Huawei Marketing Analysis Report - Marketing Strategy and Analysis

This report provides a comprehensive marketing analysis of Huawei, a leading global information and communications technology (ICT) provider. The analysis begins with an introduction to Huawei's business, including its product offerings (smartphones, tablets, routers, and digital accessories) and its focus on innovation and customer value. The report then delves into consumer profiles, presenting demographic and psychographic data for two sample consumers. The core of the analysis examines Huawei's current marketing mix (product, price, place, promotion, people, processes, and physical evidence), followed by a PEST (Political, Economic, Social, and Technological) analysis to assess the external environment. The report also addresses corporate social responsibility, environmental issues, ethics, and diversity. Finally, the report offers recommendations for improving Huawei's marketing strategies, focusing on product enhancements, pricing strategies, market targeting, promotional activities, and process optimization, with a conclusion summarizing the key findings and suggesting future directions. The report also provides a list of references used to support the analysis.

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

1HUAWEI MARKETING ANALYSIS
Introduction
Company
Huawei is one of the leading global information and communications device and infrastructure
providers. The company also specializes in the production of ICT infrastructure and smart
communications devices. The end to end product offerings of the company are effective in terms
of security and competitive advantage. The company collaborates openly with its ecosystem
partners to provide value added products to the customers.
Product
The company sells electronic products the focus is on smartphones, tablets, routers and other
digital accessories. The focus is always towards empowering people. Huawei focuses on
enriching lives of people whether at homes, workplaces or any other environments (Jacobson,
2015). The company is always focused on inspiring innovation within organizations of varying
shapes and sizes. Huawei is a well-recognized brand name globally and is constantly striving
towards optimizing its global market position.
Consumer
Two sets of consumer details can be given for detailed analysis. One is Mark, the other is
Christine.
Mark
Demographic

2HUAWEI MARKETING ANALYSIS
Mark is Australian, a worker of Huawei IT as an analyst. Mark lives in Melbourne in an
apartment. His average income is 80000 Dollars per year. Mark is married, he is 32 years of age.
He has a nuclear family. He has completed masters in communication systems.
Behavioral
Mark is passionate as a person. He works out for 4 days. He likes to play sports on Saturdays,
especially Cricket. He spends heavily on his lifestyle. However, lack of essential nutrients were
found to be missing.
Psychographic
Mark is conservative, has a groups of friends, he focuses on self-esteem, reads newspapers and is
addicted to social media.
Christine
Demographic
Christine is Australian. She is a manager in the recruitment company called Hays. She lives in
Perth. Her average income is 74000 Dollars per year. Her marital status is unmarried. She has a
degree in arts and culture
Behavioral
She is energetic and active in her behavior. She is a practicing dancer and singer. She checks
with medical checkups regularly. She has not endured any significant health problems.
Psychographic

3HUAWEI MARKETING ANALYSIS
She is very socially aware. She is innovative and a hard worker. She is greatly interested in
singing and dancing.
Huawei can be able to attain highest yearly increase in sales among the other leading vendors.
The company has to improve the brand portfolio. The company should focus on being self-
branded. Huawei has to consider the factors that are most significantly provided by the products
of competitors. The marketing areas are given in terms of time and space.
Current marketing mix
Product The product that is being focused is the
Huawei smartphone brand
Price The high end phones are process around
760-846 AUD

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The middle end smartphones are priced
around 540-700 AUD
Place The places that are mostly focused are the
Urban and Suburban areas.
Promotion Promotional aspects are normally
multichannel advertisements, social
media advertisements, display banners
and posters and showroom sales.
People Mostly targeted at the Urban and
Suburban youth. Some of the phones are
more targeted towards the middle aged
people. The segmentation serves specific
purposes. The narrowing down of the
target market helps to make the
placement of the product even better. The
narrowly defined markets can then be
reached to serve the various target groups

5HUAWEI MARKETING ANALYSIS
of people. This process of effective
customer identification helps in the better
advertising and market reach of the
products. The products can be advertised
and promoted in accordance with the
needs and demands of the target
audiences. The most important variables
for the process are segmentation,
targeting and positioning.
Processes Demographic segmentation is the
normally used process. This helps to
reach the major publics.
Physical evidence The phone provides some of the latest
features of android technology. The latest
version of android is provided.
Market trends

