A study of marketing strategy of Huawei company in Thailand

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Project Title: A study of marketing strategy of Huawei company in Thailand
Author: Ms. Chang Shuhua
Advisor: Assistant Professor Ching-Fang Chi
Degree: Master of Business Administration
Major: Business Administration
Faculty: Graduate Schools
Academic year: 2017


Shuhua, Chang. (2017). A study of marketing strategy of Huawei company in Thailand. (Independent study, Master of Business Administration). Bangkok: Siam University.


Huawei started to enter the Thailand market in 1999 and after two year’s marketing survey, the branch company in Bangkok was established in 2001. The ultimate goal of Huawei, Thailand branch is to offer “high quality products with low prices and considerate services”. Concentrated on customers and the market, it has gained certain brand awareness in the telecommunication field in Thailand and set an extraordinary example as an overseas high-tech brand for the Chinese telecommunication suppliers. During the establishment period, huge supports and assistance were received from the Thai government as well as the public and the long-term cooperation was built with mainstream mobile service providers, telecommunication operators and industry partners.

The development process and the sales performance of major products were reviewed at the beginning of this paper; Huawei’s successful entrance into the foreign market was discussed later by analyzing the overseas business development on major markets, overseas marketing strategy, customer service strategy, objectives and positioning strategy and brand strategy.

Based on the case of Huawei, this paper put forward the existing problems in international marketing strategies, target markets and market positioning considering the Thailand domestic marketing environment as well as the global marketing environment. This study also suggested new marketing strategies which suit the company’s product strategy, pricing strategy, channel strategy and promotion strategy under the guidance of theories of marketing. The conclusion part provides recommend for implementing marketing strategies and provided guidance in promoting Huawei’s development on the international market.

Keywords:  Huawei, Marketing strategy, Thailand market.

A study of marketing strategy of Huawei company in Thailand

International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand

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