Social Media Marketing Campaign of Hisense

Social Media Marketing Campaign: Hisense
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Social Media Marketing Campaign: Hisense
Campaign Background
Company Background
Hisense is a Chinese multinational company 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 marketing and communication efforts aim to build the brand and establish a connection with its target market (PR Newswire, 2021; The Drum Network, 2021). A strong brand and connection with the target market will increase its brand value and revenues. 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, 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 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 keep up with the l...