Report of Business Communication

EXECUTIVE SUMMARY
As a part of Business Communication course, this report prepare to know how a company
communicate internally & externally for its business purpose. Report is start with the
introduction of Huawei Technologies Bangladesh Ltd. In this section mainly focused on the
establishment, business, vison & mission of the company. Huawei believe an effective
communication process. Here the total communication process is descried briefly. This report
is mainly divided into two part, one is internal communication process & another one is
external communication process. Also Huawei communication channel within the
department is described in the report. Market communication is one of important part of any
business. Huawei total market communication strategy is described here with real life
examples. This company has strong communication culture. At the end there are a SWOT
analysis of full communication process with some recommendations.

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TABLE OF CONTENT
TOPIC PAGE NO
1. Introduction …………………………………………………………………………………………………………………………… 3
1.1. Company background ……………………………………………………………………………………………………… 3
1.2. Business ………………………………………………………………………………………………………………………….. 3
1.3. Mission…………………………………………………………………………………………………………………………….. 4
1.4. Vision……………………………………………………………………………………………………………………………….. 4
2. The communication process……………………………………………………………………………………………………… 4
2.1. Purpose of communication……………………………………………………………………………………………… 4
2.2. Communication steps……………………………………………………………………………………………………… 5
3. Huawei communication process………………………………………………………………………………………………. 5
3.1. Internal communication……………………………………………………………………………………………………. 6
3.1.1 Project management……………………………………………………………………………………………………. 6
3.1.2 Device………………………………………………………………………………………………………………………….. 7
3.1.3 Internal communication rules & regulation………………………………………………………………….. 7
3.1.4 Key internal communication tools………………………………………………………………………………… 8
3.2 External Communication Process………………………………………………………………………………………. 9
3.2.1 Communication strategy of sales & solution………………………………………………………………… 10
3.2.2. Communication strategy of device team…………………………………………………………………….. 11
3.2.3 Communication strategy by project team for project rollout………………………………………. 14
4. Inter-cultural communication within Huawei…………………………………………………………………………… 16
5. SWOT analysis of communication of Huawei……………………………………......................................... 16
6. Recommendation……………………………………………………………………………………………………………………. 17
7. Conclusion………………………………………………………………………………………………………………………………. 17

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1. INTRODUCTION:

1.1Company Background:
Huawei Technologies Co. Ltd. Is a Chinese multinational networking and telecommunications
equipment and services company headquartered in Shenzhen, Guangdong. It is the largest
telecommunications equipment manufacturer in the world, having overtaken Ericsson in
2012.

Huawei was founded in 1987 by Ren Zhengfei, a former engineer in the People's Liberation
Army. At the time of its establishment, Huawei focused on manufacturing phone switches,
but has since expanded its business to include building telecommunications networks,
providing operational and consulting services and equipment to enterprises inside and
outside of China, and manufacturing communications devices for the consumer market.
Huawei has over 170,000 employees as of September 2015, around 76,000 of whom are
engaged in research and development (R&D). It has 21 R&D institutes in countries in
cluding China,the UnitedStates,Canada, the UnitedKingdom, Pakistan, Finland, France, Belgi
um, Germany, Colombia, Sweden, Ireland, India, Russia, Israel, and Turkey, and in 2014, the
company invested $6.4 billion USD in R&D, up from $5 billion USD in 2013.

In 2014, Huawei recorded a profit of 34.2 billion CNY (5.5 billion USD).Its products and services
have been deployed in more than 140 countries and it currently serves 45 of the world's 50
largest telecoms operators.

1.2 Business:
Huawei is organized around three core business segments:
1. Telecom Carrier Networks, building telecommunications networks and services
2. Enterprise Business, providing equipment, software and services to enterprise
customers, e.g. Government Solutions etc.
3. Devices, manufacturing electronic communications devices
Huawei announced its Enterprise business in January, 2011 to provide network
infrastructure, fixed and wireless communication, datacenter, and cloud computing solutions
for global telecommunications customers. Huawei has stated that it aims to increase
enterprise sales to US$4 billion in 2011 and $15 billion within three to five years.

In 2016, Huawei enterprise business group launched a new marketing slogan defining its
position for the enterprise market, "Leading New ICT, Building a Better Connected World" at
CeBIT 2016.

