Xiaomi 2 Phone Analysis

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Xiaomi Phone 2
Marketing Strategy
12/05/2012

By Kaijie Wang 1229200 Word counts: 1650

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Contents
Introduction ...................................................................................................................................... 3 Industry Analysis ............................................................................................................................... 3 Industry Overview ............................................................................................................. 3 Porter's five forces analysis ............................................................................................... 4 External Analysis ............................................................................................................................... 5 Market analysis ................................................................................................................. 5 Key Success Factors for companies competing in the market........................................... 6 Customer analysis ............................................................................................................. 6 Competitor analysis........................................................................................................... 7 Internal Analysis ................................................................................................................................ 8 SWOT analysis ................................................................................................................... 8 Product overview .............................................................................................................. 8 Marketing Strategy ............................................................................................................................ 9 Recommendations .......................................................................................................................... 10 References....................................................................................................................................... 11 Appendix ......................................................................................................................................... 12

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Introduction
Xiaomi Corporation is a Chinese internet company which focuses on the research and development of smartphones. The core business of the company is formed by the Xiaomi phone series. The company also developed MIUI, a customized operating system based on Android which could be modified by its fans, and Miliao, a complete mobile communication and private social networking app. The company's strategic objectives include continuing to design handsets with high configurations and expanding its business internationally. Taiwan and Hong Kong are its most likely targets, given their similarity to China. The uniqueness of the firm is that its phones are offered only online and typically sell out in a matter of minutes to fans who apparently follow the company’s progress. In October 2012, Xiaomi launched its second major phone, known as the Xiaomi Phone 2, or the Mi 2. A run of 50,000 units sold out in two minutes and 51 seconds on its release day. Its marketing strategy seems to be very successful. However, some people recently doubted its product quality and complained about its after-sale service. Whether the new product will live up to its name and whether its marketing strategy will be sustainable in the future has to be discussed.

Industry Analysis
Industry Overview
China's mobile industry was created in 1999 and was restructured in 2009, when 3G licenses were issued. After that the 3G industry began to expand as operators and mobile phone handset makers started selling smartphones with sophisticated operating systems. The industry now has the following characteristics and trends.  More and more new entrants Internet companies...
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