Huawei Market Management Process (MM) Overview

Huawei market management involves analyzing the market and its segments, formulating segment strategies, creating business plans, and implementing these plans in daily work; the process ensures correct direction and produces a 3‑5 year strategic plan (SP) and a one‑year business plan (BP).

The MM process consists of six steps: understanding the market, market segmentation, portfolio analysis, business strategic planning, integration and optimization of business plans, and management and performance evaluation of the plans.

Step 1 – Understanding the Market: Set vision and mission, define goals or potential opportunity targets; the vision and mission apply to product lines and the business level, with goals divided into existing business goals and potential opportunity goals.

Step 2 – Market Segmentation: Starting from the customer, identify dimensions for segmenting customers, segment the market, filter the segments, and preliminarily determine target segments.

Step 3 – Portfolio Analysis: Select and rank investment opportunities by evaluating target segments on growth, potential, profitability, and accessibility, using the SPAN tool to assess competitiveness and attractiveness.

After analyzing opportunity points, examine the strategic positioning of each market opportunity, conduct competitive and financial (performance) analyses, perform gap analysis, and finally define the business design.

Step 4 – Business Strategic Planning: This includes four sub‑steps: collect and evaluate conclusions from previous analyses (macro, customer, competition, SWOT, Ansoff matrix, SPAN), set concise strategic objectives, clarify the value proposition for each segment, and define concrete business action plans.

Step 5 – Integration and Optimization of Business Plans: Consolidate, adjust, and optimize all business plans, create a reasonable investment portfolio, set budgets based on the optimized portfolio, commit to the plans, and ensure coordination with other departments.

Step 6 – Management and Performance Evaluation of Business Plans: Manage the business plans, issue task orders, monitor execution results, evaluate performance, and refresh the plans when necessary.

Source: Huawei R&D IPD Management Process Details