Marketing Plan for the Internationalisation Project of Huawei Technologies Ltd The WritePass Journal

Marketing Plan for the Internationalisation Project of Huawei Technologies Ltd Executive Summary Marketing Plan for the Internationalisation Project of Huawei Technologies Ltd ). This means that Huawei would have to contend with the challenge of establishing trust with potential Indian partners and customers, and prove that its products and services are of high quality contrary to prevailing negative perceptions of Chinese companies in India. There are also infrastructural deficits in many part of India, especially the rural areas, which may affect Huaweis servicing of the Indian market. Many parts of India lack not only key telecom infrastructure, but also basic infrastructures such as power supply and roads (DB, 2010). It may therefore be challenging for new entrants such as Huawei to operate successfully in such areas. In spite of the challenges associated with the Indian market environment in general and the telecom market segment in particular, this market is suitable to target because of the considerable opportunities it offers and the resources available. The sheer size of the market and the number of telecommunications carriers in the country offers a potentially huge customer base for Huawei to exploit. The socio-political stability of India is also an advantage, as it would facilitate a conducive business climate for new entrants into the Indian market. Marketing Objectives Marketing objectives refer to the measures of accomplishment by which the organisation can measure the degree of success of its marketing strategies. Marketing objectives may therefore include elements such as retention, market leadership, rate of new sales growth, and other indices (Joshi, 2005). In essence, marketing objectives clarify what the organisation wants to accomplish through its marketing activities. In order for marketing objectives to help the organisation achieve the required aims and successfully implement the marketing plan, they need to meet the SMART criteria, which means that they should be specific, measurable, attainable, relevant, and time-bound (Doran, 1981). Huaweis marketing objectives in seeking to enter the Indian market can be discussed in terms of the Ansoff Matrix – a conceptual model and marketing planning tool that describes how the organisation links its marketing strategy with its strategic direction. The Ansoff Matrix suggests four distinct growth strategies in marketing planning, namely market penetration, market development, product development, and diversification. Table 1: Ansoff Matrix *Adapted from Ansoff (1967) In line with the provisions of the Ansoff Matrix, Huawei’s marketing objectives are mainly based on market development, which involves seeking to achieve growth by selling existing products or services in new markets (Ibid). Accordingly, Huawei’s key marketing objectives are to enlarge its customer base and increase revenues by establishing itself strongly in the Indian market within the first three years of market entry. These objectives are specific because they are straight-forward and clear. They are measurable because the total revenues and incremental number of customers can be quantified to determine how much progress is being made. The objectives are also achievable and realistic because Huawei already has significant experience, proven capability, and superior technologies that allow it settle quickly and make an impact in the new market within the projected time frame. They objectives are also time-bound, given that the projected three-year period for realisin g the objectives provides sufficient opportunity to set timelines, monitor progress, and adjust the plan where necessary in order to ensure that the objectives are realised within the set period. Marketing Strategy In order to determine the most appropriate marketing strategies best combination of the Marketing Mix to adopt for the planned internationalisation project, it is important to note that Huawei Technologies would be entering the Indian market as a latecomer, as opposed to a pioneer. Pioneers refer to the firms that are first to introduce a product or service in a given market and establish themselves early on. On the other hand, late comers refer to later entrants who enter a market with products or services that are already in existence or provided by existing firms (Kalyanaram and Gurumurthy, 1998). Given that being a pioneer can provide significant market-share advantages over latecomers, later entrants often need to adopt distinctive marketing strategies and positioning in order to compete favourably with the existing firms (Gao et al., 2007). Based on this reality, the marketing mix (i.e. price, products, promotion, and place) would have to be carefully evaluated to select the most effective combination suitable for Huawei as a latecomer in the Indian market. As such, the combination of product and promotion is suggested as the appropriate combination of the marketing mix that should be used in Huaweis market entry plan. A product strategy should be central to the marketing strategy, particularly in terms of defining the product range as well as product standardisation in order to ensure the same quality products and services that the Huawei brand is renowned for in the existing markets in which it operates. This should also involve improving product and service quality through incremental innovation in order to compete favourably with existing rival products and services. This product strategy should also be combined with a promotions strategy that involves repackaging product and service offerings through effective adve rtising and marketing to penetrate the new market. This is best achieved by segmenting the market and focusing on specific target demographics where high impact promotional activities would generate customers seeking varieties or enhanced substitutes to existing products or services (see Matthews, 2002). The Action Plan Action January February March April Who Conduct preliminary assessment of preferred operational base and acquire suitable office(s) 15th – 20th Administrative Staff in conjunction with local agents Commence process of recruiting qualified personnel 15st HR/Recruitment Agency Establish contact with preferred agents, suppliers, and partners 20th – 5th Regional Manager/Business development Managers/Logistics Department Profile target customers and establish contacts with them though presentations and proposals 20th – 30th Business Manager/Marketing Department Commence positioning attempts and repackaging of products and services to suit the needs of identified potential customers and targets 16th – Business Development Manager/Operations Department Begin promotional activities through focused advertising and public relations 20th – Marketing Department/Marketing Communications Agency/Industry Contacts Marketing Budget The marketing budget for Huaweis planned market entry should be sufficient to ensure the realisation of the marketing plan objectives, while also being cost efficient at the same time. Considering