The analysis of HUAWEI international marketing strategy

Citation

Chen, Lin. (2017). The analysis of HUAWEI international marketing strategy. (Independent study, Master of Business Administration). Bangkok: Siam University.

Abstract

Economic globalization could be described as the “century feature” of the 21st century, There are profound changes in the economic world in which a variety of resources in the global context flow and configurate; any country needs to face the opportunities and challenges it gives. International competition is becoming more and more serious. For Chinese enterprises, the focus should not be if we should the want of internationalization, but on how to internationalize the enterpries.

With the gradual transformation of Chinese society to the market economy, the role and influence of enterprises in social life are becoming more and more significant. Established international enterprises such as IBM, GE, Microsoft, Lucent, Hewlett-Packard and others, which have strong comprehensive strength and core competitiveness, will become an essential interest and important mission for Chinese enterprises to collaborate in the 21st century. While many multinational companies engaged in a large-scale strategic mission towards China, China’s local enterprises have to seek opportunities abroad, and began its journey towards internationalization. Entering the world market is not the ultimate goal, competition for global market share with multinational companies giants and developmet of the international core competitiveness is the real purpose.

In this paper, the study used the case study and inductive method to carry out empirical research on HUAWEI’s international marketing strategy. The study explore HUAWEI’s overseas expansion strategy from its market segmentation, target market selection, product positioning and 4P (product, price, place, promotion) and 4C (customer, cost, convenience, communication), attempting to summarize the international development experience and problems of China’s private enterprises from HUAWEI’s international development process. The study provides important empirical reference for Chinese enterprises that have been and will implement internationalization strategies, and help the communication operators to conduct a comprehensive and systematic thinking of the selection and implementation on the international strategy.

Keywords:  Marketing strategy; STP; 4P; 4C; 4Ps; SWOT; Cooperate; International Market.

The analysis of HUAWEI international marketing strategy

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

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