Report on Consumer Behavior: Huawei Mate 20 Marketing Strategy

This report provides an in-depth analysis of the buyer behavior surrounding the Huawei Mate 20 smartphone. It begins by examining the market segmentation, targeting, and positioning strategies employed for the Mate 20, detailing how the product aims to satisfy consumer needs and wants. The report further explores the consumer decision-making process involved in purchasing a mobile phone, including the stages of need recognition, information search, and evaluation of alternatives. Internal influences such as phone features, design and specifications, and external factors such as pricing and availability are also considered. The report concludes with recommendations for competitors based on the analysis, aiming to provide insights into improving their market positioning and product offerings. The study leverages various sources to provide a comprehensive overview of the marketing and consumer dynamics related to the Huawei Mate 20.

Running head: MANAGEMENT
Buyer Behavior
Name of the Student:
Name of the University:
Author Note:

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Executive Summary:
The aim of the report is to provide an overview of buyer behavior of Huawei Mate 20. The report
begins with an analysis of the market segmentation, targeting and positing of Mate 20. The
report also provides insight into how product satisfies the needs and consumer want. There is
also discussion about how consumers go through the process of decision making in making a
purchase. The report also portrays the external and the internal influence of Huawei Mate 20 and
ends with the recommendations based on analysis followed by conclusion.

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Table of Contents
Introduction:....................................................................................................................................3
Analysis of Current Segmentation, Targeting and Positioning for Mate20....................................3
How Mate20 Satisfies Needs and Wants of Consumers.................................................................5
How Consumer may go through Process of Decision Making in Purchase of Mobile Phone........6
How Consumer Remains Influenced by Huawei Mate 20..............................................................8
a. Internal Influences.......................................................................................................................8
b. External Influence........................................................................................................................8
Recommendations for Competitor of Mate 20 following analysis..................................................9
Conclusion:......................................................................................................................................9
References:....................................................................................................................................11

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Introduction:
The report provides an insight into the buyer behavior of Huawei Mate 20 (huawei.com.
2019). It is an outstanding phone that cost less, offer increasing screen along with headphone
jack. Mate 20 is the phone that fulfills the feature of big power, utility, camera performance and
greater battery. The report commences with an analysis of market segmentation, positioning and
targeting of Mate 20. The report also provides an insight into how the product satisfied the wants
and the needs of the consumers. The report also discusses about how the consumers goes through
the decision making process in the purchase of the mobile phone. There are further discussions
as to how the consumers remain internally and externally influenced by the Huawei Mate 20.
The report ends with recommendations based on the analysis which is then followed by a
conclusion.
Analysis of Current Segmentation, Targeting and Positioning for Mate20
Type of
Segmentation
Segmentation
Criteria
Target Market
Mate 20
Geographic
Region China and International
except US
Density Urban
Demographic
Age 20-45
Gender Both Males and
Females
Income Middle to high earners
Occupation Students, professionals,

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executives and
managers
Behavioral
Loyalty Both switchers and hard
core loyal
Benefits Sense of belonging and
achievement, service
speed and advanced
capabilities and
features.
Personality Ambitious and
determined
Status of the User Potential users as well
as the non users
Psychographic
Lifestyle Explorer, Aspirer and
successor
Social Class Middle and the Upper
class
Figure 1: Tabular Representation of Present Segmentation and Targeting
Source: By Author

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Figure 2: Positioning of Huawei Mate 20
Source: By Author
How Mate20 Satisfies Needs and Wants of Consumers
Want of consumers is basically represented as a desire for the products or service that the
consumer wishes for. Consumer need on the other hand represents a five step process that needed
identification, processing, information search, evaluation of alternatives and identification,
purchase decision and the post purchase behavior (Weiss and Schiele 2013). Huawei Mate 20
tries to satisfy the needs and wants of the customer by being an embodiment of innovation
(Cong, 2018.). It is designed with one of the sophisticated and powerful process technology
High QualityLow Quality
Expensive
Less Expensive
Samsung
Apple
Huawei Mate 20