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1.3 Mission:
To focus on our customers" market challenges and needs by providing excellent
communications network solutions and services in order to consistently create maximum
value for customers.

1.4 Vision:
Building better connected world through communication.

2. THE COMMUNICATION PROCESS:

Communication is most strong & important tool for any business. Effective & efficient
communication skill is essential for all managers.

2.1 Purpose of communication:

Planning Organizing Leading Controlling

Communication

External Environment

• Customer
• Supplier
• Stockholder
• Government
• Communities
• Other

Figure 1: Communication purpose of a company

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2.2 Communication steps:

Figure 2: Steps of communication

The goal of communication is to convey information—and the understanding of that
information—from one person or group to another person or group. This communication
process is divided into three basic components: A sender transmits a message through
a channel to the receiver. (Figure shows a more elaborate model.) The sender first develops
an idea, which is composed into a message and then transmitted to the other party, who
interprets the message and receives meaning. Information theorists have added somewhat
more complicated language. Developing a message is known as encoding. Interpreting the
message is referred to as decoding. Broadly the communication process is divided into two
segments – internal and external.

3. HUAWEI COMMUNICATION PROCESS:

Huawei has clear and identified processes and guidelines against each requirements. The
guideline covers the following aspects –
A) Who is to communicate?
B) What is to be communicated?
C) What are the channels that need to be used?
Beside that Huawei use a vast communication way for itself. To understand Huawei
communication process need to briefly understand the Huawei organizational models, its
products & business nature.

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For business purpose Huawei who to communicate internally & externally

Table 1: Communication receivers of Huawei
Internal communication receiver External Communication receiver
Inter department Customer
Employee to employee Stockholder
Supplier
Government
Community

3.1. Internal communication:

For internal communication Huawei practice cross functional communication process. Every
department is internally connected & communicate freely.
CEO

CCFM
Delivery & Service
Sales & Solution (Customer contract fulfillment Finance & Admine HR Device
(D&S)
management)

Accounts NTD PMO CEG SCM

Figure 3: Huawei communication channel

There are two part of Huawei.
1. Project management ( deal with telecom network deployment)
2. Device (deal with smart gadgets like phone, tab etc)

3.1.1 Project management:

All departments except device included in project management part.

Sales & solution: sales & solution department act as main player. Mainly they communicate
to market for prospective customer & sales. This department have different accounts for
different customers like Banglalink account, GP accounts, Robi accounts etc. Account wise
they communicate with customer.

CCFM (Customer contract fulfillment management): This department look after the contacts
& contractual obligations with customer.

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D&S ( Delivery & service): After sales & contract sales team & CCFM handover the contract
to D&S team. To execute the project work & deliver equipment/service. Under D&S there are
four team, they work together. Four teams are:

1. PMO (Program management team): Fully responsible for project target & plan.
Communiccate with customer & other team for plan execution.
2. NTD (Network & technical department) : This give full technical support.
3. CEG (Commodity export group): This team give procurement support.
4. SCM ( Supply chain management): Responsibility of this team to give logistics support.

Finance & Admin: Look after all financial & administrative work within the company. Financial
team also divided in different account like sales & solution.

HR (Human resource): Supply human resource to all department & teams as per requirement.

3.1.2 Device:

An independent department. They have their own HR recruit policy. This department perform
all thing alone which is related with the business of smart gadgets of Huawei.
Communication process & tolls:

3.1.3 Internal communication rules & regulation:

All employees of Huawei is to follow the guidelines of internal communication strictly. All
communications are recorded and key principles to follow are the same:

a) There is both “Casual” and “formal” mode of communication. Because Huawei believe
in friendly atmosphere. Here all project directors, managers, coordinators sit together
for easy communication.
b) Huawei practice cross cultural communication. Because different nations people
work here together like Chines, Bangali, Indian, Malaysian, Egyptian etc.
c) Huawei also very much strict for it’s information security. So that every
communication is recorded
d) Any racial, sexist and any communication deemed as a violation of Huawei code of
conduct is strictly prohibited

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3.1.4 Key internal communication tools:

For internal communication Huawei mainly follow bellow communication tools.

