BULMIM Journal of Management and Research
  • Year: 2021
  • Volume: 6
  • Issue: 1

Market Place Challenges for Huawei Mobiles in India Despite Being the World’s No 2 Smartphone Brand

1Final Year Student, Department of HR and Marketing, JK Business School, Gurgaon, Haryana, India

2Final Year Student, JK Business School, Gurgaon, Haryana, India

*Corresponding author email id: kiranhari2011@gmail.com

Abstract

This paper covers the reasons behind the Huawei’s low market share in India despite being the World’s No 2 Smartphone brand. The Research Objectives of the study are, to understand the buying Behaviour of Consumers towards mobile phones in India with special reference to Huawei brand, to study the challenges faced by Huawei brand in India despite being world’s no. 2 and to propose a Marketing Strategy for better positioning of Huawei in India. The study revealed that how the lack of brand awareness is negatively affecting the brand and how offline sale and customer loyalty depend upon each other and how this has affected positioning of the product in the market. This paper brings out the useful information about the importance of brand awareness for the product positioning and the importance of availability of product in offline store. The findings of the study will help any new aspirant or the current mobile companies to strategize their endeavors for Indian market.

The aim of the study is to find out the reasons behind Huawei’s low market share in India despite being the World’s No 2 Smartphone brand.

The sample data was collected from 330 respondents form Metro cities like Delhi and NCR using a structured questionnaire. The data was analysed through descriptive and inferential statistics.

The study revealed how the lack of brand awareness is negatively affecting the brand and how offline sales and customer loyalty depend upon each other and how this has affected positioning of the product in the market.

Being a PGDM student I have limited my research in Delhi NCR region only due to time, place and resources limitation.

This paper brings out useful information about the importance of brand awareness for the product positioning and the importance of availability of product in offline stores. The findings of the study will help any new aspirant or the current mobile companies to strategize their endeavors for Indian market.

Keywords

Branding, Camera phone, Challenges, Huawei, India, Market, Smartphone, Strateg