A study of Xiaomi s competitiveness in Thailand

Name: Guo Shize

keyword: Independent Study

ThaSH: Marketing -- Management

Classification :.DDC: 658.8

; Xiaomi corporation

ThaSH: Marketing

; Thailand market,

ThaSH: Marketing research

; Porter’s Five Forces Model

ThaSH: Consumer behavior

; competitiveness analysis

ThaSH: Smartphones

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.

Siam University. Library and Information Resource Center

Address: BANGKOK

Email: library@siam.edu

Name: Zhang Li

Role: Advisor

Created: 2567

Modified: 2568-06-06

Issued: 2025-06-06

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: International Master of Business Administration (I.M.B.A.)

Level: Master's Degree

Descipline: International Business Management

Grantor: มหาวิทยาลัยสยาม

©copyrights SIAM UNIVERSITY

ลำดับที่.	ชื่อแฟ้มข้อมูล	ขนาดแฟ้มข้อมูล	จำนวนเข้าถึง	วัน-เวลาเข้าถึงล่าสุด
1	GuoShize.pdf	378.43 KB

ใช้เวลา

0.032891 วินาที