Case Study

Semester March-August 2022

COMPANY ANALYSIS
XIAOMI

TECHNOLOGY ENTREPRENEURSHIP (ENT600): CASE STUDY

FACULTY & PROGRAMME : APPLIED SCIENCE (AS201)

SEMESTER :3
PROJECT TITLE : MI AIR PURIFIER 2H
NAME : NUR ATHIRAH BINTI ABDUL RAHMAN
STUDENT ID : 2021189741
GROUP : AS2013A
LECTURER : DR. SHAFIQ BIN SHAHRUDDIN
SUBMISSION DATE : 29TH APRIL 2022
ACKNOWLEDGEMENT
All praise is due to Allah, the most gracious, most merciful, and master of the Day of
Judgment. I thank Him for granting me the strength, health, wisdom, knowledge and success
to complete this case study report of Fundamentals of Technology Entrepreneurship
(ENT600).

First and foremost, a special thanks to my lecturer, Dr. Shafiq Shahruddin for his
motivation, and encouragement. His guidance and support always helped me all time,
especially in writing this assignment. Besides, I would like to convey my appreciation to
Xiaomi for giving me the opportunity to choose this company for my case study report.

Last but not least, I am so grateful to my beloved family and friends for highly
supporting, motivating and helping me in completing my assignment especially during this
online distance learning. In fact, without such assistance, I would have been unable to
accomplish this case study assignment. Therefore, I pray to everybody who assisted and
cooperated with me on my case study, a long life and good health.

Nur Athirah binti Abdul Rahman

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EXECUTIVE SUMMARY
In this case study, MI Air Purifier 2H is a smart home appliance product from Xiaomi
corporation that will be analyzed by using SWOT analysis. Xiaomi corporation is the 4th
largest manufacturing hub, and it has continued to expand its products and services to provide
a broader range of consumer electronics as well as a smart home device platform. Besides,
the flat organizational structure of Xiaomi allows the company to make decisions faster and
efficiently because the workers will report directly to the higher-level managers. So, this factor
may influence the rapid growth of Xiaomi corporation. Next, behind the success of the
company, there are business strategy, marketing strategy and operational strategy. These
strategies help to promote Xiaomi to a broader range of customers.

Furthermore, SWOT analysis which stands for strengths, weaknesses, opportunities,

and threats is a method that helps and guide the company to identify whether the business is
running well or not and enable the company to develop a successful future plan. In brief, the
weaknesses of the product are the highlight in this assignment. It is because by determining
the weaknesses of the product, the solutions for each problem can be implemented to fix the
flaws. For example, the ozone emission by the air purification system as a byproduct may be
solved by using Photoelectrochemical oxidation (PECO) filter. Additionally, ozone production
has a detrimental impact on the ecosystem. Thus, the solution imposed also indirectly
protects the environment from natural disaster.

Finally, an alternative solution is proposed based on the problems of the product stated
in this case study. A fantastic plantae is an eco-friendly air purifier that also has the same
functions as the other air purifier. But it is differed in terms of air purification systems in which
fantastic plantae use live plants to promote phytoremediation. Also, it is complementary with
some environment-friendly features and modifications.

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 TABLE OF CONTENTS
ACKNOWLEDGEMENT ....................................................................................................................... i
EXECUTIVE SUMMARY .................................................................................................................... ii
1. INTRODUCTION .......................................................................................................................... 1
1.1 Background of The Study ................................................................................................ 1
1.2 Problem Statement ............................................................................................................ 2
1.3 Purpose of The Study ....................................................................................................... 2
2. COMPANY INFORMATION ....................................................................................................... 2
2.1 Background ......................................................................................................................... 2
2.2 Organizational Structure .................................................................................................. 4
2.3 Products/Services .............................................................................................................. 5
2.4 Technology .......................................................................................................................... 6
2.5 Business, Marketing, Operational Strategy ................................................................ 6
2.5.1 Business strategy ...................................................................................................... 6
2.5.2 Marketing strategy ..................................................................................................... 8
2.5.3 Operational strategy ................................................................................................ 10
3. COMPANY ANALYSIS .............................................................................................................. 11
3.1 SWOT Analysis ................................................................................................................. 11
3.1.1 Strengths .................................................................................................................... 11
3.1.2 Weaknesses............................................................................................................... 12
3.1.3 Opportunities ............................................................................................................ 13
3.1.4 Threats ........................................................................................................................ 14
4. FINDINGS AND DISCUSSION ................................................................................................ 14
4.1 Findings .............................................................................................................................. 14
4.1.1 Problem 1: High Levels of Noise.......................................................................... 14
4.1.2 Problem 2: High Energy Consumption............................................................... 15
4.1.3 Problem 3: Emit Harmful Substance ................................................................... 15
4.2 Discussion ......................................................................................................................... 16
4.2.1 Suggested Solution for Problem 1 ...................................................................... 16
4.2.2 Suggested Solution for Problem 2 ...................................................................... 16
4.2.3 Suggested Solution for Problem 3 ...................................................................... 17
5. RECOMMENDATION AND IMPROVEMENT ....................................................................... 18
5.1 Major Problem ................................................................................................................... 18
5.2 Alternative Solution ......................................................................................................... 18
6. CONCLUSION ............................................................................................................................ 20
7. REFERENCES ........................................................................................................................... 21

