Chulalongkorn University Theses and Dissertations (Chula ETD)

Year (A.D.)


Document Type

Independent Study

First Advisor

Nualnoi Treerat


Faculty of Economics (คณะเศรษฐศาสตร์)

Degree Name

Master of Arts

Degree Level

Master's Degree

Degree Discipline

Business and Managerial Economics




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.

Included in

Economics Commons



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