Marketing Report for Huawei Company Ltd MARKETING REPORT FOR HUAWEI MOBILE PHONES CONPANY LTD NAME COLLEGE COURSE NUMBER INSTRUCTOR’S NAME DATE SUBMITTED MARKETING REPORT FOR HUAWEI COMPANY LTD.1.0 Executive Summary HUAWEI Inc. is a company established to manufacture mobiles phones, laptops/computers, eBooks and among other computer accessories. The corporation is established to be one of the leading mobile phones companies in the world with high definition mobile phones apps. This Report is drawn on a research to investigate the reasons that enables the corporation to remain one among the giant mobile phones firms like Samsung, Nokia, Microsoft, Techno, Apples’ and itel . The company is publicly owned multinational limited liability and quoted in the various Stock Exchange Markets.2.0 Situation Analysis The Head Office of the corporation Beijing, China. It has facilities (assets) base of US $ 11 Billion. It has outlets all over the world with Kenya, Nigeria, South Africa, Uganda, Tanzania, Ethiopia, Sudan, Egypt and Latin America being the main branches. All the outlets have experts and technocrats who offer customer services and after sales such installation, maintenance and transport. 2.1 Marketing Summary The HUAWEI products target both the high level income earners and the middle income consumers. The markets for the products have expanded over time due to the high level technology installation such as android technologies, Microsoft technologies and many social media apps such Facebook, Instagram, Twitter, Google, LinkedIn; which are preferred by the customers. 2.2 SWOT Analysis The corporation has several Strengths and Opportunities due its efficiency in operation and technique of production with Threats and Weaknesses being the establishment of firms with very low value products flooding the market (dumping). 2.3 Competition The mobile phones market is faced with cut-throat competition from the products such as Nokia, Samsung, Techno, Apples’ and Microsoft which also uses the same technology. To counter such competition, HUAWEI has ensured that all its products uses high definition technology and are affordable to its existing consumers and the potential purchasers. The products are designed to suit consumers at mid level and high level groups’ wants. 2.4 Product Offering There is uniformity of offering and delivery. The firm’s products are original and have HUAWEI Seal/mark and the IMEI is uniform for all the products having the same value. This bars fraudulence from the unscrupulous manufacturers who might produce the counterfeit products/ imitations to deceive the loyal customers. 2.5 Key to Success The company owes its success to the aggressive professionals, who are highly skilled technocrats, ready to learn and adopt t ...

1. Marketing Report for Huawei Company Ltd
MARKETING REPORT FOR HUAWEI MOBILE PHONES
CONPANY LTD
NAME
COLLEGE
COURSE NUMBER
INSTRUCTOR’S NAME
DATE SUBMITTED

2. MARKETING REPORT FOR HUAWEI COMPANY LTD.1.0
Executive Summary
HUAWEI Inc. is a company established to manufacture mobiles
phones, laptops/computers, eBooks and among other computer
accessories. The corporation is established to be one of the
leading mobile phones companies in the world with high
definition mobile phones apps. This Report is drawn on a
research to investigate the reasons that enables the corporation
to remain one among the giant mobile phones firms like
Samsung, Nokia, Microsoft, Techno, Apples’ and itel . The
company is publicly owned multinational limited liability and
quoted in the various Stock Exchange Markets.2.0 Situation
Analysis
The Head Office of the corporation Beijing, China. It has
facilities (assets) base of US $ 11 Billion. It has outlets all over
the world with Kenya, Nigeria, South Africa, Uganda, Tanzania,
Ethiopia, Sudan, Egypt and Latin America being the main
branches.
All the outlets have experts and technocrats who offer customer
services and after sales such installation, maintenance and
transport.
2.1 Marketing Summary
The HUAWEI products target both the high level income
earners and the middle income consumers. The markets for the
products have expanded over time due to the high level
technology installation such as android technologies, Microsoft
technologies and many social media apps such Facebook,
Instagram, Twitter, Google, LinkedIn; which are preferred by

