Selling and Retail Management

Running Head: Selling and Retail Management
Selling and Retail Management
Student’s Name
University Name
Author’s Note

Selling and Retail Management2
Table of Contents
1. Introduction............................................................................................................................3
2. Discussion..............................................................................................................................3
2.1 Business Description of Huawei......................................................................................3
2.2 Customer Analysis............................................................................................................4
2.2.1 Market Size................................................................................................................4
2.2.2 Scope of Competitive Rivalry....................................................................................6
2.2.3 Stage in Life Cycle....................................................................................................7
2.3 Competitive analysis........................................................................................................8
2.3.1 SWOT and PEST analysis.........................................................................................8
2.4 Market Penetration Strategy...........................................................................................10
2.4.1 Branding...................................................................................................................11
2.4.2 Marketing Mix of Huawei.......................................................................................11
2.6 Organisation Structure....................................................................................................12
2.7 HRM strategy.................................................................................................................13
3. Conclusion............................................................................................................................14
Reference List..........................................................................................................................15

Selling and Retail Management3
1. Introduction
This research paper begins with a brief description of the company profile of Huawei with
their corporate profile and descriptions of the products and their geographical coverage. This
is followed by an in depth description of the retail offline business of Huawei, which is a
recent business endeavour of the company. An analysis of the customer segment and market
competition have been conducted in the report. The theoretical models like SWOT and
PESTLE have been implemented for making the analysis of the business level competition of
Huawei. This is followed by a discussion of the market penetration strategy whereby the
Marketing Mix analysis have also been conducted. Lastly, after an overview and evaluation
of the HRM policies of the company, a detailed conclusion have also been provided in the
report.
2. Discussion
2.1 Business Description of Huawei
Huawei Technologies Co. Ltd is a multinational networking organisation whose
operations are based on telecommunications equipment production and marketing. The
operations of the company is based outside of China. The business headquarters of the
company is in Shenzhen, Guangdong. The company is considered as the biggest
manufacturer of telecommunications equipment all over the world.
The organisation was founded by Ren Zhengfei who is an ex-military officer. The
company was launched with an initial mission of providing consultation as well as operation
related services to the enterprises in China as well as outside China. As per the information
provided by Xia and Gan (2017), the basic employee strength of the organisation is 140000.
46% employees of the company are appointed for research and development, the leading in
the world. The R&D domain of the company has its operations spread across Pakistan,

Selling and Retail Management4
Sweden, Russia, Turkey, Ireland and other countries as well. The services of Huawei are
offered to 140 countries in all.
2.1.1 Retail Business description
The company also shares the market reputation of being a mobile handset
manufacturer. The company is destined to develop a segmentation of their operations by
introducing their offline retail channel. They are planning to develop 100 exclusive
experience zones in collaboration with the retail business partners. The retail ‘business of the
company is initially planning to benefit the sales of the flagship devices in China. However,
by the end of 20202, the company is planning to increase the number of its exclusive
experience zones to 1000 (Zhang, Luo & Zhu, 2018). In order to enhance its retail chain the
company have joined hands with Croma to make their Mate 20 Pro available across all the
Croma stores in the important Metro cities. The offline expansion of Huawei is a disruptive
innovation strategy and they are planning to replicate this retail business strategy in all of
their major markets. Huawei’s sub-brand Honor has already implemented the offline retail
sales strategy and now maintains dual channels (offline and online) for enhancing its sales
experience (Zhang, Luo & Zhu, 2018). The retail operations plan is emphatically targeted to
the Indian market. The organisation is planning to implement their $100 million investment
plan for the Indian market where they are planning to implement the retail strategy with full
force.
2.2 Customer Analysis
2.2.1 Market Size
The organisation focuses on 6 primary customer segment categories for their offline
as well as online sale channels. The customer segmentation survey conducted by the
Customer Experience Transformation Centre of the company analyses that the “one size fits