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8. APPENDICES ............................................................................................................................. 23

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1. INTRODUCTION
In this section, the background, purpose and problem statement of the study will be
enunciated.

1.1 Background of The Study

According to World Health Organization (WHO) guidelines, the air quality in
Malaysia is rated moderately unsafe. The recent data shows mean
concentration is 16 ug/m3 which exceeds the recommended maximum of index
air quality which is 10 ug/m3 (Malaysia: Air Pollution, 2020). Based on IQAir,
Malaysia has ranked 50 out of 118 countries that had worse air quality in 2021.

Therefore, many companies take this opportunity to invent an air purifier

with advanced technology that functions to eliminate the impurities in air such
as allergens, pollutants, mold and so on. One of the companies that produce
air purifiers is Xiaomi. Besides, in this COVID-19 outbreak, air purifiers have
been demanded by customers around the world. However, the air purifier itself
is not enough to protect people from COVID-19 but it can help reduce airborne
contaminants.

In addition, the importance of air purifiers is to improve indoor air quality,

especially for households that are diagnosed with respiratory diseases such as
asthma, bronchitis, tuberculosis, pneumonia, emphysema and so forth. Due to
the massive number of complications associated with the respiratory system in
relatively high levels of contamination, it may be of concern to many people
living in Malaysia to take preventative action in reducing their exposure to the
polluted air.

In short, air purifiers are one of the devices that become essential in
every household. With the advancement of technology, it may provide
protection from air-borne infections.

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 1.2 Problem Statement
With the development of industrialization, the problem of air pollution seems to
get worse. Air purifiers are now widely used in many institutions and
hospitalizations to get rid of the harmful chemicals from the air that may result
in a variety of disorders and potentially fatal consequences. Besides, some air
purifiers may emit ozone and consume more energy. Afterwards, it will
aggravate climate change. Thus, alteration of product needs to be taken into
consideration with this issue.

1.3 Purpose of The Study

The purpose of this case study is to investigate the company-based product.
Secondly, to be able to analyze and identify the weaknesses of the chosen
products. Also, to figure out the problems that the consumers faced. Next, the
aim of this case study is to come up with some solutions to alleviate the
problems in order to produce a high-quality product. Last but not least, to
innovate a new enhancement of the product with better features and
characteristics for a better life.

2. COMPANY INFORMATION
In this part, the background of the company will be discussed further including the
organizational structure, products and services, technology, business strategy,
marketing strategy and lastly operational strategy of the company.

2.1 Background
Xiaomi Corporation is an electrical company based in Beijing, China. It was
founded by Lei Jun in April 2010. Lei Jun is a professional software engineer,
and angel investor. He has been named as businessmen of the Year by
Forbes in 2014 and along with Alibaba Founder, Jack Ma. He was the CEO of
Kingsoft for approximately ten years before founding Xiaomi.

Figure 1: Lei Jun, Founder and CEO of Xiaomi Corporation

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 Xiaomi is a smart manufacturing company that focuses on consumer
electronics with smartphones and smart hardware connected by Internet of
Things (IoT) as its fundamental. In addition, Xiaomi products have penetrated
more than 100 countries and markets around the world including
Malaysia. The uniqueness of Xiaomi is that all of the devices run the MIUI
operating system. It is designed to function with most Android-powered
smartphones and the new version of MIUI resembles iOS in simplicity (Ulusoy,
2022).

Figure 2: Xiaomi’s Logo

The term "xiao," which is part of the company's name, means "small" in
Chinese. In English, "Mi" refers to mobile internet (Xu, 2015). In addition, “MI”
stands for “Mobile Internet” which also indicates “Mission Impossible”. For this
reason, Xiaomi has been facing many challenges that seem impossible to
confront in our early days. The vision of this company is “Make friends with
users and be the coolest company in the users’ heart”. It portrays Xiaomi as a
company that will persistently innovate and provide a high-quality user
experience. Xiaomi constantly builds amazing goods and services with
affordable prices. Thus, every level of society will be able to enjoy a better life
through modernization technology.

