Huawei’s strategy outside China
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Transcript of Huawei’s strategy outside China
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HUAWEI’S STRATEGY OUTSIDE CHINA
DOING BUSINESS IN CHINA
Marine SulpiceEmilie de Panafieu
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I. Presentation of the brand
II. Its perception in China III.The brand’s strategy
IV. How to adapt outside china ?
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BRAND PRESENTATION
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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
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Huawei’s products
• Category of products: – wireless, – fixed line, – software & service, – datacom, – terminals
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Realize Your Potential !
I. BRAND PERCEPTION
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Perception of the brand
« We feel Huawei has strong departmental walls- hard to relate a message to the right party »
Hutchison Crossing
« Vendor must take the view of the stand as operator to solve problem »
BJ Suburb Telephone
« Well there is no backing of management support to the identified focal point-he seems to be very powerless »
Hutchison Crossing
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Perception in China• Strong chinese brand :
– strong manufacturing capabilities, – governement support, – low cost, – strong R&D, – good service and support
• However, many criticisms: – Technology theft– Customer relations– Security concerns
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II. BRAND STRATEGY
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Semiconductor specialists
Electronic manufacturers
Service providers
Retailers
SUPPLIERS CUSTOMERS
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Suppliers: semiconductors and electronic specialists
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Customers: service providers
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Customers: retailers
www.directorycellphones.com
http://www.5sur5.fr
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Huawei ‘s competition
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A clear concentrated competition
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Competitors and their core activity
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Competitors ranked by net sales in billion euros
Source étude IBM consulting group
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Key success factors of the sector
Reliability efficiency
Customized serviceFull range of products and
services
Support
Ease of use
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To what extend the KSF are mastered by Huawei
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Overall performance comparison
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Key Success Factors: Huawei/ Nokia/Samsung
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III. Huawei principle issue: Adapt Outside China
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Huawei Outside China
NORTH AMERICA
AFRICA
EUROPE
LATIN AMERICA
MIDDLE EAST & NORTH AFRICA
CIS
CHINA
PACIFIC ASIA
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Huawei’s worlwide offices
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Adapt Outside China
1. 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.
2. Local Formation for employees 3. Technical Assistance (TAC)
Objectif: ANSWER CLIENTS NEEDS
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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
Adapt Outside China
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Conclusion:Huawei outside China
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Conclusion:Huawei outside China
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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
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HUAWEI’S STRATEGY OUTSIDE CHINA