Premium Essay

China Xiaomi Marketing Plan

In: Business and Management

Submitted By nembleton
Words 2455
Pages 10
Marketing Plan
Xiaomi Inc.
Natalie Embleton - 17179865

Executive Summary:
Lei Jun along with 7 other developers founded a company, Xiaomi in 2010. Since the release of its first phone in late 2011 it has created an estimated global market share on 5.1% this report will focus on a company, customer, product analysis of Xiaomi as well as show a SWOT analysis, discuss key target markets and list the advantages a disadvantages of potentially entering the Australian mobile phone market. Over it all it seems with the right planning Xiaomi have a rather large chance of becoming a well-known phone brand in the Australian market due to its user-friendly interface and affordable pricing.

Table of Contents Executive Summary: 2 Product Description: 3 Customer Analysis: 5 Competitor Analysis: Market position: 5 Collaborators: 6 SWOT Analysis: 7 Strengths: 7 Weaknesses: 7 Opportunities: 7 Threats: 7 Market Segmentation: 7 Lifestyle And Psychographics: 8 Demographic: 8 Geographic: 8 Behavioural: 8 Alternative marketing strategy: 8 Price Focus: 8 Differentiation: 9 Diversification: 9 Selected Market Strategy: 9 Price: 9 Product: 9 Place: 9 Promotion: 9 Advantages And Disadvantages Of Entering Australia: 10 Advantages: 10 Disadvantages: 10 Conclusion: 10

Product Description:

A serial entrepreneur Lei Jun founded Xiaomi Inc. who believed that high quality technology doesn’t need to cost a fortune. Xiaomi is a privately owned Chinese electronics company whose headquarters is based in Beijing, China. This company is the world’s 3rd largest smart phone distributor and it designs, develops and sells smartphones, mobiles applications and consumer electronics. The company itself has over 6000 employees and has sold over 60 million smart phones in 2014 alone. Since the release of its first smart phone in 2011, Xiaomi has...

Similar Documents

Premium Essay

Case Study of Xiaomi

...1. Executive Summary The report was conducted to analyze from marketing strategies perspective why Xiaomi has made such a big success in smart phone business since it was founded in 201, and to make some recommendations for its further success. The methods used in the report include external analysis (customer analysis, competitor analysis, market analysis and environmental analysis), internal analysis (performance analysis and determinants of strategic options) and analysis of strategic outputs. In addition, a survey which can be found in Appendix part was conducted in a focus group to help on the analysis. The results from the analysis tell that Xiaomi has attracted a large number of very loyal customers by very accurate segment target positioning, establish very concise brand image with very user friendly UI system, high performance hardware and very efficient on-line selling channel. On the other hand, more and more powerful bargaining power from its suppliers, heavy dependency on single marketing channel (online) and difficulties in establishing technical differentiation are the major threat or weaknesses Xiaomi is facing. Xiaomi has become a very successful smart phone producer and seller. It created a phenomenon in the market and now is the paradigm many market players try to copy. Therefore, to overcome its weaknesses and tackle the threats and to gain sustainable development of business, in the report, the following recommends have been......

Words: 4922 - Pages: 20

Free Essay

Fdsf Dsf Dsq Fsd Fsdq Fds Fsdq Fds Sdq

...Marketing International Will Xiaomi succeed in conquering West Markets ? Thèmes des cours 1. Intro 2. Global + Local = Glocal a. Glocalization (a portmanteau of globalization and localization) is a term that describes the adaptation of international products around the particularities of a local culture in which they are sold. b. glocalization broadly involves the altering of an overarching brand or product so as to better appeal to customers within a specified country or region. This phenomenon is the relative inverse of Americanization and the suppressing of local preferences in favor of providing goods and media whose content has been dictated by foreign entities. Glocalization can also involve the use of culturally friendly media to encourage the acceptance of foreign products among a local audience c. Global is the body of octopus, it “touch down” on to the local surfaces by its forces, which function as its legs 3. International Product & Brand policy 4. Price and Places opportunities 5. Communication & Promotion 6. Digitalization – Targetin & Tools 7. Alternative Business Model Questions ?  Comment XIAOMI adapte-il ses produits à l’international ?  Quelle est la stratégie de distribution de Xiaomi ?  Quelle est la stratégie en termes d’offre produits ? o Grosse diversification sur le hardware o Offre software ?  Quelle est la stratégie marketing en termes de médias ? o Keynotes & press  Plan de la présentation Design : en fond de chaque......

Words: 770 - Pages: 4

Premium Essay

Relation Between Motivation Attitudes and Behavior

...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...

