The Marketing strategy of HUAWEI Smartphone in China
With nearly ten years rapid growth of China communication industry, the mobile phone has become an indispensable part of daily life. The research of intelligent smart phone market based on an analysis of marketing theory can provide a reference for mobile phone manufacturers to develop marketing strategies.
In order to understand the market Huawei is catering to, the author fully used existing fruits at home and abroad, PEST and SWOT models to analyze the Huawei’s market environment. Moreover, a well-designed questionnaire which was administered to 256 respondents conducting based on the theories of marketing and consumer behavior. According to theoretical analysis and research results, the author suggests a marketing strategy for Huawei, which focus on information quality according to STP analysis, and then finally developed a combination of marketing strategy associated with 4Ps.
This article shows that formulating marketing strategy of Huawei mobile phone, which introduces the marketing tactics that can be applied in some similar product characteristics; the case provides a good reference in decision making for the optimization of the marketing strategy, it also gives a guidance for the enhancement of the comprehensive competitive power of domestic mobile phone enterprises for obtaining sustainable competitive advantage. In the end, the development and growth of the national mobile phone industry is finally realized.
Keywords HUAWEI; Smart phone; Marketing strategy; PEST; SWOT
Introduction
China, as is well known, is the global biggest market for smartphones, according to Gartner in 2015, while the smartphone market size was 416 million units, the number of users is estimated to reach 601.8 million in 2017 (www.statista.com, 2017). Besides, with e-commerce booming in China, to own a smartphone has become the mainstream these days. As a result, China’s mobile phone industry has a high growth market rate, raising its share of the global mobile phone market (Krishnamachari, 2016).Today, Chinese smartphone manufacturers such as Huawei, Oppo and Vivo are also emerging as a strong trend of country’s market and also abroad. In China's smartphone market, the four brands have been closely matched competitors in recent years, in particular, Huawei has now been ranked in the third smartphone maker in the world (www.fortune.com, 2017). However, with fierce competition, Huawei has efforts to develop a unique marketing strategy in expecting to replace Sumsung as the world’s largest smartphone manufacturer in following years.
Huawei was set up from a producer of phone switches in Shenzhen in 1987, the company is now a Chinese multinationalnetworking andtelecommunications equipment and services company, becoming a global leader in telecommunications networks by 2012 (Shepard, 2016). According to a report from IDC in 2015, the research firm said about the global demand for smart phones, Samsung had the largest market share in Asia, representing a 22.7% of market share, followed by iPhone (16.2%), and Huawei (8.1%), respectively (www.idc.com, 2016). In China, research firm GFK latest data showed that in 2014 to 2015, Huawei’s market share was up to 13.57%, representing the Chinese market sales of the market leader, followed by Apple and Samsung, the market share was 12.37% and 10.15% (Fig.1).
Figure 1.Top three smartphone vendors in China
Source: https://www.chinainternetwatch.com/13272/smartphone-mar-2015/
In Interbrain’s annual report, data showed that Huawei' s global brand awareness ranked 72, moving up from 88th in 2015, its brand value was estimated at USD $5,835 million, Huawei became one of the most successful Chinese brands as they provide value-driven products and services (interbrand.com, 2016). Huawei’s market position was obtained through effective marketing campaigns and the product quality of their feature phones. Developing marketing strategies have become a key success in the survival and development of Huawei’s enterprise.
However, the current market in communication products in China is showing a more mature growth pattern, while the research firm IDC said that the industry is facing innovative bottlenecks. At the same time, the global mobile phone business seems progressively dropped into continued decline (www.idc.com, 2016). In addition, the homogeneous productexists in the market is becoming competitive intensely today. In such a situation, Huawei is now suffering from the biggest challenge in the context of whether they continue to develop rapidly.
Based on Huawei’s market background, the main objectives of this paper aim to critically investigate that how Huawei designs marketing strategies in order to meet consumer satisfaction in combining its own advantages and disadvantages under market competitive pattern. This paper alsoprovides a good reference withrespect to the development of marketing strategies for other domestic mobile phone makers.
The significance of this study is important because it will enable Chinese smartphone makers to know that how Huawei could build its business strategies in a global level, the recommendations will highlight marketing implication in the form of 4Ps that is value to enrich insights of mobile phone consumers for finetuning Chinese smartphone’s product, pricing, sales channel and promotional strategies accordingly.
Literature Reviews related to mobile phone
There are various researches from domestic and oversea scholars that provide several issues related to smartphone industry. The previous literatures provided an insight into smart phone marketing in terms of mobile consumer behavior or marketing strategies. For examp
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