Huawei — Marketing rearch in the USA market
Yao Liu
In brief
Huawei planned to hit the USA market in 2015. As a leader telecommunication company worldwide, Huawei offers a range of IT and communication products and rvice。 Before getting into the USA market， Huawei has already been successful in the European market, Indians and the African markets. But it is not the first time that Huawei tries to move into the USA market。 With so many problems to solve， such as intensive competition, high marketing entry and even barriers and blocks t off by the United States government, etc. Huawei needs to take an overall consideration， and tailors a special and long—term strategy to apply to the USA market nowadays。 Compared with the Historical Perspective and orbit that its main competitor， Samsun, moved into the USA market, Huawei still need to take a long way to go.
Contents
Background information 2
Problem statement 5
SWOT analysis 5
Recommendations 11
Company background
Huawei telecommunications equipment Co, established in1987, is one of the leading manufacturers in telecommunications industry. In 2012, Huawei took full ownership of a Chine joint venture formed with Symantec。 The company bought Symantec’s 49% stake for ＄530 million in order to focus on developing curity and data storage products for telecommunications carriers and other business。 But, the Shenzhen company has only manufactured Android smartphones since 2009， and it makes a varies range of products, mobile phones, smart watches, also, it offers different kinds of rvices and equipment for computing cloud， and telecom operations, radio access, core network, an
d other systems.
Why do Huawei want to enter the USA market？电影鸦片战争
As its main competitors in China， Xiaomi® and Lenovo®, have been ready for the global strategy in smart phone market all around the world, and started to snatch at Apple's crown. Huawei relies to a great extent on internal development for growth. Huawei enjoys high reputation in European, Africa and Indian market， and it started to develop its global strategy to open new market in USA。
Product and rvice lines
Huawei invested instead in its consumer and enterpri business, launching a ries of smartphones for consumers and bolstering its cloud computing and data center offerings aimed at enterpri customers. Worldwide, the company maintains 23 rearch institutes and has t up 34 innovation centers that are operated in partnership with leading telecom operators. R&D accounts for around 10% of annual revenue， and more than 44
% of its global workforce is involved in the development of products and rvices. In Europe， it launched the Honor 6 without the Huawei name attached， dropped the old Ascend brand name, and decided only high-end smartphones were the way forward.
Competitors
很可能英语Huawei takes almost more than half of marketing share in providing telecom equipment in China. Huawei has been grown into one of the major global players with offices in 140 countries. Its market share has since grown to 6.8 percent of the smartphone market. Huawei nearly doubled its device shipments to 20.1 million units. As the third—largest smart phone maker, right behind Samsung and Apple。 Huawei has been making strides to alter its image elwhere in the world.
Exhibit 1。 Top Five Smartphone Vendors, Shipments， Market Share and Year—Over—Year Growth， Q4 2015 Preliminary Data (Units in Millions)
Vendor | 4Q15 Shipment Volumes 自制立体贺卡 | 4Q15 Market Share | 4Q14 Shipment Volumes | 4Q14 Market Share | Year-Over-Year Growth |
1。 Samsung | 85。6 | 21.40％ | 75.1 | 19.90% | 14。00% |
2。 Apple | 74.8 | 18。70％ | 74。5 | 19。70% | 0.40% |
3。 Huawei | 32.4 | 8.10％ | 23。6 | 6。30％ | 37.00% |
4。 Lenovo | 20.2 | 5。10% | 14。1 | 3。70% | 43。60％ |
5。 Xiaomi | 18。2 | 4.60％ | 16。5 | 4。40% | 10.00％ |
Others | 168。3 | 42。10% | 174 | 46.10％ | —3。30％ |
Total | 399。5 | 100。00％ | 377.8 | 100.00% | 5。.7% |
Lenovo + Motorola | 20.2 | 8。10％ | 24。7 | 6.50% | 特拉法尔加—18.10% |
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Exhibit 2. Top Five Smartphone Vendors， Shipments, Market Share and Year—Over—Year Growth, Calendar Year 2015 Preliminary Data （Units in Millions)
Vendor | 2015 Shipment Volumes | 2015 Market Share | 2014 Shipment Volumes | 2014 Market Share | Year-Over-Year Growth |
1。 Samsung | 324。8 | 22.70％ | 318.2 | 24。40％ | 糖醋鲫鱼2。10% |
2. Apple | 231。5 | 16。20% | 192.7 | 14.80% | 20.20% |
3. Huawei | 106。6 | 7。40% | 73。8 | 5.70％ | wps段落44。30％ |
4. Lenovo | 74 | 5。20％ | 59.4 | 4.60％ | 24.50% |
5. Xiaomi | 70。8 | 4.90% | 57。7 | 摩擦力的影响因素 4.40% | 0.228 |
Others | 625。2 | 43.60% | 599。9 | 46.10％ | 4。20% |
Total | 1432.9 | 1 | 釜底抽薪的意思 1301.7 | 1 | 0。101 |
Lenovo + Motorola | 73.9 | 5.16% | 93.7 | 7。20% | -21。10％ |
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As Exhibit 1 and 2 shows below， Huawei sales incread from 6。30％ in 2014 by 8.10% in 2015。 Samsung is in the first place with the largest market share of 22.70％ an
d the largest sales volume of $324.8 millions in 2015。 There is still a pretty sizeable gap between Huawei and Samsung， even between Huawei and Apple。