Words: 806 - Pages: 4

Premium Essay

Uber Creative Business Strategy

...3 Creative Business Ideas and Marketing Plan Uber: - Uber Technologies is an American International transportation company founded in the year 2009. As it’s a major creative business idea across the globe within a span of six years, uber entourage it’s services to 58 countries and 300 cities worldwide. Uber has set a trend for transportation and made several other companies to copy its business model and created business idea referred to as “Uberification”. Uber is now one of major trending creative business ideas in India to start with giving a drive across the major cities. As per CNN Money India is Uber's second biggest market after the US as the marketing plan it is going to pour one billion dollar into its market operations over the next...

Words: 777 - Pages: 4

Premium Essay

Xiaomi vs Apple

...Xiaomi Vs Apple Introduction Xiaomi Inc. (Chinese: 小米科技; pinyin: Xiǎomĭ Kējì, literally "Xiaomi Tech", or "Foxtail millet tech")is a privately owned Chinese electronics company headquartered in Beijing, China. It is the world's 3rd largest smartphone distributor that designs, develops, and sells smartphones, mobile apps, and consumer electronics.[4] Since the release of its first smartphone in August 2011, Xiaomi has gained market share in mainland China and expanded into developing a wider range of consumer electronics. The company's founder and CEO is Lei Jun, China's 23rd richest man according to Forbes. The company has over 3,000 employees, mainly in mainland China, Malaysia, Singapore, and is expanding to other countries such as India, and Indonesia. As per the new research by IDC, Xiaomi is now the third largest smartphone maker in the world followed by Lenovo and LG at fourth and fifth place respectively. Samsung remains at the first place despite declining shipment volume, followed by Apple Inc. at second place. Apple Inc. is an American multinational corporation headquartered in Cupertino, California, that designs, develops, and sells consumer electronics, computer software, online services, and personal computers. Its best-known hardware products are the Mac line of computers, the iPod media player, the iPhone smartphone, and the iPad tablet computer. Its online services include iCloud, iTunes Store, and App Store. Apple's consumer software includes......

Words: 1129 - Pages: 5

Premium Essay

Mba Assingments

...[pic] OUM BUSINESS SCHOOL ASSIGNMENT SUBMISSION AND ASSESSMENT _________________________________________________________________________ BMME5103 MANAGERIAL ECONOMICS JANUARY 2015 _________________________________________________________________________ INSTRUCTIONS TO STUDENTS 1. This assignment contains question that is set in English. 2. Answer in English only. 3. Your assignment should be typed using 12 point Times New Roman font and 1.5 line spacing. 4. You must submit your hardcopy assignment to your Fasilitator and ON-LINE via the MyVLE. Refer to the portal for instructions on the procedures to submit your assignment on-line. You are advised to keep a copy of your submitted assignment and proof of the submission for personal reference. Your assignment must be submitted on 21st – 29th March 2015. 5. Your assignment should be prepared individually. You should not copy another person’s assignment. You should also not plagiarise another person’s work as your own. EVALUATION This assignment accounts for 60% of the total marks for the course. ASSIGNMENT QUESTION PART 1 PURPOSE: The purpose of PART 1 of this assignment is to enable the students to understand the fundamental economic concept and to apply his/her knowledge on factors affecting demand; in particular when more than one factors change simultaneously. REQUIREMENT: 1. The concept of a marginal use value that declines as the rate of......

Words: 1941 - Pages: 8

Premium Essay

An Inside Look on Apple

...Inside Look on Apple Jocelyn Perry BUS 330 Principles of Marketing Cynthia Goussak October 6, 2015 When defining value, you have to have a precise understanding of how your customers describe it. When it’s time for consumers to purchase new products, they take heed to a lot of different things. First being is will they receive great value for what they are purchasing? They are spending their hard earned money on this product so the question they ask themselves is, “Does the value validate the amount I’m about to pay?” Next, they also evaluate the supplier of the product and their performance on a related criteria. If a business is working to gain and maintain customers, they must extremely understand what customer’s find important. When discussing value in terms of utilities, four core points are talked about. First being form, and “this is the utility that is the primary responsibility of purchasing and operations managers who acquire inputs and transform them into products or services of greater customer value (Fawcett, page 2.)” When consumers see the latest Apple products, they see a nice sleek finish. You always know what to expect when paying for the latest products with Apple. It won’t always be the exact same as the previous model, but it will have a twist to it. For example, the latest models of the iPhones come in the standard colors in addition to the newest one, rose gold. Whoever came up with this marketing strategy was brilliant because it worked. The rose......

