A Case Study on Marketing Strategy of Xiaomi

Abstract

With the intense development and growth of China's mobile communication and technology industry, many manufacturers have come up to take the advantage of growing market of mobile phone users. Approximately 1 billion people own a smartphone. This has led to birth of many of the world’s famous mobile phone brands. One of the major brand, emerged in 2010 was Xiaomi. In this paper, background of Xiaomi’s, its marketing strategies, business models have been presented. Also, comparative analysis of marketing strategy of Xiaomi and other manufacturers has been done to understand the reasons for the market success and the exponential growth exhibited by the company. The current state of information available through various platforms has been used to perform the study. It has been inferred that, the primary reason for this exceptional growth has been the product quality at cheaper rate with a focus on customer feedback and requirements. The testimony to this fact is its ever expanding portfolio into various domains such as smart TVs, Speakers, home appliances, personal computers to name a few.