that there are competing marketing initiatives and needs in the proposed plan, allocated funds must be dedicated to each aspect of the marketing effort to ensure that objectives are achieved in a measurable and timely manner (Luke, 2009). The elements of the marketing budget for Huawei’s market entry as well as the amount allocated to each category are outlined as follows: Activity Allocation (US$) Advertising and promotional activities (in telecom and ICT industry-focused journals, social media, etc) 380,000 Advertising and promotional materials (e.g. Brochures, fliers, banners, pens, calendars) 55,000 Product Repackaging Redevelopment 550,000 Research Development 400,000 Recurring expenses 420,000 Total Budget 1,805,000 Monitoring and Evaluation Monitoring and evaluation is a critical phase of the marketing plan, since it helps ensure that the plan is being implemented as designed, and meeting the projected objectives. It is also useful in making it possible to adjust or modify sections of the plan in response to observed shortcomings and external unforeseen contingencies (Tourism NT, 2007). There are a number of approaches that can be used for monitoring and evaluation, but for the present purpose, it is sufficient to adopt the McKinsey 7S Framework to monitor and assess the progress being made by the organisation towards achieving set objectives. The framework comprises strategy, structure, systems, staff, style, skills, and super-ordinate goals (or shared values). It is based on the premise that these seven components must be aligned and mutually reinforce each other in order to help the organisation determine where to realign needs to improve performance, or maintain alignment   in order to sustain performance (Peters, 2011; Waterman et al, 1980). Figure 1: The McKinsey 7S Framework Source: Peters (2011) The McKinsey 7S framework would be useful in monitoring and evaluating the implementation of Huaweis marketing plan, as each of the seven elements in the framework would be examined to determine where problems may arise along the line, and where further planning may be necessary. In specific terms, the performance of Huaweis marketing efforts in its international expansion plan would be based on measurable elements such as extent of customer awareness and feedback in response to advertising and promotional efforts, sales response to portfolio of products and services, customer satisfaction with product and service quality, and ROI on marketing investments in relation to quarterly earnings. Keys to Success Targeted product redevelopment and repackaging to meet the specific needs of high-value ICT and telecom customers Focused promotional and marketing activities for maximum exposure to the targeted demographic of potential customers Reliable customer service and after sales maintenance support Faithful implementation of elements of the marketing plan in line with the time-line Critical Issues The emphasis of product and promotion based marketing strategy is crucial for the success of the marketing plan. Since the telecom and ICT/telecom industry is highly dependent on quality of products and services, it is important to ensure that Huawei maintains its high product/service standard, and make necessary modifications to product formulation and packaging based on the location-specific requirements of the Indian market. Promotion is also vital, as the adopted promotional and marketing activities must be effectively implemented to establish the companys presence quickly among potential customers. Lastly, the monitoring and evaluation process must ensure that the marketing plan facilitates Huaweis incremental growth to a position of competitive advantage in terms of superior product offering, market share, and revenues within 3 years of entering the market. References Alli, A.M., Winter, G.S. and May, D.L. (2007) â€Å"Globalization: Its Effects†, International Business Economics Research Journal, 6(1), 89-96. Ansoff, I. (1967) Strategies for Diversification, Harvard Business Review, 35(5), Sep-Oct, 113-124 Bartlett, C. A., and Ghoshal, S.   (2005) â€Å"Transactional management, text, cases, and readings in cross-border management†, Journal of Management, 69(2), 99–120 Child, J. and Rodrigues, S.B. (2005) The internationalisation of Chinese firms, Management and Organisation Review, 1(3), 381-410 DB (2010) Issues and Opportunities of the Indian Telecom Industry [online], Available at: dnb.co.in/IndianTelecomIndustry/issues.asp [Accessed 10 November 2012] Dess, G, Lumpkin, T. and Taylor, M. (2004) Strategic Management: Creating Competitive Advantages, New York: McGraw Hill Professional. Doran, G.T. (1981) Theres a S.M.A.R.T. way to write managements goals and objectives, Management Review, 70(11), 35-36. Gao, X.D, Liu, J.X., Chai, K.H., and Li, J.Z. (2007) Overcoming latecomer disadvantages in small and medium-sized firms: Evidence from China, International Journal of Technology and Globalisation, 3(4), 364-383. Hill, C. (2009) International Business: Competing in the Global Marketplace, New York:   McGraw-Hill/Irwin Johnson, S. and Turner, J. (2003) International Business: themes and issues in the modern global economy, London: Routledge Joshi, R.M. (2005) International Marketing, New York: Oxford University Press. Kalyanaram, G. and Gurumurthy, R. (1998) Market Entry Strategies: Pioneers Versus Late Arrivals, Best Practice, Third Quarter, 1-11. Kotler, P. and Armstrong, G. (2006) Principles of Marketing, New Jersey: Pearson Education. Luke, K. (2009) How to Construct a Marketing Plan and Budget, Advisor Perspectives [online], Available at: advisorperspectives.com/newsletters09/pdfs/How_to_Construct_a_Marketing_Plan_and_Budget.pdf [Accessed 12 November 2012] Mathews, J.A. (2002) Competitive Advantages of the Latecomer Firm: A Resource-Based Account of Industrial Catch-Up Strategies, Asia Pacific Journal of Management, 19, 467-488. Nakai, Y. and Tanaka, Y. (2010) Chinese Company’s IPR Strategy: How Huawei Technologies Succeeded in Dominating Overseas Market by Sideward-Crawl Crab Strategy, Tokyo, Japan: Tokyo Institute of Technology. Parker, B. (1998) Globalization and Business Practice: Managing Across Boundaries, London: Sage Publications Peters, T.J. (2011) A Brief History of the 7-S (McKinsey 7-S) Model, [online], Available at: tompeters.com/dispatches/012016.php [Accessed 11 November 2012] Svensson, G. (2002) Beyond global marketing and the globalisation of marketing activities, Management Decision, 40(6), 574–83 Tourism NT (2007) Monitoring and Evaluation, [online], Available at: tourismnt.com.au/Portals/3/docs/industry/business/FS_monitoring_your_product.pdf [Accessed 12 November 2012] Vernon, R. (1996) â€Å"International investment and international trade in the product cycle†, Quarterly Journal of Economics, 80, 190-207 Waterman, R.H., Peters, T.J., and Phillips, J.R. (1980) Structure is not Organisation, Business Horizons, June, 14-26) Witzel, M. and Goswami, T. (2012) Huaweis entry to India, Financial Times [online], Available at: ft.com/intl/cms/s/0/a7c4d656-fe89-11e1-8028-00144feabdc0.html#axzz2C0acYoon [Accessed 10 November 2012]

