华为案例分析-HUAWEI英文.ppt

Page 1,The Globalization of HUAWEI,About HUAWEI,1,Globalization,2,HUAWEI In Africa,3,HUAWEI In Europe,4,Page 2,Inspiration,5,The Globalization of HUAWEI,About HUAWEI,1.Information,3.Culture,2.Business,4.Vision,Page 3,HUAWEI-not just one of the top 500 enterprises,“The rise of it(HuaWei)is the disaster of foreign multinationals”.The Economist,About HUAWEI,“Now,Huawei is everywhere,it has already shown his mettle.I feel nothing wrong if Huawei comes in the South Pole as well”.,Page 4,HUAWEI-not just the top 500 enterprises,Page 5,About 170,000 employeesSales 287,000,000,000,Whats HuaWei?,Only 14 employeesCapital 21,000,On the list of 100 world brand value,Ranks 287th in world top five hundred,1987,A communication technology company,About HUAWEI-Information,Page 6,Products,About HUAWEI-Business,1,3,2,Page 7,For EnterpriseProducts SupportSoftware DownloadSubmit Service RequestServices NewsTrainingPartner Support AreaTechnical Forum,For CarriersProduct SupportGroup SpaceDocumentation ExpressTrainingHedEx liteHuawei Answers,For ConsumerManualsTech SpecsDownloadsFAQsService Centers,Services&Support,About HUAWEI-Business,Page 8,Corporate Culture,Wolf Culture,Efficient management,Technology innovation,About HUAWEI-Culture,Page 9,AA keen sense of smell,BPersistent and courageous offensive spirit,CTeam work,5G technology,Maximize the power,Beat competitors,Wolf Culture,About HUAWEI-Culture,Page 10,About HUAWEI-Culture,Page 11,The only reason for our existence is to serve customers.,About HUAWEI-Culture,Page 12,About HUAWEI-Vision,LOGO,Globalization,Page 13,Page 14,Development Process,The first step:targeting Hong Kong,the neighbor of Shenzhen.,The third step:After 2000,Huawei has begun to expand in other regions,The second step:Huawei began to consider the markets of developing countries,The fourth step：Huawei began to develop the European market,Hong Kong,Developing country,other areas,Developed country,Page 15,The history of development,Year 1987Establishes in Shenzhen with as sales agent for Hong Kong company producing Private Branch Exchange(PBX)switches.Year 1992Initiates R&D and launches rural digital switching solution.Year 1997Launches wireless GSM-based solutions.Year 1999Establishes R&D centre in Bangalore,India（印度班加罗尔）Year 2000）Establishes R&D center in Stockholm,Sweden.（瑞典斯德哥尔摩）Year 2004Establishes joint venture with Siemens（西门子）to develop TD-SCDMA solutions Year 2005International contract orders exceed domestic sales for the first time Selects as a preferred telecoms equipment supplier and signs Global Framework Agreement with Vodafone,Selects as a preferred 21Century Network(21CN)supplier by British Telecom(BT)to provide multi-service network access(MSAN)components and optical transmission equipmentYear 2006Establishes Shanghai-based joint R&D Center with Motorola（摩托罗拉）to develop UMTS technologies,专用分组交换机(private branch exchange),全球移动通信系统(Global System for Mobile Communications),第三代移动通信标准(简称3G),通用移动通信系统（Universal Mobile Telecommunications System）,Page 16,The history of development,Year 2008 Recognized by BusinessWeek as one of the world s most influential companies Ranks No.3 by Informa in terms of worldwide market share in mobile network equipment First large scale commercial deployment of UMTS/HSPA in North America,for TELUS and Bell Canada Ranks No.1 by ABI in mobile broadband devices having shipped over 20 million units Year 2009 Ranks No.2 in global market share of radio access equipment Successfully delivers the world s first LTE/EPC commercial network for TeliaSonera in Oslo Norway Launches the world s first end-to-end 100G solution from routers to transmission system Year 2010 Deployed over 80 SingleRAN networks among which 28 were commercial LTE/EPC networks Established its Cyber Security Evaluation Centre in the UK Signed a Voluntary Green Agreement with the China Ministry of Industry and Information Technology(MIIT)Joined the UN Broadband Commission for Digital Development Awarded the2010 Corporate Use of Innovation Award by The Economist,Page 18,From Red Sorghum to high technology（从红高粱到高科技）,Overcome the cultural difference,Encircling the cities（农村包围城市）,Attention to detail,Page 19,1.Overcome the cultural difference,1,单击此处添加段落文字内容单击此处添加段落文字内容单击此处添加段落文字内容,Before traveling abroad,Huaweis staff will receive training in the training department.But the culture that places,values,religion and lifestyle is not suited to them.They met a lot of problems that they never imagined.Because of Chinas media underdevelopment at that time,Foreigners did not knew the situation of China.Especially the Red Sorghum(红高粱)won the award,they also thought that Chinese people are now living in conditions like Red Sorghum.To solve these difficulties,Huawei actively participate in trade exhibitions.In this way,Foreigners understand Huawei clearly.,Page 20,2.Encircling the cities(农村包围城市),1,单击此处添加段落文字内容单击此处添加段落文字内容单击此处添加段落文字内容,Although there are many gaps between Chinas and Developed countries high-tech enterprises,we have advantages compared with developing countries.Huawei s