Marketing Strategy of Huawei – Huawei Marketing Strategy: Present in more than 170 countries across the globe and providing services to more than one-third of the population in the world has allowed the company to continue its history of being the biggest communications organization worldwide.
Huawei currently offers consumers products that range from smartphones to A.C telecom, enterprise solutions, and all-inclusive network solutions.
Huawei At A Glance – Marketing Strategy of Huawei
Company: Huawei Technologies Co., Ltd.
CEO: Ren Zhengfei
Founder: Ren Zhengfei
Year founded: 15 September 1987, Shenzhen, China
Headquarters: Shenzhen, China
Annual Revenue: CNY¥891.4 Billion
Profit | Net income: CNY¥64.6 Billion
Number of employees : 197,000
Products & Services: Mobile and fixed broadband networks Consultancy and managed services | Multimedia technology | Smartphones | Tablet | Computers | Dongles | Smart TV | Harmony OS EMUI
Huawei Fun Facts: Huawei has partnered with approximately 80% of the world’s top telecommunications companies.
Marketing Strategy of Huawei
Huawei’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Huawei? Let us discuss.
Segmentation, Targeting, Positioning – Huawei Marketing Strategy
Segmentation assists in identifying/grouping the different traits of an individual. Huawei utilizes a mixture of demographic, geographic, and psychographic segmentation strategies for a specific range of its business.
The differentiated target technique is employed by the business to serve various segments of customers in a way that is appropriate for them.
Huawei employs value-based as well as user-benefit position strategies that are based on the products it offers its customers.
Huawei Mission Statement
“To build a better-connected world”
Huawei Vision Statement
“To enable the future information society”
“Leading New ICT, Building a Better Connected World”
Competitive Advantage – Marketing Strategy of Huawei
Research and development: Investing around 10 percent of its revenues in R & D activities and investing approximately 44 percent of its workforce i.e. around 79000 people into this field has contributed to the company staying ahead of the competition in different areas of business. Its R&D spending amounts to CNY 607 million (2015 information) which is 15 percent of the total revenue.
Strategic Alliances and Partnerships: Building the business-oriented information and communication technology infrastructure through close collaboration with Fortune 500 companies has assisted the company in staying more competitive than its rivals. Some of the partnerships that have been successful include NTTDocomo, Proximus, and Zain-Middle east telecom operator, a collaboration that includes more than fifty Photovoltaic businesses from China as well as more.
BCG Matrix – Huawei Marketing Strategy
It is currently home to three SBUs (strategic business units) including consumer segments enterprise solutions, the network, and carrier communication infrastructure.
The enterprise solution business as well as the network communications and infrastructure business ranks as Stars within the BCG matrix however the consumer segment faces fierce competition from competitors, which is why it’s an issue within the BCG matrix.
Distribution Strategy – Marketing Strategy of Huawei
Its subsidiaries include Huawei Tech. Investment Co., Limited Huawei International Co. Limited, and Huawei International Pte. Ltd and many more are the ones responsible for sales as well as distribution of its telecommunications services. It distributes its offerings via retailers, distributors, third-party distributors wholesalers’ websites for e-commerce sites retail outlets, and its own sales staff for businesses with a large enterprise.
Brand equity – Huawei Marketing Strategy
In the consecutive five years on the list of Fortune 500 global companies, it was placed 129 the t in the fortune 500 lists of global companies for 2016. It is listed in the top 50 most sought-after companies in Fortune magazine for 2016.
Competitive Analysis – Huawei Marketing Strategy
Huawei competes against telecom companies as well as consumer electronics and companies that provide network infrastructure in a variety of product categories. Some of the companies that compete with Huawei in the realm of consumer electronics are General Electric, Hitachi, Samsung, LG, etc. In the business of telecom, It competes with companies such as Airtel, Vodafone Essar, China mobile, AT & T, etc.
Market Analysis – Marketing Strategy of Huawei
Cost of labor is rising, increasing cost of labor, increasing purchasing power parity as well as altering the way of life of people and automation in the business, and increasing the rise of digital awareness worldwide are some of the reasons that shape the business that Huawei is operating. It is a fact that the industry is crowded with many firms that are taking over each of their shares of the market. There are a few firms operating in these industries and the biggest obstacles are the resources available and the regulations of the government.
Customer Analysis – Huawei Marketing Strategy
Clients of Huawei are distributors, resellers corporations, government agencies, and corporate companies that operate in a specific sector. It offers a wide range of products and service portfolio that is designed to meet the demands of all customers, that range from small and medium businesses to multinational corporations and conglomerates.
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