Chulalongkorn University Theses and Dissertations (Chula ETD)
Year (A.D.)
2019
Document Type
Independent Study
First Advisor
Nualnoi Treerat
Faculty/College
Faculty of Economics (คณะเศรษฐศาสตร์)
Degree Name
Master of Arts
Degree Level
Master's Degree
Degree Discipline
Business and Managerial Economics
DOI
10.58837/CHULA.IS.2019.19
Abstract
This individual study aims to examine the relationship between marketing strategy and firm’s market shares. In this case, the theory of marketing mix will be mainly used to analyze how Xiaomi's market share grew in accordance with Samsung’s situation. Furthermore, I will take macro environment condition into consideration as the factors that have an impact on the firm's future business. Apart from product innovation and modern technology that are essential things for a phone maker to dominate the market, a business needs to have an effective marketing strategy which can drive up the sales volumes followed by acquiring more market shares. The findings show that, firstly, a firm is more likely to be successful when they enter into a new market if they have a well-defined group of consumers as well as understanding their needs and wants. Secondly, a marketing mix can secure more customers that can lead to grow a business from achieving higher sales. The last fact supports the theory of Porter’s generic strategies which allows a firm to understand its competitive advantages and it will be beneficial to a business by helping out the customers to perceive the differences from other businesses.
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Recommended Citation
Aung, Htet Myat, "A study of marketing strategy that Xiaomi used to dethrone Samsung in India’s smartphone market" (2019). Chulalongkorn University Theses and Dissertations (Chula ETD). 6885.
https://digital.car.chula.ac.th/chulaetd/6885