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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 ?

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Presentation on theme: "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 ?"— Presentation transcript:

1 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’s products Category of products: – wireless, – fixed line, – software & service, – datacom, – terminals

6 Realize Your Potential ! I. BRAND PERCEPTION

7 Perception of the brand « We feel Huawei has strong departmental walls- hard to relate a message to the right party » Hutchison Crossing « 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 « 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 « Well there is no backing of management support to the identified focal point-he seems to be very powerless » Hutchison Crossing

8 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

9 II. BRAND STRATEGY

10 Semiconductor specialists Electronic manufacturers Service providers Retailers SUPPLIERS CUSTOMERS

11 Suppliers: semiconductors and electronic specialists

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13 Customers: retailers

14 Huawei ‘s competition

15 A clear concentrated competition

16 Competitors and their core activity

17 Competitors ranked by net sales in billion euros Source étude IBM consulting group

18 Key success factors of the sector Reliability efficiency Customized service Full range of products and services Support Ease of use

19 To what extend the KSF are mastered by Huawei

20 Overall performance comparison

21 Key Success Factors: Huawei/ Nokia/Samsung

22 III. Huawei principle issue: Adapt Outside China

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

24 Huawei’s worlwide offices

25 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

26 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

27 Conclusion: Huawei outside China

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30 Sources

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