Xiaomi

6841 Words Apr 19th, 2015 28 Pages
Marketing Proposal and Strategy for New Xiaomi Product “MiSpectacles”

Co-authored by Kyaw Soe Hein 12 Feb 2015

ABSTRACT
This document provides a marketing report on Xiaomi Inc, a multinational corporation based in Beijing, China. Xiaomi is a privately owned Chinese electronics company founded by Lei Jun and several partners in 2010, and which has now grown to be the world’s third largest smartphone distributor. The report begins with an introduction Xiaomi and briefly highlights the company’s background and history. Highlights of the firm’s external environment are provided using the PEST framework, followed by an analysis of the competitive environment using the Porter’s Five Forces framework, leading to a discussion on the
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6 2.1.2 Technology Factor ........................................................................................ 8 2.2 ANALYSIS OF THE INDUSTRY ENVIRONMENT ....................................................... 9 2.2.1 The Threat of New Entrants: MEDIUM ....................................................... 9 2.2.2 The Threat of Substitutes: HIGH .................................................................. 9 2.2.3 Power of Suppliers: MEDIUM ................................................................... 10 2.2.4 Power of Customers: LOW ......................................................................... 10 2.2.5 Intensity of Rivalry: HIGH ......................................................................... 11 2.3 ANALYSIS OF THE COMPANY’S CORE COMPETENCIES ....................................... 12 2.4 SWOT ANALYSIS .............................................................................................. 12 3.0 MARKETING STRATEGY .............................................................................. 15 3.1 POTENTIAL TARGET SEGMENTS ......................................................................... 15 3.1.1 Segment 1 .................................................................................................... 15 3.1.2 Segment 2 .................................................................................................... 17 3.1.3 Segment…

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