Strategic Marketing Planning in Huawei

HUAWEI HUAWEI Name of the Student Name of the University Author Note Introduction 3 Task 1 4 Strategic Marketing 4 Overview of strategic marketing procedures in Huawei 5 Linking strategic marketing and corporate strategy with examples 6 Task 2 7 Analysis of the models of strategic marketing planning and measuring the appropriateness of these to Huawei 7 Blue ocean strategy 7 OKRs (Objectives and Key Results) 8 Links between strategic positioning and marketing tactics. Recommending a plan on how the strategy could be applied 14 Strategic marketing objectives for Huawei in

Running head: HUAWEI
HUAWEI
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction........................................................................................................................3
Task 1................................................................................................................................4
Strategic Marketing........................................................................................................4
Overview of strategic marketing procedures in Huawei................................................5
Linking strategic marketing and corporate strategy with examples...............................6
Task 2................................................................................................................................7
Analysis of the models of strategic marketing planning and measuring
appropriateness of these to Huawei..............................................................................7
Blue ocean strategy.......................................................................................................7
OKRs (Objectives and Key Results)..............................................................................8
Links between strategic positioning and marketing tactics. Examples of Huawei.........9
Target Market.................................................................................................................9
SWOT Analysis..............................................................................................................9
Message Strategy........................................................................................................10
Benefits of relationship marketing for Huawei. Useful and no useful aspects.............10
Task 3..............................................................................................................................13
Evaluating examples of growth opportunities for Huawei using appropriate marketing
techniques and justify them through the research of real-time data............................13
Reviewing the marketing strategy options that are currently applied. Recommending a
plan on how the strategy could be applied..................................................................14
Strategic marketing objectives for Huawei in Europe..................................................16
Task 4..............................................................................................................................16
PESTLE and SWOT of Huawei...................................................................................17
PESTLE........................................................................................................................17

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Analyzing influences and themes with proposed responses.......................................20
Conclusion.......................................................................................................................20
References.......................................................................................................................22
Appendices......................................................................................................................26
Appendix 1...................................................................................................................26

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Introduction
Huawei has been chosen as the brand for this report. It is a popular enterprise in
China selling electronics. In consideration of this, it can be effectively mentioned that,
the primary aim of the report it to outline a strategy, using which the enterprise will be
able to engage in long term success1. The report will follow a systematized format
whereby it has been divided into four different sections with each section highlighting
one aspect of the strategic marketing. The first section will highlight the similarities and
differences associated between tactical marketing, corporate strategy and strategic
marketing2. This will then be followed by a discussion on the strategic marketing
procedures in Huawei. Moreover, the corporate strategy of the firm will be well aligned
with the strategic marketing3.
The next section of the report will highlight and focus on the associated models
odd strategic marketing planning and how it can be effectively applied to Huawei.
Additionally, the concept of relationship marketing will be applied to the case of Huawei.
The next section will examine certain growth strategies for Huawei and justify the
research accordingly. This shall be followed by a recommendation on how the firm can
apply the adequate strategy. Lastly, certain marketing objectives will be set for the
enterprise. In addition to this, the last section of the paper shall highlight certain
external and internal market factors which could have a critical influence on the
enterprise as a whole. (Refer to Appendix 1)
1 Aghazadeh, H., 2015. Strategic marketing management: Achieving superior business performance
through intelligent marketing strategy. Procedia-Social and Behavioral Sciences, 207, pp.125-134.
2 Ansoff, H.I., Kipley, D., Lewis, A.O., Helm-Stevens, R. and Ansoff, R., 2018. Implanting strategic
management. Springer.
3 Huawei.com 2020.Huawei electronics [online]. Available at: https://www.huawei.com/en/ (Retrieved on:
10 April. 2020).