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2.2 Organizational Structure
The organizational structure of Xiaomi is identified as a matrix or flat. Xiaomi's
structure of the organization is specifically decentralized, with different
business units monitored separately. Considering the company's large size,
which includes a presence in 70 countries and around 18000 employees, it has
fewer levels of management compared to other conventional businesses of
similar size (Dudovskiy, 2018). Figure below shows the Xiaomi organizational
chart with flattened structure:

Figure 3: Xiaomi Organizational Structure

The matrix organizational structure enables the mobile internet

company to develop new goods and services in a short period of time. This is
because there is no complexity associated with hierarchical organizational
structures. As a result, the decision will be made quickly and easily, also
maximizing the company's productivity and performance (Choi, 2021).

However, the disadvantages of a matrix organizational structure for the

company may include a lack of strict regulation by top management over
strategic business units. Besides, problems of communication gap where there
are a huge number of subordinates, making it more difficult to know what they
are doing or what difficulties they are encountering.

After all, the key impact of Xiaomi's organizational structure strategy is

noninterference and ability to participate in their field of expertise. It is
extremely important for Xiaomi to maintain its flat management system in order
to remain flexible and adapt to frequent changes in the global marketplace

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2.3 Products/Services

Figure 4: Xiaomi Air Purifier 2H

Brand Xiaomi

Model AC-M9-AA

Release date August 2019

Dimensions 520 x 240 x 240 mm

Weight 5.2 kg

Performance 260 m3/h

Recommended area 18 - 31 m2

Connectivity WiFi

Sensors Particle sensor, Temperature, Humidity

Energy consumption 48 W

HEPA filter, Real-time AQI monitoring, Remote

General functions
control from App, OLED display

Price range RM 449 - RM 499

Table 1: Specification of Product (Xiaomipedia, n.d.)

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2.4 Technology
Xiaomi eagerly takes the new chances of the future digital technology
revolution and energetically develops advanced technologies that focuses on
the development of remarkable smartphones, Internet TV, and the smart home
network. In the present day, Xiaomi smartphones contribute 65 percent of
overall income. Xiaomi's unique feature is that all of their smartphones use the
MIUI operating system. It is designed to function with the majority of Android-
powered devices, and the new version of MIUI is designed to be as similar as
iOS (Ulusoy, 2022)

Furthermore, Xiaomi has invented products for the world's greatest IoT
platforms. Xiaomi might reach out to more consumers with challenges and
assist consumers further so that they can benefit from the innovation by
integrating artificial intelligence (AI) and IoT (Jun LEI GSMA Digital Declaration,
n.d.). Xiaomi's creative ideas have always aimed to make people's lives
easier. Internet cables, Bluetooth speakers, smart TVs, electric scooters,
vacuum cleaners, cameras, smart home systems, and other products are
provided by Xiaomi and can be purchased from many online platforms and
outlets.

2.5 Business, Marketing, Operational Strategy

2.5.1 Business strategy

Xiaomi's business strategy is cost leadership. Xiaomi was founded on
the belief that "high-quality technology does not have to be expensive"
according to its founder and CEO Lei Jun. As a consequence, the
organization offers smartphones and other internet-technology
products and services at reasonable pricing (Dudovskiy, 2018). In a
general context, Xiaomi's business strategy is focused on the four core
elements which are utilizing a large fan base, design goods at
reasonable price, constant product optimization via eco-chain and
Xiaomi Triathlon.

The first element is creating a large fan base across the

world. Fans spend more time reviewing Xiaomi goods on online forums
indirectly raising brand recognition with no additional expense to the
company. Next, Xiaomi always focuses on producing a quality product
at a reasonable price. Xiaomi's competitive advantage is based on

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cheap costs of its products and services. Simply said, the low cost of
Xiaomi products and services is the main reason that consumers
purchase those goods and services.

Furthermore, the third element is constant optimization of

products through the eco-chain which means the company is
aggressively increasing the networks of its products and services.
Currently, the Xiaomi distribution channel comprises 55 companies
including 29 companies which were incubated from the ground up by
Xiaomi. Lastly, Xiaomi Triathlon indicates sources of revenues consist
of hardware, new retail and internet. Xiaomi positions itself as an
internet and software company to a greater extent than a hardware
company.

Figure 5: Illustration of Xiaomi Business Model

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2.5.2 Marketing strategy
Xiaomi's marketing strategy evaluates the product in the market by
using a marketing mix model, which comprises 7Ps. Product innovation,
price strategy, promotion planning, and so on are all examples of
marketing tactics. These business strategies contribute to the growing
customer base and place the company competitively in the market and
fulfilling its business goals and objectives.

