The Design of the Xiaomi Smartphone Marketing Model Based on an Innovative Strategy of Blue Ocean Shift

Abstract

This paper aims to analyze to what extend the Xiaomi smartphone manufacture has implemented the blue ocean shift in product marketing. It used a comparative approach by comparing Xiaomi smartphone to the other six different smartphones. The manufacturers of mobile phones that have the high sales in Indonesia were employed as the samples of this study. Data were analyzed by using the Blue Ocean Shift (BOS) method with Canvas analysis to determine the strategy of Xiaomi mobile phone manufacturers. The results of the study revealed that marketing activities of Xiaomi mobile phone manufacturers were in line with the steps suggested by the Blue Ocean Shift. Canvas analysis showed that the manufacturers have a new marketing model which is different from its competitors. The marketing model of Xiaomi has proven to bring good results to the marketing