strategies:New Silk Road:Invite foreign investors to China,To understand China and Huawei.Participate in various exhibitions.,Page 21,3.Attention to detail,1,单击此处添加段落文字内容单击此处添加段落文字内容单击此处添加段落文字内容,Huawei is very attentive to international customer service.In Huaweis headquarters,we can see a room covered with a thick carpet.Few visitors knew uses of this room,after asking others,we knew that it was designed for Arabian clients to pray.,Page 22,Advantages,The cost advantage:A Chinese engineers salary is one-third to one-fourth of Europe.Legal working time is 1.5 times of Europe and often work overtime.,1,Quality service:Huawei has established more than 100 branches,marketing and service network worldwide,to provide customers with fast,high-quality service in the world.,2,Technical advantages:Huawei has invested more than 5 billion yuan in total and nearly 6,000 people in 3G in countries such as the United States,Sweden,India and Russia to set up a number of R&D centers.,3,Page 23,Disadvantages,Weaker financial resources:Huawei is not a listed company and consequently does not financing in the capital markets.To a certain extent,it caused the opaque of Huawei,which discourages its globalization.,1,Historical influence:Foreigners suspect innovation capability of Chinese enterprises,making Huaweis products more likely to be questioned,2,The risk of trade discrimination,technical standards and the soft barriers:After the financial crisis,in order to promote their local economic development,countries is bound to take strict protection measures.,3,LOGO,HAIWEI IN AFRICA,Page 24,Market Share In Africa,1,3,2,Ericsson,HUAWEI,Page 25,Cisco,Analysis,Prudent Pricing Strategy,1,R&D Strategy,2,Localization Strategy,3,Page 26,Prudent Pricing Strategy,文字内容,Page 27,Target Pricing Method,One,Competition-oriented Pricing Method,Two,R&D Input,R&D Strategy,Knowledge Accumulation,Page 28,R&D Input,Page 29,Localization Strategy,OEMReliable Agent,Live as a responsible enterprise citizen,Word-of-mouth EffectBrand Effect,1,60%of employees are local citizen,Employees,Channels,2,3,Localization,Page 30,Construction Investment,LOGO,Page 31,Page 32,2.Before 2004,the companys sales have no major breakthrough,1.Beginning in 2001,taking Germany as a starting point to enter the Western European market,in cooperation with well-known local agents,Huawei successfully entered Germany,France,Spain,Britain and other developed regions and countries.,3.Since2005,HUAWEI has finally ushered in the harvest,its business began to grow in Europe,the companys sales has reached$4 million in Europe this year.,Today,Huawei has set up a number of subsidiaries in the UK,Poland,Germany,France,Italy,Spain,and other European countries,its research,service,training,and production and sales operations throughout Europe,Huaweis strategy in Europe,单击此处添加标题,Company-level strategy,1,Competitive-level strategy,2,Function-level strategy,3,4,Page 33,Strategic analysis of HUAWEI in Europe,1.As of January 2014,Huawei has established two research centers in Europe,under the jurisdiction of 14 research institutions,established six competence center for finance,marketing,service and other areas,单击此处添加标题,2.Over 9900 staff in Europe,including 1200 in research and development,Page 34,Huawei Europe Update,3.Revenue$46 billion in 2014,Europe accounts for nearly 30%,HuaWei Europe Milestones,Page 36,2000,set up the first European R&D center in Stockholm Sweden,2001,2001 won the first contract in Germany,then 10G SDH was deployed,2003,BT conducted the partenrship evaluation to HuaWei,HuaWei set up a business center in Basingstoke,2004,SIgnificant breakthrough:Telfort chose HuaWei to deploy its 3G network,2005,BT selected Huawei as preferred suppliers for the ON&AN for its 21cn network.Vodafone signed agreement with Huawei for its global mobile network,2006,Established partnerships with all tier-one operators in Europe.Set up businessoperation center in Dsseldorf,2007,Chosen by T-Mobile to upgrade its Packet Core network in 5 key European markets,2008,2010,2009,2011,Large scale Microwave for Telefnica O2 Germany;Leading Cluster RouterNE5000E for TMO&Sonaecom,Won worlds 1st commercial LTE contract from TeliaSonera and wireless solutions made great market achievements,Vodafone D2 selected Huawei as one supplier to upgrade all its BTS to LTE.IP core routers chosen by FT and BT.,2011 is the 10th years anniversary of activity in European market,Huaweis successful inspiration,Revelation 1,Away from the developed markets,Thereby reducing the risk of entering,With the low-cost strategy,focusing on selected to big developing countries as a target market,And then to focus on high-end products to enter the markets of developed countries actively。,Revelation 2,With the financing partners help,strengthen capital control,rigid loan recovery,protection of market development,and actively cooperate with local operators,implementation of localization operations.,Revelation 3,Good prices,excellent service and quick response to customer is important for enterprises to gain competitive advantages.,