The Strategic Marketing Audit of Huawei
Shuo Huang 100133492
CURRENT POSITION OF HUAWEI
Huawei Technologies Co. Ltd is a privately held corporation that provides information and communications technology solutions, telecommunications devices and cloud computing (Huawei, 2016). It is the world’s largest telecommunications technologies provider and one of the Fortune 500 companies with high reputation. There are more than 1/3 of the world’s population using their products and service (BBC, 2016). 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 …show more content…
Goals of Huawei
With more than 170,000 employees and 30,000 patents, Huawei is committed to building a better connected World. They set a goal of US$100b per year in revenue (Pei, 2016).
EXTERNAL AUDIT
PESTEL Analysis
From the PESTEL model (Witcher and Chau, 2010), The following is Huawei’s PESTEL analysis results:
1. Political Factors
1) The Chinese political environment is stable.
2) The communication between China and other countries are closer than before.
3) Trade restrictions were reduced after China joining WTO.
4) The law about the patent in domestic is gradually improved.
5) The changes of tax law, part of the preferential tax policy might be canceled.
2.Economic Factors
1) The Gross National Product (GNP) is stable, persistent and fast developing.
2) The global IT industry …show more content…
However, maintaining the current input on R & D and keeping the achievements is not enough for an internationally well-known brand, they should make more consumers recognize that a large number of products and service they are using are provided by Huawei. At the same time, collaborating with powerful companies such as apple, Ericsson or ZTE to bring the biggest benefit for the customer. Another marketing channel could be developing high-quality high price of products to satisfy the higher level customers and improve the brand gradually. What is more, a permanent CEO might be needed as well for the stability. For the special situation in the US., a reasonable solution is making the American citizens feel it is unfair if they could not enjoy the cost-effective products and services from Huawei, which may make the government open the door to
Shuo Huang 100133492
CURRENT POSITION OF HUAWEI
Huawei Technologies Co. Ltd is a privately held corporation that provides information and communications technology solutions, telecommunications devices and cloud computing (Huawei, 2016). It is the world’s largest telecommunications technologies provider and one of the Fortune 500 companies with high reputation. There are more than 1/3 of the world’s population using their products and service (BBC, 2016). 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 …show more content…
Goals of Huawei
With more than 170,000 employees and 30,000 patents, Huawei is committed to building a better connected World. They set a goal of US$100b per year in revenue (Pei, 2016).
EXTERNAL AUDIT
PESTEL Analysis
From the PESTEL model (Witcher and Chau, 2010), The following is Huawei’s PESTEL analysis results:
1. Political Factors
1) The Chinese political environment is stable.
2) The communication between China and other countries are closer than before.
3) Trade restrictions were reduced after China joining WTO.
4) The law about the patent in domestic is gradually improved.
5) The changes of tax law, part of the preferential tax policy might be canceled.
2.Economic Factors
1) The Gross National Product (GNP) is stable, persistent and fast developing.
2) The global IT industry …show more content…
However, maintaining the current input on R & D and keeping the achievements is not enough for an internationally well-known brand, they should make more consumers recognize that a large number of products and service they are using are provided by Huawei. At the same time, collaborating with powerful companies such as apple, Ericsson or ZTE to bring the biggest benefit for the customer. Another marketing channel could be developing high-quality high price of products to satisfy the higher level customers and improve the brand gradually. What is more, a permanent CEO might be needed as well for the stability. For the special situation in the US., a reasonable solution is making the American citizens feel it is unfair if they could not enjoy the cost-effective products and services from Huawei, which may make the government open the door to