International Marketing

XIAOMI Analysis in Singapore-Thailand-Cambodia

GROUP 4
UPH MARS-GBM
● Caroline Widjaja
● Hendsun
● Mira Santiawaty
● Ronald Reagan
● Sylvia Wijaya
● Putri Syam

Internal
 Singapore Thailand Cambodia
ICT Adoption
Mobile-cellular telephone Value: 145.7 Value: 180.2 Value: 119.5
subscription per 100 Score:100.0 Score:100.0 Score:99.6
people Rank: 16 Rank: 5 Rank: 65
Internet users % of adult Value:88.2 Value: 56.8 Value:40.0
population Score:88.2 Score:56.8 Score:40.0
Rank: 24 Rank: 90 Rank:103
Skills
Mean years of schooling Value: 11.9 Value: 7.6 Value: 4.6
Score: 79.2 Score:50.7 Score:30.7
Rank: 32 Rank: 96 Rank: 126
Extent of staff training Value: 5.4 Value: 4.3 Value: 3,9
Score:73.3 Score:55.1 Score:48.4
Rank: 4 Rank: 48 Rank: 76
Skillset of graduates Value: 5.4 Value: 4.0 Value:3.6
Score:73.4 Score:49.7 Score:44.2
Rank: 4 Rank: 79 Rank: 104
Ease of finding skilled Value:5.1 Value: 4.0 Value: 3.5
employees Score:68.8 Score:50.4 Score:41.7
Rank: 9 Rank: 86 Rank: 123
Market Size
GDP Value: 503 Value: 1,174 Value: 63
Score: Score: N/A Score: N/A
Rank: 36 Rank: 19 Rank: 94
Imports of goods and Value: 154.3 Value:62.5 Value: 89.9
services Score: Score: N/A Score: N/A
Rank: 3 Rank: 33 Rank: 12

Internal
 SWOT Analysis
Singapore
Xiaomi Advantages (Opportunities) Risk (Threats)

• Macroeconomic stability (no.1 • Freedom of the press 51.4 point

• Ease of hiring foreign labour 3.9
• Health (Health life expectancy point
no.1 = 100 point) • Non tarrif barriers = 6.0 point
• Large Value on mobile-
cellular telephone
subscriptions = 145.7 points

Advantages (Strengths) • Create a website friendly • Seek offline partners and

• Labour Market Flexibility = 79.8 point mobile phone establish an international
• Diversity of workforce 5.8 points • Advertisements about mobile strategic alliance
phones that are suitable for all
types of professions

Risk (Weaknesses) • Campaign on environmentally • Hiring a local labour

• Environment-related treaties in force of friendly technology based on • Cooperating with local media
18 points Xiaomi mobile phones
• Health support and echo-
friendly apps/system
Internal
 SWOT Analysis
THAILAND
ADVANTAGES RISKS
(OPPORTUNITIES) (THREATS)

• Increasing pattern of ICT adoption (60.1) • Plenty cellular competitors

• Increase adult internet users to 56.8% • Increase inflation by 100% 
increase purchase in the community
ADVANTAGES
(STRENGTHS)
• Identify and evaluate the
XIAOMI • Big market size (Population : 67.8 • Create a website that’s mobile-friendly competitor’s strength
mil) • Use text marketing • Social media advertisement
• Low unemployment rate • Personalized campaign for each target • Create signature
• sustainability on Macroeconomic customer features/applications that no other
environment (90) competitors have
RISKS
(WEAKNESSES)

• Thailand has a low educated
labour  low salary/cost
• Low digital skill
• Limited local skilled employees
that are beneficial for Xiaomi
• Identify customer’s need
• Create user friendly system
• Give bonuses for every purchase
• Create educational and training to
improve employee’s skill
• Recruit skilled staff/expatriates 
higher cost

Internal
 SWOT Analysis
CAMBODIA
XIAOMI ADVANTAGES RISKS
(OPPORTUNITIES) (THREATS)

• Have population of 16.3 millions. • Low of Internet users % of adult

• Increase of ICT adoption 55,4% population with the rank 103
• Increase of Internet users 40% • Hard to find skilled employees
ADVANTAGES
(STRENGTHS) • Collaborate with local telcos to increase • Create low-cost internet enabled
traffic demand (special price for yearly smartphone to rural communities
 Cambodia rank 71th on ICT subscription) • Create employee commitment and
• Sharing infrastructure development with loyalty program with educational
adoption. stakeholder (private or government) to and training
 Medium Market size (rank 84) narrowing the digital gap
• Localize smartphone design and offers to
cut costs and drive local uptake
RISKS
(WEAKNESSES) • Collaborate with third party (private
company, government, or no profit • Do a CSR project with skills
 Low of digital skills among of organization) to subsidize the device cost development as a campaign
• Collaborate with educational center for • Make a vocational education and
active populations smartphone ownership training center
 Low of current workforce • Reduce the cost of the smartphone
• Bundled with lock in

Internal
 Recommendation
1. For entering international market, we
recommend for Cambodia

 99.6% Mobile cellular subscription

 40% Internet Users

What we can do:

 Strategic alliance with domestic telco
provider and smartphone dealers
 Do a CSR project with skills development as
a campaign
 Cheap / affordable smartphone price

2. Thailand can be considered by the

market opportunity (Population : 67.8
mio
3. Xiaomi should focus on maintaining and
increasing the existing market share in
Singapore and develop R&D for MIUI
improvement in Singapore to pursue
new market share and reduce patent
disputes.
Internal