英国MBA作业-华为手机市场与业绩。本文是一篇英国留学生MBA作写作范文，主要内容是讲述华为是一家快速发展的科技公司，最近已成为英国市场的主要竞争对手，2018年其市场份额从2.7%增至13.7%。MBA作业提到华为也是一家主要的全球竞争对手，去年的销量超过了苹果。这份报告的目的是了解华为面临的市场环境、它需要利用的最大优势，并强调华为面临的弱点和威胁，以及它们应该如何克服这些弱点和威胁。以下是这篇英国MBA作业范文的部分内容，供参考。
A Business Report on the Mobile Phone Market and Performance of Huawei 华为手机市场和业绩的商业报告
Table of Contents
1.0 Title Page
2.0 Executive Summary
3.0 Main Body
3.1 Introduction
3.2 Analysis of the Industry Environment
3.3 Strategy
4.0 Reference List
2.0 Executive Summary 执行摘要
Huawei are a rapidly growing tech company who have recently become a major competitor in the UK market, growing their market share from 2.7% to 13.7% in 2018. They are also a major global competitor, overtaking Apple on number of units sold in the last year. This reports objective is to gain knowledge of the market environment Huawei face, it’s greatest strengths it needs to take advantage of, and to highlight the weaknesses and threats that are posed to Huawei and how they should overcome them.
A PEST analysis of the UK market exposes that in the coming years, exports to the UK will become dearer due to the strengthening pound against the Yuan after Brexit uncertainty is over. Analysis also highlights a growing UK market with increasing GDP/GDP per capita in unison with decreasing unemployment. A socio-cultural hurdle Huawei face ia tackling western mindsets that Huawei have Chinese government military ties, and therefore is considered a threat to security. Technological analysis reveals Huawei’s competitive edge with R&D and new technology innovations leading to a unique selling point but remains to fall behind on patent approvals.
对英国市场的PEST分析表明，在未来几年中，由于英国脱欧不确定性结束后英镑兑人民币升值，对英国的出口将变得更加昂贵。分析还强调了英国市场的增长，人均GDP/GDP的增长与失业率的下降相一致。华为面临的一个社会文化障碍是应对西方思维定势，即华为与中国政府和军方有联系，因此被认为是对安全的威胁。技术分析揭示了华为的竞争优势，研发和新技术创新带来了独特的卖点，但在专利批准方面仍然落后。
Huawei’s greatest weakness is its lacklustre customer service which directly contradicts its core value of “Customer First”. My recommendation is large investment in customer service infrastructure for western countries as I believe this is paramount to its growing success and could stop its future brand being tarnished by a bad reputation.
华为最大的弱点是客户服务乏善可陈，这直接违背了其“客户至上”的核心价值观。我的建议是对西方国家的客户服务基础设施进行大量投资，因为我认为这对其不断增长的成功至关重要，并可以防止其未来品牌因声誉不佳而受损。
3.0 Main Body 正文
3.1 Introduction 引言
The mobile phone market worldwide is a highly competitive market, which in the UK is highly saturated. This can be seen through overall sales in the market slowing by 2% due to longer lasting phones alongside increases in price (Guardian 2018). The company that leads the market and grows the most is heavily dependent on branding, social trends, and most importantly: who is the leader in the latest technological advancements. The mobile phone market in the UK has seen old competitors such as Blackberry diminish, and new entrants such as Huawei thrive.
全球移动电话市场是一个竞争激烈的市场，而英国的市场已经高度饱和。这可以从市场整体销售放缓2%中看出，这是因为手机寿命更长，价格上涨。引领市场和增长最快的公司在很大程度上取决于品牌、社会趋势，最重要的是：谁是最新技术进步的领导者。英国的手机市场见证了黑莓（Blackberry）等老对手的衰落，华为（Huawei）等新进入者的蓬勃发展。
Huawei are a China based technology company who manufacture smartphones alongside other tech. Huawei’s rapid growth in the UK smartphone market was most notably from Q2-Q3 of 2018, where it’s market share grew from 2.7% to 13.7% between May and July of 2018 (Kantar, TechRadar 2018). The second quarter of 2018 was when Huawei overtook Apple in global sales to become the second largest seller of smartphones behind Samsung. This report will analyse the current smartphone market Huawei face, alongside analysing Huawei’s strengths and therefore reasons for its success, the threats that Huawei face in the future and how Huawei can plan to combat these threats.
