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MBA Master essay:Marketing Plan for HUAWEI P-Series Phone(2)

时间:2019-08-30 12:30来源:未知 作者:anne 点击:
Judging from the strengths, the strengths of HUAWEI P-series mobile phone is that its camera function is the most powerful in the market, and its design is also one of the most fashionable at present.
Judging from the strengths, the strengths of HUAWEI P-series mobile phone is that its camera function is the most powerful in the market, and its design is also one of the most fashionable at present. The process of making mobile phone is also very delicate.
In terms of the weaknesses, the downside is that its price is high, and it lacks some business functions, and its chips and processors are not the most advanced.
Considering the opportunity, with the widespread use of mobile networks and social media, mobile phones are now more than just a communication tool, but also a camera, necessities and accessories for recording life.
About the threat, more and more companies are starting to launch phones similar to the P-series, such as OPPO, VIVO, and they sell similar mobile phones at a lower price (Lin et al., 2018).
According to the results of the SWOT analysis, HUAWEI' P can adopt an SO strategy, which is to continue to expand its advantages in photography and design by taking advantage of opportunities of continuously increased future target customers, so as to determine its technological leading position in the same type of mobile phones. 
4 .Marketing Strategies
4.1 Product Life Cycle – P-series
HUAWEI’s P-series already passed the development and Introduction period. From no one cares to deep customer love. “In 2017, the P10 series mobile phones have been sold more than 10 million units worldwide. From the product cycle point of view, it belongs to the growth Stage.” (Lin et al., 2018) Author points out HUAWEI’s P-series belong to the growth stage; The p-series has gained profit and has a certain share in the market. The p-series products break the single color of other mobile phones, and customers can choose the color they like. Their prices are also lower than other mobile phone company’s phone; their store are also available in everywhere such as shopping mall, street, and also their phone always with good after-sales service and discounts on holidays.
4.2 Positioning Level
HUAWEI P-series is committed to bringing the digital world to everyone, every family, every organization, building a smart world of all things connected; therefore, P-series positioning level belongs to social needs in the Maslow pyramid.
4.3 Elements of the Product
Compared with other models of mobile phones, HUAWEI P-series is more targeted. They are focus on young people. The p-series phones are light and have a choice of colors. Men can choose black and brown, while women can choose pink and pearl. Compared with IPhone XS, the price is cheaper and more colorful, which will not cause economic burden for young people.
4.4 Experience Map
During the experience,I enjoyed a perfect shopping. The staff is very professional and can help you answer questions and concerns. However, there are still a few suggestions here; first, there are too many costumers in the store, it is recommended to wait for the number before entering the store and ask for their appeal, so as to ensure the shopping experience of each costumers; second, hire more employees; third, the phone case in the store is too ugly, young costumers have to buy other phone case online, more mobile phone accessories should be designed by HUAWEI.
4.5 Price strategy
HUAWEI is a leading mobile handset manufacturer company with many products in their portfolio. HUAWEI mobile business divisions have several product lines in its marketing mix that caters to different target customers as it is using different strategies for different market segment. A HUAWEI honor series product is targeting people who really care about the quality, while HUAWEI P-series such as P20 Pro is targeting the customers aged between 20 and 40 who prefer the advanced technology, excellent appearance and are willing to pursue fashion trends. Even economic growth worldwide is not stable, but the demand of mobile phones in the world is always increasing since mobile phones industries are one of the most profitable industries everywhere. 
HUAWEI always focuses on providing best quality products to its customers as pricing are nearly same by all competitors. It also charges high prices for its new and innovative P-series products that are not in the competitor’s product line at the initial phase.Since a sufficient number of customers have a high demand on P-series products, the competitors may adjust the product line to cover this specific segment soon. As we can see the type of competition for the P-series products is related to Substitution competition.
HUAWEI's original idea of creating the P-series was to upgrade the basic needs to the aesthetic needs of the products.In January 2012, HUAWEI officially released HUAWEI P1, a product positioned as “the first high-end mobile phone", which for the first time made the global media realize that the original homegrown smartphone can also be so exquisite and can be the thinnest in the world. From there HUAWEI has officially entered the global market with their global outlook.  To ensure the P-series keep growth, HUAWEI release the new P-series model every year by adding unique features to influence the product life cycle, such as “Fastest” feature for P2 in 2013, “High quality photo” feature for P9 in 2016, and “Incredible triple cameras” for P20 in 2018. It keeps the prices at the fixed level by fast product iteration since they know the price drop when the product enters the maturity stage. HUAWEI is using the price skimming strategy for the P-series products to set an initial high price and then slowly lowers the price to make the product available to the wider market and acquire maximum profit for each P-series model consistently.
In March 2018, HUAWEI released the new models - HUAWEI P20 and HUAWEI P20 Pro which had the world's first Leica triple camera. All innovations and R&D have enabled HUAWEI to establish itself as a top global mobile phone brand. HUAWEI has set the high expectations for these models which enable anyone can capture professional quality images. When we look at the price of HUAWEI P20 Pro 6GB+128GB, the market price is 4988RMB. It falls as “High Value” product when we comparing with other brands in the market.
HUAWEI uses “Target costing” model for P-series products since P-series is targeting the high end customers which are willing to pay more for the innovation, such as triple Leica cameras, super charging technology.  As descripted in Marketing Management Millennium Edition (Philip Kotler, 2000) “The objective is to bring the final cost projections into the target cost range. If they cannot succeed, they may decide against developing the product because it could not sell for the target price and make the target profit. When they can succeed, profits are likely to follow.” After several years of development, HUAWEI has established a complete mobile phone supply chain system. It has become an important customer for mobile phone manufacturers and parts suppliers, so HUAWEI has an advantage in bargaining power for most components. This enables HUAWEI to determine the expected price, and then deduct the desired profit margin from this price, and leaves the target cost they must achieve so they can have the advantage of pricing the products and fully consider the total customer’s cost. This will help HUAWEI keep improving on customer’s experience.
4.6 Promotion
It is shown from the analysis that HUAWEI P-series has great market space globally. We would use different promotion ways to make it globalization developed. Push strategies create consumer demand; the marketer pushes the message out to the target authence and is in control of the message - what it is, how it is seen, and when and where it is consumed. Pull strategies are created by consumer demand, enticing the target authence to voluntarily request your product or service and pull it through the delivery channel. (Rimlinger Chris, 2011).
4.6.1 Push strategy
As we all know that P-series more focus on high end design, it is more popular in Europe.  We would find out one product, for example P10 as featured product for Southeast Asian market to future improve sales revenue. Since Southeast Asian market is more for middle end products in the past, i.e. Nova series. It could be the new potential market for P10. Firstly, to open more experiencing stores in convenient shopping malls especially in city center or business buildings, hiring local sales person, setting up targets, monitor the operation process and keep employees learning and developing. Secondly, organize more public shows in high end clubs once per week to reach business customers directly with showing the features, applications, etc. Providing pricing package, we could cooperate with local telecom operator providing customized P10 products. 
4.6.2 Pull strategy
Regards Southeast Asian market, design targeted TV advertisements to broadcast on TV and advertising promotion platform or display in front of a film to show at the cinema. Making billboards along the highway to the airports also in the city center. 
US market is still a new market for HUAWEI. It is too hard to open the market for political reasons. In this case, pull strategy is feasible. We can work with US public relationship companies for brand promotions, big events sponsor, like US Open, NBA, NFL and also entertainment industry, even as sponsor for Hollywood film to gain advertising moment in the film and along with film promotion activities. 


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