A Study On Protestant Reformation History Essay

A Study On Protestant Reformation History Essay With reference to England, Scotland and Germany the extent to which the Protestant Reformation affected the development of their nation states and national identities was not uniform. Each country will be discussed on an individual basis as will agreement or otherwise because although there were similar consequences there were also different results from the Protestant Reformation. To start with reference will be made to Germany first, partly because the Protestant Reformation started there and partly because in many ways it was far more complicated a situation than England and Scotland. Unlike England and Scotland, Germany was not a country that actually existed, let alone having more or less established borders with national institutions, monarchies and a sense of nationality. The only things that the Germans held in common was that they spoke dialects and variations of the same language and that they were under the nominal rule of the Holy Roman Emperor.The Holy Roman Empire was split up into over 300 states of various sizes and importance. These states were keen on maintaining their autonomy from the empire; the Protestant Reformation would provide some of those states with a pretext for increasing their independence (Maland, 1982, p.148). The Protestant Reformation started in Germany rather more by accident than by design in 1517. The Augustinian friar Martin Luther started the process by his protest against indulgences at Wittenberg. Luther was an accomplished theologian and would prove highly capable of writing his views and ideas in German as well as Latin. Luther was astute enough to put things in German to spread his ideas further through pamphlets, books and bibles thus increasing the availability of publications in German. The lack of imperial authority in Germany meant that Luther and the Reformation was able to survive (Roberts, 1996, pp.227-28). The Protestant Reformation had added attraction to the Germans because it gave them a greater sense o f a German identity rather than being subjects of the various states and statelets. Luther had not anticipated all the effects of unleashing that greater sense of being German would be a further division of the German states rather than bringing them closer together. There were also more radical reformers such as Carlstadt that whipped up so much support for radical reform it culminated in the Peasants War. Luther was against such radicalism and tied the Lutheran Reformation closely to the secular rulers to prevent further anarchy. Whilst Luther wrote the majority of his works in German such as the Liberty of a Christian Man, his most radical pamphlet , The Babylonish Captivity of the Church of God remained in Latin. For Luther was plainly aware of the radical effect that putting such works in German could have (Maland, 1986, pp. 88-89). Those princes and states that followed Luther and conformed to the Lutheran Confession of Augsburg formed the Schmakaldic League. Aside from Sax ony the league included Brandenburg, Prussia, and Hesse. They were ranged against the catholic German states and the Emperor. The Protestant Reformation started in Germany but the factors that allowed it to survive effectively prevented the forming of a united German state or the complete success of the Protestant Reformation there (Chadwick, 1990, pp.63-64).

