Tong Tong Gp Assignment2

Topics: Marketing, Porter generic strategies, Product differentiation Pages: 13 (3535 words) Published: December 7, 2014
GLOBAL PROJECT
A RESEARCH PROPOSAL PLAN
Huawei Investment & Holding Co., Ltd.

Ms L. Rietberg-Chew
By Tong Tong,
University of Applied Sciences Utrecht
Utrecht, 10 oct 2014
Abstract
Huawei has become one of the largest telecom providers, and a technology plan solution company in the world. In this paper, we are going to discuss about the global giant by customer analysis and market strategy from the perspectives of Porter’s Genetic Strategy and other strategies that are concluded by ourselves, including the global strategy, customer-centric strategy and international partnership strategy. Besides, after analyzing the statistics from annual report we summary the position in the international market and market segmentations. At last, Marketing Method will be talked about, including the 4P (product, price, promotion and place) Table of Content

AbstractI
ContentsII
1. Analysis on Customers1
1.1 Value Proposition1
1.2 The Size of Market1
1.3 The Customers and the Need2
1.4 Target Groups3
1.5 The Segements3
2. Market strategy5
2.1 Global Strategy..5
2.2 Customer-Centric strategy (Go-to-market Strategy)6
2.3 International Partnership Strategy6
2.4 Porter’s Genetic Strategy6
3. Segmentation and Positioning8
4. The marketing mix.......................................................................................................................10 4.1 Product Decision................................................................................................................10 4.2 Pricing Mix........................................................................................................................10 4.3 Promotional Mix................................................................................................................10 4.4 Place Mix11

5. Conclusion12
Reference13
Appendix..........................................................................................................................................15

1. Analysis on Customers
1.1 Value Proposition
The process of value proposition includes identifying the value, choosing the value and providing value. Firstly, Huawei find and identify all the factors that affect the judgments of customer value. Secondly, Huawei finds the combined point of the most important benefit for customers, competitors’ value proposition and their own resources. Thirdly, Huawei makes the combined point become the breakthroughs of creating value and adjusts the configuration of external resources and provides customers perceived value in order to realize the value proposition. The following 7 points are the methods that Huawei uses to add value to the customer. (huawei,2013) Identify large customer value clearly.

Find a breakthrough between the blind needs of large customers and competitors weaknesses. Look for opportunities of adding value from the end user's troubles. Responding quickly to reach the great customer needs based the ability of foreseeing market. Meet the customer's most important value with the innovation. Devote to maximize the value of large customer perception.

The new markets guide the innovation of technology and product. 1.2 The Size of Market
Huawei implements the strategy of global operating. Huawei’ services are provided in over 100 countries and regions and it serves more than one billion users .International market has become the key part of Huawei's sales. The following 3 points are the main products and services of Huawei: Manufacturing telecommunications networks

Providing software and services
Building electronic communications device (Anuradha, 2011)
Huawei's main business is about supplying networking equipment, and the company counts the majority of the telecom operators as clients. The company is trying to make their smart phone business a major source of revenue and profit. “Huawei kept its third place position worldwide, winning the Lenovo. Huawei's aim for 2014 is to sell...
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