Title: A Study of Xiaomi’s Competitiveness in Thailand
Author: Guo Shize
Advisor: Dr. Zhang Li
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 1st Thailand-Sino International Conference and The 17th National and International Academic Conference “New Quality Productive Forces and Sustainable Innovation” 14-16 November 2024 (pp.130-143) Click PDF
Abstract
As a world-leading smartphone and home appliance manufacturer, Xiaomi has achieved remarkable results in the Thai market in Southeast Asia. As the second largest economy in Southeast Asia, Thailand has strong demand for smart devices and home appliances. Xiaomi has attracted a large number of consumers with its cost-effective products. However, as market competition intensifies, the competitive pressure from Samsung, Apple and local brands has gradually increased, and supply chain fluctuations and threat of substitutes have further affected its market performance.
The objectives of this study were to a analyze the competitiveness of Xiaomi in Thailand through Porter’s Five Forces Model and to provide suggestions to Xiaomi in Thailand in order to improve its competitiveness. This study adopted a literature review approach and relied mainly on secondary data sources, including market research reports, company annual reports, and publicly available statistical data.
The study found that Xiaomi’s main competitive advantage in Thailand lies in its high cost-performance ratio and wide coverage of the mid- and low-end markets, but its performance in the high-end market is not as good as Samsung and Apple. In addition, the rapid growth of tablets and smart home devices poses a potential threat to its market share. In terms of supply chain, the global chip shortage has led to increased bargaining power of suppliers, thereby increasing Xiaomi’s production costs.
Although Xiaomi is highly competitive in the Thai market, it needs to enter the high-end market by improving its brand image and product innovation. At the same time, Xiaomi should continue to optimize its supply chain management, enhance its ability to cope with supply chain fluctuations, and implement more targeted localization strategies to meet the needs of Thai consumers.
Keywords: Xiaomi corporation, Thailand market, Porter’s Five Forces Model, competitiveness analysis
A Study of Xiaomi’s Competitiveness in Thailand /
6517195818 Guo Shize 2567 (2024) A Study of Xiaomi’s Competitiveness in Thailand สารนิพนธ์ (Independent Study), Advisor: Dr. Zhang Li, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University