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GRADUATE DIPLOMA / PRE-MASTERS PROGRAMME

PROPOSAL COVER SHEET
Student Name
David
NCUK Student ID
QI-13-0007
Dissertation Title
A study of how to increase market share of Chinese mobile phone companies: a study of Xiaomi Programme
QD GD/PMP
Lecturer/Tutor
Michael McElvaney Catarina Von Maydell
Date Submitted
28/02/2014
OFFICE USE ONLY
Date Received

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Research Proposal

A study of how to increase market share of Chinese mobile phone companies: a study of Xiaomi

Student Number: QI-13-0007
Proposer: Zhangqian (David)
Group: Orange

20 February 2013

Research Proposal
Title

A study of how to increase market share of Chinese mobile phone companies: A study of Xiaomi

Background

Xiaomi is an emerging mobile phone company in China. It has grown unbelievablely fast since 2010. In 2011 the revenue of Xiaomi was 6 billion RMB, but in 2012 this figure increased to12 billion. In 2013 revenue reached 31.6 billion RMB. However, when it comes to market share, there is a problem.

Table 1.1 Market shares of Chinese mobile phones

Firms
Hua Wei
Lenovo
ZTE
Xiao Mi
2012
5.80%
7.90%
4.10%
4.00%
2013
11.60%
12.80%
9.70%
6.10%
Growth
5.80%
4.90%
5.80%
2.10%

As table 1.1 shows, Xiaomi’s market share growth is slower than its main competitors. When Xiaomi appeared, mainly it had a big impact on Chinese low price mobile phone market because of the high cost performance. Xiaomi’s competitors such as ZTE, Lenovo and Huawei began to focus on this part of the market. There are two advantages of their products. First, they introduced many new mobile phones which have a lower price than Xiaomi’s products. Second, some of their products are easier ...

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Keywords

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