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Task 1
Identification and discussion of the similarities, roles and differences associated
between tactical marketing, strategic marketing and corporate strategy in firms.
Strategic Marketing
In order to gain a success in the procedure of marketing, it is effective to note
that, a company needs to understand the demographics as well as buying habits of the
associated with the target market in an adequate manner. In line with this, in order to
decide upon the business goals, the competitive positioning of the enterprise has to be
updated accordingly4. Once the goals have been formulated, the firm would be required
to see to it that it is being able to develop a strategy for the achievement. The strategic
marketing involves the procedure of the strategic planning whereby the enterprise would
be required to engage in effective initiatives with the help of which they will be able to
engage in successful strategies. The procedure of strategic planning involves using
associated strengths as well as weaknesses and ensuring that the firm is being able to
tackle the issues in an effective manne5r. The strategic marketing as a procedure
contains the long term goals of a firm and plans to expand to new markets create new
brands or consider the long term goals in an effective manner.
On the other hand, the procedure of the tactical marketing can be mentioned to
be a procedure whereby, the enterprise tends to go detail oriented to achieve the goals.
In association with this, it can be effectively mentioned that, the tactical marketing is
based on ensuring that the actions can be planned accordingly so as to see to it that the
profiles of the customers are made and the right techniques and tools of the marketing
can be applied effectively6.
4 Banerjee, S.B., 2017. Corporate environmentalism and the greening of strategic marketing: Implications
for marketing theory and practice. In Greener Marketing (pp. 16-40). Routledge.
5 Huawei.com 2020 Huawei electronics [online]. Available at: https://consumer.huawei.com/in/
(Retrieved on: 10 April. 2020

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The procedure of tactical marketing involves the generation of leads, placement
of the advertisements and the sales promotion as well as the advertising activities which
assist in the attainment of associated goals and the objectives. In association with this,
it can also be mentioned that for the firm to be successful in the long run, it needs to
undertake a certain set of strategies with the help of which the associated aspects and
objectives can be met with accordingly7. Hence, it can be essentially mentioned that the
procedures of the strategic marketing and the tactical marketing are independent and
employed in a combined manner. Additionally, the beginning of the marketing begins
with a strategic marketing where the strategies are laid down and is followed by the
tactical marketing. The presence of both these aspects can be considered to be
essential for long term success. (Refer to Appendix 1)
The corporate strategy on the other hand involves ensuring that an enterprise is
being able to undertake a set of planned strategies with the help of which it will be able
to grow in the long run. In association with this, it becomes critically effective to state
that the strategic marketing as a tactic is greatly dependent on the corporate strategy.
The corporate direction which a firm generally undertakes determines the overall
strategic marketing activity to be undertaken by the enterprise. This high level
corporate strategy is the highest level document in the business and assist in ensuring
that the plans, budgets, concepts and projects can be met with adequately.
Overview of strategic marketing procedures in Huawei
Huawei ensures that it is being able to undertake adequate strategy with the help
of which it will be successfully able to deal with the various types of markets easily. The
enterprise is present in more than 170 countries around the globe and serves 1/3 of the
6 Baumgartner, R.J. and Rauter, R., 2017. Strategic perspectives of corporate sustainability management
to develop a sustainable organization. Journal of Cleaner Production, 140, pp.81-92.
7 Bryce, H.J., 2017. Financial and strategic management for nonprofit organizations. Walter de Gruyter
GmbH & Co KG.

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population to carry on with the legacy and be a part of the telecommunications industry
in an adequate manner8. The enterprise aims to ensure that by providing good quality
products at sustainable prices, the firm will be able to engage in sustainable operations
and will be able to deal with the needs of the target market in an effective manner. The
firm uses various means such as the online marketing, website marketing, traditional
marketing and other means to reach out to the target audience in an adequate manner.
The firm follows a differentiated targeting strategy so that the different customers
can be met with accordingly 9. The Huawei also makes use of value based and user
benefit positioning strategies to engage in success.
Linking strategic marketing and corporate strategy with examples
The corporate strategy which the firm usually follows as per the Ansoff Matrix can
be agreed to be the Diversification strategy. According to Hill (2017), the diversification
strategy can be adequately described as a strategy which is often made use of by the
enterprise so that it is being able to engage in considerate initiatives with the help of
which, it is being able to engage in providing a wide range of products and other items
in different countries as present around the globe. Hence, as the firm runs with the
strategic marketing tactic to see to it that it is being able to engage in effective
operations, the strategic marketing followed by the firm involves targeting a large variety
of consumers in an adequate manner. According to Ansoff et al. (2018),, it can be
effectively stated that the enterprise often tends to engage in considerate initiatives with
the help of which it is able to ensure that, the corporate strategies can be supported
accordingly. (Refer to Appendix 1)
8 Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
9 David, F. and David, F.R., 2016. Strategic management: A competitive advantage approach, concepts
and cases. Pearson–Prentice Hall.

