市场营销 SWOT 分析 英文版 HUAWEI E583XS WIRELESS MODEM.docx

市场营销 SWOT 分析 英文版 HUAWEI E583XS WIRELESS MODEM.docx

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市场营销SWOT分析英文版HUAWEIE583XSWIRELESSMODEM

HUAWEIE583X-SWIRELESSMODEMAbstractTheaimofthereportistohaveaSWOTanalysisofHuaweiE5inthemarketofBeijing.Inthereport,IwillshowthebackgouundanddevelopmentofHuawei.Moreover,IwillshowtheeconomicenvironmentofBeijing.ThenIwillintroducethenewproduct-E5.Andgiveanintimateanalysisfromstrength,weakness,opportunityandthreat.Fromtheanalysis,IwillstudywhetherBeijingisagoodplaceforHuaweiE5.FinallyIwillgiveanrecommendationaboutit.Text:

Company:

Huaweihasbeenaleadingend-to-endIPnetworkandservicesolutionproviderwithcompleteself-proprietaryintellectualpropertyrights.Huaweiisalsoprovidingmanykindsofproductsforenterprisesandindustries.Huaweioffersthemostcompletetelecomproductportfolio,coveringmobile,broadband,corenetwork,transmissionnetwork,datacommunication,value-addedservices,terminalsandservices.Featuring"highquality,excellentservice,lowoperatingcostsandhighcustomerpriority",ithaveestablishedcomprehensivestrengthsandcontinuouslyprovidecompetitiveproductsandservicesforcustomers.Product:

HuaweiE583X-Swirelessmodemisanewproduct.PeopleusuallycallitE5forshort.ItwasondisplayinGSMAcongressforthefirsttime.Afterthat,morethan30companiessignacontracttoHuaweionE5andmorethan70companieswereinterestedinit.ItstartedtobesoldinChinaonDecember2009.Thepriceis1500RMBnowinChina.

HUAWEIE583X-SWirelessModem（hereinafterreferredtoastheE5）isahigh-speedpacketaccess（HSPA）universalserialbus（USB）modem.Itisamulti-modewirelessterminalforSOHO（SmallOfficeandHomeOffice）andbusinessprofessionals.YoucanconnecttheE583X-SwiththeUSBinterfaceofacomputer,orconnecttheE583X-SwiththeWiFi.IntheserviceareaoftheHSPA/UMTS/EDGE/GPRS/GSMnetwork,youcansurftheInternetandsend/receivemessages/emailscordlessly.TheE583X-Sisfast,reliable,andeasytooperate.Thus,mobileuserscanexperiencemanynewfeaturesandserviceswiththeE583X-S.ThesefeaturesandserviceswillenablealargenumberofuserstousetheE583X-Sandtheaveragerevenueperuser（ARPU）ofoperatorswillincreasesubstantially.Environmentalanalysis:

Macroenvironment:

BeijingisthecapitalcityofChinaandthepoliticalandculturalcenterofChina.ItisinthenorthofChina.Beijinghasapopulationofmorethan16million.AbouthalfpeoplewholiveinBeijingusenetwork.BeijingheldOlympicGamesintheyearof2008.However,therearealsosomeproblemsinBeijing.Therich-poorgapisexistinBeijing.Beijinggrowsofastsoitattracttherichpeopletocomeherebuttherestillhavethepoorpeoplehere.ThatcausethehignpriceofthehouseinBeijing.SomanypeopleliveinBeijinganditistoocrowdedinthecenterofthecity.Anotherproblemisairpollution.Therearesomeindusralfactoriesheresomeyearsago.NowtheairinBeijingisbetterthanthatinthe1990’s.

Microenvironment:

Theseyears,thegovernmentputforwardtheconceptof“caputaleconomy”.ThatmeansBeijingisthecitythatconnectChinaandtheworld.ItshowsChinatothewholeworld.ThescaleofthethirdindustryinBeijingrankthefirstamongthecitiesinChina.Attheyearof2008,theGDPofBeijingis1.0488trillion,increasedby9%.Attheyearof2009,theGDPofBeijingis1.1866trillion,increasedby10.1%.TheGDPofperpersonis10298.3dollars.ItrankthesecondinChina.ThefirstoneisShanghai.TheEngelcoefficientofBeijingis31.8%attheyearof1005.ThatmeanBeijingbecametherichsocietyin2005.SWOTANALYSISStrengths:

Technological:

Wirelss:

E5isthefirstwirelessmodemintheworld.Itisarealwirelessconnectivity.Soitiseasytotake.Itsizejustlikeacreditcard.Itcanbeputintothepocket.Ithassomanyfunctions.ThethreemianlyfunctionsareUSBModem,Wirelessrouterandshortmessagingservice.Functions:

USBModemTheE583X-SsupportsthePSdomaindataservicebasedonHSPA/UMTS/EDGE/GPRS.AfteryouconnecttheE583X-StoaPCwithaUSBinterface,theE583X-SdriverisinstalledonthePCautomaticallyandtheshortcutoftheWEBpageisdisplayedonthePCdesktops.YoucanconfigureAPNontheE583X-SWEBpage（ordirectlyusethedefaultsettings）andsetupanetworkconnection.Thenyoucan

sendorreceiveE-mail,accessthenetworkthroughwirelessconnection,anddownloadfilesthroughwirelessdatachannels.WirelessRouterTheE583X-ScanbeusedasawirelessrouterwhentheWiFiisenabled.YoucanaccesstheInternetservicethroughsettingupthewirelessnetworkconnectionwiththeE583X-S.AmaximumoffivewirelessuserscanaccesstheE583X-Satthesametime.YoucansetuptheWLANwiththeaccesspoint（AP）function.SMSTheE583X-Ssupportsmessagewriting/sending/receivingandgroupsending（upto10contactsatatime）.YoucanmanagemessagesthroughtheWEBpage,suchasinbox,outbox,draft.Youcanalsosortthemessagesbytelephonenumberortime.Itcanhelp21productsconnectnetsuchasTV,DPF,NAS,MP3player,Mediaplayer,PortableGameConsole,IPcellphone,MID,Netbook,Notebook,PND,DVDplater,DVDrecorder,BDset-tops,Set-topBox,DVR,DMA,GameConsole,AudioSystem,DesktopPCs.E5canserve5productstoconnectnetatthesametime.Cost:

