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XIAOMI: FUTURE INTERNATIONAL AND DOMESTIC GROWTH
CASE STUDY REPORT
STOYKO STOEV, S2874075

XIAOMI: FUTURE INTERNATIONAL AND DOMESTIC GROWTH
CASE STUDY REPORT
STOYKO STOEV, S2874075

INTRODUCTION
Xiaomi, co-founded by Lei Jun – a computer science graduate, and Lin Bin – formerly in charge of Google’s Chinese operations, has gone from a start-up to the third largest handset maker worldwide, only behind Apple and Samsung, in less than five years. This report has as a purpose to outline a prediction about the company’s future and is limited to projected growth of Xiaomi in both Chinese and international market, and reasons for the probable success it would have.

INTERNATIONAL EXPANSION AND GROWTH
Currently, Xiaomi only operates in Asia and is predominantly sold in China, but has revealed plans to expand to other markets in the near future. Chances of success in them are rather high and, moreover, the organisation can further solidify its position in China and increase smartphone sales not just internationally, but also domestically. The foreign locations in which Xiaomi is most likely to prosper are countries with developing economies such as Brazil, Mexico, Russia, Turkey, India, and Southeast Asia and the reasons for the possible prosperity are the developed methods and the reputation of the company.

GOOD QUALITY AND AFFORDABILITY
Until recently, it was widely believed that direct proportionality existed between quality and price and neither can be low or high at the expense of the other; Xiaomi, however, describes its goal as “Best-in-class user experience at affordable prices” and, evidently, it keeps up to the promise, providing well elaborated handsets at a moderate price. This has proven to be a well-received strategy in China and would likely be embraced by future customers in new markets as well.

COST REDUCTION
As stated in the

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