The first seminar was to give a small introduction about the company Huawei. Key points covered in the seminar
- Introduction about Huawei
- Founded by Mr.Ren Zhengfei in 1987.
- Telecommunication and networking company.
- Product protfolio.
- Huawei and media
- We posted news feeds from various news networks.
- did an analysis on Media's outlook on Huawei.
- Tried to identify the key areas in which Huawei's PR had to work to improve the image.
The objective of the second seminar was more deeper analysis of Huawei. We analyzed both the external and internal factors and published a SWOT( Strength, Weakness, Opportunity, Threat ).
- Strengths:
- Huawei's product portfolio includes
- fixed network
- mobile network,
- data communications
- optical network,
- software and services, and terminals
- Strong growth in sales from the international market contributed significantly to the rising revenues of the company.
- Controls 21% of the global telecommunication market.
- Weakness:
- Huawei has a reputation of closing off its research and development to outside sources, including the media, although this attitude may be changing; 2011 marks the first year that Western media were allowed to tour the research facilities.
- The imbalance of Chinese to international engineers.
- No transparency in its fund
- better professional services and customer support in Western countries.
- Opportunities:
- Created by free advertising and holding press conference about new products
- Partnership with Google for its android OS
- Merger with ClearWire and MetroPcs increased business in America.
- Threats:
- Ericsson, Alltel, Siemens
- Have better funding for their R&D
- Security issues with western governments.
Seminar 3
The third seminar was finding the target audience based on the parameters such as geographic, demographic and psycho graphic . They help us understand the dynamics of the market and also helps us understand the customer based on the geographic locations and the way in which they use their mobiles.
Key points of the seminar
Huawei being a very large company we just considered the Mobile and the Network part of the company and not sales of the other equipments. Huawei has just entered the Mobile market and they are trying establish a proper brand name for them. We identified the key areas in the Globe for the smart phone Huawei is making and analyzed the demographic and psychographic factors so that Huawei's smartphone penetration woud be possible.
On the Network part of the market. We identified the top consumers of internet resources and the demography of the network users. We also analyzed how these affected the market and who were the top players in the market.
Seminars 4 :
The analysis of the first three seminars where taken and a new mission statement was created. A set of new long term and short term objectives where created.
- Short term objectives
- Top 5 vendor in the market
- Involve more in R&D
- Better CSR and PR activities
- Long Term Objectives
- US$ 100 billion dollars.
- Be the leader in smart phone market
- Green Communication
- Narrowing digital divide
- Decrease carbon emission by 5% annually
New Strategic Communication plan:
we use a staged roll out of the communication plan. there are two stages.
- 1st stage
- environmental scan
- stake holders
- objectives
- strategy
- 2nd stage
- announcenents
- tactics
- issue
- budget
Environmental scan:
we have done a detaild market analysis and identified the key customers and the key consumers.Huawei being a big manufacurer of network and telecom infrastructure has understood the market and is manufacturing products based on the market demands
Stake Holders:
The key stake holders of the new cmmunication plan are identified so that we can have more specific action plan to target them. We have identified the new updated plan to target the stake holders. - Customer
- Feedback
- Increase communication channel
- Product quality and safety
- employee
- Career Advancement
- Employee benefits＆ Health and safety
- supplier
- Better supply chain management
- Audit and assessment of contractors/suppliers
- Government
- Waste and emission control
- Narrowing Bridging digital divide
- Media
- Management of resource
- Society and community
- Work conditions and occupational status
we have formulated short term and long term goals so that we have an objective to work for. The short term goal is formulated in such a way that they can help us acheive the long term goal as well..
- Short term objectives
- Top 5 vendor in the market
- Tablets, apps and cloud
- Involve more in R&D
- 15 million smartphone sales
- Better CSR and PR activities
- Long Term Objectives
- US$ 100 billion dollars
- Be the leader in smart phone market
- Green Communication
- Narrowing digital divide
- Decrease carbon emission by 5% annually
we have identified the key requirements of the stake holders so that they are more actively involved. We also have a more personalised approach to that particular stake holder group.
- Customer
- surveys, meetings, workshops
- Develop low cost and flexible solutions
- Support in effective education
- Control product safety
- Employee
- Develop internal communication plan to get feedback and ideas
- Respond to employee requirement
- Suppliers
- Hold conference
- Improve supply chain management
- Government
- Regular meeting with governments
- Manage compliance of production and waste
- Support governments in education
- Media
- Join NGO’s ,regularly release annual report on CSR
- Go green
- Participate in social projects and contributions
Announcements help us to understand what the company is doing.In the new communication plan we have formulated more announcements so that the media, the customer and the government understands the various activities of the companies such as CSR etc.
- Huawei has a huge stake in its copyright. Has filed for more than 49,000 patents in 2011.
- Green production
- Reduced Co2 emissions by 9300 tons.
- Using renewable energy
- Recyclable materials
- Safety accidents reduced to 0.41% in 2010
- Company standards is 0.71%
- More funds for employee safety
- Better working standards
- CSR activities undertaken in Pakistan, Kenya, rural parts of China.
- More scholarship for Chinese rural students.
- More contributions when natural disaster strikes.
- Contribution of funds for hunger stricken countries. (Kenya, Asia etc. )
the tactics are formed in such a way that they help us acheive our strategy of targeting a particular group of stake holder.
- Increase communication channel.
- Implement eco friendly waste management and production
- Organize Employee social activates, career advancement class.
- More supplier orientation, better SCM.
- Organize educational fairs, follow government norms, contribute more towards bridging the digital divide .
- Hold press conference, invest more in social activities, increase social presence.
The main issues that Huawei was targeted was in the security issues and the copyright infringement. In the new communication plan we want to more transparent by opening our doors to media and customers. We are also trying to better our knowledge management so that copyright infringement does not happen ．
Budget :- Revenue is US$ 28 billion dollars
- 46% employee in R&D
- Spends 340 million on R&D
- Spent 27 million on CSR activities
- Planned to increase this by 15%
- Increased better SCM by 17% (reduced warehouse). Spent 4.3 million on reducing it
- Spent 1 million to increase Employee working standards in R&D labs
- Plan to increase the budget by 10 % and also implement in this in all the other working areas
- Spent 2.47 million on bridging the digital divide
- Plan to increase it by 10%
