Huawei

Abstract

This thesis examines how Huawei could use e-marketing and strategy to strengthen their global brand. I had three key areas of research, being; customer’s relationship towards the brand, Huawei’s strengths and weaknesses regarding their e-marketing capabilities, and lastly what brand position they have in the global marketplace. To find answers to my research questions, I used both quantitative and qualitative research to cover them more extensively, gathering crucial information to provide enough evidence, backing up my hypothesis. By applying models such as Porter Five Forces, SWOT and a survey, I have analysed my research questions and testing out various hypothesis regarding Huawei’s global foothold in the Smartphone industry. Through extensive research, I can declare that, whether, in China or the West, the customers want similar approaches when it comes to marketing. We can see a similar pattern regarding special features in the smartphones that consumers tend to find this less critical when selecting a premium phone, contradicting my initial hypothesis. 2. Acknowledgements I would like to thank Professor Ewout Van Der Schaft for his extraordinary support in the progress of writing this dissertation. I would also like to thank Edward Qiao for supporting me greatly, supplying me with necessary guidance and recommendations, always being there willing to help me. This project would not have been possible without the assistance of Mr Raymond Yip and Imagination, taking me under their wing, giving me a chance to write a dissertation on their behalf.