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Reposition to technology with style the xiaomi brand

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Reference no: EM133343041

Case study

Market Disruption Strategies: Xiaomi

1. Given the situation described in the Xiaomi case, should Xiaomi continue using the positioning "Quality Technology at an Affordable Price"? Or should the brand be repositioned? ( )

a. Keep the current positioning of "Quality Technology at an Affordable Price

b."Reposition to "Most Advanced Technology" - the Xiaomi brand stands for the most cutting-edge technology and its products are designed to offer the best technological specs and features.

c. Reposition to "Technology with Style" - the Xiaomi brand stands for style in technology and its products are aesthetically designed, fashionable, and sophisticated.

d. Reposition to "Technology Co-created with Users" - the Xiaomi brand stands for co-creation with users and its products are developed with extensive user involvement. In other words, the products are built in part by users themselves, designed to fulfill users' real needs.

e. Something else

Why do you think the option you selected above is the best way forward for Xiaomi? Please briefly describe.

2. Given the situation described in the case, should Xiaomi continue to venture into product categories other than smartphones? Why?

Reference no: EM133343041

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