The objective of this proposal is aims to analyze the environment in Hong Kong when Xiaomi launched by using PEST analysis. Using the SWOT analysis1 in order to understanding the company well in terms of its weaknesses, strengths, threats and opportunities. Which helpful for the budget planning and the figure out factors for marketing planning. Finally it include the marketing plan which consist of 7Ps2 (Product, Place, Price, Promotion, People, Process and Physical Evidence) Introduction
Xiaomi smartphone is decided to launch into Hong Kong in this proposal. The following is about the reasons why choosing Xiaomi smartphone and the objective. Firstly, Xiaomi smartphone is a product which produced by Xiaomi Tech. which is privately owned electronics company central station in Beijing of China. Xiaomi is the 5th largest cellphone distributor in the world3. The first smartphone designed from Xiaomi is launch in China in August 2011. Moreover, Xiaomi phone gained 10.7% share of the market in mainland China4. The following is using Boston Consulting Group analysis (appendix 1) for analyzing its business units. Xiaomi smartphone is the part in ‘Stars’ as it has the potential for growth in the coming three years and the increasing in the related market share.5 After the above mention, it is possibly sure that Xiaomi phone is the potential profitable product which suitable to launch into Hong Kong market. PEST analysis
Hong Kong and Mainland have a conclusion a free trade agreement of Closer Economic Partnership Arrangement (CEPA)6, therefore, economic connection between these two places has never been closer. Mainland can doing business in Hong Kong easily because it is welcome. Economic
The data of GDP per capital in Hong Kong was found in the website of Trading Economic (Appendix 2). 7 kept high level stably and increased from 2010 to 2014 continually. It indicated that the economic in Hong Kong is prosperous and people living in Hong...
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