Aafreen Sheikh Xiaomi Final Project Synopsys
Aafreen Sheikh Xiaomi Final Project Synopsys
Synopsis
on
Submitted by
Aafreen Sheikh
MBA (Marketing & Finance)
2019-2021
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DATTA MEGHE INSTITUTE OF ENGINEERING, TECHNOLOGY &
RESEARCH
Sawangi (Meghe), Wardha.
Off: 07152-287893, 287894, Principal Office : 07152-287891. Fax 07152-287892
E-mail : Principal [email protected], Web site : www.dmietr.edu.in
CERTIFICATE
This is to certify that miss. Aafreen Sheikh of our institute has successfully
prepared this synopsis as per standard guidelines. The title of the synopsis is “A study on
Consumer Preferences Towards Xiaomi (MI) Smart Phones” under the specialization of
Marketing and Finance .
Date: __ / __ / ______
Place:
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Index
Sr. no Particular
1 Abstract
2 Introduction
3 Review of Literature
4 Objective of Research
5 Research Methodology
6 Reference
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I. ABSTRACT
As the world evolved, people were not only able to grow and produce more crops but
they have also found the ability to mass produce. With the ability to mass produce,
people start to trade with traders that come from all over the world. All those exchange
and trading activities are done through physical appearance of two or more people. In the
21st century, most businesses are beginning to be transacted online. Buyers no longer
need to go out from the house and go through all the hassle just to buy certain products.
Xiaomi took advantage of the changes of world of internet and succeeded. As Xiaomi
grew bigger, other phone manufacturers saw the opportunity to be as successful as
Xiaomi. This paper looks into the current phone purchase behavior of the consumers in
the Indian market and how the behavior is able to create opportunity to the other phone
manufacturers to copy Xiaomi's success.
This report explains how Xiaomi analyze & captures Indian market by knowing
consumer behavior. How Xiaomi adopted a competitive strategy in order to dethrone the
smartphone manufacture giant ‘SAMSUNG”. Challenges faced by the Xiaomi while
entering the Indian Market and win the market by their BEST BUSINESS PRACTICE.
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II. INTRODUCTION
Xiaomi was founded in 2010 by serial entrepreneur Lei Jun, who believes that high-
quality technology doesn't need to cost a fortune. Create remarkable hardware, software,
and internet services for and with the help of our Mi fans. Xiaomi incorporate MI fans
feedback into their product range, which currently includes the Mi Note Pro, Mi Note,
Mi 6, Redmi 5, Mix, Mi TV, Mi Band and other accessories. With more than 100 million
handsets sold in 2017, and products launched in Taiwan, Hong Kong, Singapore,
Malaysia, Philippines, India, Indonesia and Brazil, Xiaomi is expanding its footprint
across the world to become a global brand. In recent years, Xiaomi had made great
success in China, at the same time, Xiaomi had developing the India market actively,
why the xiaomi company targeting at the India market. and in different country, it faces
different problem inevitably. So, this passage further discus what cause those problems
and how to solve them.
Xiaomi managed to spread its ideology of “Always believe that something wonderful is
about to happen” with their products. When a consumer receives his or her package from
Xiaomi, it always has the “Wow” factor to surprise the consumers when they opened
their package. The “Wow” factors make Xiaomi’s consumers keep purchasing their
products and also spread Xiaomi’s brand in their social circle. Xiaomi’s way of
marketing is different as compared to competitors as they will use their sales volume to
market their products for example, on 3rd of July, 2014, Xiaomi has able to sell 7000
sets of Xiaomi Mi 3 in just 35 seconds (Mi Malaysia, 2014) and Xiaomi posted it on
Facebook. Some consumers are frustrated and also some consumers are happy with the
sales. Consumers who previously did not hear the Xiaomi as a brand before might have
the chance to know the brand as consumers who managed to get one of the 7000 sets or
consumers who did not manage to get one will post in their profile to complain or to
show off. This outstanding way of marketing managed to capture consumers’ attention.
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III. REVIEW OF LITERATURE
Research Gap:
After the research review, I find that there is no available research on online and offline
consumer buying behavior towards Xiaomi smart phone in Wardha city.
To find out the features, that makes Mi brand more attractive to its customers.
To find out more easy way to make visible the brand in eyes of customers.
To attract more customer towards the brand.
To increase awareness in the market.
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V. RESEARCH METHODOLOGY
SAMPLE SIZE: -The sample size of the study is limited to 100 respondents of wardha
city.
DATA COLLECTION
Secondary method is the method in which already collected data. The present study is
based on combination of both qualitative and quantitative data. The qualitative data is
collected through the sampling from the consumer. Random consumer is selected for the
sampling purpose. The sample individual is selected from different age group, different
sex and from different location of wardha .
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VI. REFERENCE
Websites
http://www.xiaomi.com/in/about-us/
http://www.xiaomi.com/in/about-us/press/
https://www.zaubacorp.com/company/
Xiaomi-MOBILES-INDIA-PRIVATE LIMITED/U74140HR2013PTC069892
https://en.wikipedia.org/wiki/Xiaomi_Electronics
https://www.ibef.org/industry/telecommunications.aspx
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