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Xiaomi: Entering International Markets
內容大綱
After recognizing numerous opportunities in the global market, Xiaomi Technology Corporation Ltd. (Xiaomi), based in Beijing, charted its overseas market strategy in 2013. However, opportunities came with challenges, and during the internationalization process, Xiaomi encountered many problems. By 2016, after three years of hard work, Xiaomi had gained more experience than profits. Compared with Xiaomi’s domestic success, Xiaomi’s internationalization strategy was unsatisfactory. How could Xiaomi meet its international goals? Should it establish international strategic alliances, develop its firmware operating system, or consider other options?
學習目標
The case is suitable for MBA and executive courses in international business. It provides students with an opportunity to establish a basic and structured way of analyzing the internationalization of enterprises, using theories regarding the motivation for internationalization, selection of overseas markets, and modes of overseas market entrance. After working through the case and assignment questions, students will be able to<br><ul><li>develop the ability to analyze companies’ motivations for internationalization;</li><li>analyze the rationale for choosing target markets; and</li><li>identify different entry modes and how they may be improved.</li></ul>