Product The Xiaomi company provided high-quality

phones with advanced technologies at affordable
price. When compared to other brands, the
product was built of high-quality hardware
components, and the whole cost was
comparatively low.

Pricing The product was sold at its retail price through

websites and social media without the assistance
of a distributor. For instance, in Shoppe and
Lazada.

Figure 6: Xiaomi on Shoppe Mall

Place Despite its enormous success in China, Xiaomi

released its goods on a global scale. Xiaomi has
a lot of retail stores around the globe including
Malaysia.

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 Figure 7: Xiaomi’s retail store

Promotion by Xiaomi used social media platforms brilliantly to

social media Hub expand their online footprint. Developers
connected with consumers and gathered
feedback to enhance the product and eliminate
problems.

Figure 8: Xiaomi’s Instagram page

Promotion by Xiaomi frequently engages in social media

Brand forums and has created a loyal follower count of
Ambassador consumers.

Figure 9: Ruhainies who is a Malaysia actress

and also ambassador of Xiaomi Malaysia

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 Promotion by The Flash sales gained a significant amount of
Word of Mouth interest, and everyone was talking about them. It
greatly helped Xiaomi in gaining great popularity.

Figure 10: Hari Raya promotion

Promotion by Xiaomi's CEO, Lei Jun, did an excellent job of

CEO making his company look trendy. He brings the
brand a face.

Table 2: Xiaomi’s marketing strategy (Menghani, n.d.)

2.5.3 Operational strategy

Xiaomi's operational strategy is in accordance with their vision and
mission and also their ultimate goal. Xiaomi's vision is to become a
global company focused on developing user experiences from all
perspectives, and the company's mission is to design, develop, and sell
smartphones, cellular, and electronic applications. Xiaomi's original
goal is to provide extra features not available on standard Android and
a simple user experience (Safiya & Shylesh, 2019). Furthermore,
Xaiomi set their strategy on penetrating new markets to expand their
marketing range of the goods that have already been produced. The
company may expand its brand visibility to include more nations
throughout the world. For example, Xiaomi Malaysia has announced
the grand launch of ten new Xiaomi Stores in Semenanjung Malaysia
(Wong, 2021). Importantly, it will boost the market power of the brands
they have with existing core products. This can be accomplished by
making modifications to the device or by increasing software

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 performance. Undoubtedly, the most essential thing is to create unique
and high-quality items that are also reasonably priced.

3. COMPANY ANALYSIS
In company analysis, the SWOT analysis is being used to identify the product’s
strengths and weaknesses and also the opportunities and threats. It guides the
company to maximize on the strengths, fix the weaknesses, exploit fresh opportunities,
and minimize risks. By conducting a SWOT Analysis, it will help to analyze the
organization's condition before implementing any new plan or product.

3.1 SWOT Analysis

Figure 11: SWOT analysis of MI air purifier 2H

3.1.1 Strengths
Mi air purifier 2H is equipped with a high efficiency filter with triple layer
filtration with true HEPA filter. The triple layer filtration gives the best
purification results, which removes 99.97 percent of particulate matter
with a size of 0.3m or larger and creates a room full of clean and pure
air. Besides, this model is furnished with 360° cylindrical filtration that
is made up from polyethylene terephthalate (PET). The outermost layer
is three to five times more durable than comparable models. It has

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 excellent mechanical properties and is resistant to folding, grease, fats,
acids, alkalis, and most of the solvents. The cylindrical design removes
dust, hair, and other bigger floating particles from every direction
compared to conventional air purifiers (Mi Global Home, n.d.). Next,
this product also has a high Clean Air Delivery Rate (CADR) which is
260. A CADR of 240 or above is considered as an excellent grade. The
greater the CADR, the quicker and more efficient the air purifier (Best
Air Purifier Buying Guide, 2022). Lastly, Mi air purifier 2H is a smart
control device which can easily be monitored through smartphones via
Mi Home apps. The consumer can switch modes and adjust speed
effortlessly.

