Complete Case details are given below :
Case Name : Beijing Xiaomi Technology Co.: Growth Via Online Channels
Authors : Miao Cui, Yanhong Guo, Feixiang Peng, Jilong Wang, Liang Wang, Tianyue Yang
Source : Ivey Publishing
Case ID : W14665
Discipline : Marketing
Case Length : 11 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Beijing Xiaomi Technology Co. Ltd. (Xiaomi) had grown into the third-largest cell phone brand in China and the sixth-largest in the world. The company solely deployed online channels, which contributed to its success. In the initial stage, Xiaomi depended on its own online channel to interact with consumers to develop user-friendly products and sell products. Three years after its inception, the company successfully established its flagship store on the largest business-to-consumer e-commerce platform in China. However, Xiaomi was facing a series of challenges, such as competitors’ imitation and consumer complaints regarding services. Xiaomi was at a crossroads: should it stick to its online channels or develop online-to-offline channels?
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