La Trobe University ( HUM 2010 ) HUAWEI MARKETING STRATEGIES

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Huawei is a well-known information and technology industry brand that was formed in 1987. Since its inception, this Chinese brand has grown tremendously. At present, it is operating in 170 countries a... nd has around 0.2 million employees. While its largest market by revenue share continues to be in China, it had been growing in three regions – the EMEA (Europe, Middle East, and Africa), the Asia Pacific, and the Americas – from 2012 to 2019 (Fig. 1.1). Its total revenues peaked in 2020 to Ɏ891.37 billion before it steeply declined to Ɏ636.82 billion in 2021 or an alarming -28.56%. The underlying factors of this decline are beyond the scope of this paper, though. Yet, it is clear that its marketing program needs to be retooled to overcome such as devastating decline. [Show More]

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