Marketing: the strategic marketing plan
regard to the compny,Xiaomi the product: Xiaomi Smartphone(ex.Mi5) the competitor of xiaomi: Samsung General overview This assignment leads on from assignment 1. Essentially you are required to establish a marketing plan to grow the market and sales for the organisation you have chosen in the target market you have focused on and given the situational analysis you have conducted in assignment 1. This assignment should commence with an overall summary (about one page) of the context that you established in assignment 1. This will allow the marker to come up to speed on your analysis and thinking as the baseline for your recommendations in this assignment (it is unlikely that you will have the same marker for both pieces of assessment so consider this in what you present). You DO NOT need to include the full assignment 1 here but you may wish to replicate some of the analysis tables in appendices to this assignment if they are relevant – if you do this, make sure you refer to them in your summary and highlight the key features that a reader needs to note from these tables and analysis summaries. This assignment should then commence with a specific statement of the marketing objective/s that will guide this plan based on the context you have set from assignment one. You will then show how each of the marketing mix elements (the 4 Ps) will contribute to the achievement of this objective in your plan. Each of the elements of the marketing mix are to be considered (product, place, price and promotion) and for each you will need to discuss the strategy you will adopt (with appropriate justification from theory and other sources), and the tactics you would recommend. Finally, you will conclude with consideration of a timeline for this plan indicating the ordering of your tactical elements which will result in the achievement of the overall objectives of the plan. You also need to present a contingency plan which would consider any threats or potential reactions from competitors that you identified in assignment one as potentially having a negative impact on your plan and how you would propose these be dealt with if and when they arise. There is no requirement in this plan to focus on or prepare and defend a budget. Be sure to attach all pertinent documents to your report such as any relevant tables and analysis from assignment one, to support your recommendations. Before submitting your plan, ask yourself the question, “Does this contain all of the information that would be needed for someone else to make a decision in my favour and adopt the recommendations I have made?” If not, revise your work.
Instruction:
Assignment format
This assignment needs to be written as a formal report (refer to chapter 3 of the Communications Skills Handbook for all the required elements) and would include the following sections:
1. An introduction which will be the overview or summary of assignment one – no longer than one page (this will not be included in the word count for this assignment), the summary should briefly summarise the analysis work conducted including information about the target market you selected and the summary of the issues identified in assignment one about the product offering, the target market’s decision making process and any other psychological factors that are relevant, competitor analysis and the overall marketing objectives you suggested be adopted in the development of the marketing plan.
Include any relevant tables and analysis you provided in assignment one as evidence to support your recommendations here in assignment two. These can be included either as appendices to the assignment or they can be incorporated into the body of assignment two as you deem relevant. Regardless of which approach you take, it is important that it is clear that these are the tables and analysis from assignment one.
2. The Marketing plan: This represents the body of your report and would include the following sections:
a. Marketing objectives: The marketing plan then needs to begin with a statement of the specific marketing objective/s for your target market.
Make these objectives realistic, achievable and measurable (SMART objectives). In writing your objectives be specific and avoid generic terms such as “increase,” “decrease,” implement as soon as possible”, and other non-specific and non-analytical language. Your objectives should align with the context established in assignment one and consider and be directed to the target market, in the location you have identified in that assignment. You also need to ensure that you have re-stated the value proposition you posed in assignment 1 here.
b. Shaping the market offerings, delivering and communicating value: -The marketing objectives for this campaign will then need to be translated into specific strategies and tactics for each element of the marketing mix (the 4 Ps). Whilst you need to be reasonably specific here remember you are constrained by a word limit and we are really looking for evidence that you have considered each of the elements and that you know how and why each suggestion fits with your overall objectives and goals for this campaign and how the elements fit with and complement each other (justification is essential and use the analysis you conducted in assignment 1). You need to provide enough detail to ensure we can see your thinking. Use tables here to assist with the word count (tables are not counted in the word count but if used need to be accompanied by discussion in the text – see the Communications Skills A
3. An implementation plan: Next consider the order or sequencing of activities with a marketing timeline related to your marketing tactics (i.e. what needs to occur first etc.).
4. Contingencies: after you have developed your plan you then need to consider marketing contingencies, or what are the risky parts of your plan and are there any actions that need to be considered or prepared to counter these if they were to occur.
5. Conclusion: Finally, provide an overall conclusion for your work (about 1 para) that brings it all together and re-enforces your case for this plan to be accepted/adopted.
