Strategic Marketing Report: Analyzing Huawei's Corporate Strategies

This report provides a comprehensive analysis of Huawei's strategic marketing efforts. It begins by differentiating between tactical marketing, strategic marketing, and corporate strategy, highlighting their interdependencies and roles within a firm. The report then examines Huawei's existing strategic marketing procedures, emphasizing its global presence and differentiated targeting strategies. A significant portion of the report is dedicated to analyzing strategic marketing planning models, specifically the Blue Ocean Strategy and Objectives and Key Results (OKRs), and their applicability to Huawei. The report explores the links between strategic positioning and marketing tactics, using Huawei as a case study, and includes analyses of target market, SWOT, and message strategies. Furthermore, the report evaluates growth opportunities for Huawei, recommending marketing techniques supported by real-time data, and reviews current marketing strategies while suggesting improvements. The final section incorporates PESTLE and SWOT analyses to assess the external and internal factors influencing Huawei's operations and strategic marketing objectives. The report concludes with strategic marketing objectives for Huawei in Europe.

Running head: HUAWEI
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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.