Xiaomi Inc. is a privately owned Chinese electronics company headquartered in Beijing. It is the world’s 5th largest smartphone maker. Xiaomi designs, develops, and sells smartphones, mobile apps, laptops, and related consumer electronics While Xiaomi is among the larger smartphone makers worldwide, its principal strength has been value-for-money phones aimed at the middle and lower end of the markets.
As part of the marketing department of the multinational, you have been tasked with creating the report for senior management on the line extension plan that your department is recommending, the first of a range of premium mobile phones, targeted at sections of the market with greater purchasing power. The launch is scheduled for January, 2018. It is for you to recommend whether the phone will sport the Xiaomi label or whether it will carry a new brand name.
For the purpose of this assessment students need to focus on marketing strategies being used at the B2C level.
PART 1 (approx. 1800 words)
Using appropriate sources, undertake a full marketing audit (external and internal environments) to assess strengths, weaknesses, opportunities and threats to your organisation. Include details about the industry competitive position and market share of your competitors.
Provide a critical evaluation of the organisation’s competitive edge (USP). Demonstrate its effectiveness by providing value added to its customers and include other relevant market performance data to underpin your evaluation (e.g. growth, sales trends and/or profitability) of your competitors.