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Task 2
Analysis of the models of strategic marketing planning and measuring
appropriateness of these to Huawei
The strategic marketing planning is not an easy procedure and for the firm to
engage in effective marketing, it becomes necessary for the firm to see to it that it will
be able to engage in long term success and ensure that the goals can be achieved
accordingly. Hence, the primary aim of the section is to examine two different strategic
planning models which can be effectively used by the Huawei so as to ensure that the
firm will be able to engage in successful operations and undertake considerate
initiatives accordingly10. Hence, in this context, it can be mentioned that the strategy
which can be undertaken by the firm can be from the following list of strategies:
Blue ocean strategy
The blue ocean strategy can be agreed to be the strategic planning model which
was first written about in 2005, in the book titled, “Blue Ocean Strategy: How to Create
Uncontested Market Space and Make Competition Irrelevant”. The book was written by
W. Chan Kim and Renée Mauborgne. The idea behind the blue ocean strategy is the
fact that, the organizations would be required to undertake a development of the
uncontested market space and ensure that it will be able to meet with the needs of the
different customers in an adequate manner. When the enterprise is able to formulate
and come up with a blue ocean strategy, then in such a scenario, it is successfully able
to gain a massive boost for the company, the buyers and the employees as present.
The chart given below helps in understanding the difference between the Red ocean
strategy and the Blue ocean strategy.
10 Engert, S., Rauter, R. and Baumgartner, R.J., 2016. Exploring the integration of corporate sustainability
into strategic management: a literature review. Journal of cleaner production, 112, pp.2833-2850.

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OKRs (Objectives and Key Results)
Another key planning strategic model which can be effectively made use of by
the enterprise can be measured to be the Objectives and key results. This planning
model is often made use of by the Twitter, Spotify, Google and other Silicon Valley
successes and is known as the OKR framework. In association with this, one of the
aspects involves a straightforward strategic planning tool and can be made use of in
order to create alignment and engagement with measurable goals so that the objectives
can be undertaken in a sustainable manner and the key results can be referred to as
the aspects which help in ensuring that the firm is being able to engage in successful
progress 11.
The reason why this model is adequately valuable is because, it tends to use a
simple goal and associated aspects to reach out to the different customers as present.If
Huawei is able to make use of these models, it will be able to ensure that it is
successively being able to meet the needs of the customers and come up with offerings
11 Ginter, P.M., Duncan, W.J. and Swayne, L.E., 2018. The strategic management of health care
organizations. John Wiley & Sons.

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which are new and unique 12. In line with this, by using the OKR framework, the
enterprise will be able to see to it that, it is being able to engage in associated and
effective operations accordingly.
Links between strategic positioning and marketing tactics. Examples of Huawei
The positioning can be considered to be a central marketing strategy which can
be adequately applied by the enterprise to ensure that it is being able to convey the
uniqueness of the brand offering to the associated customers and engage in meeting
the needs of the target market13. The positioning works as a foundation for building the
marketing strategy and the reasons why it is considered to be critical for the marketing
tactics can be agreed to be as follows:
Target Market
The strategic positioning of the enterprise assists in the formulation of the target
market strategy. The target market can be known to be a group of individuals as present
in the market with similar characteristics which the enterprise tend to undertake and
this positioning assist in understanding the typical customer and in association with this,
also gain an understanding of the manner in which the enterprise will be able to engage
in considerate operations. In consideration of this, when the awareness of the target
market is present, then in such scenario, the goals of the enterprise can be achieved
and attained accordingly.
SWOT Analysis
12 Hanson, D., Hitt, M.A., Ireland, R.D. and Hoskisson, R.E., 2016. Strategic management:
Competitiveness and globalisation. Cengage AU.
13 Hill, T., 2017. Manufacturing strategy: the strategic management of the manufacturing function.
Macmillan International Higher Education