Assessment 1 Assessment – MKT5000 Semester 2 2015 Assessment details Description Marks out of Wtg (%) Due date Marketing Reflection 10 10 17 August 2015 Assignment 1 100 40 15 September 2015 Assignment 2 100 50 26 October 2015 Notes 1. All assessment items are to be submitted through the Moodle assessment links found on the study desk. 2. The marketing reflection can be submitted in any format. 3. Assignments 1 and 2 are to be submitted using a Word format (2010 or earlier). Assignments submitted in a PDF format cannot be marked and will be returned to students un- assessed. 4. Assignments 1 & 2 are expected to have a title page which includes your student name (as it appears on your enrolment record), your student number, the course name and the assessment task as outlined in the Communications Skills Handbook. 5. Submission times and dates refer to Australian Eastern Standard Time (AEST). 6. Late submissions will incur a penalty of 5% per day unless a request for an extension has been granted prior to the due date. Note the USQ extension policy found at http://policy.usq.edu.au/documents.php?id=14749PL particularly section 4.2.4 which states: 4.2.4 Late submission of Assignments Students can apply for an extension of time to submit an Assignment at any time up to the deadline. Students are strongly advised to make a request for an extension as soon as their need becomes apparent. Delay in making a request involves the risk that there will be insufficient time (with consequential loss of Marks) if the request is refused. The Course Examiner may grant a short extension of the deadline for submission of an Assignment. Extensions are usually granted only in cases of Compassionate and Compelling Circumstances in accordance with the Assessment of Compassionate and Compelling Circumstances Procedure. Generally, extensions will be limited to a maximum of five University Business Days. A Student requiring an extension for a period of time in excess of this should consider applying for a Deferred Assessment as per Assessment 2 section 4.4 ‘Deferred, Supplementary and Varied Assessment Items and Special Consideration’ of these procedures. Granting of an Assignment extension is considered a significant concession. Applications may be rejected if there is reason to believe that the Student is seeking an unfair advantage as might be suggested by a pattern of repeat requests for Assignment extensions. Applications for extensions must be made in writing to the Course Examiner together with accompanying documentation as specified in the Assessment of Compassionate and Compelling Circumstances Procedure. The application and all supporting documentation must be submitted electronically. An Assignment submitted after the deadline without an approved extension of time will be penalised. The penalty for late submission without a preapproved extension will be specified in the assignment instructions. At the very least, the penalty for late submission is a reduction by 5% of the maximum Mark applicable for the Assignment, for each University Business Day or part Business Day that the Assignment is late. An Assignment submitted more than ten University Business Days after the deadline will have a Mark of zero recorded for that Assignment. Course Examiners may refuse to accept Assignments for Assessment purposes after Marked Assignments and/or feedback have been released. If Compassionate and Compelling Circumstances appear to exist, Course Examiners must consider these before refusing to accept an Assignment. Assessment 3 Marketing Reflection – Explaining the concepts of Value and Exchange for developing a marketing strategy. Description Marks out of Wtg (%) Due date Marketing Reflection 10 10 17 August 2015 Background Reflective writing is the evidence of reflective thinking and reflective thinking is part of the critical thinking process where people analyse, evaluate and make judgements from new information and knowledge to ultimately arrive at an informed perspective. The practice of reflective writing will be introduced in this first assessment task. In this assessment you will be asked to prepare information for a business audience about the concepts of the value proposition and exchange. The Task At the heart of every marketing act – large or small – is something that is referred to as an exchange. An exchange occurs when something of value is obtained for something else in return. Thus the buyer receives something that satisfies their needs and the seller receives something that they are satisfied is of equivalent value. For an exchange to occur at least two entities (people or organisations) must be willing to make a trade, and each must have something the other values. Both parties need to agree on the value of the exchange and how it will be carried out. Each party must also be free to accept or reject the other’s terms for the exchange. The concept of value refers to the sum of the tangible and intangible benefits perceived by the market. This is not to be confused with the term value proposition – which is what is communicated to customers about what they can expect to receive with the product or service offering. Therefore whilst the value proposition is what is being promised to the customer, the term value relates to the difference between a customer’s perception of the cost versus the anticipated benefits realised. These benefits may encompass not only the direct benefits of reaching a desired goal (whiter teeth), but also the indirect benefits (ease of use). For this assignment you are required to consider the term value. You have been asked to prepare a short commentary (500 – 700 words or equivalent 5 – 10 minute presentation) for a business audience explaining the concepts of value and exchange in such a way that business owners, who may have never had any formal marketing education, could understand the concepts and see how they are the fundamental building blocks of marketing activity and strategy. Your commentary can take any form