华为是一家总部位于中国的技术公司，与其他技术公司一起生产智能手机。华为在英国智能手机市场的快速增长最显著的是从2018年第二季度至第三季度，其市场份额在2018年5月至7月期间从2.7%增长至13.7%。2018年第二季度，华为在全球销量上超过苹果，成为仅次于三星的第二大智能手机销售商。本报告将分析华为目前面临的智能手机市场，同时分析华为的优势及其成功的原因、华为未来面临的威胁以及华为如何计划应对这些威胁。
3.2 Analysis of the Industry Environment 行业环境分析
To analyse the macro-economic business environment in the UK and understand what factors may affect Huawei’s decision making in the UK market, we will use a PEST analysis to identify any possible opportunities or threats that are presented to Huawei.
为了分析英国的宏观经济商业环境，了解哪些因素可能会影响华为在英国市场的决策，我们将使用PEST分析来确定华为可能面临的任何机会或威胁。
Political Factors 政治因素
The ongoing Brexit debate is the biggest area of uncertainty in the Political climate of the UK. However, due to Huawei manufacturing and importing its phones from India for its low labour costs to have a price advantage, the change in EU regulations of trade and trade tariffs will have little impact on Huawei’s entry into the UK, and no effect on any new labour laws put into motion.
正在进行的脱欧辩论是英国政治气候中最大的不确定性领域。然而，由于华为从印度制造和进口手机以获得低劳动力成本的价格优势，欧盟贸易和关税法规的变化对华为进入英国几乎没有影响，也不会影响任何新的劳动法的实施。
However, if Brexit were to continue, it is a possibility that the UK may seek a trade deal with the US. If the UK were to undergo this procedure, the US-China trade war tensions may have an adverse effect on the UK. This is not helped by Meng Wanzhou’s arrest, who is the daughter of Huawei’s founder and the Chief Financial Officer of the company (Financial Times 2018). She faces extradition to the US and is said to be used as a “bargaining chip” by President Trump. China has now threatened severe consequences if the Huawei executive is not released (BBC 2018).
然而，如果英国脱欧继续下去，英国有可能寻求与美国达成贸易协议。如果英国接受这一程序，美中贸易战紧张局势可能会对英国产生不利影响。孟晚舟是华为创始人兼公司首席财务官的女儿，被捕对这一点没有帮助。她将被引渡到美国，据说被特朗普总统用作“讨价还价的筹码”。中国现在威胁说，如果华为高管不被释放，将造成严重后果。
Economic Factors 经济因素
The affect that Brexit has had on the economy is that this uncertainty has slowed down economic growth to 1.3% in 2018. During the Brexit negotiations the value of the pound fell by 14%. This weaker pound makes imports more expensive for Britain. The result of this to Huawei mean that their exports are cheaper to the UK because the Yuan is stronger against the Pound, increasing profitability.
英国脱欧对经济的影响是，这种不确定性将2018年的经济增长放缓至1.3%。在英国脱欧谈判期间，英镑贬值了14%。英镑贬值使英国的进口商品更加昂贵。对华为来说，这意味着他们对英国的出口更便宜，因为人民币兑英镑更坚挺，增加了盈利能力。 However, these impacts of Brexit are short term. Theresa May states that the pound will be back to its original strength after the negotiations in 2020, reverting Huawei’s profitability back to its original figure as exports become dearer for Huawei, however imports into Britain become more attractive to UK consumers. The slowed growth of 1.3% is set to increase back to 2% after the uncertainty of Brexit. Unemployment remains constant, fluctuating between 4.0-4.2%, with an overall downwards sloping trend as illustrated in Figure 1 (Trading Economics 2018).