Words: 2882 - Pages: 12

Premium Essay

Samsung Case

...Marketing Management Name: Yao-Jen, Tsai UID: 2021276543 Date: 9/1/2015 1. A description of what you believe to be the key marketing issue(s)/challenge(s) facing this organization, and justification in 2-3 sentences (5 points) In this case, I think the marketing challenges that Samsung would be faced to are the local companies rising and costs increasing. In the part of local companies rising, for example, in China and India there are many local companies already have technology to produce products with low price to sell local customers. Besides, they have more ability to manufacture customized products to cater to local customers. In the part of costs increasing, along with the increase of global raw material costs, the low-cost advantages will be decreased in China. 2a.The pros and cons of alternative solution 1 to address these marketing issues/challenges. 2b.The pros and cons of alternative solution 2 to address these marketing issues/challenges. Status quo or doing nothing is not an option. Be sure to consider ALL relevant environmental variables: sociocultural, technological, economic, demographic, natural, regulatory (legal), political, and competitive. (10 points) 2a. The solution of first challenge is that Samsung can cooperate with local companies. Pros: Reduce costs, spread risk, access to local information quickly and meet the expectations of Governments. Cons: It may train potential competitors......

Words: 615 - Pages: 3

Premium Essay

Abc Asd Dfe

...STUDIESOPINIONSSLIDESHOWSARTICLESCEO INTERVIEWSVIDEOSCIO INTERVIEWS MORE CIO.inNewsSPECIAL REPORT: Why Are Xiaomi Phones So Inexpensive? 3 inShare NEWS SPECIAL REPORT: Why Are Xiaomi Phones So Inexpensive? Added 19th May 2014 By Michael Kan SPECIAL-REPORT-Why-Are-Xiaomi-Phones-So-Inexpensive_300x225.jpg Chinese smartphone vendor Xiaomi has made a name for itself by selling iPhone-like gear for almost a third of the price of Apple products. It may sound too good to be true, but the company is managing to sell millions of phones and is already kicking off a global expansion. So how does it pull it off? For one thing, Xiaomi claims to price its phones just above their costs. But company officials also point to its iconoclastic business model, which eschews the financial burden of using traditional marketing and distribution practices, and relies on the Internet to fuel sales. It's made Xiaomi into a company that doesn't operate like a typical smartphone vendor, but still successful enough to become one of China's hottest tech firms. Disrupting the market When Xiaomi unveiled its first flagship Mi 1 phone in August 2011, attention was fixated on the device's price. Consumers could buy what was then a cutting-edge smartphone for 1,999 yuan (US$324). This was a major bargain compared to other high-end phones including the iPhone 4, which started at 4,999 yuan. Xiaomi maintained the initial 1,999 yuan price for the flagship phone. But the company also released its......

Words: 1903 - Pages: 8

Premium Essay

Papers

...BACHELOR IN BUSINESS MARKETING GLOBAL MARKETING MKTG 1064 MACRO-ENVIRONMENTAL RESEARCH PAPER ZOUK™ PREPARED BY LEE MIN XIA | S3450919 | IAN DING RENJIE | S3417607 | PEH WEI DONG | S3421052 | LEO JU JUN JOEL | S3417638 | LEE HUI PING, DIANA | S3475121 | JESSICA AW JIE QI | S3475095 | PREPARED FOR NG LEE CHER WORD COUNT 2092 WORDS Zouk ™ MACRO-ENVIRONMENTAL RESEARCH PAPER Executive Summary Zouk™ has withstood the test of time in the dynamic party scene in Singapore since 1991. With its distinctive sound and global recognition, Zouk™ has become a mecca for local club-goers and even tourists. Over the years, Zouk™ also has a tradition to hold a mega annual music dance event, ZoukOut, successfully attracting attendees from all over the world since 2000. Currently, Zouk™ only has one expansion outside of Singapore, located in Kuala Lumpur, Malaysia. The fast emerging economy in China makes it a highly opportunistic and viable country for Zouk™ to expand into. China is a highly populous country with a positively progressive economy. This report will have a detailed macro analysis of China, delving deeper in Shanghai. China is actively reviewing and introducing policies to improve on their economy. The Open Door policy and the ‘Third Plenum’ are policies that are advantageous for foreign companies. These policies encourage trade between China and the world, and have greatly contributed to the boost in the economy. However, investors have to ensure that they abide......

