Importance of Market Research and Campaign

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July 16, 2021
Market Research and Campaign
Understanding the importance of market research and campaign is crucial for the success of a brand. It allows the marketer to better grasp the market and create a strategic plan to maximize the cost-effectiveness of his campaign. In this article, the author would like to focus on how to utilize both processes for the company Huawei. To create a successful strategy, the author would provide in-depth market research about the strategic campaign's situation, direction, and target market. All in all, it is the author's belief that in-depth research is essential for the strategic success of the campaign.
Situational Analysis
Huawei's market situation is heavily affected by both political and socio-economic circumstances. On the one hand, its socio-economic circumstances are characterized by heavy competition between other large gadget and electronic manufacturers such as Apple, Samsung, Xiaomi, and Oppo. As of 2020, the company is estimated to be the third-largest smartphone manufacturer following after Samsung and Apple CITATION Qur20 \l 1033 (Qureshi, 2020). To finance this large-scale demand for their products, the company utilizes a lot of supplier sources from around the world, such as Europe and Asia, to further improve its supply chain and distribution capabilities.
On the other hand, one of the most determinative factors that affect Huawei's capability is the political tension that is happening between the United States and China CITATION Sch191 \l 1033 (Schmieg, 2019). In 2019, for example, the company was caught in an allegation that it performed corporate espionage by utilizing surveillance technologies as well as importing US-based and created technologies to Iran to back China's gains CITATION Ham201 \l 1033 (Hamilton, 2020). Although there has not been any conclusive proof for this allegation, the United States government banned Huawei from conducting commerce in the country, resulting in an estimate of $12 billion in losses in 2019 CITATION Bar201 \l 1033 (Barrett, 2020). Another pitfall of the ban was the concomitant prohibition of Google from working with Huawei, which led to the removal of essential apps such as the Google Play Store, Google Maps, and YouTube, among others.
One of the main weaknesses of the company compared to its competitors is service distribution. Due to the political tension between the United States and China, the company had to reduce its smartphone manufacturing by 60% for the year 2021. Notably, this is because of its lack of compatibility with essential apps related to the Google ecosystem, which made consumers choose other companies over Huawei CITATION Rei21 \l 1033 (Reichert, 2021). Nonetheless, one of the company's main competitive advantages is its diversification towards other innovative technologies and its specialization in some aspects of smartphone production. It includes foldable phones, updated smartwatches, and high-end cameras, among others CITATION Tri211 \l 1033 (Triggs, 2021).
Strategic Directions
In order to mitigate the effects of the trade ban between countries, Huawei has decided to utilize various diversification and innovation technologies that would make it ...