Figure 12: Mi Air Purifier 2H

3.1.2 Weaknesses
The weakness of Mi Air Purifier 2H is it is a bit noisy. The noise levels
on High-speed mode will be higher than Normal or Night mode. Based
on the data in figure 13, the noise level remains up for three hours
before returning to the ups and downs of auto mode. Furthermore, this
product uses more energy to operate. Thus, the consumers need to
pay high electric bills every month. Also, this issue indirectly causes
environmental problems such as climate change, pollution, greenhouse
effect and so forth. Last but not least, this device generates ozone
which is a molecule that can react with some substances to change
their chemical composition. This can lead to harmful indoor air quality.
According to research examined by the EPA, low levels of ozone which
is the major component of toxic air will not efficiently eliminate indoor
contaminants. But ozone has been associated with decreased lung
function and an increased risk of throat irritation, coughing, chest pain,

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 and lung tissue inflammation, according to studies (Watt,
2016). Asthma, emphysema, and bronchitis may worsen by ozone
exposure.

Figure 13: Graph on Xiaomi Noise

3.1.3 Opportunities
The opportunities of Xiaomi air purifiers are more for health concerns
and wants a better air regulation in their home. Nowadays, COVID-19
is still a serious problem for economies around the globe. Clearly, the
society and healthcare are seeking to recover and there will be a direct
impact on air purifier market. As a result, it will open an opportunity for
a large market for Smart Air Purifiers.

According to Taiwan News (2022), the global smart air purifiers

market is expected to reach $11,403.0 million by 2025, up from
$4,510.0 million in 2017, growing at a Compound Annual Growth Rate
(CAGR) of 12.2 percent from 2018 to 2025. Besides, the US Centers
for Disease Control and Prevention (CDC) claims that air purifiers can
help reduce airborne contaminants, including viruses, in a home or
confined space.

Next, rising public awareness of pollution's harmful impacts on

health has encouraged technology manufacturers to create better air
purifiers. Furthermore, as per capita income in emerging economies
rises, people become more technology oriented. So, they tend to invest
in significantly greater products such as smart air purifiers. In short, air
purifiers will dominate the global market and are forecast to continue to
maintain its demand in the future years.

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 3.1.4 Threats
The presence of numerous rivals within the marketplace is Xiaomi's
biggest threat. For this reason, Xiaomi is known as a low-cost
smartphone brand and Xiaomi is a relatively new developer of
household appliances. So, many customers are not aware of product
innovation in the Appliance & Tool segment especially Mi air
purifier. The company is facing stiff challenges from international and
local competitors to market the air purifier. For instance, Honeywell
International Inc., Philips, Blue Air, Coway, Cuckoo, Whirlpool
Corporation, American Air Corporation, Sharp Corporation, and Dyson
Technology are the main players in the worldwide centralized air
purifiers industry. Moreover, competitors are starting to catch up with
research and development of new product creation. Afterwards, it has
put extra pressure on the company to produce a new model of air
purifier. Furthermore, Xiaomi's products or services are priced
competitively with those of other firms in the same market.

4. FINDINGS AND DISCUSSION

In this section, the problems and issues of the product will be discussed more in
detail. Besides, alternative solutions for each problem will be proposed to fix the
weaknesses of the product.

4.1 Findings

4.1.1 Problem 1: High Levels of Noise

When an air purifier is set at high speed, the level of noise
increases. Air purifiers work harder and generate more noise because
they operate at a higher speed. Normally, the noise produced by an air
purifier is classified as background noise, typically less than 60 dB. The
volume of noise produced by an air purifier varies with the model and
operation speed. The Mi Air Purifier 2H may be as loud as 65 dB at its
highest fan speed and as quiet as 40 dB at its lowest fan speed.

In fact, there are many different types of air purifiers with

different noise levels. Usually, larger or less expensive ones are usually
the noisier. For bedrooms air purifiers should not have noise louder
than 40 dB. Noise that is more than 40 dB will interrupt sleep
quality. Additionally, an air purifier will generate more noise than usual

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 when there is debris in the machine. So, the filter need to be cleaned
frequently.

4.1.2 Problem 2: High Energy Consumption

Overuse of energy results in higher money spent to pay the expensive
bills. On the other hand, it may increase the carbon footprint that is
triggered by excessive energy use. Then, it will generate more carbon
dioxide and all of its other molecules emitted into the atmosphere. As
a consequence, it will lead to adverse outcomes to the environment like
climate change. Severe weather changes, floods, and drought are the
effects of climate change that also have a substantial impact on farmers'
crops then resulting in a decline in food supply. To sum up, high energy
consumption has a domino effect on environmental problems.

4.1.3 Problem 3: Emit Harmful Substance

The problem with the Mi air purifier is it also produces some ozone as
a byproduct. Indoor air purifiers that purposely emit ozone are
commonly referred to as "ozone generators". Manufacturers may
incorrectly refer to ozone as "activated oxygen", "super oxygenated
oxygen" or "charged oxygen", assuming that ozone is a healthy type of
oxygen (Watt, 2016). Because ozone reacts with other molecules, the
developers claim that the ozone produced by these devices can
decontaminate the air and eliminate airborne particles, chemicals,
fungus, viruses, bacteria, and unpleasant odors. When prolonged
exposure to ozone it will lead to major health concerns and can be
hazardous. For instance, respiratory disease like Asthma, Chronic
obstructive pulmonary disease (COPD), Emphysema and
Bronchitis. On the whole, ozone can be harmful to health.

