2. INTRODUCTION
• Xiaomi (Pronounced as SHAO-ME) Inc. better
known as “Mi” is a privately owned Chinese
electronics company headquartered in Beijing,
China. CEO of this company Lei Jun
• Began its operation in August 2010 with Android
based firmware MIUI
• In August 2012, Xiaomi launched the Xiaomi Mi2
smartphone, The company had sold over 10 million
Mi2 devices in just 11months in China.
3. Strategies Adopted by Xiaomi
• The Triathlon Model
• The Aggressive Pricing Policy
• Focus on Social Media and Hunger Marketing
Tactics
• “Customer-obsessed” strategy
• The Limited inventory concept
• An eco-system of Smart products
• Joint Ventures
4. GENERAL MISSION XIAOMI
• Mission statement : “MAKING QUALITY
TECHNOLOGY ACCESSIBLE TO EVERYONE”
• “At Xiaomi, we strive to create the highest quality
products in lowest possible prices in order to
provide people access to the necessary tools and
services that connect them to the world, and
ultimately, to their dreams”
5. Final data
• Xiaomi today is the fastest growing company with an
estimate of 70 billion cheap and high-quality
manufacturer of household appliances that successfully
captures the markets and leading serious competition
with such giants in this area as “Samsung” and “iPhone”
6. SWAT ANALYSIS
Strengths
1. Efficient leadership by Lei Jun
2. Impressive growth rate
3. Cost advantage
4. Brand value estimated at USD 100 billion
Opportunities
1. Increasing presence in cloud segment
2. Formation of strategic collaborations
3. Focusing on marketing strategy
4. Achieving a disruptive innovation in the industry as
a result of research and development
7. SWAT ANALYSIS
Weaknesses
Threats
1. Market saturation in smartphone industry
2. Increase in the costs of resources
3. Issues with product functionality
4. Emergence of CSR-related scandals
1. Low profit margin
2. Lower smartphone capabilities and
functionalities compared to major competitors such
as Apple and Samsung
3. Competitive advantage difficult to sustain
4. Lack of experience in the global marketplace
