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 ?

BRAND PRESENTATION

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

Realize Your Potential ! I. BRAND PERCEPTION

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

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

II. BRAND STRATEGY

Semiconductor specialists Electronic manufacturers Service providers Retailers SUPPLIERS CUSTOMERS

Suppliers: semiconductors and electronic specialists

Customers: retailers

Huawei ‘s competition

A clear concentrated competition

Competitors and their core activity

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

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

To what extend the KSF are mastered by Huawei

Overall performance comparison

Key Success Factors: Huawei/ Nokia/Samsung

III. Huawei principle issue: Adapt Outside China

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

Huawei’s worlwide offices

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

Conclusion: Huawei outside China

Sources