Final Paper Develop a 12- to14-page marketing plan (not including the title and reference pages, charts and/or graphs) for any product of your choice. Your marketing plan must: Analyze the specific...

Running Head: MARKETING PLAN FOR HUAWEI WATCH 2     1
MARKETING PLAN FOR HUAWEI WATCH 2 IN USA                     2
MARKETING MANAGEMENT
MARKETING PLAN FOR HUAWEI WATCH 2
Student’s Name: ________________________
Course Name and Number: ________________________
Instructor’s Name: ________________________
Date Submitted: ________________________
Table of Contents
Introduction    3
US Market Situation and SWOT Analysis of Huawei    3
Huawei’s Mission Statement and Future Performance Goals based on Situational Analysis of US Market    6
Marketing Strategies Based on Huawei’s Marketing Objectives in USA Market    7
Application of Marketing Mix for Targeting Proper Section of the USA Market    9
Product    9
Price    9
Place    10
Promotion    10
Summary of the Discussion and Recommendations for Strategy Implementation in US Market    11
Conclusion    12
References    14
Introduction
    Despite the superiority of a product or the excellence of a service, an organization cannot guarantee the success in the market, unless it reaches the co
ect customers, which are targeted on rational grounds, thereby making marketing an essential part of business success. The marketing plan developed on the part of any business organization includes proper assessment of the organizational strengths, weaknesses and opportunities in the context of the market, in which it aims to enter and earn profit. As supported by De Pelsmacker, van Tilburg and Holthof (2018), marketing plans are matters of subject risk and requires proper assessment of company and market for they influence the customers the most.
The business organizations, focusing on their marketing plan that includes proper understanding of the internal condition of the organization and the external condition of the market, meet success, while that only focus on profiting criteria often meet with failure in the market as they fail to locate the co
ect set of customers for their products and the services. In the immediate study, the market condition of the USA smartwatch market and the internals of the Chinese
and Huawei have been chosen as the real life instance, offering an in depth understanding of marketing plans and leading to proper recommendations.
US Market Situation and SWOT Analysis of Huawei
    Conducting the SWOT analysis, it could be identified that Huawei has its fair share of strengths and weaknesses to govern its operations. The trend in the USA smartwatch market has been inclined towards consistent growth, high potential for profit earning and scope of new entrant in the market, especially due to the lack of budget segment smartwatch manufacturing. The USA smartwatch market has grown since 2013 to 2017 at rapid pace, and considering the trend it is expected to grow even further and reach high consumption until the end of 2018 (PR Newswire, 2018).
The premium manufacturers such as Apple, Garmin, Fitbit, Polar and Samsung dominate the smartwatch market in USA. The trend in the smartwatch market is focused on establishing the smartwatches as symbol of healthy lifestyle and a tool for keeping track of physical activity as well as staying connected with smartphones in general. The smartwatches are targeted towards the younger generation and the majority of the buyers in the market are teenagers and young adults, however, the high pricing of the smartwatches make them less accessible to budget category customers in the market (PR Newswire, 2018). Considering the fact that Huawei has entered the USA smartwatch market, there is ample scope for getting fast traction by offering value for money product and targeting the right customers.
Huawei is a smart connectivity product manufacturer having their origin in China and engages in the production of smartphones, smartwatches, tablets and notebooks for the home and global markets. Considering the smartwatch it has recently developed for launching in USA, namely Huawei Watch 2 assesses the internals of the company important.
    The huge popularity of the
and in the international market is a major strength of the company. As mentioned by Yang, Yu and Bruwer (2018), strengths of companies generate primarily out of the support of the customers in the market. In addition, Huawei’s tendency of retaining value for money proposition as an organizational priority makes their products cheap in ratio to the quality and technical specification they offer.
    On the downside, being a new company, it has limited after sale service centers to offer to its new customers, making the slow foothold in new markets a weakness of the company. As stated by Tao et al. (2018), in case of technical products, after sale services are must and a lack of after sale service could reduce the value of the company among the customers as it makes their sold products a single time usage product.
    The company has a sub-
and named, Honor, which can offer products at much lower price points, making the Huawei products cheaper yet the premium product among the two even having a lower price point, giving a premium feel and appeal to the customers. The entry to markets, in which there is less competition among budget segment offerings is another opportunity that Huawei can cease. As identified by Govindasamy, Arumugam, Zhuang, Kelley, and Vellangany (2018), targeting a market segment where the competition is low, making the launch of new products or service less prone to market failure.
    The threat in the technological market sphere is always increasing as technological innovation is becoming decentralized and more easily accessible. The manufacturers from the Chinese and Asian markets, who are manufacturing low cost and high quality budget products in the information technology industry, can be a major threat for Huawei’s entry to the US smartwatch market. It can be expected that considering Huawei’s success in the US market, other Chinese manufacturers will enter the US market and might offer low cost smartwatches, taking away the competitive advantage that Huawei might have. Another threat is that US might increase import duty on the Chinese products to safeguard its home market, resulting in higher prices and no advantage in the market for Huawei (NBC Chicago, 2018).
Huawei’s Mission Statement and Future Performance Goals based on Situational Analysis of US Market
The existing mission state of Huawei is ‘enriching life through communication’, which shows the mission of the company to work as a global contributors to information and communication technology sector and offering products and services that customers and clients can get benefitted with. As opined by Rey and Bastons (2018), the mission statement of a company must reflect its values and future courses of actions that are aligned with the market condition it is dealing in.
Considering the role of vision statement and customers’ perspective towards them, it is obvious that the same mission statement, which Huawei used for its products might not prove to give the customers in USA smartwatch market idea about the role of the company altogether, therefore, a new mission statement...