HuaweiheadquarterinShenzhenandthefactoryisinDongguan.Thetwocitiesarenotfaraway.Sothehumanresourcecostcanturnlower.Besides,Chineseslabourismuchcheaperthanmanywesterncountries,sothelabourcostcanbelower.Forexample,HuaweipaidChinesestaffonlyonethirdtoonefourthcomparewiththestaffwhocandothesamethinginEurope.Butthestaffhavetodo50%moreworkthanEuropenstaff.Withthesamemoney,Huaweicancangetabout10timeseffortinresearchthantheEuropecompaniesorAmericancompanies.ThatisabigadvantageforHuaweicompany.

Manufactural:

Huaweiisoneofthebesttelcomcompanyintheworld.Itrankthethirdintheworld.ThefirstisEricssonandthesecondisNokia.Ithasalotofproductsandgetintomanycountriesindifferentcontinents.About25%ofthebussinessareinChinawhile75%ofthebussinessareoverseas.Soithasadvantageofscaleeffect.Huaweiusemorethan10%profiteachyearintoresearchingnewproduct.ItsetuptheresearchdepartmentsinIndia,America,SwedonandBeijing,Shanghai,NanjinginChina.Theyhave80thousandstaff.About43%oftheminresearchdepartment.Huaweihavemorethan30000patenttillnow,themostpatentamongChinesecompanies.Marking:

HuaweiisaChinesecompanysoithasadvantageinsellingproduct.Lowertaxshouldbepaidcomparedwithforeigncompanies.ChineseisthebiggestmarketonInternet.AndsomeChinesewhitecollarsandyoungpeoplewoukdliketousenewproduct.WeaknessesPriceThepriceofE5isabout1500RMB.Itisalittlemoreexpensiveforahomeuser.Whenamanathome,heuseaseparatemodemandasrparaterountertoconnectthenet.Inthisway,peoplecansavemoney.UsualyChinesepeoplegetonthenetonlybycomputersotheydonotneedaproductwhichcanmakefivecletronicproductconnectnetatthesametime.Notmanypeoplewanttoreplacetheproducttheyusenow.Soitisnotagoodchoiceforahomeuser.SupplyChainSupplychainisabigproblemofHuawei.Theefficiencyisonlyabout20%.

That’saproblemofmanyChinesecompanies.Andtherearealsoconmeproblemaboutthecost.Thatcausetheproblemofsupplychain.Forexample,Ericssoncanaccomplishthepurchaseorderin10dayswhileHuaweihavetouse25daysinaccomplishingit.Financialability:

Huaweiisnotalistedcompany.Soitcannotfinanceinthemarket.Huaweibuiltin1988.Itdonothavealonghistory.Itdonothavesomanycapitals.ItisnotsuchafamouscompanylikeEricssion.InChina,manypeopledonotknowHuaweiexactly.Opportunities:

Potentialconsumers:

Moreandmorepeoplewouldliketousewirelessmodem.Hereshowstheforcastingofwirelessmodeminglobalmarket.（seetable1）Table1:

thegraphofwirelessmodemglobalmarketforecastingWirelessModemGlobalMarketForecastingNetbookNotebook1000）DesktopPCs900tinU800DigitalCameraM（700PortableMP3Player：

600tnuPortableMediao500Playerma400PortableGamesseConsolel300asIPCellPhonela200unMobileInternetn100Device（MID）A0PortableNavDevice2005200620072008200920102011201220132014（PND）（thistablewastherestrictedinformationofHuawei）Thetelecomindustrygrowingfasttheseyearsanditwillgrowfastinthe

followingyears.Fromthegraph,wecanseethatthewirelessmodeminglobalmarketwilldoubleupfrom2010to2014.Thatisabigmarketofwirelessmodem.rdThe3generationrdThe3generationiscoming.Someyoungpeoplewouldliketochoicethe3Gndmobilephones.Itisanewnetthattakeplacethe2generation.Inthefuture,3Gwillbeusedbyeverybody.SoitisagoodchanceforHuaweiE5.Theworldwillbecomeanetworld.Thenetisgrowingsofast.Inthepast,mostpeoplewouldliketogetonthenetathome,atnetbarorattheoffice.Now,someyoungpeopleliketogetonthenetbymobilephones.Inthefuture,peoplewouldgetonthenetmoreconvinent.The3Gwillhelppeopletohaveabetterfeelingwhengetonthenet.Peoplewilldomorethingsthroughthenet,suchasshopping,orderingfood,doingjobandsoon.HuaweiE5canhelppeopleconnecttheelectricdeviceswiththenetinsteadofthewire.Notonlythecomputerbutalsootherelectricdevicescanconnectwiththelinesothatthelifewouldbebetter.Wifi：

Wi-FiisatrademarkoftheWi-FiAlliancethatmanufacturersmayusetobrandcertifiedproductsthatbelongtoacla