Team 18

Harish R 36019
Srinath Saravanan P 36048
Harish A 36077
Siddharthan M 36109
INTRODUCTION
Xiaomi Was founded in 2010 by serial entrepreneur
Lei Jun, Who believes that high-Quality Technology
doesn’t need to cost a fortune.
Mi create remarkable hardware, software and
Internet.
MI have sold more than 150 Million handsets in 2018
by incorporating the feedback of it’s users.
Mi have established a leading smartphone brand .
The “MI” in our logo stands for “mobile internet”. It also
has other meanings, including “Mission Impossible”,
Because Xuiaomi faced many challenges that had seemed
impossible to defy in our early days.

Lei Jun
Founder & CEO of Xiaomi Inc.
 STRENGTH WEAKNESS
Launching of new products in market frequently Low Brand Image
Innovative & Featured Products. Lack of Quality in Products
Low Selling Price of Products Poor Service After Sales Support
Effective Promotive Campaigns Misunderstanding as a Chinese Brand
Most Phones are Dual/ Triple Sim Phones
Best Quality at Honest Price

SWOT
ANALYSIS

OPPORTUNITIES
Increasing growth rate of the brand in Indian market.
Entry into more international markets
Low-End Phones market becoming increasingly more
competitive
THREATS
High competition from local and international players
Entry of new players
Low price smartphones from well known players.
STP (Segment, Target & Positioning)

SEGMENT
TARGET
Low- Medium-
POSITIONING
Premier Range Low And Average
Smartphone’s Income Customers Replacing Bigger
Youth (Teenager, Players like
School and College Samsung , Nokia
Going Student) through low-end
Phone Market
Business Model
Xiaomi employs A business Strategy very unlike other Rivals.
1. BoM Price : The company prices almost at Bill-of-Material
(BoM) prices without compromising the component quality
and Performance compared to other premium Smartphones
2. Virtual Store : Xiaomi doesn’t own any physical stores and sell
Exclusively from its online Store/ Virtual Store. It also relies on
social networking for marketing.
3. BoMIncorporate
Price Customer’s Feedback
Virtual Store
Xiaomi
• The
Listen Closely
company •
to Customer
Xiaomi owns
feedback, having them test out
and incorporate those Features in upcoming Phones.
prices almost very less any
4.Tight Control over stock
at Bill-of- physical stores
Material
Xiaomi is(BoM) andcheaper
able to place sell batch orders as demand dictates.
prices without Exclusively
Xiaomi’s Limited availability online flash sales ensure that supply
compromising
never outstrips demand from and
its online
helps Create promote its products.
the component Store/ Virtual
quality and Store. It also
Performance relies on social
compared to networking for
Business Model
• Xiaomi doesn’t own any physical stores and sell
Exclusively from its online Store/ Virtual Store. It
also relies on social networking for marketing.
• Xiaomi is able to place cheaper batch orders as
demand dictates. Xiaomi’s Limited availability
online flash sales ensure that supply never
outstrips demand and helps Create promote its
products.
Mi Manufacturing Value chain
10 STEP QUALITY TESTING PROCESS
• Drop Test: To ensure hardware durability, the phone is dropped
more than a 100 times at multiple angles from a distance of 1.2
metres.
• Temperature Test :To ensure that the phone performs well at
different conditions, it is subjected to temperatures ranging from
-20°C to 60°C.
• Keylife Test: To ensure the durability of physical buttons, they are
pressed 5 Lakh times, applying multiple modes of pressure.
• Touchscreen Test : To ensure that the touch screen works well,
the touch panel on the phone is subjected
to tests on the 4 corners and the mid points of the screen.
• SAR Test : To ensure that the phone meets the Indian Specific
Absorption Rate (SAR) regulation,tests are conducted proving that
the SAR level is well within the recommended standard
10 STEP QUALITY TESTING PROCESS
• Squeeze Test: To ensure that the phone withstands physical stress,the
device is subjected to a pressure of 250 Newtons.
• Connector Durability Test: To ensure that the connectors on the phone
have good durability, the USB, headphones, tray and battery covers are
removed and reinserted thousands of times.
• Accelerated Aging Test: To ensure that the phone behaves well in humid
conditions, it is subjected to humid cycle test, manual drop test and
shock test.
• Alternating Hot and Humidity Tests: To ensure that the phone functions
well in hot and humid conditions, it is placed in an environment of 55
degree Celsius and humidity of 95%.
• Vibration Motor Durability Test: To ensure that the device vibration has
good durability,it is put on 72 hours of continuous work without
suspension.