Dimas Fathurrahman

29119477

Q1.
Macro environment analysis of XIAOMI
A. Political factors
There are several factors that have hampered Xiaomi's market growth to several
countries, for example to the U.S. The tension between China and the U.S. caused each
country to issue a trade policy that could limit the market growth. Although Xiaomi has
not yet tried to enter the U.S. market, it seems that Xiaomi will only struggle to do so due
to the rising tax/import costs.
B. Economic factors
Xiaomi didn’t waste the opportunity to see the growing demand. Its devices are often
targeted towards the more budget-conscious consumer. When the competitors offer their
products at less affordable prices, Xiaomi products are offered at affordable prices. For
example, based on the case, a comparable model from Samsung would cost at least twice
as much. This directly affects the attractiveness of buyers and can lead to increased sales
of “cheap imitations of Apple’s ingenuity” products.
C. Social factors
In this era, smartphones are no longer the tertiary needs of every user, but can be said as
"primary needs". This is one of the reasons why electronic manufacturers such as Xiaomi
are so happy. On the other side, there are some sociocultural problems that occur in the
world about the "made-in-china" label which is associated with low quality. So, it will be
a tough challenge to be able to change the mindset for xiaomi about its products.
D. Technological factors
Xiaomi develops an artificial intelligence to improve customer experience. Based on the
case, the phones are pre-installed a highly customizable Android interface that allows
hundreds of thousands of advanced users to tinker with the interface and invent new
features called MIUI. Compete to attract customer appeal Xiaomi releases a new MIUI
every week, while its competitor, apple, releases its IOS every 18 months.
 E. Legal factors
There are several policies regarding data privacy and protection, such us Indonesian Data
Protection that I accessed and read from https://iclg.com. Mostly, the regulations are
focused on the software developers not too much emphasis on hardware developers.
F. Environment factors
As a big company, I think Xiaomi will always be faced with Corporate Social
Responsibility matters, such as developing a green supply chain (minimizing the use of
lead metal) that can affect the quality of the solder joint of the product's processor.
Q2
Marketing Mix-7P
a. Product
b. Price
c. Place
d. Promotion
e. Physical evidence
f. People
g. Process
Technology
Low

Q3
High Price
Low Price

Technology
High
Based on the matrix, the position of Xiaomi is around the middle of low price and high
technology. Xiaomi sells the product with an affordable price compared with samsung or apple,
but in high technology. As I know from the case, Xiaomi phones contain high-end components
such as a Qualcomm processor and a Sharp LCD touchscreen, all assembled by Taiwan’s
Foxconn – which also makes the iPhone. It means that the components contained in Xiaomi
products have a quality that is not much different from Apple. Has no factory and outsources all
the assembly affects the cheap price offered to the customer.

Q4
Question Objective
Have you ever used or try a virtual assistant in To know the user experience of existing
your activity? virtual assistant products.
How effective a virtual assistant to help your To know the user/customer needs of existing
activity? And what can be improve? products and improvement for upcoming
product
What the advantages and disadvantages of To know the market attractiveness of
virtual assistant use? upcoming products
How much you will cost for a virtual To know the market segment for the
assistant? new/upcoming products.
What is your consideration of choosing a To know the market segment and positioning
brand of virtual assistant? strategies