Huawei case study

: a reposition challenge to achieve leadership

Abstract

Having as a focus the practical dilemma of Huawei’s repositioning strategy in Portugal, the present dissertation places under analysis the efficiency of the brand’s strategy evaluated through the changes in consumers’ perceptions, and therefore, market acquisition. Huawei is a Chinese IT solutions provider since 1987. Placing the client at the center of their activities, the brand aims to offer the best experience to its consumers through their smartphones. Through strategic partnerships with well-known partners, the brand aims to build a better-connected world, acquiring the number one spot as the most preferable and trustworthy brand of its target audience. Nevertheless, Huawei entered the Portuguese market with low-quality equipment, usually the operators private labels, associated to a low performance, trust, and durability. Therefore, the brand still suffers nowadays with the consequences of this association, not be-ing seen by consumers as a trustworthy brand of reference, even with its products being of high performance and quality, a result of the great investment made in R&D. As a response to this market’s perception, the brand went through a repositioning strategy. Thus, it is intended to study, through primary and secondary research, if the repositioning strategy of Huawei managed to change the it market’s perception, and if there was actually an added value to the consumer. The main results demonstrate that the brand’s market perception is under high evolution, hav-ing acquired a favorable opinion with its consumers, which if maintained in the long-term, it will lead to buying intentions.

Date of Award	17 Feb 2017
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)