I. Presentation of the brand
II. Its perception in China III.The brand’s strategy
IV. How to adapt outside china ?
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
Huawei’s products
• Category of products: – wireless, – fixed line, – software & service, – datacom, – terminals
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
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
Key success factors of the sector
Reliability efficiency
Customized serviceFull range of products and
services
Support
Ease of use
Huawei Outside China
NORTH AMERICA
AFRICA
EUROPE
LATIN AMERICA
MIDDLE EAST & NORTH AFRICA
CIS
CHINA
PACIFIC ASIA
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
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
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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