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Huawei’s strategy outside China

Huawei’s strategy outside China. Doing Business in China. Marine Sulpice Emilie de Panafieu. I. Presentation of the brand II. Its perception in China III.The brand’s strategy IV. How to adapt outside china ? . BRAND PRESENTATION. Presentation of the brand.

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Huawei’s strategy outside China

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  1. Huawei’sstrategyoutside China Doing Business in China Marine Sulpice Emilie de Panafieu

  2. I. Presentation of the brand • II. Its perception in China • III.The brand’s strategy • IV. How to adapt outside china ?

  3. BRAND PRESENTATION

  4. Presentation of the brand • Largest networking and telecommunications equipment supplier in China. • Established in 1988 • Translated as "achievement", "magnificent act", "splendid act", or "China can". • Serves 45 of the top 50 telecoms operators • 2001: Increased its expanding abroad

  5. Huawei’sproducts • Category of products: • wireless, • fixed line, • software & service, • datacom, • terminals

  6. RealizeYourPotential ! I. BRAND PERCEPTION

  7. Perception of the brand « Wellthereis no backing of management support to the identified focal point-heseems to beverypowerless » Hutchison Crossing « WefeelHuawei has strongdepartmentalwalls- hard to relate a message to the right party » Hutchison Crossing «Vendor must take the view of the stand as operator to solveproblem » BJ SuburbTelephone

  8. Perception in China • Strongchinese brand : • strongmanufacturingcapabilities, • governement support, • lowcost, • strong R&D, • good service and support • However, manycriticisms: • Technologytheft • Customer relations • Security concerns

  9. II.BRAND STRATEGY

  10. SUPPLIERS CUSTOMERS Semiconductorspecialists Service providers Electronicmanufacturers Retailers

  11. Suppliers: semiconductors and electronicspecialists

  12. Customers: service providers

  13. Customers: retailers http://www.5sur5.fr www.directorycellphones.com

  14. Huawei ‘s competition

  15. A clear concentrated competition

  16. Competitors and theircoreactivity

  17. Competitorsranked by net sales in billion euros Source étude IBM consulting group

  18. Key successfactors of the sector Ease of use Reliabilityefficiency Customized service Full range of products and services Support

  19. To whatextend the KSF are mastered by Huawei

  20. Overall performance comparison

  21. Key SuccessFactors: Huawei/ Nokia/Samsung

  22. III. Huawei principle issue: Adapt Outside China

  23. Huawei Outside China CIS EUROPE NORTH AMERICA CHINA MIDDLE EAST & NORTH AFRICA PACIFIC ASIA AFRICA LATIN AMERICA

  24. Huawei’sworlwide offices

  25. Adapt Outside China Objectif: ANSWER CLIENTS NEEDS • Adapt R&D • 10% of revenue in R&D each year • 7 centers in China, 1 Sweden, 2 in USA, 1 India, 1 Ireland, 1 Russia, 1 Indonesia, and 1 Netherlands. • Local Formation for employees • Technical Assistance (TAC)

  26. Adapt Outside China 4. What structure to use to implement? • joint-venture CEI • FutureWei vend en indirect USA 5. Cooperation/ partnerships (Africa) 6. Social implication (Asie Pacifique) Huawei’s solution: ACT GLOCAL

  27. Conclusion:Huawei outside China

  28. Conclusion:Huawei outside China

  29. Sources http://en.wikipedia.org/wiki/Huawei http://www.huawei.com/fr/catalog.do?id=51 http://edissertations.nottingham.ac.uk/195/1/06MAlixwh8.pdf http://support.huawei.com www.huaweidevice.com/ http://com.chinabyte.com/huawei/ http://www.globrand.com/brands/huawei/ www.pointgphone.com/test-huawei-u8230-9262 www.mobiles-actus.com/test/huawei/ www.journaldunet.com/.../060904-huawei-technologies.shtml

  30. Huawei’sstrategyoutside China

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