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The achievement of the strategic goals of the enterprise can be understood to be
the initiatives which help in the assessment of the associated goals and objectives. In
consideration with this, it can be mentioned critical that for an enterprise so that they
can undertake the planning accordingly14. In line with this, it can be considered effective
to understand that, for a firm to ensure successful operations, it would be adequately
required to see to it that, the plans can be made accordingly.
Message Strategy
The message strategy of the enterprise is also greatly dependent on the strategic
positioning of the enterprise. In association with this, it can be effectively mentioned
that, if the firm wants to engage in the strategic positioning by engaging successful
operations, then in such scenario, the message plan can be managed accordingly. All
value added and high end brands must be required to focus on emphasizing quality
services which can assist in ensuring that, the goals are being achieved in an adequate
manner.
Additionally, the strategic marketing also assists in the media selection
procedure. In association with this, it can be effectively mentioned that, for a firm to be
successful in the long run, it is required to engage in the right kind of media selection,
the choice of which can be made using the sustainable marketing positioning only. As
Huawei aims to ensure that it is being able to meet its long term goals as well as
objectives, it has been taking considerate measures so as to engage in effective
operations. It aims to place itself as a brand which offers considerate products to the
customers and in association of this, the enterprise aims to see to it that it is being able
to meet with the needs of the target market accordingly.
Benefits of relationship marketing for Huawei. Useful and no useful aspects.
14 Hitt, M. and Duane Ireland, R., 2017. The intersection of entrepreneurship and strategic management
research. The Blackwell handbook of entrepreneurship, pp.45-63.

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The relationship marketing can be described as facet of customer relationship
management which assists in ensuring that an enterprise will be able to focus on
customer loyalty and associated aspects which will help in engaging in successive
operations. In association with this, it can be critically mentioned that the loyal
customers like to come back again to the firm and hence, the relationship marketing can
be useful in engaging in an associated relationship with the enterprise. The relationship
marketing can be referred to be an aspect which is generally associated with the
emotions of the customer15. In association with this, the customers are required to feel
engaged with the firm and this is the manner in which the association can be built
accordingly. The different businesses would be required to see to it that they are
engaged in the procedure of Relationship Marketing so that the customers of Huawei
are engaged in an effective manner and in line with this; the different enterprises are
being able to engage in adequate operations accordingly. Hence, the associated
benefits of the firm by engaging in the relationship marketing can be stated to be as
follows:
 It will help the firm in gaining a high return on investment with the customer base.
Retaining a customer is cheaper than acquiring one. In line with this, it can be
agreed to be critically important that, the customer do not want to be a part of the
mass marketing hub and instead be treated as individuals. In this manner, the
firm can enable its operations in an adequate manner16.
 The customers can also act as a greater source of testimonials. In consideration
of this, it is effective to note that when a firm is associated with the operations, it
becomes easier for them to ensure that the loyal customers provide good
reviews which can be used by the enterprise to improve their operations.
15 Hitt, M.A., Ireland, R.D. and Hoskisson, R.E., 2016. Strategic management: Concepts and cases:
Competitiveness and globalization. Cengage Learning.
16 Hollebeek, L.D., Conduit, J. and Brodie, R.J., 2016. Strategic drivers, anticipated and unanticipated
outcomes of customer engagement.

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 Moreover, through the relationship marketing, the employees also provide a
sense of honest perspective for the future business decisions. All enterprises
which aim to engage in successful long term relationships would be assisted in
this endeavor17.
Hence, the procedure of Relationship marketing can be agreed to be rather
beneficial for the enterprise and would help them to gain a considerate success in the
long run. However, it is effective to state that, the disadvantages for the enterprise can
be agreed to be the fact that, it would be expensive for them to engage in such an
initiative.
17 Lasserre, P., 2017. Global strategic management. Macmillan International Higher Education.

