strategy of Huawei(Source: Yan, Wang and Xiong 2017)2.0 Market segmentation2.1 Market Segmentation using STP AnalysisGeographicUrban AreaAge: 20-60 YearsIncome: Medium to High income group customersOccupation: Business persons, job holders,
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