Marketing Plan Analysis Discussion 2022

Running head: MARKETING PLAN ANALYSIS
MARKETING PLAN ANALYSIS
Name of the Student
Name of the University
Author Note

MARKETING PLAN ANALYSIS1
Table of Contents
Introduction....................................................................................................................2
1. Development of the marketing plan...........................................................................2
a. Identification of objectives and issues, marketing strategies, action programmes 2
b. Budget and controls................................................................................................4
2. Outlining the marketing mix variables.......................................................................6
a. Defining the value proposition of the organization................................................6
b. Critical evaluation of the business situation...........................................................6
c. Product strategy......................................................................................................7
d. Pricing strategy.......................................................................................................8
e. Distribution strategy...............................................................................................9
f. Promotion..............................................................................................................10
Conclusion....................................................................................................................10
Recommendations........................................................................................................10
References....................................................................................................................12

MARKETING PLAN ANALYSIS2
Introduction
Xiaomi Corporation is an organization that has its origins in China and mainly
operates in the production of different technology based products that include, laptops,
mobile phones, earphones, apps, TVs and different other electronics products. The first
smartphone of Xiaomi was released in the year 2011 and the company has also been able to
acquire a major position in the industry with the help of products that fulfil the needs of
customers (Mi.com 2019). The operations of Xiaomi had been expanded to India by
launching the different consumer based products. The expansion of Xiaomi has been able to
help in development of the manufacturing processes in the countries like, China, Singapore,
India and Malaysia. The company also aims at establishing the roots of its operations in
Indonesia, Philippines and South Africa (Mi.com 2019).
1. Development of the marketing plan
The marketing plan of Xiaomi Corporation will be analysed in the report based on the
situational analysis that has been completed in previous part of the assessment. The
microenvironment of Xiaomi will be examined in a detailed manner with the help of
discussion related to customers, competitors, employees, suppliers and shareholders. The
marketing mix of the company will also be related to the macro environment and internal
environment analysis that has already been completed (Brooks, 2016).
a. Identification of objectives and issues, marketing strategies, action programmes
Objectives of the organization – The major objectives that have been developed by
Xiaomi are related to gaining a huge share in the technology industry. The company mainly
aims at appealing to the different emotional needs of the segment of target customers. Xiaomi
aims at enhancing the levels of revenues in the industry with the help of sales of limited
amounts of the products that are sold to a large group of customers. The company aims to use

MARKETING PLAN ANALYSIS3
the emotional connection with customers in China and various other countries in order to
reduce the levels of rational decision making by the customers (Du & Jia, 2017).
The psychological strategy named hunger strategy is mainly implemented by Xiaomi
in order to develop a connection with the customers in an efficiency way. Xiaomi aims at
making investments in different organizations like, Midea in order to improve its shares in
“Smart Home” based market which is growing on a continuous basis (Ferrell & Speh, 2017).
The company is also aiming at entering the Western markets in order to increase the levels of
awareness based on products that are offered to the customers. Patents and lawsuits have
proved to be a major issue in the operations of Xiaomi in the smartphone industry. The
software based portfolio of the company also needs to be improved for the purpose of
continuing its growth in the industry (Giachetti, 2018).
Marketing strategies of Xiaomi – The price sensitive nature of Asian customers has
been considered in order to develop an effective marketing strategy by Xiaomi Corporation.
The notion that had been previously developed based on lack of proper quality of Chinese
products has been changed by the products that have been offered by Xiaomi. Xiaomi had
developed smartphones that were packed with various premium features at prices that were
half of the competitors including Samsung and Apple. The price “Premium” was also reduced
by the product quality of Xiaomi (Glowik, 2016).
The channels that had been selected by Xiaomi were also based on the
implementation of Hunger Marketing strategy by the company. Xiaomi had formed a
partnership with Flipkart in order to reach the customers. Xiaomi had gained success in the
highly competitive smartphone industry with the proper development of partnerships that are
formed with different organizations. The sale that was organized by Xiaomi in order to
provide its products to the customers is considered to be an important part of the sense of