 Email – “one to one” or “group email”

 Portal.
 Internal messenger.
 Huawei apps.
Email Communications:
Email is the most widely used media of communication in all business organization.
Considering emails are encrypted and password protected, emails are considered official in
Huawei business. Even the meeting minors & for any approval Huawei use mail reference.
Features of Email Communication:
Huawei guides its employees to ensure the following while conducting any communication
through email:

 The communication has to be brief and must have an agenda.

 The agenda has to be elaborately mentioned in email body.
 In case of customer, recipient of the email has to be carefully selected.
 Proper signature has to be included
 In case of deemed necessary “CC” has to be in place
 “BCC” is strongly discouraged. It only use when a mail circulate within the whole
Huawei for any notification.
 Password MUST NOT be shared in any circumstances
 In case of any approval, underlying justifications have to be mentioned.
Examples of information / action carried through email:

 Any plan for project execution.

 Report for higher management.
 To maintain KPI ( Key performance indicator) give information to head quarter.
 Call for any meeting.
 Circulate warning & criticism notice as disciplinary action.
Portal Based Communications
Huawei have lots of portal & use these portals for internal communication, training,
knowledge share hub, library, product information, current business, global status of Huawei
& many more. Some of portals are.

 W3
 iResource.
 iRisk.
 ISDP ( integrated service & delivery platform)

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 Times
 3MS
 iCare
And many more.
Internal messenger:
Huawei use their own messenger for internal communication. Name of this app is eSpace.
This is a powerful tool for communication. Every facilities is available here like:

 Audio visual meeting

 desktop sharing,
 international phone call
 Searching employee.
 Available for mobile.
Huawei apps:
Huawei has lots of apps to make convenient of mail communication & other official work like
project rollout, employee attendance. Some apps:

Picture 1: Huawei communication apps

3.2 External Communication Process:

Huawei external communication mainly is market communication. That can be divided in
three different category because of its different segmentation of product. These are
1) Communication by Sales & solution team for new solution & product introduce.
2) Communication by device team for product promotion.
3) Communication by project team for project rollout.

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All team follow their own market communication strategy.

3.2.1 Communication strategy of sales & solution:

 One to one communication.
 Grass roots marketing.
 Workshop & technology fair.
One to one communication: Huawei communicate with higher officials of customer to sale
new solution & upcoming technologies.
Grass roots marketing: For that Huawei target small group of prospective customer &
influence them to adopt new technologies & solution.
Workshop & technology fair: Arrange workshop & invite customer for take experience the
latest technology. Introduce them to prospective business. For that Huawei established CSIC
(Customer Solution Innovation & Integration Experience Center)

Picture 2: Briefing honorable state minister of the Post and Telecommunications Division
( Tarana Halim) at CSIC

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Picture 3: Briefing customer at CSIC

3.2.2. Communication strategy of device team:

Huawei device team do integrated market communication. It’s practice 360 degree market
communication process.

 Advertising: Huawei use TV commercials, Radio Advertise & Billboards.

Picture 4: Bangladesh cricket star Sakib-Al-Hasan in TV advertise of Huawei phone

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For brand promotion Huawei do a contract sign with Sakib al Hasan & Nusrat Faria as a brand
ambassador.

Picture 5: Bangladesh cricket star Sakib-Al-Hasan & movie start Nusrat Faria in Huawei
promotional work

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 Sales Promotion: Huawei conduct sale promotion campaign during different festival
& on introduction new product. Also offer gift box.

Picture 6: Different offer by Huawei during occasions.

Event arrangement & sponsorship: Huawei sponsor corporate events. Few days ago Huawei
sponsor inter university cricket tournament ay Jahangirnagar Huniversity.

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Digital marketing: Huawei has a well-established facbook page & has over 4core liker which
is one of top liked page in Bangladesh. Its also a verified page. Now a days this an effective
communication tool.

Picture 7: Huawei Facebook page

3.2.3 Communication strategy by project team for project rollout:

All employees in Huawei play an important role in deepening relationships with the
customer. Every day project team uses words to communicate and words are powerful. This
is why they must take special care in communicating their ideas and intentions in every
correspondence Huawei employees send out. Without their customer, Huawei employees
would not be here.

