Assessment 3: Business Proposal for Xiaomi's Expansion in Ghana

This business proposal outlines Xiaomi's plan to expand its operations into Ghana. The proposal begins with an introduction, followed by the aim and objectives of the expansion. It then delves into market segmentation, targeting, and positioning strategies, as well as a detailed marketing mix analysis, including product, place, price, promotion, people, process, and physical evidence considerations. A SWOT analysis of Xiaomi is presented, highlighting its strengths, weaknesses, opportunities, and threats within the Ghanaian market. The report then explores various market entry strategies, with a recommendation for direct exporting. The proposal concludes with a summary of key points and a list of references.

Assessment 3
Business Proposal

Table of contents
 Introduction
 Aim and objectives
 Segmentation, Targeting and Positioning
 Marketing Mix
 SWOT analysis of Xiaomi
 Market entering strategies
 Conclusion
 References

Introduction
 The business proposal basically refers to the formal document which comprises of the
products or services which will persuade the company to buy the proposed products
and services.
 This can be of any form that the purchasing company can actively look out for the
product to meet with the needs.

Aim and Objectives
Aim
 The main aim of this proposal is that the company Xiaomi which is multinational Chinese electronic
company wants to expand the business in the nation called Ghana.
Objectives
The objectives of this business proposal are:
 To grow and expand the business and attain a market share within 1 year.
 To increase the customer base by 15% within a year.
 To increment the profitability of the company in year 1 by 10%.
 To provide a wide range of mobile phone in a year.

Segmentation, Targeting and Positioning
Segmentation
 It involves bifurcating the population into various groups of similar characteristics as per the requirement of the
customers. Xiaomi has segmented its products based upon the geographic, demographic, behavioral and
psychographic.
Targeting
 The company targets the customer based upon the segmentation dome. It involves targeting the customers on the
basis of size, money and the various other benefits.
Positioning
 It refers to the setting the products of the company in the mind of the customers in such a way that helps in
distinguishing it from the competitors.

Marketing Mix
Product
 It mainly concentrates on the hardware, software and the internet services. It has a
wider range of products within the market like the laptops, smart phones, power bank,
watch and so forth.
Place
 The company is headquartered in Beijing, China and is also having regional offices all
across the world like India, Brazil etc. it has established it mobile internet in almost 70
nations and among them in 16 markets it is placed in the top 5.

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Price
 Xiaomi is using effecting pricing strategy which helps in setting the price
of its products at low along with minimizing the cost of promotion.
Pertaining to it, Xiaomi flash sales is an important part, which is for the
shorter term and makes more sales by lowering the profit margin.
Promotion
 The most important promotion technique used by Xiaomi is flash sales
which remains for a shorter term. The organization uses the different
promotional tool such as social networking sites, involving into trade fare
and conferences and also involves personal selling.

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People
 The staff working in Xiaomi are very effective which helps in promoting and maintain
a good relation with the customers, vendors and also workers working within the stores
are highly trained and motivated which helps in effectively accomplishing the goals.
Process
 The organization has ensured that the products are being available at the retail stores
and a system is being introduced which assists the retailers in knowing the inventory of
the products so that it can place timely delivery of the products.

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Physical Evidence
 The packaging and the logo of the company is easily identifiable at the retail stores and
it has online website which provides a proof of its physical evidence.

SWOT analysis of Xiaomi
Strengths: Range of phones at affordable prices makes it competitive which is its keys
strength in the market. This helps in attracting larger customer base.
Weaknesses: The products are China are considered to be inferior which makes it difficult
for the company and also brand perception is weak.
Opportunities: The rise in GDP increases the disposable income of people which results
into growing electronics market gradually.
Threats: There is an intense competition in the market because of the existence of large
firms.

Market entering strategies
 Direct exporting
 Franchising
 Joint ventures
 Licensing

CONCLUSION
 It can be stated from the above that there are number of things which
are required to be accounted for before expanding the business.
 Also, there are various market entering strategies but direct
exporting is considered to be right for Xiaomi.