Assignment
Case Study: Market Disruption Strategies- The Transformation of Xiaomi.
1. What are the competitive advantages, value discipline, business and consumer performance, objectives and how they currently define the market (what business they are in). Each section should be in-depth explanation
2. What was the main problem in the case and what are ways in which we can solve it ( 5 different alternatives of solving it )
3. what led to Xiaomi's stagnation and decline, and what this may mean for the decisions that are made in this case
4. What is the Xiaomi's brand's image/meaning?
5. What is Xiaomi's brand story? How well is it embodied in its business, products, and marketing and advertising? How strong is their brand story?
6. What is the brand's associations, personality and values? What is their brand personality archetype & why did you select the one that you did?
7. The brand's associations are relative to functional, emotional, self-expressive and social needs.
8. How does the brand vision/identity of Xiaomi (i.e. the strategic intentions of the brand's managers) differ from its brand meaning/image (i.e. the meaning of the brand according to consumers and the greater culture)?
9. How healthy is the Xiaomi brand at the time of the case? How do you know?
10. Assess Xiaomi's brand equity to determine the health of the brand.
11. Is brand equity increasing, decreasing, or holding steady over time?
12. Is it the same for all customer groups? If it isn't the same, how is it different and what does that mean for the brand?
13. How should the Xiaomi corporate brand (master brand) be positioned 6 perceptual maps with 3 of those maps having completely unique axis.
Outline the firm's pricing strategy. Where should they be priced relative to their competitors and current strategy (e.g. higher, same or lower)? Do different offerings as identified in your pricing strategy require different approaches to pricing?