The primary reason that America went to war against Britain in 1812 Essay

The primary reason that America went to war against Britain in 1812 - Essay Example However, tensions still remained between the two nations. The primary reason as to why James Madison declared war against Britain can be associated with differences in the high seas. In his congressional speech, Madison stated that cruisers from Britain violated the American flag. Besides, he accused the British of seizing persons sailing under the American flag (Haberle, 2003). This, he argued, was against the law that governs the relationships between nations. To Madison, the actions of the cruisers seemed to favor the British while the Americans continued to suffer. Madison also purported that the British had violated the sovereignty of the United States. Therefore, he sought support from congress. Factors that led to the declaration of the war can be associated with the decision of the British to drag American citizens in warships. Madison claimed that this exposed Americans to significant dangers while in their own country. The actions of the British to use American subjects in their battles triggered Madison to declare war. The British did not respect America as a sovereign country. As such, the war had to be fought to end British control of the United States (Haberle,

Wild Style Assignment Example | Topics and Well Written Essays - 1000 words

Wild Style - Assignment Example t in the film depicts how the development of modern culture struggled during their birth and corruption of such at that age would mean no culture today. There is more than just music to be learned from the film of Wild Style that is highly attractive even today. Many more people can learn from the characters that were used, their behavior and so forth. This after all is the purpose of creating films, to educate people about a certain subject that is familiar to the eye but understood differently by the minds. Culture is a fashioned way of doing things that define a certain group of people. In this case, the culture is Hip hop that can be described as having minor subcultures that define it in the entity; Graffiti, Djing, Break dancing and MCing (Gale). In the film, Lee Quinones acting as the character of Zoro is a graffiti artist whose neighborhood, the Bronx, is the source of hip hop culture. In fact, Hip hop was confined to the generation region, that is, the Bronx (Staff). The Dixie Club was featured in the (Wellman) film and was where the performers would showcase their talents or show (Rosen). This is the same way that people come to form a community, and the result is the birth of a culture. In the film, the culture was already there, it was only developing with the exchange of ideas. The streets of the Bronx are can-sprayed all over by unknown graffiti artists who take to the walls and windows for their exhibition. The environment created by the neighborhood creates a harboring pl ace for such talents as was realized in the case of Zoro. Indeed, the culture of Hip Hop has come a long way from back then where it was in a small region. Now this culture has grown into an international style that has been transformed through factors of time and different environment. Music is more than just a mere hobby for passing time or appeasing the mind; it is a way of expression and a tool of communication (music 1). Rap scenes at the Dixie Club by various talents