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4.2 Discussion

4.2.1 Suggested Solution for Problem 1

The company should invest for some Research & Development (R&D)
on the product’s sound. A high-quality air purifier should blend the
sound of the fan and motor in order to reduce noises. Thus, the experts
need to take into consideration all elements of the product’s sound
including sound absorption, vibration, quality and volume. Besides, the
sound testing should be done by measuring the level of pitch at all
available modes including the Sleep mode because noise has a
massive impact on sleep quality. The consumer is also looking for a
new air purifier or hoping to upgrade to a quieter model. In addition,
when there is debris in the machine, the air purifier will make more noise
than usual. Hence, the company can innovate an anti-clogged filter
system on the air purifier.

Advantages: Quiet operation and user friendly.

Disadvantages: The upgrade system is costly.

4.2.2 Suggested Solution for Problem 2

A solution for high energy consumption of the air purifier is by installing
a programmable sensor. Sensing technology is a system that uses
sensors to gather data by detecting physical, chemical, or biological
property quantities and converting them into readable signals. For
example, when the air purifier finishes cleaning and filtering the
contaminants, the air purifier will turn off automatically.

Besides, the manufacturer can increase the wire size. By

upsizing wire in a new installation, the engineer or contractor can
demonstrate the real savings to the customer as well as the advantages
of lower generated heat and increased flexibility of the installation. In
addition, when less heat is generated, the result is reduced energy
requirements for fans and air conditioning systems.

Energy conservation is critical for the environment since

increased energy use contributes to more than half of all
pollution. According to the Organization for Economic Cooperation and

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 Development, power emissions will increase by up to 70% by 2050,
adversely contributing to climate change.

Advantages: Low energy consumption.

Disadvantages: Larger wire is more expensive.

4.2.3 Suggested Solution for Problem 3

The manufacturer can replace the HEPA filter system with a
Photoelectrochemical oxidation (PECO) system or combine these two
technologies in one product. PECO is a new approach for air
filtration. A photoelectrochemical reaction occurs on the surface of a
nano-coated filter, resulting in the oxidation of organic matter in addition
to physical filtration. These techniques enable the destruction of
biological material 1000 times smaller than what a HEPA filter can
catch. As a result, PECO not only removes but also efficiently destroys
organic matter, bacteria, viruses, mold, and VOCs by converting them
to trace elements (Rao et al., 2018). This inhibits the production of
ozone. PECO has even been shown to lower ozone levels in the air by
converting ozone molecules into breathing oxygen. Additionally, some
studies have proven that PECO helps remove and destroy SARS-CoV-
2 (King, 2021).

Advantages: Ozone free air purifier.

Disadvantages: PECO is a novel technology and needs further
research.

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5. RECOMMENDATION AND IMPROVEMENT
In this part of the case study, a new alternative solution for the product will be
recommended in accordance to minimize the problem.

5.1 Major Problem

In accordance with SWOT analysis of the product, the main problem is the
emission of ozone and high-power consumption. These two problems
indirectly affect the environment. Hence, a novel air purifier system needs to
be developed and meets eco-friendly standards.

5.2 Alternative Solution

In this part of the case study, a plant-based indoor air purifier is one of the
alternative solutions that I would like to propose in order to minimize the
weaknesses of the product-based company and also to come up with a new
idea of innovation in the foreseeable future. First and foremost, this plant-
based indoor air purifier is called ‘Fantastic Plantae’. Fantastic means
extremely good while plantae is a biology taxonomy for all types of plants. This
air purifier works by using natural leafy plants such as Snake Plant, Spider
Plant, and Peace Lily to promote air purification. Additionally, there are various
species of air purifying plants that have been approved by The National
Aeronautics and Space Administration (NASA). Based on the study,
Chlorophytum comosum, Hedera helix, Chrysanthemum morifolium, Ficus
elastica are other examples of air purifying plants (Wilson & Chastain, 2018).