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Task 3
Evaluating examples of growth opportunities for Huawei using appropriate
marketing techniques and justify them through the research of real-time data
According to Rothaermel ( 2016), the European industry can be understood to
have matured to a greater extent and has supported the high technology and
connectivity environment. In association with this, it can be critically mentioned that,
through this endeavor, the enterprises interested in expanding their operations will be
able to benefit greatly. In association with this, it can be effectively mentioned that the
advanced technology trends such as the smart offices and smart homes will augment
the demand for the customer electronic products and items such as the smart
refrigerator, smart TV, the smart air conditioners and other associated products 18. In
association with this, it is effective to mention that the rise in the disposable income of
the customers has also influenced the different enterprises to perform adequately and
meet the needs of the associated consumers accordingly.
The needs of the consumers has shifted accordingly and in association with this,
these individuals would like to use products and other preferences such as the
installation of the smart homes, smart offices and associated concepts to drive the
growth of the industry. However, Europe can be understood to have strict regulations in
association with the expansion plans and in consideration of this, the firm would be
required to see to it that it is able to harness this growth opportunity of the enterprise in
an adequate manner19. In association with this, it can be critically mentioned that the
gaming and entertainment industry has grown to a greater extent and the user
penetration in the electronic products market can be understood to be around 23.4% in
18 McDONALD, M.A.L.C.O.L.M., 2016. Strategic marketing planning: theory and practice. In The
marketing book (pp. 108-142). Routledge
19 Goldsteinresearch.com 2020. Europe consumer market trends [online]. Available at:
https://www.goldsteinresearch.com/report/europe-consumer-electronics-market-trends-industry-analysis
(Retrieved on: 10 April. 2020).

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the year 2018 and hence, this has given considerate opportunities for innovation and
connectedness such as the Home chat application as well20.
Therefore, the European market is a viable option for the enterprise. In
consideration of this, the current marketing and growth strategy which is followed by
Huawei comprises of the diversification strategy. As mentioned earlier, in the
diversification strategy, the firm undertakes considerate opportunities to see to it that it
is being able to engage in offering various products to various countries. As mentioned
earlier, the previous marketing strategies which were made use of by the enterprise can
be mentioned to be the strategies such as the direct marketing, online marketing, social
media marketing, digital marketing and the traditional means of marketing. These
means of marketing can be understood to be adequate for the enterprise with the help
of which, the firm will be able to engage in a successful relationship with the enterprise
in an adequate manner.
Reviewing the marketing strategy options that are currently applied.
Recommending a plan on how the strategy could be applied
The marketing strategies form a critical part of the strategic marketing technique
which is generally applied by the enterprise so as to engage in long term successful
operations. In association of this, it can be critically mentioned that, the different
marketing strategies which are presently being applied by the enterprise can be
understood to be as follows:
1. Paid advertising: In the paid marketing technique, the enterprise includes a
diverse approach for the marketing whereby it is essentially able to ensure that it
is being able to use approaches like TVC, the print media marketing and
20 Meyer, G.D., Neck, H.M. and Meeks, M.D., 2017. The entrepreneurship‐strategic management
interface. Strategic entrepreneurship: Creating a new mindset, pp.17-44.

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associated approaches to engage in long term success21. This comprises of
various aspects such as the PPC and paid advertising.
2. Cause marketing: The cause marketing comprises of the links which are
essentially formulated between the products as well as associated services of the
company. Additionally, it generally tends to relate to a specific cause or an
associated issue. Moreover, the cause marketing is also associated with the
marketing for a cause.
3. Relationship marketing: The Huawei also engages in the relationship marketing
technique whereby the firm is required to engage in successful operations with
the help of which it will be able to achieve its related goals as well as the
objectives and maintain sustained relationships22.
4. Internet marketing: The last technique is the Internet marketing whereby, the firm
undertakes various online means of marketing to reach out to the products and
associated services 23. In line with this, it becomes critically integral to agree to it
that, the firm tends to ensure that it is being able to deal with the customers
virtually.
5. Diversity marketing: In this type of the marketing strategy, the firm generally
tends to mix a variety of associated strategies so that it will be able to come up
with a customized strategy.
Hence, the recommended plan for Huawei to engage in considerate success and
reach out to the target audience in a critical manner can be considered to be the means
such as the internet marketing, personalized one to one marketing and other associated
21 Trigeorgis, L. and Reuer, J.J., 2017. Real options theory in strategic management. Strategic
Management Journal, 38(1), pp.42-63.
22 West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive advantage.
Oxford University Press, USA.
23 Milichovsky, F. and Simberova, I., 2015. Marketing effectiveness: Metrics for effective strategic
marketing. Engineering economics, 26(2), pp.211-219.

