Research on marketing strategy of Huawei’s high-end smartphones

Last modified: June 13, 2019
Estimated reading time: 1 min
Project Title: Research on marketing strategy of Huawei’s high-end smartphones
Author: Ms. Gao GuangHui
Advisor: Associate Professor Dr.Chiao-Ming Li
Degree: Master of Business Administration
Major: Business Administration
Faculty: Graduate Schools
Academic year: 2018


Gao, GuangHui. (2018). Research on marketing strategy of Huawei’s high-end smartphones. (Independent study, Master of Business Administration). Bangkok: Siam University.


According to third-party research data provided by Huawei, Apple Inc. occupied 83% shares in the domestic high-end smartphones market in 2017, the proportions of Huawei and Samsung were 10% and 5% respectively, and the other 20% market shares were taken up by OPPO and other manufacturers. In addition, the 2017 annual report of Huawei showed that sales revenue of its cellphone business grew by over 40%, but its profit ratio was declining. Under the above background, marketing strategies of Huawei’s high-end smartphones were investigated in this paper; PEST analysis model was used to analyze external environment of the industry where Huawei was located;“Five-force model” was utilized to analyze competition strategies of Huawei, and competition strategies of its main competitors—Apple and OPPO—were analyzed based on the 4P marketing theory, so as to provide a reference for optimizing marketing strategies of Huawei. 4P marketing theory was used to analyze the current situation of marketing strategies of high-end smartphones, SWOT analysis model was used to analyze current strategies of Huawei, and advantages and disadvantages of Huawei as well as its development opportunities and threats were pointed out. Through an analysis of problems existing in marketing strategies of Huawei’s high-end smartphones, suggestions that Huawei should optimize product orientation, brand cooperation, channel relationship and promotion means were proposed based on the 4Ps marketing theory in order to provide a favorable idea for Huawei’s high-end smartphones to expand their market shares in a market-oriented way. These suggestions will be of reference significance to marketing strategies of other domestic manufacturers for expanding their high-end market shares.


Keywords:  4p marketing strategy; High-end smartphone; Huawei smartphone.

Research on marketing strategy of Huawei’s high-end smartphones

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

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