Figure 14: Ubreath Life is the world’s first plant-based air purifier

According to figure 14, it is the world’s first plant-based air purifier that
has been invented by Ropar and Kanpur, who are scientists of Indian Institutes
of Technology, Faculty of Management Studies of Delhi University. This
product has been tested by the National Accreditation Board for Testing and
Calibration Laboratories which resulted in bringing down the Air Quality Index

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from 311 to 39 in 15 minutes of usage (Mehrotra, 2021). It showed the
efficiency of the product which has an ability to eliminate particle, gaseous, and
biological pollutants and also improving indoor oxygen levels. Ubreath life uses
breathing roots technology to boost phytoremediation processes that help
increase the volume of air at the soil-root zone and allow the root microbiomes
to interact with more air and purify at the same time (Times of India, 2021).

In brief, Fantastic Plantae is inspired by the Ubreath Life air

purifier. However, there are some modifications and additional technology to
make this product eco-friendlier. The device uses specific plants suggested by
NASA, UV disinfection and a stack of Pre-filter, charcoal filter, HEPA filter and
PECO filter. Also, it is furnished with a centrifugal fan that creates a low-
pressure area inside the device developing suction and releasing purifying air
in all directions. Unlike other air purifiers, Fantastic Plantae uses recycled
materials as the base with the addition of some polymer like thermoplastics to
make it sturdy. Besides, it is equipped with renewable resources such as a
mini solar system.

Figure 15: Illustration of Fantastic Plantae Air Purifier

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6. CONCLUSION
To conclude, Mi Air Purifier 2H is an amazing product that has been produced by
Xiaomi Corporation. However, every product has its flaws. So, with the help of SWOT
analysis, the weaknesses of Mi Air Purifier 2H have been identified. The problems
encountered by the customers are high levels of noise, high energy consumption, and
emission of harmful substances. These problems also contribute to environmental
issues such as climate change. As a consequence, some solutions to alleviate each
problem have been proposed in order to fix the flaws and produce quality goods. For
instance, anti-clogged filters used to reduce noises and increase the wire size helps to
conserve energy. At the end of the case study, a new enhancement of the product
namely fantastic plantae has been properly implemented with greater technologies and
enhancements for a better quality of life.

20
7. REFERENCES

1. Best Air Purifier Buying Guide. (2022, March 31). Consumer Reports.
https://www.consumerreports.org/cro/air-purifiers/buying-guide/index.htm
2. Choi, M. (2021, February 23). A Study on the Organizational Culture and
Performance of Xiaomi Corporation. Korea Science.
https://www.koreascience.or.kr/article/JAKO202111752549780.pdf
3. Dudovskiy, J. (2018, May 21). Xiaomi Business Strategy: competitive costs and
large ecosystem. Research-Methodology.net. https://research-
methodology.net/xiaomi-business-strategy-competitive-costs-and-large-
ecosysem/
4. Dudovskiy, J. (2018, May 23). Xiaomi Organizational Structure: matrix and flat.

Research-Methodology.net. https://research-methodology.net/xiaomi-
organizational-structure-matrix-and-flat/

5. J u n L E I G S M A D i g i t a l D e c l a r a t i o n . ( n . d . ) . D i g i t a l D e c l a r a t i o n .
https://www.digitaldeclaration.com/bios/jun-lei
6. King, H. (2021, September 20). PECO vs. SARS-CoV-2: What the Research
Shows. Molecule Blog. https://molekule.science/peco-vs-sars-cov-2-what-the-
research-shows/
7. M a l a y s i a : Air Pollution. (2020, April 16). IAMAT.
https://www.iamat.org/country/malaysia/risk/air-pollution
8. Mehrotra, S. (2021, September 2). IIT Ropar's startup company creates world's
first plant-based smart air purifier. Republic World.
https://www.republicworld.com/india-news/general-news/iit-ropars-startup-
company-creates-worlds-first-plant-based-smart-air-purifier.html
9. Menghani, T. (n.d.). A case study on how Xiaomi is Dominating the Global
Smartphone Market? The Marcom Avenue.
https://www.themarcomavenue.com/blog/how-xiaomi-is-dominating-the-
global-smartphone-market/
10. Mi Global Home. (n.d.). Mi Global Home. Mi Global Home.
https://www.mi.com/global/mi-air-purifier-2h/filter/
11. Rao, N. G., Kumar, A., Wong, J. S., & Goswami, D. Y. (2018, June 21). Effect
of a Novel Photoelectrochemical Oxidation Air Purifier on Nasal and Ocular
Allergy Symptoms. PubMed, 9.
https://doi.org/10.1177/2152656718781609
12. Safiya, H. M., & Shylesh, S. (2019, January). Analysis of Business Strategies

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 of Xiaomi. International Journal of Case Studies in Business, IT and
Education, 3(1), 1-8.
file:///C:/Users/USER/Downloads/1.%20Xiaomi%20Formatted.pdf

