Organization and Environmental Analysis- Huawei Technologies Co., Ltd

On Jan. 23, 2003, Cisco Systems, Inc. announced that it has filed a lawsuit against a Chinese equipment manufacturer, Huawei Technologies, Co., LTD and its subsidiaries, Huawei America, Inc. and FutureWei Technologies, Inc. over Huawei's unlawful copying of Cisco's intellectual property. Cisco is the worldwide leader in networking for the Internet with the headquarter located in US. Huawei, based in Shenzhen, China, is China's biggest telecommunications equipment maker, has a wide reach in Asia, and recently entered the U.S. market, challenging Cisco on the pricing front. Because the lawsuit happens between two representative companies of telecom industry in US and China

Branding development should always go together with the vision of the company, it was pointed out by Chou; CEO of HTC that HTC will not blindly go for growth, and instead, it would rather deliberately focus on the “value”. A lot of time when a company is deliberately pursuing its’ growth, they lose its core values. Chou recognizes the importance of the economies of scale, but he would rather deliberately pursue the value that HTC can pursuit to its consumers. In other words, regardless of the business model, or brand of HTC; HTC focuses on creating their own core values. HTC is not entirely focusing on the value of technology or products; it also includes the value for innovation, brand, market, and management ability. HTC is no longer solely represented by a product, but to expand competitiveness in it’s over all capacities.

The nature of the market structure and demand of Cisco Systems is its business market which contains fewer but larger companies. For Cisco Systems, this implies that even though they have fewer clients than other companies, they still have a good and profitable relationship with their clients. For the customers of Cisco Systems, this implies that they will receive better and faster service and products because they don’t have to compete for the attention and service of Cisco Systems.

Succeeding, Huawei provides the career planning for the employees including the professional training and continual education. The purpose is to lead the employees to growth and better development. Furthermore, the company has ensured the employee benefit in a good way. They built a

“We always keep on pace with the demand of our end customers, delight them through continuing maintain a close relationship between manufacturing, ongoing Research and Development as well as working closely with supply chain and outsourcing partners, to provide cost-effective, high-quality Smart phone, wireless devices and software to our customers, internationally. Constant Training and Development program and strong culture practices are held to motivate the employees, also, to ensure infinite innovation and creation come out from them. Most importantly, offer attractive

A brand is an organisation, product or service which has created an emotional connection with their consumers in order for them to favour their brand over their competitors. It is incredibly important for brands to keep up their image and one little thing could change the global perception of a business. It takes a lot to maintain a brand image that has been built up over a long period of time and even more to regain it if that reputation is lost. Brands are created through various different aspects such as their visuals, tone of voice, advertising, actions and reputation. The combination of these will leave their consumers with long lasting emotions and perceptions of a particular brand and will effect whether they support a business or not and whether they would favour or avoid it. When a brand looses their image it can cost a lot of money and time to rebrand to prevent complete failure of the product or service.

We have selected Huawei Technologies Company Limited for our MIS project. We selected Huawei Technologies Company Limited because this is a Chinese company .At first we selected Citycell (Telecom Operator), but when we visited City cell we learnt that City-cell is now using Huawei product, and Huawei is a Chinese company. We know about the quality of Chinese product. Most of the Chinese product can not make people happy or satisfied. But we found that Huawei now is one of the top positions in the world. This inspired us about the Huawei.

First of all, a strong brand can be seen as the condition for organisations to expand products, offer more service, and introduce new products (Chernatony and McDonald, 2003). Secondly, a strong brand can lead to growth marketing communication effectiveness (Keller, 2009). ‘To build a strong brand, the right knowledge structures must exist in the minds of actual or prospective customers so that they respond positively to marketing activities and programs in these different ways.’(Keller, 2003, p. 140) Furthermore, Kay (2005) asserted that the strong brand can be seen as a resource of management, which make brand extension easier and useful to build distribution network. Companies are not treated by the intermediaries (Chernatony and McDonald, 2003). Moreover, companies are comparatively easier to change price if they have strong brands. As Henderson, et al (2003) said, a strong brand can allow for premium pricing even still remain loyalty customers, which help companies to survive in the intensive competitive market.

Cisco System becomes a $12 billion high-technology company with over 47,000 employees in not less than 54 countries of the world due to its strategic management policies and practices among which is diverse

The iPhone has significantly changed the way consumers purchase brands; it has enabled them to rely on the company behind the phone making the customer ‘ Brand sensitive’. According to Arvidison (2006) the rise of brands did not only target the consumption of brand culture but it also took in the ‘ world of make’. In the early 80s companies discovered the term ‘ organizational identity’ as a way to direct and adapt a style of command, however, it became important for companies to sell their ‘values and goals to employees, to make them

Nokia’s aggressive strategy to dominate mobile communication cluster would be the main reason how Nokia could become a world leader in the sector among other reasons. Nokia’s passion for mobile communication industry was great enough to give up more than 40% of its revenue in is pre-owned communication industry to concentrate only in mobile communications. Nokia was also lucky enough to see the possibility of mobile communication early enough to predominate the industry and prevent any competition from

In the brand report card, Kevin Keller presented ten attributes that the world’s strongest brands share. This list of characteristics provides a powerful toolset to measure how well a brand, as well as its competitors are managed. This assignment applies Keller’s brand report card to Apple Inc., brand and evaluates its brand strengths and vulnerabilities against its competitors (Google ®, Samsung ®, and Microsoft®) in efforts to discover areas of weakness and possible opportunities for improvement.

Huawei also pitched the fact that any Cisco-trained engineer could operate the Quidway router with ease. Cisco’s rise to the leadership in networking equipment and technology was the result of many years of diligent, hard work and creativity. Cisco holds several patents, copyrights, and trade secrets that are critical to its success. Huawei, on the other hand, chose to make shortcuts and had complete disregard for the sanctity and legality of intellectual property. In fact, Huawei’s Vice President confessed that “all the world’s leading equipment suppliers are our learning modules.”[1] Can Huawei’s belief in “learning” from their competitors and Cisco’s belief that Huawei stole and copied intellectual property be attributed to a differing ethical perspective due to culture? We will discuss this in Section 3.

Facing the China’s Telecom Equipment industry double-digit grow and becoming the largest telecom market in the world, all leading firms in each subsectors of Global telecom equipment take this opportunity to invest in china. Huawei, a Chinese challenge, was starting its challenge to Cisco insurmountable leadership position in international telecom equipment industry.

While even during such a hard time, Huawei was still growing steadily. So we had to