华为案例分析HUAWEI英文课件.ppt

1、One Team One Vision One Standard EHS(Bengbu)Chip BU Page 1 The Globalization of HUAWEIOne Team One Vision One Standard EHS(Bengbu)Chip BU About HUAWEI 1 Globalization 2 HUAWEI In Africa 3 HUAWEI In Europe 4 Page 2 Inspiration 5 The Globalization of HUAWEIOne Team One Vision One Standard EHS(Bengbu)C

2、hip BU About HUAWEI 1.Information 3.Culture 2.Business 4.Vision Page 3 HUAWEI-not just one of the top 500 enterprises One Team One Vision One Standard EHS(Bengbu)Chip BU “The rise of it(HuaWei)is the disaster of foreign multinationals”.The Economist About HUAWEI“Now,Huawei is everywhere,it has alrea

3、dy 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 One Team One Vision One Standard EHS(Bengbu)Chip BU Page 5 About 170,000 employees Sales￥287,000,000,000 What s HuaWei?2014 Only 14 employees Capital￥21,000 On the list

4、of 100 world brand value Ranks 287th in world top five hundred 1987 A communication technology company About HUAWEI-Information One Team One Vision One Standard EHS(Bengbu)Chip BU Page 6 Products About HUAWEI-Business One Team One Vision One Standard EHS(Bengbu)Chip BU Page 7 For Enterprise Products

5、 Support Software Download Submit Service Request Services News Training Partner Support Area Technical Forum For Carriers Product Support Group Space Documentation Express Training HedEx lite Huawei Answers For Consumer Manuals Tech Specs Downloads FAQs Service Centers Services&Support About HUAWEI

6、-Business One Team One Vision One Standard EHS(Bengbu)Chip BU Page 8 Corporate Culture Wolf Culture Efficient management Customer uppermost Technology innovation About HUAWEI-Culture One Team One Vision One Standard EHS(Bengbu)Chip BU Page 9 A B C A A keen sense of smell B Persistent and courageous

7、offensive spirit C Team work 5G technology Maximize the power Beat competitors Wolf Culture About HUAWEI-Culture One Team One Vision One Standard EHS(Bengbu)Chip BU Page 10 HUAWEI Basic Law Rotating CEO system Hired IBM consultants to reform the firms management model 1996 1998 2011 2008 Efficient m

8、anagement About HUAWEI-Culture One Team One Vision One Standard EHS(Bengbu)Chip BU The only reason for our existence is to serve customers.one stop service Meet customer needs Low price good quality good after-sales service Customer uppermost About HUAWEI-Culture One Team One Vision One Standard EHS

9、(Bengbu)Chip BU Page 12 About HUAWEI-Vision One Team One Vision One Standard EHS(Bengbu)Chip BU LOGO Globalization Page 13 One Team One Vision One Standard EHS(Bengbu)Chip BU Page 14 Development Process The first step:targeting Hong Kong,the neighbor of Shenzhen.The third step:After 2000,Huawei has

10、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 One Team One Vision One Standard EHS(Bengbu)Chip BU Page 15 The history of development Year 1987 Establishes in Shenzhen with as s

11、ales agent for Hong Kong company producing Private Branch Exchange(PBX)switches.Year 1992 Initiates R&D and launches rural digital switching solution.Year 1997 Launches wireless GSM-based solutions.Year 1999 Establishes R&D centre in Bangalore,India（印度班加罗尔）Year 2000）Establishes R&D center in Stockho

12、lm,Sweden.（瑞典斯德哥尔摩）Year 2004 Establishes joint venture with Siemens（西门子）to develop TD-SCDMA solutions Year 2005 International 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 p

13、referred 21Century Network(21CN)supplier by British Telecom(BT)to provide multi-service network access(MSAN)components and optical transmission equipment Year 2006 Establishes 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(Glo

14、bal 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）One Team One Vision One Standard EHS(Bengbu)Chip BU 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 i

15、n 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

16、 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?Establish

17、ed 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 the?0 Corporate Use of Innovation Award by The Economist Russia Middle East Ind

18、ia Africa Europe South America United States Southeast Asia One Team One Vision One Standard EHS(Bengbu)Chip BU 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 One Team One Vision One Standard EHS(Bengbu)Chip BU P

19、age 19 1.Overcome the cultural difference 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.

20、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 exhib

21、itions.In this way,Foreigners understand Huawei clearly.One Team One Vision One Standard EHS(Bengbu)Chip BU Page 20 2.Encircling the cities(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 Although there are many gaps between Chinas and Developed countries high-tech enterprises,we have advantages compa

22、red with developing countries.Huawei s strategies:New Silk Road:Invite foreign investors to China,To understand China and Huawei.Participate in various exhibitions.One Team One Vision One Standard EHS(Bengbu)Chip BU Page 21 3.Attention to detail 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

23、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.One Team One Vision One Standard EHS(Bengbu)Chip BU Page 22 Advantages Th

24、e 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 servi

25、ce 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 One Team One Vision One Standard EHS(Bengbu)Chip BU Page 23 Disadvantages Weak

26、er 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 Huawei

27、s 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 One Team One Vision One Standard EHS(Bengbu)Chi

28、p BU LOGO HAIWEI IN AFRICA Page 24 One Team One Vision One Standard EHS(Bengbu)Chip BU Market Share In Africa Ericsson HUAWEI Page 25 Cisco One Team One Vision One Standard EHS(Bengbu)Chip BU Analysis Prudent Pricing Strategy 1 R&D Strategy 2 Localization Strategy 3 Page 26 One Team One Vision One S

29、tandard EHS(Bengbu)Chip BU Prudent Pricing Strategy 文字内容 Page 27 Target Pricing Method One Competition-oriented Pricing Method Two One Team One Vision One Standard EHS(Bengbu)Chip BU R&D Input R&D Strategy Knowledge Accumulation Page 28 One Team One Vision One Standard EHS(Bengbu)Chip BU R&D Input P

30、age 29 One Team One Vision One Standard EHS(Bengbu)Chip BU Localization Strategy OEM Reliable Agent Live as a responsible enterprise citizen Word-of-mouth Effect Brand Effect 60%of employees are local citizen Page 30 One Team One Vision One Standard EHS(Bengbu)Chip BU LOGO Page 31 One Team One Visio

31、n One Standard EHS(Bengbu)Chip BU 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 o

32、ther 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

33、 countries,its research,service,training,and production and sales operations throughout Europe Huaweis strategy in Europe One Team One Vision One Standard EHS(Bengbu)Chip BU 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 HUAWE

34、I in Europe One Team One Vision One Standard EHS(Bengbu)Chip BU 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

35、Europe,including 1200 in research and development Page 34 Huawei Europe Update 3.Revenue$46 billion in 2014,Europe accounts for nearly 30%One Team One Vision One Standard EHS(Bengbu)Chip BU One Team One Vision One Standard EHS(Bengbu)Chip BU HuaWei Europe Milestones Page 36 2000 set up the first Eur

36、opean 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 selecte

37、d 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 One Team One Vision One Standard EHS(Bengbu)Chip BU

38、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 achi

39、evements 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 One Team One Vision One Standard EHS(Bengbu)Chip BU Huaweis successful inspiration Revelation 1 Away from the devel

40、oped 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 capit

41、al 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.One Team One Vision One Standard EHS(Bengbu)Chip BU