IMPROVING XIAOMI’S PRESENCE IN THE SWEDISH MARKET BY UNDERSTANDING YOUNG CONSUMERS
Junran, Yang; Xiaohan, Du (2020)
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Lataukset:
Junran, Yang
Xiaohan, Du
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020052915075
https://urn.fi/URN:NBN:fi:amk-2020052915075
Tiivistelmä
The main purpose of this study is to define how Xiaomi can improve its market share in Sweden by understanding young consumers’ preferences for smartphone brands. The purpose is to let the case company know more about the Swedish market.
This study uses the method of online questionnaire and quantitative method is being used for creating development suggestions for the case company. The main data in this study was collected through the responses of the respondents in the Swedish area.
The theoretical part of this study consists of global marketing strategies, such as SWOT, PEST analysis, and combines with the customer buying decision strategy in order to analyze purchasing behavior and interests of consumers. In addition, internal and external analysis tools are introduced to support the theoretical results.
The thesis presents steps on how the case company can enter the Swedish market. Moreover, the thesis presents how the case company can make its smartphone products more attractive to young Swedish customers.
This study uses the method of online questionnaire and quantitative method is being used for creating development suggestions for the case company. The main data in this study was collected through the responses of the respondents in the Swedish area.
The theoretical part of this study consists of global marketing strategies, such as SWOT, PEST analysis, and combines with the customer buying decision strategy in order to analyze purchasing behavior and interests of consumers. In addition, internal and external analysis tools are introduced to support the theoretical results.
The thesis presents steps on how the case company can enter the Swedish market. Moreover, the thesis presents how the case company can make its smartphone products more attractive to young Swedish customers.