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which is believed to set new bar in the smart phone market. Consumers have much in admiration
for this new range of phone which is usually described as the tech powerhouse. The phone comes
with in-screen fingerprint sensor that allows the owners in touching the phone anywhere for
unlocking it (techradar.com 2019). The phone also comes with both -way wireless charging
which implies that the phone has the power for charging the other phones.
In other words, Huawei has the power to drive the customers towards a future powered
by artificial intelligence. Mate 20 had boosted power efficiency that helps in not only supporting
image processing, segmentation and object recognition. It would be available with a choice of
the RAM between the 4 GB and the 6 GB. The Mate 20X and the Mate 20 Pro remains shipped
with 6 GB standard RAM. Irrespective of the choice of the model the consumers would get an
onboard storage of 128GB available with the option of boosting it to 256 GB via the expandable
storage. Mate 20 is also available with newer proprietary nano memory card (huawei.com 2019).
The consumers are provided with a huge battery backup. Mate 20 is available with
4,000mAh battery while Mate 20 Pro comes with a battery backup of 4,200mAh. The Mate 20X
on the other hand is available with 5000mAh battery for powering the massive 7.2 inch display.
Features Mate 20
Higher Intelligence Complete vibrant display for accentuation of
pure beauty. The powerful engine within
unlocks the future possibilities thereby
creating a new path for intelligence
Have Iconic Design Leica Triple Camera that leads to the creation
of an aesthetic signature.

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Display Have dew drop display with body to screen
ratio that supports striking color and clarity.
Processor
It is the first 7nm mobile with AI chipset
known as Kirin 980 that leads to speed
improvement and power efficiency.
Impressive Capacity Have 4000 mA battery with smarter AI power
Nano Card Memory One of its kinds that provide the smart phone
higher transfer speed and massive storage.
How Consumer may go through Process of Decision Making in Purchase of Mobile Phone
There are five stages in the process of consumer decision-making. This includes the
recognition of need or want, search process, product selection, comparison and evaluation of the
decision (Rani 2014). Most of the decision making begins with some problem and the consumer
develops a want or need which they want to be fulfilled.
Once the consumers realizes that the current product is not what he/ she expected it to be
then it implies recognition of the problem and consumers searches for greater information in
order to resolve it (Alfred 2013). This method is known as the information search. When a
person undertakes the process in buying the product then it is also known as the pre-purchase
search. Information search is often divided into two types, the internal and the external search.
The internal search refers to the consumer search for the information based on their memory
since the consumers might already limited knowledge about the product that they either intend to

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buy or have a previous experience. External search takes place when the consumers are able to
obtain information from friend, family and various advertising.
Mobile phone represents a mature market with the number of mobile phone users that
have reached closed to 4.6 billion across the world(Pescher, Reichhart and Spann 2014) Hence,
most of the consumers have prior experience of the mobile phone so they have some knowledge
about the mobile phones. In terms of the external information, consumers are found to derive
information from sources like TV commercial, magazines and the internet. The internet however
provides an effective medium for the consumers as they can easily search information and make
a comparative study before making a purchase. Much of the decision for purchase occurs at a
stage when choice is made amongst available alternatives. The process puts across stronger
purchase intention of the consumer with the choice of the brand still creating a hesitation on their
mind (Holmes, Byrne and Rowley 2013). The brands can however be broken into three different
types, evolved set, inert set and the inept set. The evolved set defines the brand as negative and is
already outside the consumer’s choice. On the other hand, the inept set is defined as brands
having no specific characteristics and consumers will therefore not make a choice. While the
inert set portrays the uniqueness of the brand that allows the consumers in making a choice.
How Consumer Remains Influenced by Huawei Mate 20
a. Internal Influences
1. The Mate 20 remains powered by the Kirin 980 processor that remains teamed with
either 64 GB or 4 GB internal storage RAM or a 128 GB or 6 GB storage which can be expanded
to 256 GB using the Nano memory card format of Huawei (consumer.huawei.com 2019). Mate