3. the customers.
2.2 SWOT Analysis
The corporation has several Strengths and Opportunities due its
efficiency in operation and technique of production with
Threats and Weaknesses being the establishment of firms with
very low value products flooding the market (dumping).
2.3 Competition
The mobile phones market is faced with cut-throat competition
from the products such as Nokia, Samsung, Techno, Apples’ and
Microsoft which also uses the same technology. To counter
such competition, HUAWEI has ensured that all its products
uses high definition technology and are affordable to its
existing consumers and the potential purchasers. The products
are designed to suit consumers at mid level and high level
groups’ wants.
2.4 Product Offering
There is uniformity of offering and delivery. The firm’s
products are original and have HUAWEI Seal/mark and the
IMEI is uniform for all the products having the same value.
This bars fraudulence from the unscrupulous manufacturers who

4. might produce the counterfeit products/ imitations to deceive
the loyal customers.
2.5 Key to Success
The company owes its success to the aggressive professionals,
who are highly skilled technocrats, ready to learn and adopt the
new technologies to suit the consumers’ needs coupled with the
strong marketing force.
Customers’ satisfaction being the major objective of the firm
has made it retain and capture new markets. A research
conducted by our sales force show that out 87 consumers of our
goods, 64 are satisfied and loyal to our brands; this 73.56%
satisfaction which is good for the market retention.
2.6 Critical Issue
It has been noted that there is changing world trend in the
consumption of mobile phones. Multinational corporations have
embarked on technological advancement to outdo other firms in
the market. Our brands have been known to serve high and mid
income earners only to the disadvantage of low income
consumers. This is a major concern because the low income
consumers’ number is the highest.
The firm is challenged to consider this group and manufacture
products that meet their needs so as to remain relevant in the
market.

5. 3.0 Marketing Strategy
3.1 Mission
· To capture and retain a larger market by employing
professional sales force and using social media.
3.2 Marketing Objective
· To focus more attention to the existing customers who are
loyal to the brands of the firm. Trust factor is important.
· To use Leverage Content Marketing –launching content
marketing on the firm’s website (www.HUAWEImobiles.com)
for more information to new buyers.
· To initiate link building through Influencer Marketing.
· To segment the marketing based on the income levels,
geographical location.
· To establish the global trend in the consumption of the
automobiles, tastes and preferences of the current consumers.
· To retain and capture new markets through direct sales to
customers by adopting policy of a single channel of distribution
(having agent of the firm internationally rather than using
middlemen like dealers or retailers or wholesalers whose
actions unnecessarily lead to an increase in the price of the
products.
· To investing the strengths, weaknesses, opportunities and
threats (SWOT) of the competitors like the Samsung, Nokia and
Techno phones.
3.3 Financing Objectives
The firm has to make Initial Public Offer (IPO) to raise
sufficient funds to finance its marketing strategies.
The firm also has retained sufficient amount of profit and has
not distributed profit (dividends) to the shareholders but instead

6. given Bonus issue to have extra funds required for marketing.
3.4 Target Mission
As at now, the corporation controls 9% out of the world’s
mobile phones’ market. The target of the marketing department
is to increase this percentage to 13% by 2018.
3.5 Positioning
The design of HUAWEI products together with their durability
make them attractive to the potential buyers at the same time
make the existing buyers feel classy.
The firm has also established new technology:
3.5.1 Multimedia services (auto radio), satellite radio, GPS,
keeps the consumers connected to the multimedia service.
3.5.2 Bluetooth linked to the phones enables the drivers to pick
calls without hands moving when driving in busy streets.
3.5.3 Phone Integration gives hand free control to make and
take calls throughout the vehicles auto system.
3.5.4 Navigation –easy touch screen and voice activated
controls, let the driver set location, find point of interest or
change cause within seconds. This is powered by the
www.google.com .
3.6 Strategies
The firm ensures that the sale persons conduct effective
marketing through the recruitment of the skilled personnel and
Influencer Marketing in Digital through the social media and
content research tools –FollowerWork and BuzzSumo
3.7 Marketing Mix
3.7.1 Pricing
Pricing affects the sales volume, brand loyalty and ultimately
the profitability of the firm. The employees the following
pricing strategies:

