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Essay Available:
Pages:
3 pages/≈825 words
Sources:
6 Sources
Style:
APA
Subject:
Business & Marketing
Type:
Essay
Language:
English (U.S.)
Document:
MS Word
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Topic:

Social Media Marketing Campaign: Hisense

Essay Instructions:

This whole assessment is divided into two parts，so If you can help me get a great score in PART A, then I still need your help in PART B. I will upload the requirement in next step. In this order, you only need to read the part A section. Besides, I hope you will choose a Chinese company. If you have any question , please contact me. Thank you.

Requirements: 3 pages maximum (does not include +/- 10%), 12pt font, consistent font style, 1.5 line spacing, 2.54cm margins (all), title page, consistent referencing style in-text and reference list (not included in the page limit), professional format/layout. Use paragraphs rather than dot points*. Only include required appendices. Choose a company and design a new social media marketing campaign for them in Part A and Part B. Report Sections: Title page 1. 2. 3. 4. References Appendices (Only those required in the guidelines) Notes: The title page, references and appendices are not included in the page count. Any (academic) referencing style can be used as long as it is consistent. *The dot points used in this guide show the information that must be included in the sections. How this information is presented is up to you (e.g. points grouped in one paragraph for discussion or discussed separately), as long as all required information is present. No dot points should be used for main discussion points.

Before you start: What does it mean to justify? This assignment requires you to make decisions and justify those decisions. This means you must give good reasons for why these are the most appropriate (the best) decisions for this campaign. *Title Page There are no specific requirements for the title page; it does not need to be a UQ Business School page. Any report title page is fine provided it meets the professionalism criteria. Company Background (4 marks) This section must provide a brief overview of the chosen company. This overview must cover the key components of the company background that will be important to understand who they are, what their aims are, and what social media decisions are most appropriate for them in the future.

Essay Sample Content Preview:

Social Media Marketing Campaign: Hisense
Student’s Name
Institution
Course Number and Name
Instructor’s Name
Date
Social Media Marketing Campaign: Hisense
Company Background
Hisense is a Chinese multinational in the appliances and electronics manufacturing industry. It specializes in manufacturing home appliances, television, and smartphones (Hisense, n.d.). The organization aspires to be the most reliable global brand and has invested in technological and scientific innovation to pursue this goal.
Hisense’s vision is “to be a century-old company, and to become the most reliable brand in the world (Hisense, n.d.)." Its mission is "to pursue scientific and technological innovation, take the lead in advanced manufacturing with intelligence as the core, and bring happiness to millions of families with high-quality products and services (Hisense, n.d.).” The vision and mission are guided by values such as innovation, customer focus, integrity, and sustainability.
Hisense’s marketing and communication efforts aim to build the brand and establish a connection with its target market (PR Newswire, 2021; The Drum Network, 2021). It has relied on social media for its marketing and communication campaigns. Some examples of its social media campaigns include the “Excite your Senses” and “Less talk, more TV” campaigns shown in exhibits 1, 2, and 3 in the appendices.
Situational Analysis
A situational analysis allows businesses to capture the internal and external factors influencing their success (Stravoka et al., 2018). Based on the findings of a situational analysis, companies can make informed strategic decisions. Hisense has favorable internal factors that give it a competitive edge. For instance, it has a customer-focused and innovative culture. This culture has allowed Hisense to remain competitive worldwide by producing high-quality products such as the 8K AI Perceptual Processor (Cision, 2022). In addition, the company’s mission is centered around technology and innovation, and two of the core values supporting its mission and vision are innovation and customer focus (Hisense, n.d.). This has allowed it to invest in artificial intelligence, innovation, and product development. However, it also has a flexible culture that has exposed it to financial and employee challenges, placing the organization at the center of a fraud scandal (Richards, 2021). Addressing this internal issue can help it become more competitive.
Hisense operates in a very competitive environment. According to Miller (2018), the major competitors in the home appliances and electronics industry are Samsung Electronics, Whirlpool Corporation, GE Haier, and LG Electronics. There is a high demand for appliances, but there is a shift toward environmental-friendly products. Organizations that can use alternative materials that are energy efficient can still remain competitive in the industry (Miller, 2018). It can also increase its competitiveness by using influencers and YouTubers in its marketing campaigns. In addition, the legal environment is also very intense, with very stringent laws, especially regarding intellectual properties and patents. Hisense’s failure to k...
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