华为案例分析-HUAWEI英文.ppt

Page1The Globalization of HUAWEI About HUAWEI1Globalization 2HUAWEI In Africa3HUAWEI In Europe4Page2 Inspiration5The Globalization of HUAWEIAboutHUAWEI1.Information3.Culture2.Business4.VisionPage3 HUAWEI-not just one of the top 500 enterprises“The rise of it(HuaWei)is the disaster of foreign multinationals”.The EconomistAboutHUAWEI“Now,Huawei is everywhere,it has already shown his mettle.I feel nothing wrong if Huawei comes in the South Pole as well”.Page4 HUAWEI-not just the top 500 enterprisesPage5About 170,000 employeesSales 287,000,000,000Whats HuaWei?2014Only 14 employeesCapital 21,000On the list of 100 world brand valueRanks 287th in world top five hundred1987A communication technology company AboutHUAWEI-InformationPage6ProductsAboutHUAWEI-BusinessPage7For EnterpriseProducts SupportSoftware DownloadSubmit Service RequestServices NewsTrainingPartner Support AreaTechnical ForumFor CarriersProduct SupportGroup SpaceDocumentation ExpressTrainingHedEx liteHuawei AnswersFor ConsumerManualsTech SpecsDownloadsFAQsService CentersServices&SupportAboutHUAWEI-BusinessPage8 Corporate Culture Wolf CultureEfficient managementCustomer uppermostTechnology innovationAboutHUAWEI-CulturePage9ABCAA keen sense of smellBPersistent and courageous offensive spiritCTeam work5G technologyMaximize the powerBeat competitors Wolf CultureAboutHUAWEI-CulturePage10HUAWEI Basic LawRotating CEO systemHired IBM consultants to reform the firms management model1996199820112008Efficient managementAboutHUAWEI-CulturePage11Theonlyreasonforourexistenceistoservecustomers.one stop serviceMeet customer needsLow pricegood quality good after-sales serviceCustomer uppermostAboutHUAWEI-CulturePage12AboutHUAWEI-VisionLOGOGlobalizationPage13Page14DevelopmentProcessThefirststep:targetingHongKong,theneighborofShenzhen.Thethirdstep:After2000,HuaweihasbeguntoexpandinotherregionsThesecondstep:HuaweibegantoconsiderthemarketsofdevelopingcountriesThefourthstep：HuaweibegantodeveloptheEuropeanmarketPage15ThehistoryofdevelopmentYear1987EstablishesinShenzhenwithassalesagentforHongKongcompanyproducingPrivateBranchExchange(PBX)switches.Year1992InitiatesR&Dandlaunchesruraldigitalswitchingsolution.Year1997LauncheswirelessGSM-basedsolutions.Year1999EstablishesR&DcentreinBangalore,India（印度班加罗尔）Year2000）EstablishesR&DcenterinStockholm,Sweden.（瑞典斯德哥尔摩）Year2004EstablishesjointventurewithSiemens（西门子）todevelopTD-SCDMAsolutionsYear2005InternationalcontractordersexceeddomesticsalesforthefirsttimeSelectsasapreferredtelecomsequipmentsupplierandsignsGlobalFrameworkAgreementwithVodafone,Selectsasapreferred21CenturyNetwork(21CN)supplierbyBritishTelecom(BT)toprovidemulti-servicenetworkaccess(MSAN)componentsandopticaltransmissionequipmentYear2006EstablishesShanghai-basedjointR&DCenterwithMotorola（摩托罗拉）todevelopUMTStechnologies专用分组交换机(privatebranchexchange)全球移动通信系统(GlobalSystemforMobileCommunications)第三代移动通信标准(简称3G)通用移动通信系统（UniversalMobileTelecommunicationsSystem）Page16ThehistoryofdevelopmentYear2008RecognizedbyBusinessWeekasoneoftheworldsmostinfluentialcompaniesRanksNo.3