然而，英国脱欧的这些影响是短期的。特里萨·梅表示，在2020年的谈判后，英镑将恢复到原来的水平，随着华为的出口价格越来越高，华为的盈利能力将恢复到最初的水平，但英国的进口对英国消费者的吸引力也越来越大。在英国脱欧的不确定性之后，1.3%的缓慢增长率将回升至2%。失业率保持不变，在4.0-4.2%之间波动，总体呈下降趋势。
This presents opportunities for Huawei due to this being a 43 year low, whereby lower unemployment means higher disposable incomes. This links into the UK’s GDP per capita having grown by 1.2% in 2017, leading to a larger market Huawei can trade with due to aggregate demand increasing. This fall in unemployment presents an opportunity to Huawei where some consumers are being able to afford high-end phones such as the P20 Pro for the first time, so Huawei needs to take advantage of this.
这为华为提供了机会，因为这是43年来的最低点，失业率降低意味着可支配收入增加。这与2017年英国人均GDP增长1.2%有关，由于总需求增加，华为可以与更大的市场进行交易。失业率的下降为华为提供了一个机会，一些消费者首次有能力购买P20 Pro等高端手机，因此华为需要利用这一机会。
Socio-Cultural Factors 社会文化因素
There are some socio-cultural hurdles that Huawei face in the UK. One social trend that poses a threat to Huawei is the consumers in the UK holding beliefs that Huawei is a security concern due to its origin with ties to the Chinese military network. Huawei have had this problem in the US and Australia which are influential to the UK (BBC 2018). As a result, Huawei need to prove that their product is safe so not to impact sales negatively.
华为在英国面临着一些社会文化障碍。对华为构成威胁的一个社会趋势是，英国消费者认为华为是一个安全问题，因为它的起源与中国军事网络有关。华为在美国和澳大利亚遇到了这个问题，这对英国很有影响。因此，华为需要证明其产品是安全的，以免对销售造成负面影响。
Another issue Huawei face is the social media cultural trend in Western countries to heavily criticize android phone users in comparison to exclusively the iPhone. There is a cultural belief that android is for poorer people, which threatens consumers readiness to buy Huawei phones due to connotations of their operating system being for people of a lower class, which is negatively reinforced with Huawei’s budget line of android phones such as the Huawei Y6 (Business Insider 2014).
华为面临的另一个问题是西方国家的社交媒体文化趋势，与iPhone相比，它严厉批评android手机用户。有一种文化观念认为，android是为穷人设计的，这威胁到消费者购买华为手机的意愿，因为其操作系统的含义是为低阶层人士设计的，而华为的预算线android手机（如华为Y6则对这一点产生了负面影响。
Technological Factors 技术因素
As a technology company, this is the biggest influencer on Huawei. Huawei brand themselves as innovators, and therefore it imperative that they invest a lot on research and development. So much so that a total their budget has been raised to $20 billion for phone development alongside implementing new 5G technologies. This is double Apple’s $10 billion budget putting them at a research advantage. Huawei launched its 5G Roadshow throughout the UK, showcasing their new 5G technologies which it is currently a global leader in since its investments begun in 2009.
作为一家技术公司，这是华为最大的影响力。华为将自己标榜为创新者，因此他们必须在研发上投入大量资金。如此之多，以至于他们的总预算已经提高到200亿美元，用于手机开发，同时实施新的5G技术。这是苹果公司100亿美元预算的两倍，使他们处于研究优势。华为在英国各地推出了其5G路演，展示了其新的5G技术，自2009年开始投资以来，华为目前在这方面处于全球领先地位。
A significant strength of Huawei came in 2017 when Huawei partnered with UK based service provider Stratto, and in November of 2018 they announced a new Digital Indoor System (DIS). This provides enhanced 3G and 4G indoor mobile coverage where its demand from business and home owners in confined spaces has grown due to the increased growth of high speed applications such as introduction of 4K video, alongside the growing complexities of older distributed antenna systems (DAS) which are starting to fail to meet the necessary speed and coverage demands in the UK.