 One-on-one communication with customer, stock holders, supplier on complaints

and queries regarding project rollout & to give instruction.
 Email: Huawei use Email communication to communicate with its customer & other
stock holders.
 Letters:
Email format of Huawei:
Huawei employees send out thousands of emails to their customer every day. That‟s
thousands of opportunities to reinforce their brand promise and deliver their messages. Well
written emails are a good way to follow up with customer and prompt them to take action.

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Huawei employees want clients to read their emails, instead of deleting them at first sight.
Use these building blocks to craft engaging and effective emails.
1. Subject line: Use an effective subject line. So that after read the subject customer
understand the importance of the mail.
2. Salutation: Use “Sir” for government high officials. Otherwise as per telecom
industry tradition use name of the customer & call “Bhai”.
3. Body: Maintain a sequel on basis of importance of work. Usually Huawei prefer
bullet point instead of descripted mail.
4. Thanks: At the end use signature & say thanks.

 Letters: Letters usually send for government customer.

Letter format of Huawei.

All letters must be consistently structured and presented, and follow their brand guidelines.
The following building blocks provide assurance and clarity, whatever the content of the
letter:
1. Identity – always use the Huawei brand (e.g. the logo, the visual identity band)
according to the brand guidelines.
2. Date – appears in the top-left corner of the letter, above the reference code. Dates
should always be in full. Example: 12 December 2015
3. Reference code – a reference number helps customer and frontline staff to identify
and reference the communication easily.
4. Customer name and address – letters to customer must include their name who to
send the letter and address of customer.
in this format:

project Director
Teletalk M&E project.
House No: ……….
Gulohshan:..
Dhaka, Bangladesh

5. Salutations – address clients by “Dear Sir” is only acceptable Write: “To: ” above
the address lines. The letter will start with the subject title.

6. Subject line – written succinctly and positively, it instantly informs the customer
about the purpose of the letter and helps set its tone. It should contain a clear message
to give the reader the gist of the letter at a glance. Use neutral and factual words to
convey urgency, without intimidating or alarming the customer. Capitalize the first
word and proper nouns in the subject line and the first word after colons.
7. Structure message – this is a general framework to help customer easily follow and
understand the key points and purpose of the letter. It contents three paragraph.

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8. Subheadings – use a subheading to organize and highlight information in letters

that have more than three paragraphs and cover more than one topic,
9. Say thanks – at the end of the letter
10. Signing off – all letters should be signed off with “Yours sincerely” & sign of
concern project director or manager.

 SMS: Informal and instant, SMS messages are effective for notifying clients – anytime
and anywhere. Huawei employees use messages to send updates, instructions to sub-
con, any confirmations and alerts or respond to requests. All SMS messages must be
brief, clear and crisp.

4. INTER-CULTURAL COMMUNICATION WITHIN HUAWEI

Huawei communicate in better way by following the culture. Huawei emphasis on strong &
effective communication within organization that shows their strong culture. Also practice
cross cultural communication.

 Focuses on professional life style

 Emphasis on effective style of communication
 Focus on manners
 Proper & professional dressing
 Style of offices shows strong management
 Strong culture
 Use Good approach for communication
 Follow moral values & ethics
 Attentive
 Focus on individual character or behavior
 Build discipline character

5. SWOT ANALYSIS OF COMMUNICATION OF HUAWEI

Strength:

 Strong culture of communication.

 Varity of own communication tools.
 Strong IT department.
 Friendly environment.

Weakness:

 Chines people less skilled in English.

 Huawei use chines language for presentation, so that always need to translate.
 Difficult to communicate & make understand critical issue.

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Opportunity:

 Few company has Huawei standard communication tools.

 Strong security.

Threat:

 Everything online basis, hacking is a threat.

 English language inefficiency.

6. RECOMENDATION
After having analyzed the deficiencies of Huawei we would now recommend strategies to
overcome these weaknesses in the following lines:

Effective business writing:

While writing letters or other any type of written communication to others especially to
executives of organizations, be sure about the accuracy of figures, facts and words of the
correspondence.
Training:
Arrange regular training & workshops to educate resource regarding how to communicate
with customer with a professional manner. Also to make familiar the organizational culture
among all of people of the organization.

7. CONCLUSION:
At the end there are only one sentence can be say about Huawei communication process &
system “The art of communication is the language of leader” and now Huawei is the market
leader of telecommunication industry. Huawei made it by their effective communication
channels & tools.

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