Marketing Strategies Paper

Huawei Situational Analysis

Introduction

According to the Corporate Report, Huawei is among the leading international information/communication technology (ICT) infrastructure and smart devices. The company was founded in 1987, and it focuses on providing technology-based products and services for individuals, homes, and organizations. Its core values are establishing openness, collaboration, and shared success through a global industry vision to unfold the industry blueprint of an intelligent world. This article describes the marketing mix for Huawei Company based on the product, pricing, promotion, and distribution elements/strategy.

Huawei marketing mix

Huawei product element and strategy

The product element and a marketing mix strategy include the actual product and services offered by a particular company. The product or service must always deliver a minimum level of performance to meet consumers' expectations and needs. With this in mind, Huawei offers both products and services. For example, Goi (2009) suggest that the products the company offer internationally include: PC, tablets, wearable devices like watches, smart PV controllers, fixed network, IT infrastructure, switches, routers, and mobile phones. On the other hand, some of the company's services include cloud computing services and Network energy services.

The company uses two business unit division ( Huawei Consumer products and Huawei Business Solution) to ensure its product and services' effective performance and services. Huang (2019) suggests that Huawei products and services are consumed by different markets, such as individuals, homes, and organizations. Some of the biggest industrial consumers of Huawei products include government organizations, railway, media, education, finance, public safety, and entertainment. The company focuses on digital inclusion, security/trustworthiness, environmental protection, and a healthy/harmonious ecosystem when its products and services are in a different part of the world.

Huawei pricing element and strategy

A particular organization's marketing mix's pricing element refers to the products or services value that typically depends on production cost, market purchasing power, targeted market, and supply-demand factors. An organization can use different pricing strategies, such as enhance product image, differentiation, and demarcation (Huang, 2019). Huawei operates in the information and communication industry. It faces a lot of competition from multiple competitors such as Ericson, Apple, Sony, ZTE Corporation, Samsung Electronics, Nokia, Lenovo, and Cisco Systems.

Due to this high level of competition, consumers in the market have higher bargaining power and can easily switch to other brands. Huawei Company recognizes this drawback and creates the best value for its services, and the product focuses on the quality and untapped market opportunity (Dmitrijevs, 2020). This allows it to remain innovative and get an opportunity to charge high prices for its new products and services that are not available among other competitors. The company also applies elastic pricing techniques in marketing strategies, especially from the products and services through e-commerce. Huawei (2008) adds that in its Business division enterprise and carrier product, the company offers products and services through premium charges. Therefore, the company generally has a competitive and diverse pricing element for marketing strategies.

Huawei promotion element and strategy

Dmitrijevs (2020) suggests that the marketing mix's promotional element refers to actions and activities initiated by an organization to increase awareness for its product and service in the market. Based on the same perspective, one of the current studies in the European market provides a good description of the Huawei promotion strategy. Huang (2019) suggests that the company uses different promotional activities to expand its market and increase its brand image. These include using Omni channels, such as TV, sponsorship, advertising, business promotion, and staff selling to attract more customers. For instance, the company hires local celebrities and integrates local-based advertising slogans to influence consumers in the European market. It also hires salesperson, support training in sale promotion and design to enhance professionalism in its promotional activities.

Huawei place/distribution element and strategy

According to Xia & Gan (2017), marketing mix refers to point or means of sale that are designed to attract consumers and make it easier to access or buy goods or experience services offered by an organization. Huawei is a global company that has established itself in more than 170 countries and has about 194,000 employees responsible for 3 billion consumers. It uses different means such as sales person, distributors, and suppliers to provide it services and products to consumer in different parts of the world. According to the company's partnership ecosystem, there is a strong sales partnership that assists in delivering and distributing Huawei products, solutions, and services. Huawei (2018) suggests that the distributors' role in Huawei marketing mix is to help the company accomplish its distribution business target in different regional markets in the world.

Conclusion

The marketing mix for Huawei Company includes products and services such as tablets, wearable, PC, mobile broadband, switches, network energy services, IT infrastructure, and smart PV controller. These products and services are distributed in more than 170 countries using about 194,000 employees and sales partnerships while attracting consumers through promotional activities such as Omnichannel and sales person, sponsorship, and advertising. It also uses competitive pricing strategies for its marketing mix.

References

Dmitrijevs, R. (2020). Research on Marketing Strategy of Huawei Mobile Phone in the European Market. Open Journal of Business and Management, 8(3), 1138-1150.

Goi, C. L. (2009). A review of the marketing mix: 4Ps or more?. International journal of marketing studies, 1(1), 2.

Huang, W. (2019). Huawei’s Competition Strategy: A Financial Perspective. In-Built on value (pp. 31-82). Palgrave Macmillan, Singapore.