Understanding Buyer’s Behavior: A Study on iMate20 Smartphone

This presentation analyzes the buyer's behavior and market performance of the iMate20 smartphone. It discusses market segmentation, target market, positioning, and the decision-making process of mobile phone purchase. It also examines the internal and external influences on consumers and provides recommendations for competitors.

Understanding Buyer’s
Behavior
A study on iMate20 Smartphone
Student Detail
5/18/2019

Introduction: imate20 Mobile Phone
 The one of the rapidly growing markets of economy is technology
market. There is not a single area left that is not have been touched by
the wide arms of technology (Ardito & Messeni, 2019).
 From this rapid technology revolution there is one component that is
giving it a big push to go forward. That is market of mobile phones.
 This project is going to look into the market performance of a mobile
phone named Huawei Mate20 (Godinho & Ferreira, 2013).
 After proper analysis of various perspectives of marketers and
consumers, some recommendations are also made at the end of the
report.

imate20 Mobile Phone: Segmentation,
Target Market and Positioning
 In modern marketing management, the terms like
segmentation, positioning and target market are
considered familiar approach.
 This set of steps connects with one another in order to
provide a solid foundation to the sale of a product.
 These marketing strategies in together are considered even
more important them other marketing activities for a
product (Grandori, 2010).
 For newly launched iMate20 mobile phone, its market
segmentation, target market and then positioning their
products in them is analyzed in this section.

Market Segmentation
It means distribution the very big market of
consumers into various small segments based on
their homogeneity.
Segmentation of the market can be based on
different demographics like gender, age, income,
education, marital status, etc.(JOO et al., 2016).
The parent company of iMate20 mobile phone is
Huawei and situated in China.
It has segmented whole markets in small groups or
segments based on various geographies,
demographics and psychographics.

Target Market
 When the companies divide, the market into small segments then
there comes target marketing.
 In segmented market, also there are bunches of customers, which
may or may not be favorable for the product of the company.
 Hence, the company needs to identify its target customers.
 Huawei Smartphone Company has used targeting strategy of
differentiating.
 In this, it targeted many segments by slightly changing the
specification of the iMate20 mobile phone.

Positioning
When market segmentation and target market of the
product is decided by the company, next comes is the
positioning of the respective product in the market.
In the case of Huawei Smartphone Company, after
deciding its target segments and customers it
identified the positioning strategy in the market
(Petti, 2012).
Its strategies of positioning are value based for the
customers and the company and beneficiary for the
user.

imate20 Satisfying the Customer
Needs
 In order to analyze the pattern of Huawei Company to
satisfy the needs and wants of its consumers by providing
them iMate20 Smartphone, it is going to be analyzed as
follows:

 Identify the Customers: in the target market segment the Huawei Company
have selected its target market for the iMate20 Smartphone. It targeted its
market by understanding needs and wants of its customers.
 Satisfy the Customers: In order to satisfy the needs and wants of its
consumers the Huawei company manufactured iMate20 mobile phone for the
respective customers and at the right place and time. It also providing them
facility of exchange on phone with the new phone, hence can reduce the price
of new phones to some extent (Pawlicki, 2017).
 Retain the Customers: with a motive of satisfying the customers, the Huawei
Company also aims at retaining them for a longer time. With iMate20 mobile
phones and its features, the company has given such features that encourage
its consumers to come back to the company. The company continuously
engaged in finding new opportunities in the market to entertain its customers.

Decision-Making Process of Mobile Phone
Purchase
The purchase decision making of imate20 mobile phone by its customers involves series
of steps (Hawes & Chew, 2011). The brief description of those steps is as follows:
 Reorganization of the Need
In purchase decision making of iMate20 mobile phone the first step taken by
consumers is to recognize their need or want related to utility of the phone.
Consumers do it by being effected by their surroundings.
 Searching About the Information
After getting to know the particular need and want of purchase of the Smartphone by
the consumers, the next step comes is to search the market for the particular product
that can satisfy their needs. For this purpose, consumer search the market on various
grounds and find some alternative those can satisfy their wants.

Alternatives Get Evaluated
When the consumers select some alternatives of mobile phones, then next step is to
evaluate those alternatives. In order to find out this suit they best with its quality, features
and price. After that, choosing best option among them to purchase. In this case, the
consumer select iMate20 mobile their ultimate option then they will go for it.
Purchase Decision
When the consumers decide on purchasing iMate20 mobile phone from the various
alternatives of Smartphone, then its next step is to go for the purchase of this mobile phone.
While taking the purchase decision the customer again look for the various features of the
selected mobile phone and compare it with others then purchase it finally (Sheth, 2018).
Post Purchase Decision
When the customers purchase the selected mobile phone that is iMate20, after that with its
purchase there comes some post purchase decisions. These decisions help consumers to
recommend the product to others and in future go for it again. It includes the servicing
quality of the company also.

Huawei Mate20’s Internal and
External Influence on Consumers
 Huawei is the Smartphone Company that delivers its products to a wide range
of consumers worldwide.
 It goes with its product iMate20 also, with the mobile phone the company is
aiming at a large group of people by satisfying their needs and wants on the
other hand affecting their buying decision also (Jara et al., 2012).
 iMate20 mobile phone with its features and pricing have influenced the
customers internally and externally in many ways. These ways are described
briefly as follows:

Internal Influence on Consumers
These influences come from inside of individual’s mind and heart. It
based on its way of thinking and life style (Lumen, 2019).
 Personal Motives and Needs: a consumer is mostly affected by its
needs and motives. Not every need of the consumer is that possible
to fulfill, however the company can use its potential to fullest in
order to fulfill that need to maximum extant.
 Behavior or Attitude of Consumers: This internal influence comes
from the attitude of the consumer. His way of thinking, point of view
towards different things. The perceptions about various products
build the attitude of a person towards particular product.