that would be acceptable to this audience (for example a blog, an article, newsletter item, a wikki, a short video presentation or slide share presentation). In your submission you are to conclude your discussion with at least one example of how a business could now incorporate or use this information to help them develop a marketing plan or to incorporate this approach into their marketing thinking – a sort of marketing in practice section. Assessment 4 Submission Instructions All assessments are to be submitted using the link on the study desk for Marketing Reflection Assignment which you will find at the end of module 3. You can submit this task in any format you choose. If you choose to develop a video presentation then you must also upload a script and/or power point slides with notes to accompany the work. Your work will require references to support your discussion. If you are submitting a presentation, these references need to be evident in the script or presentation notes that you also attach. Please refer to the Communications Skills Handbook (a required text for this course) for information about Harvard AGPA referencing style. Assessment 5 The grading rubric Below the required standard 0% – 49% Meets the required standard 50% – 80% Exceeds the required standard 81 – 100% Total mark Content Did the student accurately define what is meant by value and exchange in such a way that a person without university or marketing knowledge could easily understand? Did the student provide sufficient information in their commentary about how you could incorporate this understanding of these concepts into a marketing strategy such that a business person could understand enough to make a decision on how to incorporate into their marketing efforts? /5 Format and Evaluation Did the student present their work; use a communication style; and adopt a language that would be appropriate for the audience nominated? Did the student present their work in a creative and informative manner? Did the student present their information in such a way as that they were able to confidently convince
the reader/watcher that they knew what they were talking about including sufficient and appropriate theoretical evidence and support? /5 Final Comment: /10 Total Mark /10 Assessment 6 Assignment 1 Marketing Audit The Assignment – 2 options Your first assessment task asked you to reflect on and write about the concept of the value proposition and exchange. This assignment now asks you to build on this by conducting a marketing audit and then from that information develop a marketing plan – assignment 2. You have 2 choices for these next 2 assignments as follows: 1. You can choose to complete these assignment tasks using a company with which you are familiar, or 2. You can base your assignments on the case information provided here. Both options require the same tasks and information. Once you choose an option you are not able to change it between the two assignments as assignment 2 builds on assignment 1. You do not need to declare your intent to use either method until you submit your assignment. Before you can develop your marketing plan and recommendations you need to know more about the product offering, possible competitors, market opportunities and other environmental factors that are likely to impact your strategy and implementation plan. This review and analysis is known as a Marketing Audit. In assignment 1 you are required to conduct a Marketing Audit that includes an analysis of the internal and external factors that will be relevant to the development of a marketing strategy for either a company or product of your choice or based on the case study information provided. This assignment should be 2500 words maximum – excluding references, refer to the Communications Skills Handbook1 for more information about what is and what is not included in a word count. 1 A required text for this course. Description Marks out of Wtg(%) Due date Assignment 1 – Max 2,500 words 100 40 15 September 2015 Assessment 7 The Assignment Task The assignment will have four sections as follows: Section 1 – Organisational Overview A marketing audit should always commence with an overview of the company, its vision, mission and brand value. This information provides the reader with sufficient context to then understand and evaluate your future recommendations and analysis. In this section you should also provide sufficient information about the company and the product/service you are focusing on so that the marker can appreciate the contextual issues you explore in later sections of the assignment. It is also important that you incorporate here some insights about the value proposition for this product/service. Section 2 – Environmental Scan In reviewing the organisation you are studying it is also important to consider and review the organisation in terms of its internal strengths and weaknesses and the external opportunities and threats it faces. SWOT, TOWS and PESTEL analyses are good tools to assist this stage of your analysis as are environmental scans and it is recommended that you use some of these tools in this section to summarise and highlight relevant information. You may also use any other additional analysis tools that you deem appropriate to provide you with the information for your audit. In this section you would use tables, graphs and other ways to summarise the information – don’t forget to discuss your analysis and findings don’t just present the information and hope that the marker will understand what you think is important here. Section 3 – Customer, Competitor and Stakeholder analysis Next you would consider the market in which the firm operates in terms of both competitors and customers and this is done in 4 parts as outlined next: 1) A Target Market Analysis – Who are the target markets for this company and product? It is likely that you will discover more than one possible target markets from the information you source, whilst you need to list them all in this part of your audit and to analyse their priority and relevant merits, when it comes to your second assignment and to the customer analysis (the next step) you are only required to focus on ONE (1) target market. This is important – at this stage of your assignment choose ONE target market, defend that choice (justify with information from the first two sections and other sources) and then only discuss and plan for that ONE target market. 