2017年，华为与英国服务提供商Stratto合作，并于2018年11月宣布了新的数字室内系统（DIS），这是华为的一大优势。这提供了增强的3G和4G室内移动覆盖，由于4K视频的引入等高速应用的增长，以及旧分布式天线系统（DAS）越来越复杂，在英国，这些系统已开始无法满足必要的速度和覆盖需求，因此有限空间内的企业和家庭业主的需求有所增长。
However, a weakness of Huawei is that as of December 2017, they have been granted 74,307 total patents with 64,091 pending in China and 48,758 pending outside China. However, this figure is dwarfed with respect to Samsung’s 1.2 million total patents, so Huawei are struggling to keep up. Figure 2 shows a clear lead from other phone companies such as Samsung and Google in the top 10, whilst Huawei sits at 20th showing that in 2017 it’s number of approved patents was just 18.18% of Samsung’s total.
然而，华为的一个弱点是，截至2017年12月，他们共获得74307项专利，其中64091项在中国待决，48758项在中国境外待决。然而，与三星120万项专利相比，这一数字相形见绌，因此华为正在努力跟上。图2显示了三星和谷歌等其他手机公司在前10名中的明显领先地位，而华为则排在第20位，显示2017年其获得批准的专利数量仅占三星总数的18.18%。
On the contrary, it could be argued that in 2016 Huawei was ranked 25th for number of approved patents, and one year later in 2017 it has increased to 20th. This could show that its increased spending on R&D is proving successful, giving Huawei an upward trend of approved patents. Therefore, Huawei’s 2018 figure may rise even further, but will still only be a small proportion of Samsung’s approved patents.
相反，可以说，2016年，华为获得批准的专利数量排在第25位，一年后的2017年，华为已增至第20位。这可能表明，华为在研发上增加的支出证明是成功的，使其获得批准的专利呈上升趋势。因此，华为2018年的数字可能会进一步上升，但仍然只是三星批准专利的一小部分。
3.3 Strategy 策略
Product 产品
A major driving force of Huawei’s strategy was to create high quality products with great value for their customers, beating competitors with the power of their product. One of their core values is ‘Customer First’, stating that they aim to “create long-term value” whilst “being responsive to their needs”. Their strategy through innovation and continuous improvement of their product with their $20 Billion in research is a great strength of theirs. Their products are reviewed well by customers, so customer satisfaction is being achieved, hence their growing sales and growing market share.
华为战略的一个主要驱动力是为客户创造高质量、高价值的产品，用产品的力量击败竞争对手。他们的核心价值之一是“客户至上”，表示他们的目标是“创造长期价值”，同时“响应他们的需求”。他们的战略是通过创新和不断改进其产品，并投入200亿美元进行研究，这是他们的一大优势。他们的产品得到了客户的好评，因此客户满意度不断提高，因此他们的销售额和市场份额不断增长。
However, one major downfall that is contradictory to “Customer First” is Huawei’s lack of effective customer service in the western world. They fail to successfully deal with customer complaints. Huawei lack the experience in western countries to compete with competitor’s customer service abilities. As a result, Huawei are at major risk of building a bad reputation which could tarnish their brand image detrimentally (CustomerServiceScoreboard 2018).
然而，与“客户至上”相矛盾的一个主要问题是华为在西方世界缺乏有效的客户服务。他们未能成功处理客户投诉。华为缺乏在西方国家与竞争对手的客户服务能力竞争的经验。因此，华为面临着建立不良声誉的重大风险，这可能会损害其品牌形象）。
Price 价格
To enter the UK market, Huawei used a two-pronged, multi-segmented targeting approach. Huawei entered the market with two lines of smartphone staged at different price ranges to target people of different incomes.