7. · Quality leadership to signal high quality in attempt to position
HUAWEI brands as the quality leader.
· Skim pricing/ skimming –some HUAWEI brands are selling at
fairly high prices for those less sensitive to the market and price
changes and normal prices to the more sensitive consumers who
are aware of the market trends.
· Penetration pricing –the firm uses this strategy to maximize
sales of the new brands by setting up low prices
3.7.2 Product
· The design and technology has led to the development of
brands such HUAWEI Ascend Y330, Y220,Y550, GSM-
R,VIDEO SURVEILLANCE which fulfills the consumers’
needs. These products are and can be carried with ease since
they are pocket friendly.
· All the products have two years guarantee of warranty and
accessories all over the HUAWEI showrooms, worldwide. This
ensures customers’ trust and loyalty to the firm’s products
3.7.3 People
· The firm has professional employees and technocrats who are
goal and customers oriented. This has enabled the firm to move
miles away.
· Customers being the central objective, their satisfaction have
been the focal point of the firm’s production.
3.7.4 Promotion
· The firm has found out that online/ e –marketing (e –
commerce) such as social media such as OLX Inc., Facebook,
Twitter, Instagram are very effective (main focus being on the
Digital Influencer Marketing).
· Direct Mails/ Mail Order are also used for customers overseas
or who prefer the method

8. · In Subaru showrooms, professional sales personalities are
employed
3.7.5 Place
· The firm encourages the use of direct mails and their
showrooms selling to avoid the overcharging of its brands. A
single channel of distribution is best preferred.
· In the firm’s showrooms there are technocrats who offer after
sales services to the advantage of the customer. Below is the
channel preferred:
Manufacturer
Consumer
4.0 Financial strategies
4.1 Break Even Analysis
PRICE, $
25 A
0 1200
QUANTITY (numbers)
NOTE:
· The price is given in millions dollars.

9. · Point A is the breakeven point
· When the firm makes sales below $ 25,000,000 then there is a
loss made while above this point is a profit.
4.2 Sales Forecast
The firm directs most of its products to the mid –income
economies and the middle income earners in the world.
The growing economies/ newly industrialized economies like
Brazil, Nigeria, Kenya and India are some of the markets for the
HUAWEI brands.
4.3 Expense Forecast
· Maximum Profit Margin with low quality assumption is one of
the techniques the firm utilizes in minimizing the costs.
· The firm also seeks to Maximize Quantity, by maximizing the
number of people served and the number of goods bought in
order to decrease long term costs predicted by the expense
curve.
· Survival –in market decline and overcapacity, the firm selects
the price that will cover costs and permits to remain in the
market. The temporary objective being, priority over the profit.
5.0 Control
5.1 Implementation
The firm has ensured that all its products are internet enabled
with the new products designs incorporating Android
Technologies for efficient browsing.
The firm has also embarked on the development 5G Mobile
phones which is planned to be accomplished by 2017.
5.2 Contingency Planning
The firm is developing new high definition mobile phones

10. software that will counter any modern development by any
mobile phones’ firm.
6.0.
Conclusion
HUAWEI has remained one of the giants in the market because
many consumers have shown preference for the brands
produced. The firm even though it has faced stiff competition
from other well established firms like Samsung, Techno,
Microsoft, Nokia and Apples’; it has still remained relevant in
the industry.
Durability of the products, affordability and attractive designs
has enabled the products to fetch turn over. HUAWEI has
remained one of the preferred mobile phones firms in the
telecommunication industry.
Reference
www.huaweidevice.co.in Products and solutions
www.marketing-schools.org/influencer
Huawei Technologies. (2015). See how Huawei
helps enterprice customers succeed. www.huawei.co.in