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PEST Analysis
Situation Impact
Political The political conditions are
stable with ample scope for
growth and development of
businesses.
Huawei will not have any
significant political barriers.
Economic The economy is witnessing
effective growth. There is
significant growth in the
smartphone market.
The company can take advantage
of the stable economic position by
launching high end phones that
can be sold easily
Social There are 19.3 Million
smartphone users in Australia.
10.3 million Android users.
Huawei is among the preferred
brand of the Australian people.
Honor has a good reputation.
Technological Technologically Australia has a
good foundation. Many IT
organizations are located in the
country.
The technological foundation of
Australia can be used towards
improving the product offering.
Corporate Social Responsibility

7HUAWEI MARKETING ANALYSIS
The company takes part in many CSR activities for both the employees and the general
publics. CSR activities have become very important functional areas of large
organization. Large smartphone manufacturers have created relief funds, children
welfare and other activities. This is a significant area to address for Huawei.
Environmental issues
The major environmental issues that are affecting the organization are in relation to the
materials used for manufacturing the phones. The companies are looking forwards to
reducing wastage and utilization of superior materials that are not environmentally
hazardous. The company has to improve the brand portfolio. The company should focus
on being self-branded. Huawei has to consider the factors that are most significantly
provided by the products of competitors. The marketing areas are given in terms of time
and space.
Ethics and diversity
Ethical consideration have become very important for various organizations. Smartphones are
used by culturally diverse people all across the world. Hence, these aspects are given much more
importance. Huawei are looking forwatd to recruit people from diverse cultures to understand all
cultural perspective and improve workplace diversity. Ethical standards are important as
organization are looking forwards to making phones that make the data of the users more secure.
The theoretical concepts that are connected with the development of the target market. There are
various sets of customers that the business focuses on serving. The targeting strategy is the next
step in achieving the goals after effectively segmenting the market. It completes the marketing
targeting by essentially observing the individual segment.

8HUAWEI MARKETING ANALYSIS
Recommendations
Product
In management category the ratings of Lenovo and Huawei were found to be 4 each. In all it was
found that Lenovo and Huawei were marginally competitive and Huawei can tackle the
competition from Lenovo by effective means. The product needs to be improved to cater to the
newer requirements of the consumer base.
Price
Huawei in the medium quality high price section. The closest competitor of the organization is
seen to be Lenovo and Blackberry as per the map. A distant but significant competitor of the
organization is Apple. The company has to create a pricing strategy that can help to attract the
low end mobile consumers.
Place
The urban and sub-urban customer bases are already targeted. However, it now becomes
important to target the rural populations of Australia as well. The various smaller townships of
the country are important markets.
Promotion
The promotional activities can be improved through social media advertising. Moreover, these
processes can be effectively utilized for the benefit of the organization. The promotion needs to
be more futuristic and utility oriented to tackle competition from Apple.
Processes

9HUAWEI MARKETING ANALYSIS
The processes are good but have to be made more effective through the utilization of better
technological factors.
Physical evidence
The physical features need to be optimized as per the requirements of the new consumers. The
features need to incorporate the optimization aspects. The phone needs to be made optimally
connectable to various other devices.
People
Multicultural strategy needs to be undertaken. The company would need to apply a
more culturally neutral. The organization needs to cater to more people.
Conclusion
In conclusion it can be said that the marketing activities that have been done by the
organization can enhance its product enhancement capabilities. Lenovo should be considered the
immediate competitor whereas, Apple should be considered as the long term competitor. The
company would need to perform as per the expectation that the customer base has from it. It is
important to be able to cater to a larger number of people.
References
Jacobson, A. (2015). Marketing Alaskan Seafood: Strategies with Brand Identification,
Differentiation, and Promotions.

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Steenkamp, J. B. (2017). Global brand strategy: World-wise marketing in the age of branding.
Springer.
Sun, M., Ding, B., & Zhou, W. (2016, November). Smart phone market-brand preference
analysis (Huawei as an example). In 2016 1st International Symposium on Business
Cooperation and Development. Atlantis Press.