Design of the Xiaomi Smartphone Marketing Model based on Inovation Strategy of Blue Ocean Shift
Mohammad Kurniadi Rasyid (a), Ratih Hurriyati (b), Puspo Dewi Dirgantari (c), Disman (d)

(a), (b), (c),(d) Universitas Pendidikan Indonesia

Abstract

The purpose of this study is to analyze how far the smartphone manufacturer Xiaomi has implemented blue ocean shift steps in product marketing. The approach used in this study is a comparative approach. The samples used in this study are the manufacturers of mobile phones that have the most sales in Indonesia. Data analysis techniques used the blue ocean shift (BOS) method. Canvas analysis of blue ocean shift is used to determine the strategy of Xiaomi mobile phone manufacturers. The results showed the marketing activities carried out by Xiaomi mobile phone manufacturers were in accordance with the steps recommended by the blue ocean shift. Canvas analysis shows Xiaomi mobile manufacturer has a new marketing model that is different from its competitors. The marketing model of smartphone Xiaomis has proven to bring good results to Xiaomis marketing.

Keywords: Blue Ocean Shift, Xiaomi, Canvas strategy

Topic: Strategic Management, and Entrepreneurship