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20 also has a technology with super chargeable battery that gets charged from 0 to 80 percent in
matter of 45 minutes.
2. As far as the design is concerned, Mate 20 has a water droplet or tear drop notch that
results in 88 percent screen to the bezel ratio thereby making the experience highly impressive in
gaming or watching video. The phone comes with a flat display with various color options that
includes midnight blue, pink gold, emerald green, black and twilight. The device also has striated
diagonal lines that add to the grip and the repelling fingerprints. The frame however has a higher
gloss finish.
3. Mate20 also has 6.53 inch screen that provides little distraction while playing games.
Besides, the screen has full resolution HD with 1080X2244 pixels and a pixel density of about
381ppi. The screen has a brightness of about 820 nits and has great viewing angles. Mate 20
offers eye comfort mode for filtering the blue light, temperature controls and features adjusting
screen temperature for matching the light color (consumer.huawei.com 2019).
b. External Influence
The price and availability acts as the external influence. The pricing of the Mate 20 varies
depends on the region of the purchase. The models with 64GB storage and the 4 GB storage isn
available at a price of £ 705 in Europe while the superior version with 128 GB and a 6 GB RAM
is available at £ 750. Mate 20 is however not available in United States. In Australia, however,
128 GB Mate 20 is available at a cost AU$1099. It is important for the consumers to keep an eye
on the announcements of local pricing. The pricing for euro is however steep while the
Australian pricing seems excellent.

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Recommendations for Competitor of Mate 20 following analysis
These competitors of Huawei Mate 20 are Xiaomi Redmi K20, Xiaomi Redmi K20 Pro,
Oppo K3.
 It is recommended that like Mate 20, Xiaomi Redmi K20 should have a near field
communication (NFC). This allows easier transfer of information to and from the phone
and a finger print sensor.
 It is recommended that Xiaomi Redmi K20 Pro should also have finger sensor and high
powered battery backup with faster charging
 Similarly, Oppo K3 should have finger print sensor and supercharge facilities that allows
70 percent charging in closer to 30 minutes which would also enable the device in
working like power bank for the selected electronic device supported by wireless
charging. It should also have camera powered by which significantly for boosting the
phone quality.
Conclusion:
On a concluding note it can be said that Huawei is striving towards consolidating
footprint in the higher end Smart phone market. It makes use of series of newer handsets that
aims at exceeding its competitors according to analysts. The report portrays that Mate 20 series is
aimed towards boosting the position of Huawei in premium market for Smart phones in the
recent years.

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References:
Alfred, O., 2013. Influences of price and quality on consumer purchase of mobile phone in the
kumasi metropolis In Ghana a comparative study. European Journal of Business and
Management, 5(1), pp.179-198.
Cong, 2018. China's Huawei steps up in high-end smartphone segment. [online] Available at:
http://www.globaltimes.cn/content/1123383.shtml[Accessed 31 May 2019].
consumer.huawei.com 2019. [ online] Available at:
https://consumer.huawei.com/en/phones/mate20/specs/[ accessed 31 May, 2019]
consumer.huawei.com 2019. [ online] Available at:
https://consumer.huawei.com/en/phones/mate20/gallery/[ accessed 31 May, 2019]
Holmes, A., Byrne, A. and Rowley, J., 2013. Mobile shopping behaviour: insights into attitudes,
shopping process involvement and location. International Journal of Retail & Distribution
Management, 42(1), pp.25-39.
huawei.com. 2019. [ online] Available at:
https://www.huawei.com/en/press-events/news/2018/10/huawei-mate20-series[ accessed 31
May, 2019]
huawei.com. 2019. [ online] Available at:
https://consumer.huawei.com/en/phones/mate20/[ accessed 31 May, 2019]
huawei.com. 2019. [ online] Available at: https://consumer.huawei.com/en/campaign/mate20-
series-how-to/[ accessed 31 May, 2019]

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Pescher, C., Reichhart, P. and Spann, M., 2014. Consumer decision-making processes in mobile
viral marketing campaigns. Journal of interactive marketing, 28(1), pp.43-54.
Rani, P., 2014. Factors influencing consumer behaviour. International journal of current
research and academic review, 2(9), pp.52-61.
techradar.com. 2019. [ online] Available at: https://www.techradar.com/au/reviews/huawei-
mate-20[ accessed 31 May, 2019]
Weiss, T. and Schiele, S., 2013. Virtual worlds in competitive contexts: Analyzing eSports
consumer needs. Electronic Markets, 23(4), pp.307-316.