13. Taiwan News. (2022, February 5). Smart Air Purifiers Market 2021-2030

SWOT Analysis, Business Growth, Sales, Gross Margin, Industrial

Development, Growth Demand, Major Key Player and Forecast |
Progressing at a CAGR of 12.2% During the Forecast Period. Taiwan News.
https://www.taiwannews.com.tw/en/news/4432658

14. Times of India. (2021, September 2). IIT Ropar's startup introduces first 'plant-
based' air purifier | Ludhiana News. Times of India.
https://timesofindia.indiatimes.com/city/ludhiana/iit-ropars-startup-
introduces-first-plant-based-air-purifier/articleshow/85856488.cms
15. Ulusoy, K. (2022). Wallpapers of all Android versions (Android 1 to 12) here! –
xiaomiui. Xiaomiui. https://xiaomiui.net/wallpapers-of-all-android-versions-
android-1-to-12-here-11063/
16. Watt, D. (2016, August 10). Do air purifiers add harmful ozone to your home?
Breathing Space. https://www.breathingspace.co.uk/blog/do-air-purifiers-
add-harmful-ozone-to-your-home/
17. Wilson, D. R., & Chastain, M. (2018, September 18). The Best Air-Purifying
Plants for Your Home. Healthline. https://www.healthline.com/health/air-
purifying-plants#easy-plants
18. Wong, A. (2021, October 18). Xiaomi to launch 10 new stores and offering
RM200 off on Xiaomi 11T series for one day only. TechNave. Retrieved
April 28, 2022, from https://technave.com/gadget/Xiaomi-to-launch-10-
new-stores-and-offering-RM200-off-on-Xiaomi-11T-series-for-one-day-
only-27067.html
19. Xiaomipedia. (n.d.). Xiaomi Mi Air Purifier 2H: where to buy, features and
reviews. Xiaomipedia. https://xiaomipedia.com/en/p/mi-air-purifier-2h/
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center/management-innovation/kindai-management-review/vol3_7.pdf

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8. APPENDICES

Figure 1: Lei Jun, Founder and CEO of Xiaomi Corporation

Figure 2: Xiaomi’s Logo

Figure 3: Xiaomi Organizational Structure

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 Figure 4: Xiaomi Air Purifier 2H

Brand Xiaomi

Model AC-M9-AA

Release date August 2019

Dimensions 520 x 240 x 240 mm

Weight 5.2 kg

Performance 260 m3/h

Recommended area 18 - 31 m2

Connectivity WiFi

Sensors Particle sensor, Temperature, Humidity

Energy consumption 48 W

HEPA filter, Real-time AQI monitoring, Remote

General functions
control from App, OLED display

Price range RM 449 - RM 499

Table 1: Specification of Product (Xiaomipedia, n.d.)

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 Figure 5: Illustration of Xiaomi Business Model

Product The Xiaomi company provided high-quality phones with

advanced technologies at affordable pricing. When compared
to other brands, the product was built of high-quality hardware
components, and the whole cost was comparatively low.

Pricing The product was sold at its retail price through websites and
social media without the assistance of a distributor. For
instance, in Shoppe and Lazada.

Figure 6: Xiaomi on Shoppe Mall

Place Despite its enormous success in China, Xiaomi released its

goods on a global scale. Xiaomi has a lot of retail stores around
the globe including Malaysia.

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 Figure 7: Xiaomi’s retail store

Promotion by Xiaomi used social media platforms brilliantly to expand their

social media Hub online footprint. Developers connected with consumers and
gathered feedback to enhance the product and eliminate
problems.

Figure 8: Xiaomi’s Instagram page

Promotion by Xiaomi frequently engages in social media forums and has

Brand created a loyal follower count of consumers.
Ambassador

Figure 9: Ruhainies who is a Malaysia actress and also

ambassador of Xiaomi Malaysia

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Promotion by The Flash sales gained a significant amount of interest, and
Word of Mouth everyone was talking about them. It greatly helped Xiaomi in
gaining great popularity.

Figure 10: Hari Raya promotion

Promotion by Xiaomi's CEO, Lei Jun, did an excellent job of making his
CEO company look trendy. He brings the brand a face. In the manner
he talks about the brand, Lei Jen's is quite similar to Steve Jobs'.

Table 2: Xiaomi’s marketing strategy (Menghani, n.d.)

Figure 11: SWOT analysis of MI air purifier 2H

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 Figure 12: Mi Air Purifier 2H

Figure 13: Graph on Xiaomi Noise

Figure 14: Ubreath Life is the world’s first plant-based air purifier

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Figure 15: Illustration of Fantastic Plantae Air Purifier

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