byInformaintermsofworldwidemarketshareinmobilenetworkequipmentFirstlargescalecommercialdeploymentofUMTS/HSPAinNorthAmerica,forTELUSandBellCanadaRanksNo.1byABIinmobilebroadbanddeviceshavingshippedover20millionunitsYear2009RanksNo.2inglobalmarketshareofradioaccessequipmentSuccessfullydeliverstheworldsfirstLTE/EPCcommercialnetworkforTeliaSonerainOsloNorwayLaunchestheworldsfirstend-to-end100GsolutionfromrouterstotransmissionsystemYear2010Deployedover80SingleRANnetworksamongwhich28werecommercialLTE/EPCnetworksEstablisheditsCyberSecurityEvaluationCentreintheUKSignedaVoluntaryGreenAgreementwiththeChinaMinistryofIndustryandInformationTechnology(MIIT)JoinedtheUNBroadbandCommissionforDigitalDevelopmentAwardedthe2010CorporateUseofInnovationAwardbyTheEconomistRussiaMiddleEastIndiaAfricaEuropeSouthAmericaUnitedStatesSoutheastAsiaPage18FromRedSorghumtohightechnology（从红高粱到高科技）OvercometheculturaldifferenceEncirclingthecities（农村包围城市）AttentiontodetailPage191.Overcometheculturaldifference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Beforetravelingabroad,Huaweisstaffwillreceivetraininginthetrainingdepartment.Buttheculturethatplaces,values,religionandlifestyleisnotsuitedtothem.Theymetalotofproblemsthattheyneverimagined.BecauseofChinasmediaunderdevelopmentatthattime,ForeignersdidnotknewthesituationofChina.EspeciallytheRedSorghum(红高粱)wontheaward,theyalsothoughtthatChinesepeoplearenowlivinginconditionslikeRedSorghum.Tosolvethesedifficulties,Huaweiactivelyparticipateintradeexhibitions.Inthisway,ForeignersunderstandHuaweiclearly.Page202.Encirclingthecities(农村包围城市)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AlthoughtherearemanygapsbetweenChinasandDevelopedcountrieshigh-techenterprises,wehaveadvantagescomparedwithdevelopingcountries.Huaweisstrategies:NewSilkRoad:InviteforeigninvestorstoChina,TounderstandChinaandHuawei.Participateinvariousexhibitions.Page213.Attentiontodetail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Huaweiisveryattentivetointernationalcustomerservice.InHuaweisheadquarters,wecanseearoomcoveredwithathickcarpet.Fewvisitorsknewusesofthisroom,afteraskingothers,weknewthatitwasdesignedforArabianclientstopray.Page22AdvantagesThecostadvantage:AChineseengineerssalaryisone-thirdtoone-fourthofEurope.Legalworkingtimeis1.5timesofEuropeandoftenworkovertime.1Qualityservice:Huaweihasestablishedmorethan100branches,marketingandservicenetworkworldwide,toprovidecustomerswithfast,high-qualityserviceintheworld.2Technicaladvantages:Huaweihasinvestedmorethan5billionyuanintotalandnearly6,000peoplein3GincountriessuchastheUnitedStates,Sweden,IndiaandRussiatosetupanumberofR&Dcenters.3Page23DisadvantagesWeakerfinancialresources:Huaweiisnotalistedcompanyandconsequentlydoesnotfinancinginthecapitalmarkets.Toacertainextent,itcausedtheopaqueofHuawei,whichdiscouragesitsglobalization.1Historicalinfluence:ForeignerssuspectinnovationcapabilityofChineseenterprises,makingHuaweisproductsmorelikelytobequestioned2Theriskoftradediscrimination,technicalstandardsandthesoftbarriers:Afterthefinancialcrisis,inordertopromotetheirlocaleconomicdevelopment