External Influence on Consumers
imate20 mobile influences it consumers externally also. These external
influence factors based on external elements.
 Culture: The sale and purchase of iMate20 mobile phones in the
market are affecting the consumers affected highly. This is influencing
their cultural values and point of view. It is also forming new beliefs,
attitudes, values and opinions about the happenings of life and society.
 Competitors’ product: the product manufactured by the competitors
of iMate20 mobile phone also act as external influential factors. The
purchase of imate20 mobile phone by consumers is affected by the
exciting offers and products launched by company’s competitors.

Conclusion and Recommendations for
Competitors
The Huawei Company is considered a largest
telecommunication industry all around the world.
With its headquarter in China the company is serving in
almost 170 countries worldwide and supplying its products
and services to millions of consumers at a demanding
price.
In this assignment important market, related information
of iMate20 mobile phone is identified and analyzed.
There affect on consumers, internally and externally have
discussed.
The report concluded that the imate20 mobile phone that
is launched by Huawei Company is going good in the
market.

It is recently launched in the market and is targeted to a wide
range of customers, however using smart targeting and
positioning techniques.
However, this product still not available in few countries on
the other hand the marketing strategies of company is also
not that advanced (Davis, 2018).
Due to these reasons, the company is not making as much
profits as it can. In order to overcome these issues it is
recommend for the company to go for even isolated markets,
where they can serve a highly new and eager market and they
can also avoid completion there in starting.
The company also needs to upgrade its marketing technique
as it is using traditional ways of marketing (Chong et al.,
2016).

Summary
As technology is growing with a rapid pace and in order to grow with it the companies are aiming at
making their products as effective and productive as possible.
This assignment mainly focused on understanding and analyzing the marketing of new product
launched by Huawei telecommunication Company that is iMate20 mobile phone.
In this project, the segmentation of the iMate20 mobile market and the targeting of it have analyzed.
With this analysis, the positioning of mobile phone in the selected market is also identified.
This project tried to understand the consumer’s iMate20 purse decision process with the help of a well-
designed process.
The impact of iMate20 mobile phone on internal and external elements of a consumer is also discussed
briefly. The company has adopted a good marketing strategy however still there are some drawbacks in
this strategy.
It is recommended that the company need to upgrade its traditional marketing technique into modern
one. It is also suggested that in order to become the market leader the company can choose the
isolated area as their next target market for the consumers that cannot connect with outer world easily.

Bibliography
Ardito, L. & Messeni, A., 2019. Towards Industry 4.0: Mapping digital technologies for supply chain management-
marketing integration. Business Process Management Journal, 25(2), pp.323-46.
Chong, W.K., Bian, D. & Zhang, N., 2016. E-marketing services and e-marketing performance: the roles of innovation,
knowledge complexity and environmental turbulence in influencing the relationship. Journal of Marketing Management
, 32(2), pp.149-78.
Davis, B., 2018. Trump plans new curbs on Chinese investment, tech exports to China. Wall Street Journal, 1, pp.1-3.
Godinho, M.M. & Ferreira, V., 2013. Two emerging innovative dragons: An analysis of the IPR strategy of China's
Huawei and ZTE. In 2013 Proceedings of PICMET '13: Technology Management in the IT-Driven Services (PICMET).
IEEE. pp.2159-5100.
Grandori, A., 2010. A rational heuristic model of economic decision making. Rationality and Society , 22(4), pp.477-
504.
Hastie, R. & Dawes, R.M., 2010. Rational Choice in an Uncertain World: The Psychology of Judgment and Decision
Making. SAGE.
Hawes, C. & Chew, E., 2011. The cultural transformation of large Chinese enterprises into internationally competitive
corporations: case studies of Haier and Huawei. Journal of Chinese Economic and Business Studies , 9(1), pp.67-83.
Jara, A.J., Parra, M.C. & Skarmeta, A.F., 2012. Marketing 4.0: A New Value Added to the Marketing through the
Internet of Things. In 2012 Sixth International Conference on Innovative Mobile and Internet Services in Ubiquitous
Computing. 6th ed. Italy: IEEE.
JOO, S.H., OH, C. & LEE, K., 2016. Catch-up Strategy of an Emerging Firm in an Emerging Country. International
Journal of Technology Management, 1, pp.1-37.
Kang, B., 2015. The innovation process of Huawei and ZTE: Patent data analysis. China Economic Review, 36, pp.378-
93.
Kenny, G., 2011. Diversification: best practices of the leading companies. Journal of Business Strategy, 33(1), pp.12-20.
Lumen, 2019. The Role of Customers in Marketing. [Online] Lumen Available at:
https://courses.lumenlearning.com/wmopen-introbusiness/chapter/the-role-of-customers-in-marketing/ [Accessed 18
May 2019].
Pawlicki, P., 2017. Challenger Multinationals in Telecommunications: Huawei and ZTE. ETUI Research Paper -
Background analysis 2017.01, 1, pp.1-31.
PERKS, H., KAHN, K.B. & ZHANG, C., 2010. THE NATURE OF R&D-MARKETING INTEGRATION IN CHINESE HIGH-

Thank
You