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means with the help of which the fir would be able to engage in adequate operations
and ensure considerate success.
Strategic marketing objectives for Huawei in Europe
The strategic marketing objectives which have been taken for the enterprise can
be mentioned to be as follows:
 To increase the market share of the enterprise by 20% in the coming 2 years
 To engage in $100000 profit in the coming one year
 To ensure that the brand ratings of the enterprise can increase by 30% in the
coming 2 years.
 To ensure that the firm is able to target various distribution channels
 Additionally, to be the top 5 electronic brands as present in the Europe in the
coming 2 years.
Task 4
In order to determine and engage in an effective planning procedure, the
enterprise needs to ensure that it will successfully be able to examine the external and
internal environment of the firm and strategize and plan accordingly. In line with this, it
becomes effectively critically for the enterprise to see to it that it is being able to ensure
effectiveness by reaching out and resolving those factors which affect the operations
accordingly24. In association with this, the given section will lay down the external
analysis by making use of the PESTLE analysis and the internal strengths and
weaknesses will be evaluated using the SWOT analysis. The PESTLE analysis can be
mentioned to be an effective strategic management tool with the help of which an
enterprise is able to examine, the political, social economical, technological
environmental and the legal factors influencing the operations of the enterprise. In
addition to this, it helps in identifying those factors which have the capability to affect the
firm. The SWOT analysis on the other hand is an internal analysis tool with the help of
24 Morden, T., 2016. Principles of strategic management. Routledge.

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which an enterprise will be able to engage in the understanding of the different
strengths and weaknesses the firm possesses.
PESTLE and SWOT of Huawei
PESTLE
Political Factors:
The political factors which have a strong influence on the operations of the
enterprise can be understood to be the factors such as the political instability, changing
business regulations and rules and the governmental parties ruling. In consideration of
this, it can be effectively stated that, the brand is based in China but is present in
various countries around the globe. The trade war between USA and china has affected
the operations of the country and this may have a critical influence on the performance
of the enterprise to a greater extent. Moreover, the global pandemic Covid-19 has
affected the relations of various enterprises and firms in China with the rest of the world.
Economic Factors:
The economic factors comprise of the factors such as the current economic
condition of the global markets, the spending of the customers and the economic
stability. At present, the Covid 19 has greatly influenced the operations of the enterprise
and in consideration with this, has had a critical influence on the manner in which the
enterprise seeks to perform25. In association with this, it can be effectively mentioned
that, the countries have been locked down and all economic activities have come to a
halt which has affected the operations. However, China’s economy is growing
considerably but if the other countries do not have the capability to trade, then in such a
scenario, the enterprise may suffer.
Social Factors:
25 Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI Tourism
Texts. Cabi.

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The social factors affecting the operations can be understood to be the
demographics of the customers, the target customer population, the interest of the
individuals and others. The firm has currently been targeting the younger audience.
The Chinese products usually have a shorter lifespan and in consideration of this, this
sets a negative impression in the eyes of the consumers.
Technological Factors:
The technological factors affecting the operations can be the rate of change of
technology, the introduction of the 5G, the artificial intelligence and other aspects. This
presents the firm with an opportunity to perform well in the long run. (Refer to Appendix
1)
Legal Factors:
The legal factors which influence the operations of Huawei can be agreed to be
the environmental laws, labor laws and patent acts. Hence, the firm is required to be
very careful while dealing with these. The right patents and acts have to be followed by
the enterprise26. Moreover, it will also be required to ensure that the enterprise is being
able to engage in considerate activities with the help of which the operations can be
improved to a greater extent.
Environmental Factors:
The technological brands have to look out for sustainability and choose to reduce
their carbon footprints. This would assist them to sell the products in a manner such that
the environment can be saved. The enterprise has engaged in raising the energy
efficiency by 20% by diminishing the waste materials.
Hence, this strategic analysis highlighted a series of initiatives and trends which
Huawei has to abide by.
26 Okumus, F., Altinay, L., Chathoth, P. and Koseoglu, M.A., 2019. Strategic management for hospitality
and tourism. Routledge.

