Huawei

are information about it. Except of the title, the duration of it, the date that it was published, the director, the genre, the TV channel that it was played, it is also provided the reference of where this video is taken. So, anyone can check how credibility the video is before it is used on any academic work.

About the brand – small introduction

“Huawei Technologies Co., Ltd. is a Chinese multinational technology company that provides telecommunications equipment and sells consumer electronics, including smartphones and is headquartered in Shenzhen, Guangdong province. Huawei has become one of the experts of the technological industry. Nowadays, it is the world’s biggest provider of telecommunications equipment, it will become a leader in the 5G technology and it was last year ’s second most selling smartphone company in the world.” (Almond K., 2019)

Background

“Huawei is a leading global provider of information and communications technology (ICT) infrastructure and smart devices… We have nearly 188,000 employees, and we operate in more than 170 countries and regions, serving more than three billion people around the world.” (huawe.com, 2019) Huawei offers a very big variety of products, such as smartphones, tablets, laptops, accessories and devices that provide mobile broadband, and on the other hand they provide services as well. A very big percentage of the antennas that provide network in the UK, and also all around the world, are made from Huawei. They provide working experience to a lot of people worldwide, from technicians, to brand ambassadors, experts and also, they offer students the opportunity of growth and

knowledge. Nowadays, Huawei grows fast not only in the Chinese market but everywhere in the world. On this portfolio we will focus mainly on the UK market.

Marketing mix

Product

Huawei offers a big range of different products; however, they are mostly popular for their latest smartphones and more specifically about the high quality of their cameras. Although, we can also find tablets, laptops, wearables and some accessories such us cases or wireless and wired headphones. On the other hand, Huawei is known also for their high quality Mobile Broadband products that they offer.

Price

The prices of their products vary depending on the type of product and the year of their release. More specifically, the prices of their smartphones start from £49.00 to £699.99 for their most expensive one, their tables are from £150 to £300 and the devices for mobile broadband are provided free of charge when someone signs a contract with any network provider. We can say that their prices are very affordable and that ’s way people tend to buy their products very often.

Place

All of the products of Huawei can be found both online or in stores. There i8s the option of ordering them online from their website www.huawei.co.uk or from any website of the different stores that they sell them. People tend to buy the products from big stores with electronics, such as Curry’s PC World, Carphone Warehouse, John Lewis, Argos or from network providers, such as Three, O2, EE and Vodafone.

Promotion

Huawei uses all kind of modern channels to advertise and promote their products. They use very big billboards in big cities where a lot of people can see them. The products are also advertised in stores that they sell them, or they do TV and radio advertisements.

The way that they communicate with their audience is simple and easily understandable, focusing on the features of their products and where people can find them.

Competitors analysis

As we can see from the image above the main competitors of Huawei worldwide at the moment are Ericsson, Nokia, Samsung, ZTE, Apple and Redmi. In the UK market we can say that Apple and Samsung are the main ones because of the big sales of their products and the fact that they are for very long time in the market and people know and trust them. Huawei started being more popular the last two years. They started increasing the quality of their products and people started trusting and buying their products. Although, other

Chinese brands are also competing Huawei, such as Redmi, One Plus, ZTE and Nokia. Their products and their prices are similar as well.

Market audit

Statistics provided from: www.statista.com

“ The company grows fast with the vision “To enrich life through communication” in more than 170 countries and regions, which includes Europe, Latin America, Africa, Middle East countries and Asia Pacific. The operating profit grew significantly from $3,098.7 million in 2012 to $6,867.9 million in 2015 with the annual growth rate of 22% roughly, the net profit grew at a growth rate of 24% from 2012 to 2015, which attributed to the increasing demand for their products and services.” (Huawei, 2016). As we can see from the graph above that is taken from www.statista.com, that provides information about the revenue of Huawei from 2008 to 2018, we can notice that Huawei’s growth is higher year per year, as people tend to buy their products more often and as a result the company earns higher profits. The company has become more successful with higher quality of their products and people start to trust them more by buying their products. Although, Huawei will grow even more in the UK market because of all the 5G stations, that are installed in the country, are provided by Huawei. From the summer of 2019 most of the UK network providers started building their 5G station to provide faster speeds to their customers. Finally, we can summarize that Huawei’s growth especially the last years is increasing not only buy selling more and more

their products and that helps them building a very good image in the market of telecommunications.

Target audience

Focusing on the mobile phones that Huawei makes we can say that they target people from both genders and all ages, but more specifically 18 to 50 years old, who have interest in technology, but not only experts. However, people that have different preferences in mobile usage, businessmen, university students, and people that work in offices. Huawei products are very modern and high tech, every individual that purchases their products like to have the latest technology following and being up to date with the latest trends. Moreover, individuals that have very busy daily routine and need to be in touch very often with their friends, family, colleagues and business responsibilities. On the other hand, nowadays Huawei is known for the very high quality of the cameras of the phones that they make, so they also target people that love photography as a hobby and people that do professional photography. Something else that is important to mention is that they also target people that they are not looking for expensive devices, as their prices are very affordable, but the quality of their products is high. They are looking for the best deals possible and the combination of low prices and multiple products. Finally, people that own their mobile broadband devices are looking for the fastest speeds of 4G or 5G internet connection.

Future directions for the brand/suggestive approach

The suggestions that I would like to give to the brand are focused on the latest decision of Huawei to stop working and using the services that Google provides to smartphones with Android operating system. That means that any of the new Huawei smartphones are not going to support Google apps and in general anything that is providing from Google. As a result, Huawei must start building their own software, apps, etc. People that buy their products started to lose their trust to the brand as they are not sure if they will be able to use the apps that they are used to. On the other hand, they feel unsure about the security of their personal data. Personally, I believe that this was not one of the greatest decisions that Huawei have made and that will affect a lot the sales of their products. The last two years they had increased dramatically their sales and they had made a very good image. That will also affect trade discussions between the US and China. “Chinese tech company Huawei has said it will sue the US government over attempts to blacklist the company from working with US companies. This is the latest debacle in a months-long saga that has seen Huawei blocked from trading goods and services with US tech companies, such as Google, following security concerns by the US government.” (Heathman A., Chambers G., 2019) This situation will create gossiping and confusion around the brand and people will be very unsure about what

will happen if they decide to purchase their products in the future. My suggestion is Huawei to start working again with Google because that will cause a big problem in general.

Link: https://www.linkedin.com/in/slavi-vuchkov/

Referencing

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