Xiaomi Company - Running head XIAOMI GLOBALIZATION STRATEGY...

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Running head: XIAOMI GLOBALIZATION STRATEGY 1 Xiaomi Globalization Strategy Name Professor Institution Date
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XIAOMI GLOBALIZATION STRATEGY 2 Brief history of the Xiaomi Company Eight people started the Xiaomi smartphone manufacturing company in April 2010, and Lei Jun is the Chief Executive Officer. It was initially started as a software company for creating new custom ROM on Android, which belongs to Google. Their existence in the Android industry provided an added functionality to Android devices that were not yet offered and an easy to use user interface. They created the famous MIUI custom ROM, which has been ported to many Android devices and has become a huge success (HalukKoksal&Ozgul, 2010). In 2014, they made the ROM available in online application store where even non-developers could download and install because it was easy to install to their smartphones when using MIUI Express APK. The ROM has been regarded to be akin to Apple's iOS because it is very easy to use while at the same time it offers many sophisticated services, such as music player, cloud backup, and their own app store. In 2011, the company ventured into the hardware market where they started by manufacturing Mi One phone, which had top specs and was offered at an affordable price. The smartphone company has been manufacturing powerful devices while selling them at a lower price compared to other devices in the market. All this time the company was only operating in the Chinese market but in 2012, the Xiaomi started expanding and targeting other markets outside China. They started shipping smartphones and by the end of 2013, they had shipped a total of 18.7 million smartphones. Their expansion continues to grow rapidly because they offer quality and powerful devices at an affordable price. Today the company does not only manufacture phones and software’s but also other devices, such as Wi-Fi router, tablets, Mi-Pads, power banks, fitness trackers, headphones, cameras, earphones, Yeelight lamps, air conditioners, and smart TVs.
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XIAOMI GLOBALIZATION STRATEGY 3 Globalization strategy of Xiaomi To understand the globalization strategy of the Xiaomi smartphone manufacturing strategy we need to look first at factors that empower the strategy, such as its marketing strategy, which has enabled the company to grow and expand globally. It is because it offers the firm with a competitive advantage over other smartphones manufacturing companies in each market that they operate (Kristianto, Helo, &Takala, 2011). In addition, the pricing strategy and their designing strategy also are the major components of the globalization strategy. In its globalization strategy, the company is aiming to enter new markets that will offer more customers, that is, they are focusing more on countries that have a high population, such as India and Brazil. In addition, they aim markets that other brands are not well established. For instance, although the United States has the largest population, Xiaomi does not plan to enter the market because Apple is well established in the market and it has many loyal customers. It
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