Marketing Audit of Huawei

1.0 Introduction

Huawei is established in 1987 by Ren Zhengfei. It is a private company located in China and also a leading globe ICT solutions provider.

Currently, Huawei's products and solutions have been applied in more than 140 countries, serving 45 of the world's top 50 operators and one-third of the world's population. Huawei is the second company in China that successfully broke into the world's top 500 private technology enterprises.

Marketing audit is use to review a company’s marketing plan. The aim of marketing audit is to identify problems, opportunities and plans to improve the company's marketing performance.

The purpose of this essay is to analysis the internal and external environment of Huawei company using SWOT analysis, marketing mix and PEST analysis.

2.0 Culture, Vision and Mission

The major culture of Huawei is known as ‘wolf culture’. Employees of Huawei must be sensitive, fearless and always stand together. They have ambitious goals and practical style. Also, the company respect each employee’s personality and encourage them to work as a team. In addition, their competition is fair and have reasonable reward. (HUAWEI, 2016)

The vision of Huawei is to enrich people’s life through communication and improve efficiency. And their mission is to focus on customers' challenges and needs by providing great ICT solutions and services so as to steadily create maximum value for their customers. (Huawei.com, 2016)

Huawei's core values are supporting customers, hard working, introspection, open minded and enterprising, sincere and trustworthy, teamwork. Through these values, Huawei can make themselves more innovative and continue to develop more useful and competitive technology business.

3.0Internal analysis

The main purpose of internal analysis is to identify the organization’s abilities and resources. Firstly, we are going to talk about the strength and the weakness of Huawei and then move on to marketing mix of the company. 3.1 Strengths

3.1.1 Ranking

Huawei have several strengths such as their great ranking of market share in different products and technologies.Their switches have got the third place of market share all over in the world and according to Ovum and Dell’Oro, which are both well-known market consultancies, Huawei got the first place of market share in optical transport network, wavelength-division multi-plexing, 100G and microwave technologies.

3.1.2 Research and development

Huawei insisted in investing no less than 10 percent of their sales revenue into researching program every year. In 2015, the research and development expenses accounted for 15 percent of their total revenue. They