Case Study Analysis of Xiaomi: Expansion in Ghana

Case Study Analysis

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Analysis of Case Study................................................................................................................3
Expansion of Xiaomi...................................................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
This study will involve analysis of case study of Xiaomi, it is a Chinese multinational
electronic company. It was founded in 2010 by Lei Jun and headquarter of company is situated at
Beijing, China. Company operates in consumer electronics and computer hardware industry. On
the basis of analysis of case study of Xiaomi suggestion will be made about country in which
company can expand its business.
MAIN BODY
Analysis of Case Study
Case study of Xiaomi outlines success of Xiaomi in few years and reasons behind success
of Xiaomi. Xiaomi was a tech start-up and was started in 2010 and in very limited time it has
managed to succeed and outperform many of the competitors including both national and
international competitors (Cao and et.al., 2020). Products of Xiaomi include mobile phones and
Internet of Things products. In this international competitors of Xiaomi include Apple and
Samsung and national competitors include HTC, Huawei and ZTE, Coolpad and TCL. Case
study outlines that reason behind immense success of Xiaomi in Chinese market is its products in
which it offers Android like operating system MIUI and made its operating system using creative
design and more user friendly for Chinese customers. Along with its product, business model of
Xiaomi was also a element to contribute in success of Xiaomi. It used suppliers of Apple and
Samsung to build reputation and its business model to reach consumers was also innovative.
Xiaomi build online marketing and distribution channels and targeted tech-savvy information
technology engineers and students while its online Xiaomi forum and its website was its main
sales channel. Case study further outlines that product of Xiaomi may not be true source of
success and its true source of success is its fans’ community (Liu and Rieple, 2019). However,
being highly successful in China and acquiring major portion of market share, international
success of Xiaomi remained limited.
Expansion of Xiaomi
Xiaomi has its presence in around 100 countries in the world and this is why in all major
countries it has its presence. Now company can expand its business in Ghana formally known as