,countriesisboundtotakestrictprotectionmeasures.3LOGOHAIWEIINAFRICAPage24MarketShareInAfricaEricssonHUAWEIPage25CiscoAnalysisPrudentPricingStrategy1R&DStrategy2LocalizationStrategy3Page26PrudentPricingStrategy文字内容Page27TargetPricingMethodOneCompetition-orientedPricingMethodTwoR&DInputR&DStrategyKnowledgeAccumulationPage28R&DInputPage29LocalizationStrategyOEMReliableAgentLiveasaresponsibleenterprisecitizenWord-of-mouthEffectBrandEffect60%ofemployeesarelocalcitizenPage30LOGOPage31Page322.Before2004,thecompanyssaleshavenomajorbreakthrough1.Beginningin2001,takingGermanyasastartingpointtoentertheWesternEuropeanmarket,incooperationwithwell-knownlocalagents,HuaweisuccessfullyenteredGermany,France,Spain,Britainandotherdevelopedregionsandcountries.3.Since2005,HUAWEIhasfinallyusheredintheharvest,itsbusinessbegantogrowinEurope,thecompanyssaleshasreached$4millioninEuropethisyear.Today,HuaweihassetupanumberofsubsidiariesintheUK,Poland,Germany,France,Italy,Spain,andotherEuropeancountries,itsresearch,service,training,andproductionandsalesoperationsthroughoutEuropeHuaweisstrategyinEurope单击此处添加标题Company-levelstrategy1Competitive-levelstrategy2Function-levelstrategy34Page33Strategic analysis of HUAWEI in EuropeStrategic analysis of HUAWEI in Europe1.AsofJanuary2014,HuaweihasestablishedtworesearchcentersinEurope,underthejurisdictionof14researchinstitutions,establishedsixcompetencecenterforfinance,marketing,serviceandotherareas单击此处添加标题2.Over9900staffinEurope,including1200inresearchanddevelopmentPage34HuaweiEuropeUpdate3.Revenue$46billionin2014,Europeaccountsfornearly30%HuaWeiEuropeMilestonesPage362000setupthefirstEuropeanR&DcenterinStockholmSweden20012001wonthefirstcontractinGermany,then10GSDHwasdeployed2003BTconductedthepartenrshipevaluationtoHuaWei,HuaWeisetupabusinesscenterinBasingstoke2004SIgnificantbreakthrough:TelfortchoseHuaWeitodeployits3Gnetwork2005BTselectedHuaweiaspreferredsuppliersfortheON&ANforits21cnnetwork.VodafonesignedagreementwithHuaweiforitsglobalmobilenetwork2006Establishedpartnershipswithalltier-oneoperatorsinEurope.SetupbusinessoperationcenterinDsseldorf2007ChosenbyT-MobiletoupgradeitsPacketCorenetworkin5keyEuropeanmarkets2008201020092011LargescaleMicrowaveforTelefnicaO2Germany;LeadingClusterRouterNE5000EforTMO&SonaecomWonworlds1stcommercialLTEcontractfromTeliaSoneraandwirelesssolutionsmadegreatmarketachievementsVodafoneD2selectedHuaweiasonesuppliertoupgradeallitsBTStoLTE.IPcorerouterschosenbyFTandBT.2011isthe10thyearsanniversaryofactivityinEuropeanmarketHuaweissuccessfulinspirationRevelation1Awayfromthedevelopedmarkets,Therebyreducingtheriskofentering,Withthelow-coststrategy,focusingonselectedtobigdevelopingcountriesasatargetmarket,Andthentofocusonhigh-endproductstoenterthemarketsofdevelopedcountriesactively。Revelation2Withthefinancingpartnershelp,strengthencapitalcontrol,rigidloanrecovery,protectionofmarketdevelopment,andactivelycooperatewithlocaloperators,implementationoflocalizationoperations.Revelation3Goodprices,excellentserviceandquickresponsetocustomerisimportantforenterprisestogaincompetitiveadvantages.