Macbeth: The True Nature of Man :: essays research papers

In the play Macbeth by William Shakespeare, the author tries to show the true nature of man by using the play’s main character, Macbeth, as an example. He is overly ambitious, courageous, and self-doubting. Throughout the play, Shakespeare displays these characteristics to the audience through Macbeth to show the true nature of man. At the end of the play, these characteristics ultimately lead to Macbeth’s downfall. In the beginning of the play, Macbeth is described as being â€Å"valiant†. He is a skilled warrior, who is loyal to his king and his country. Almost single-handedly, he wins the war for Scotland. He defeats many of the enemy soldiers, including a traitor, all in the name of his king. But, when three witches encounter Macbeth and his friend Banquo, Macbeth’s ambition begins to grow. They tell Macbeth that he will be Thane of Cawdor and King. Soon after, Macbeth meets with King Duncan. He informs Macbeth that he is the new Thane of Cawdor. Macbeth is astonished, and from then on he is obsessed with being king. His ambition begins to become ruthless when Duncan proclaims that his son Malcolm is the Prince of Cumberland, and therefore, the heir to the throne: â€Å"The Prince of Cumberland! That is a step/On which I must fall down, or else o’erleap, /For in my way it lies. Stars, hide your fires;/Let not light see my black and deep desires:/The eye wink at the hand ; yet let that be/Which the eye fears, when it is done, to see.† (I,iv,48-53) At this moment, Macbeth, realizing that they stand in the way of the witches’ prophecies, decides that both Duncan and Malcolm need to die for him to be king. As soon as Macbeth kills Duncan, he enters into a world of evil. Later in the play, Macbeth’s ambition becomes increasingly ruthless. He kills his best friend Banquo, and almost kills Banquo’s son, Fleance, because he believes they would stand in the way of his reign. The witches told Banquo â€Å"Thou shall get kings, though thou be none.† (I,iii,67) This means that Banquo himself would not be a king, but that his successors would be. Macbeth tries to prevent this by killing Banquo and his son Fleance. Even though Macbeth can be called a tyrant and a murderer, he is nonetheless, very courageous. In the beginning of the play, he fights very bravely for his king and country.

The Adaptation of Archaea to Acidity

The adaptation of archaea in acidic condition. How archaea adapt to acidic environment ? Use variety pH homeostatic mechanism that involve restricting proton entry by cytoplasmic membrane and purging of protons and their effect by cytoplasm. pH homeostatic mechanisms The cell membrane is highly impermeable to protons Membrane channel have a reduced pore size. Protein influx inhibited by chemiosmotic gradient Excess proton pumped out of the cell Cytoplasmic buffering helps to maintain the intracellular pH 1.The cell membrane is highly impermeable to protons High impermeable cell membrane to restrict proton influx into the cytoplasm Example : Archaeal-specific structures composed of tetraether lipids . Thermoplasma acidophilum, Ferroplasma acidiphilum, sulfolobus solfataricus. Factor causing low permeability of acidophile membranes. Monolayer composed of unique â€Å"tetraether lipids† in which two hydrophilic heads attached to the same hydrophobic tail through ether bonds †“ more stable, less fluidBulky isoprenoid core. Ether linkage characteristic of these membranes less sensative to acid hydrolysis than ester linkage. 2. Membrane channel have a reduced pore size. Control size of the entrance to the pore and the ion selectivity at the porin entrance. Control influx of proton across the outer membrane 3. Protein influx inhibited by chemiosmotic gradient Inhibit the influx of protons using a chemiosmotic barrier against the proton gradient (higher ? lower)Chemiosmosis : diffusion of hydrogen ion across the biological membrane via transport protein due to a proton gradient that form on the other side of the membrane. 4. Excess proton pumped out of the cell Active proton pumping Remove excess protons from cytoplasm and balance the pH value in cell. Sequences acidophile genomes have proton efflux systems. 5. Cytoplasmic buffering helps to maintain the intracellular pH Intracellular mechanism help to improve the ensuing biological damage.Cytoplasmic buff er molecules that have basic amino acids capable of sequestering protons. Thus maintain the pH in cytoplasm. References 1. D. B. Johnson, K. B. Hallberg The microbiology of acidic mine waters Res. Microbiol. , 154 (2003), pp. 466–473 2. G. K. Druschel  et al. Acid mine drainage biogeochemistry at Iron Mountain California. Geochem. Trans. , 5 (2004), pp. 13–32 3. T. Rohwerder  et al. Bioleaching review part A. Progress in bioleaching: fundamentals and mechanisms of bacterial metal sulfide oxidation Appl. Microbiol. Biotechnol. , 63 (2003), pp. 239–248

Understanding The Hidden Layers And Complexities That Lie...

II. CASE STUDY ANALYSIS: 1. 2. According to Cloke and Goldsmith (2011), â€Å"one way of understanding the hidden layers and complexities that lie beneath the surface of our conflicts is by using the metaphor of the iceberg† (p. 66). Just like an iceberg, there are layers in conflicts. What we see is only a portion of what is happening. Below the water line, is much more. In fact, the portion that we see on the surface is the current issue at hand. The issue is usually easy to observe. On the other hand, there is always things that is happening under the surface. They are usually less easy to point out. Beneath the surface, there are personalities. People behave, communicate, and get things done in different ways. After, there is emotions. To reach the best resolution we can, each party in a conflict should be true about their emotions by bringing empathy into the picture. Next, there is interests, needs, and desires. This is where each party should be curious. 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