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Academic Journal of Business & Management, 2022, 4(17); doi: 10.25236/AJBM.2022.041709.

Huawei within a Challenging Environment


Chengzhang Guo

Corresponding Author:
Chengzhang Guo

Adam Smith Business School, College of Social Sciences, University of Glasgow, Gilbert Scott Building, Glasgow G12 8QQ, UK


Huawei is an iconic brand in the Chinese smartphone industry and the importance of its marketing strategy to the company in the internationalisation process cannot be overstated. In the first part of the article, the author analyses the business environment of the smartphone industry in international markets from both macro and micro perspectives. In the second part, the article identifies the marketing strategies that Huawei has adopted and analyses them accordingly. Finally, the author gives marketing recommendations based on actual budgets.


Huawei, Marketing, PEST model, Michael Porter's Five Forces Model, Marketing Mix, mobile phone industry analysis, Chinese multinational companies

Cite This Paper

Chengzhang Guo. Huawei within a Challenging Environment. Academic Journal of Business & Management (2022) Vol. 4, Issue 17: 63-71. https://doi.org/10.25236/AJBM.2022.041709.


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