Marketing Strategy for Huawei: Market Analysis and Segmentation

Running head: MARKETING STRATEGY
MARKETING STRATEGY
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Abstract
Among various telecom companies, Huawei is considered as the global leading company that
deals with the telecom sectors like the various range of products which involves the mobile
phones, broad band device and the home devices. The telecom equipment manufacturer, Huawei
is headquartered in Shenzhen, China. The business operations targets the lower income segments
because it will be difficult for them to target the higher income segments. The first part of the
paper will involve the market analysis of Huawei and the second part of the paper will deal with
the new brand’s segmentation, targeting and positioning and the marketing strategies for the
business to enter the global business market.

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Table of Contents
Part 1................................................................................................................................................2
Introduction......................................................................................................................................2
Situation analysis.............................................................................................................................2
Political condition........................................................................................................................2
Economic condition.....................................................................................................................3
Social and Cultural condition......................................................................................................4
Technological condition..............................................................................................................5
Environmental condition.............................................................................................................6
Legal condition............................................................................................................................6
Strength........................................................................................................................................7
Weakness.....................................................................................................................................7
Opportunity..................................................................................................................................8
Threats.........................................................................................................................................8
Competitive advantage (USP).........................................................................................................8
Perceptual map.................................................................................................................................8
Comparative analysis.....................................................................................................................10
Two major competitor of Huawei: Apple and Lenovo..............................................................10
Evaluation of marketing strategy...................................................................................................11
Part 2..............................................................................................................................................12

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New brand......................................................................................................................................12
Segmentation, targeting and positioning (STP).............................................................................12
Time Space Chart:.........................................................................................................................13
Recommended objectives and goals (SMART)............................................................................14
Recommended marketing strategies based on the application of the marketing mx to your chosen
branded supermarket chain............................................................................................................15
Marketing mix...........................................................................................................................15
Conclusion.....................................................................................................................................16
Bibliography..................................................................................................................................17

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Part 1
Introduction
Huawei has no brand value for mobile devices in the international business market.
Therefore the business is required to deal with the lower income segments. This becomes
beneficial for the company as the company will be able to provide the attracting features at low
price that will attract the lower income background people to the product. The cost of production
is also lower for the organization therefore the organization will be able to produce the product
with varying features in low price. Thus this is beneficial for the organization to select the lower
income segment. In this study the first paragraph provides the situation analysis regarding the
political, economic, technical, legal and the environmental conditions. The situation analysis
involves the strength, weakness, opportunities and business threats. This first part will be depend
upon the external analysis and the internal analysis of the market. This will also involve the
external factors and the internal factors that creates risks for the business. In the first part of the
study, this will include the business competitive advantages and the present marketing strategy of
the business. In the second part of the paper the business will involve segmentation, market and
the business position in the market. This study also recommends the business strategies of
entering the global business market and these strategies are mostly based upon Huawei’s
marketing mix.
Situation analysis
The PESTEL analysis is considered as the framework that are used by the marketers for
analyzing and monitoring the micro environmental factors which creates great impact on the
organization. This helps to determine the threats and weakness of the organization.
Political condition
The political conditions of China creates great influence on the business market. The
ruling party has created a great impact on the business economy in the country. The stock prices
of most of the business in China business firm falls during the meetings of the National Congress
and the political promotions. The global profitability of the business also depends upon the

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political climate of the respective country. The Chinese governments also provided training to
the employees for bringing innovative features in the products (Moutinho and Phillips 2018).
Rank of china
Source: (Gurtov, 2019)
Economic condition
The economic condition of the country creates great effects on the organization. The value added
tax in the telecommunication sectors increases the business operation costs and decreases the
business profitability margins. Also the fast growth of the economy of the country helps the
business to increase the disposable income and the demands of the luxury products like mobile.