Huawei can use better promotion strategies to avoid

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Huawei can use better promotion strategies to avoid rivals being better in terms ofsales.13
The marketing mixThere is no scientific theory of marketing mix rather it is a conceptual frameworkdeveloped to identify the key marketing decisions managers makes while offering aproduct or service developed to meet the demands and needs of consumers (Goi,2009). According to Palmer (2012), this framework can be employed to develop short aswell as long term strategies. Marketing mix can be perceived like a baker who makeschanges in the proportions according to the requirements of his final product. Zineldin,and Philipson (2007) explain that initially there had been only 4Ps which aredemonstrated in figure 2.Figure 2: 4Ps of marketingSource:Kotler et al., (1991)The marketing research, thoughts and practices have been dominated by the marketingmix paradigm since the time of its introduction during 1940s (Grönroos, 1994). However,over the period of time, the theory that supported only 4Ps evolved. Kotler et al., (1991)and Anderson et al., (2009) are few researchers who are proponents of 4Ps. Howeverafter modification and revisions with the altering business needs similar to the baker’saltering proportions, figure 3 shows how the revised Ps of marketing framework looks14
like. This extended Ps of marketing framework was created by Booms and Bitnerin1981 though the propositions of revision and criticism on the limitations of 4Ps hadstarted right during the 1970s (Kotler et al., 1991).Figure 3: The modified Ps of marketingSource: Booms and Bitner (1981)The focus however in the present write up will only be on the 4Ps and the old marketingmix framework would be used rather than the extended one because Kotler et al.,(2015) suggest that in some cases the 4P framework is still applicable and fruitful.4Ps of the chosen Huawei product1-The product: The chosen product is Huawei P11. This productwill be asuccessor of P10 that has been launched in 2017. According to the Guardian(2017) P10 is by far the best phone launched by Huawei. Moreover, the colours(8 colours) and smooth touch are distinguishing features of P10.Therefore it iscrucial that the same brand perception is carried forward to P11 as well. If any ofthese features is enhanced in P11, it is highly likely that the phone would behighly welcomed. However, they need to provide a bigger screen which is in linewith P10 plus (5.5 inches) and not P10 (5.1 inches), for P11. The reason is that a15
bigger screen would befit the standards of the present times becauseKotler et al.,(1991) suggests that the right product is crucial to be provided to the rightaudience. Furthermore, blue tooth ear buds and lasting charge too should bepassed on to P11 from P10. Guardian (2017) is suggestive that the phone ishighly responsive, supports a micro SDcard and the camera is fun however, incomparison with rivals it is boring. This boredom needs to be catered throughP11 to launch it as a high end phone.

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Term
Spring
Professor
N/A
Tags
Marketing, Huawei Technologies Co Ltd

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