为了进入英国市场，华为采用了双管齐下、多细分的目标定位方法。华为进入市场时，推出了两款不同价位的智能手机，以不同收入人群为目标。
The high-end P20 Pro smartphone is a competitor to the iPhone X and Samsung Galaxy S9. It can demand a high price due to technology features that its competitors are lacking such as its triple camera, in comparison to the iPhone X’s dual camera. This premium pricing is reasonable because of its differentiation within its innovative features. However, the price of the P20 Pro is higher than Samsung’s S9. I would argue that Huawei are yet to have the brand recognition in the UK to be pricing higher than Samsung, as it gives no reason for loyal Samsung users to switch to Huawei.
高端P20 Pro智能手机是iPhone X和三星Galaxy S9的竞争对手。与iPhone X的双摄像头相比，其竞争对手缺乏三摄像头等技术功能，因此其价格可能很高。这种溢价定价是合理的，因为它在创新功能方面存在差异。然而，P20 Pro的价格高于三星的S9。我认为华为尚未在英国获得品牌认可，其定价高于三星，因为这没有理由让忠实的三星用户转向华为。
On the contrary, Samsung users with lower incomes could switch Huawei’s P Smart phone. This budget £299 phone was well reviewed and gave people with lower incomes the ability to switch, therefore building brand loyalty with Huawei. This was a smart move because it covered the entire UK smartphone market, meaning Huawei’s market share started increasing as brand recognition and loyalty started to grow with it.
相反，收入较低的三星用户可以更换华为的P智能手机。这款预算为299英镑的手机经过了仔细审查，让收入较低的人能够切换，从而建立了对华为的品牌忠诚度。这是一个明智之举，因为它覆盖了整个英国智能手机市场，这意味着随着品牌知名度和忠诚度的提高，华为的市场份额开始增加。
3.4 Conclusion 结论
Huawei are proving themselves to be a strong competitor in the mobile phone market. Their research and development investments clearly pay off as both the P20 Pro and P Smart range of phones were well reviewed and recommended, building a strong and growing product reputation with their UK market share reaching a 5-fold increase in one year.
华为正在证明自己是手机市场的强大竞争对手。由于P20 Pro和P Smart系列手机都得到了良好的审查和推荐，他们的研发投资显然得到了回报，在英国市场份额在一年内增长了5倍，从而建立了强大且不断增长的产品声誉。
Huawei’s biggest strength is its differentiation within its technological advancements due to its $20 billion on R&D. The 3 camera P20 Pro is one example of many competitive advantages the Chinese company has over its main competitors, proving itself by beating Apple in total number of global units sold to become the second highest seller of mobile phones after seven years of Apple and Samsung holding the top 2 places. These technology prowess’s along with Huawei’s cost advantage of Chinese and Indian production gives them a synergistic edge which competitors will need to respond to fast.
华为最大的优势在于其200亿美元的研发费用，使其在技术进步方面与众不同。3摄像头P20 Pro是这家中国公司相对于其主要竞争对手拥有的众多竞争优势的一个例子，它在全球销量总量上击败了苹果，成为第二大手机销售商，此前7年苹果和三星一直位居前2位。这些技术实力，加上华为在中国和印度生产的成本优势，使它们具有协同优势，竞争对手需要快速做出反应。
One recommendation I have on analysis of Huawei is major investment into development of their customer service network in their western markets. If this is not implemented rapidly, although Huawei have a price advantage, many customers will start to envisage Huawei as lacking in care for customers. This will result in loss of customer loyalty and market share will decrease as western consumers will no longer be satisfied with Huawei’s services.
英国MBA作业的作者在分析华为时提出的一个建议是，在其西方市场对客户服务网络的开发进行重大投资。如果不迅速实施，尽管华为拥有价格优势，但许多客户会开始认为华为缺乏对客户的关怀。这将导致客户忠诚度的丧失，而随着西方消费者不再满意华为的服务，市场份额将下降。
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