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The SWOT of the enterprise has been done as follows:
Strengths
 Large product portfolio: The enterprise has a large product portfolio which ca has
a considerate impact on the competition as this will enable the firm to perform
well.
 Technological innovation: Huawei engages in adequate initiatives as well which
enables the enterprise to engage in adequate initiatives.
 Leading position: Additionally, the firm holds a leading position in the market.
 Global presence: The enterprise has a global presence.27
 Pricing: The pricing of the firm is competitive in nature.
Weakness
 Tainted image: Due to various controversies, the image of the firm is tainted.
 Weak in USA: The Company is quite weak in the United States
Opportunity
 5g and AI: The 5Generation technology and the use of the Artificial Intelligence
can be made by the enterprise28.
 Marketing: The firm has to engage in considerate marketing opportunity.
 Retail store: The retail stores as undertaken by the enterprise will help it in the
long run.
Threat
 Competition: There exists adequate competition in the market.
27 Thrassou, A., Vrontis, D. and Bresciani, S., 2018. The agile innovation pendulum: A strategic marketing
multicultural model for family businesses. International Studies of Management & Organization, 48(1),
pp.105-120
28 Peppard, J. and Ward, J., 2016. The strategic management of information systems: Building a digital
strategy. John Wiley & Sons.

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 Trade wars the trade wars between the US and China affect the operations of the
enterprise.
 Covid 19: The Covid 19 has affected the operations of the enterprise.
Analyzing influences and themes with proposed responses
Hence, the key influencers as identified can be stated to be as follows:
 The US-China trade war: This has affected the operations of the firm critically
and in consideration to this, it becomes critically relevant for the enterprise to see
to it that it is being able to find a new market to invest in29. The identification of
the European Union as a variable market is beneficial for the enterprise.
 The Covid 19: This global pandemic has affected the operations of the firm in a
critical manner and in consideration with this, the firm needs to reflect social
responsibility and cause marketing so as to gain a competitive edge.
 The environment sustainability: The environmental sustainability is another key
concern to be taken by the enterprise.
 The 5g technology: Lastly, the 5g Technology is the future and Huawei would be
required to see to it that it is being able to adapt and apply this technology for
considerate operations 30.
Conclusion
The Huawei can be considered to be a multinational enterprise which is
essentially involved in the manufacturing of phones and associated electronics. The
enterprise is extremely popular for its products and associated items. The quality and
29 Rothaermel, F.T., 2016. Strategic management: concepts (Vol. 2). McGraw-Hill Education.
30 Rosenberg Hansen, J. and Ferlie, E., 2016. Applying strategic management theories in public sector
organizations: Developing a Typology. Public Management Review, 18(1), pp.1-19.

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pricing of the phones and other electronic items having been sold by the enterprise are
the primary reason why the brand is immensely popular amongst the masses. Hence,
the report was able to highlight the strategic marketing tactics and initiatives which can
be applied by the firm. Certain recommendations have also been provided.

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References
Journals and Books
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Hollebeek, L.D., Conduit, J. and Brodie, R.J., 2016. Strategic drivers, anticipated and
unanticipated outcomes of customer engagement.
McDONALD, M.A.L.C.O.L.M., 2016. Strategic marketing planning: theory and practice.
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https://www.thejakartapost.com/news/2020/02/05/huawei-promises-made-in-europe-5g-
for-eu.html

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Appendices
Appendix 1
Growth of the firm

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Sources:
https://www.bbc.com/news/business-46480208
https://www.statista.com/chart/16827/huawei-revenue-and-smartphone-market-share/
https://www.theverge.com/circuitbreaker/2019/5/1/18525034/huawei-apple-samsung-
smartphone-market-share-idc-2019
https://www.theverge.com/circuitbreaker/2019/5/1/18525034/huawei-apple-samsung-
smartphone-market-share-idc-2019