Huawei Marketing Management Strategy

EXECUTIVE SUMMARY

The mobile phones market is a rapidly growing market through out the world. The UAE mobile phones market is no exception to this. With industry giants like Apple and Samsung dominating the market there are a lot of smaller companies stepping into the race and doing exceptionally well. With a 30% higher smart phone ownership as compared to the global average UAE is an excellent market for mobile phone devices.

Huawei Technologies Co. Ltd. is a Chinese multinational networking, telecommunications equipment and services company established in 1987. With a steady growth, it became the global leader of information and communication technologies (ICT) solutions. By 2009 Huawei entered the Terminals market and started producing

Sales Director, Marketing Manager and Delivery & Service Manager report to the Consumer Head. Under the sales director there is the COMTEL A/C Manager and under him the SIT A/C Manager. The Asst. Marketing Manager reports to the Marketing manager and the Marketing Intelligence Officers are under the Asst. Marketing Manager. The Delivery & Service Executive reports to the Delivery & Service Manager. The reporting structure of the Huawei Devices department is as given below:

The Mobile Phones Retail Market

The terminal retail market is basically divided into two sectors:

• OR market (power retailers)

Power retailers are those companies having a chain of shops and all of them having common retail strategies and working towards the same target. They are more organized and can be upscale to appeal to full-service, status-conscious consumers.

Example: Jumbo, Sharaf DG, Plugins

• IR market

These consist of individual retailers that do not have a large chain of shops. Usually owned by an individual. They earn profit through selling large quantities at a lower rate than power retailers. 70% of the mobile phone devices sales happen through these

This is done by checking if all the products (working models and the dummy pieces) and branding material are displayed according to specifications from the company and ensuring that the working models are kept charged and the retail demo mode is running in each device. If the store requires stands for keeping the phones, they are provided. Ensuring the availability of brochures and refilling them if needed. New stands were distributed in each store to display the brochures for Ascend Mate 7.

Collecting supply-demand details:

Collecting supply-demand details for various Huawei models in retail by finding out from the sales staff about the demands of the various models and about their stock/inventory.

Building up a cordial relationship with retail sales staff:

Creating a rapport with the sales staff is extremely important so that they promote Huawei products to the customers and also give us unbiased information about the market. In order to do this, incentives are given and they are occasionally treated to lunch to maintain a good relation with them. Also, this creates a more informal environment where they can open up freely about the problems they are facing. I came to know from a merchandiser that the sales target set by the company is high but the availability of stocks is not at par with the demand, which becomes a hindrance to meeting