Words: 4067 - Pages: 17

Premium Essay

Samsung Vrio Analysis

...Masters Programmes ------------------------------------------------- Assignment Cover Sheet Question: [Analyze a strategic issue facing Samsung Electronics Company] “This is to certify that the work I am submitting is my own. All external references and sources are clearly acknowledged and identified within the contents. I am aware of the University of Warwick regulation concerning plagiarism and collusion. No substantial part(s) of the work submitted here has also been submitted by me in other assessments for accredited courses of study, and I acknowledge that if this has been done an appropriate reduction in the mark I might otherwise have received will be made.” Introduction Samsung Electronics Company (SEC), Ltd founded in 1969 is a South Korean multinational electronics company and is the flagship subsidiary of the Samsung Group, accounting for 70% of the group's revenue. Since the introduction of monochrome television sets in 1971, it has grown on average 38 percent a year, broadening its product range from simple consumer electronics and home appliances to advanced information and communication equipment, computers and peripherals and semiconductors (Renee, 2007) . It is currently the world's largest manufacturer of mobile and smart phones, LCD Panels and televisions and displaced Apple Inc. as the largest technology company in 2011 (Renee, 2007). Industry boundary Samsung electronics has the following divisions * Consumer electronics (CE)...

Words: 5080 - Pages: 21

Free Essay

Miss.Lin

...|Student Registration Number |: |1 | | | |5 | | | |0 | | | |1 | | | |3 | | | |3 | | | |1 | | | |1 | | | |7 | | | | ...

Words: 3602 - Pages: 15

Premium Essay

What You Don't Know About Apple

...What You Don’t Know About Apple Name BUS 620 Managerial Marketing Instructor Mary Wright January 18, 2016 It is widely understood that the strongest tree in the world needs both rain and sun to grow and bear fruit. Surely, Apple Inc. has seen its share of sunny days in abundance. Now, many investors believe dark clouds are circling and the rain will soon come. On the other hand, some financial analyst suggest a new phase is in the making and Apple’s best days are ahead. Although Apple closed out in the negative for the first time since 2008, the opportunities ahead outnumber the unavoidable threats that will arise. Notably, Apple has the opportunity to surpass its previous accomplishments. Undoubtedly, the tech behemoth has all of the components necessary to become a major global actor within the international community. This station stands far above holding the title of world’s greatest brand and largest company. Apple Inc. has the tools and the leadership to provide solutions for serious problems by forging partnerships with other Multi-Nationals (MNCs), Non-Governmental Organizations (NGOs) and even Nation States. True. There are some challenges Apple must face, then surmount in order to disprove doubting investors and ultimately achieve its goals. Many industry insiders believe iPhone sales have decreased significantly. This somehow portends to be the beginning of the end for Apple. First and foremost, consider the facts. Apple has great......

Words: 1422 - Pages: 6

Premium Essay

Growth of Micromax

...brands. Micromax's co-founder Rahul Sharma once saw a public call office being powered by a truck battery because of frequent power cuts in its locale. It prompted him to launch a feature telephone with an extended battery life. Micromax launched X1i, its first telephone with a month-long battery back-up. In 2014, Micromax's sales exceeded those of Samsung to become the mobile telephone manufacturer shipping the most telephones in one quarter in India. On 24 January 2014, Micromax became the first Indian mobile company to start sales in Russia. The Achievement Traditionally, the dominant mobile phone companies in India have been foreign giants—be it Nokia Oyj, Samsung Electronics Co., BlackBerry Ltd or Sony Corp. But through sustained marketing efforts and the introduction of products at lower price points but with the same specifications and contemporary design that their global counterparts offer, Indian handset makers have been steadily gaining market share. The forerunner among them is Micromax Informatics Ltd, which according to latest International Data Corp. (IDC) data had a 22% share of the Indian mobile handset market, second only to Samsung, which had a 26% share, and much ahead of other foreign competitors like Nokia, Sony and BlackBerry. The Strategy: A large part of Micromax’s growth is attributable to its significant share of the smartphone market, including so-called phablets (voice and data devices that have a screen size of 5 inch and above). It has been......

Words: 2054 - Pages: 9

Premium Essay

Marketing the Iphone 6

...Marketing the iPhone 6 Kegan Wilson MGT 330 Management for Organizations Instructor: Donna Falloon August 31st, 2015  Section 1: The Introduction This paper will discuss and outline how the marketing practices and strategies are defined as well as utilized to market the sales of the iPhone 6 to foreign markets. Marketing is defined as the method by which companies generate value for consumers, and it is built on that same value in order to develop strong, lasting relationships with the target audience who thus become the company’s primary customers. Marketing entails understanding consumer needs and consequently developing products and/or the services required to satisfy those needs. The marketing process involves understanding the consumer, building strong, lasting consumer relationships, creating a sound marketing strategy, and capturing the value from consumers. (White, 2012) This paper will present the process of marketing while also attempting to market the iPhone 6 in the United States and overseas. Section 2: Understanding the Consumer In the marketing process, the first step is to understand the marketplace and the consumers’ needs. During this step, the market manager needs to comprehend the consumers’ requirements and then offer the associated products and services to satisfy those particular items. Their individual personality shapes the customers' desires, and when supported by their purchasing power, their wants become demands. To fulfill the......

Words: 2949 - Pages: 12