2) A Customer Analysis – Once you have selected and justified the ONE target market you wish to focus on, outline any demographic and/or behavioural Assessment 8 characteristics of this segment. You would need to comment on: i. Who is this market (demographics), where are they located, how do they spend their time and money (psychographics); what else defines them (interests, attitudes, values and/or lifestyles); ii. the relative size of the segment; iii. potential market share and opportunities for growth and development; iv. any other information including their likely purchase behaviour and motivations purchasing this product as well as what the product offering would be for this segment (what are they buying and why); and v. refer and reiterate how the value proposition discussed in section 1, relates to this segment with this product/service. 3) A Competitor Analysis – Given how you have defined the product offering and value proposition for your chosen target audience in terms of its benefits or features, this section would focus on how your product offering compares to alternative purchase choices. Remember this can be broader than just substitute brands – think more broadly here about substitute options for spending their money. So you need to also include an analysis of the products/services/substitutions that are likely to be competition for this product offering in this market segment. You are also required in this section to include an overview of the current positioning, value-chain structure, marketing channels used and relevant market drivers for this product/service. 4) A Stakeholder Analysis – You need to consider any other stakeholders who might have an interest in or be able to impact the marketing of this product offering in this segment. Section 4 – Conclusions and recommendations for preliminary marketing strategy Once you have completed these steps you are then required to summarise the main points and salient elements of this analysis to a concise statement of the overall strategic approach you will be recommending for your marketing and implementation plan – a preliminary marketing strategy (which is assignment 2). Assessment 9 You need to defend your final decisions using both theory and practice references and the content and learning activities presented in modules 1–4 will support this assessment task. You should try to have a good list of references showing where you have found your information and it is important to cite all work and websites you have visited. Check with a USQ reference librarian if you are having trouble finding appropriate information. Report Writing Guidelines on writing reports are provided in chapter 3 of the 4th edition of the Communication skills handbook which is a set text for this course. For assignments 1 and 2 (not the marketing reflection) your reports should comprise: 1. An executive summary (no more than 1 page); 2. An introduction (approximately 200 words); 2. The body that includes all the analysis of the current marketing and internal and external firm environments, customer analysis, competitor analysis and any other analysis. (Approximately 2000 words); and 3. A conclusion. This includes the statement of the issues you have found, the gaps identified, overall strategic approach and future recommendations. (Approximately 200 – 300 words). The report should present logical, sequential and persuasive arguments, justified or supported by secondary sources of evidence. The purpose of your audit is not to simply reword or describe the product or brand or to provide direct quotes from the literature, but to offer a thorough understanding of the marketing issues, challenges and opportunities facing your chosen organisation in their goal of
growing their market share in this industry and with this product. Assignment 2 will then outline the proposed marketing plan to take the next step forward to market In this assignment you will be assessed on: 1. The ability to locate, assess and research material related to current marketing planning process and environmental scanning requirements. You will need to use logic and read widely to identify issues and leads to where you should research for this firm. These are important skills for a marketer to develop; 2. The ability to demonstrate an understanding of the current marketing planning Assessment 10 process and environmental scanning requirements; 3. The ability to identify and assess relevant theoretical and management issues in the environmental scan and audit (SWOT, PESTEL, TOWS, customer, competitor and stakeholder analysis); 4. How well you present logical arguments and gap analysis and how well you defend your recommendations and conclusions. 5. The ability to justify your position with use of supporting references; and 6. The communication style you adopt, including correct spelling, grammar and referencing. Your report should be in Times New Roman 12 point with one and a half line spacing. Assessment 11 Assignment information Option 1 – Your own organisation case study. You can elect to base these next two assignments on an organisation and product/service offering of your choice. OR Option 2 – Class case study – The future of video content The video and movie industry has changed radically over the last 5 years and now more than ever mobile video is where people are headed. Currently over 20% of all video viewing is happening on mobile devices with more than 77% of all tablet users watching video content (Trautman 2015) and digital video content becoming the way of the future. Netflix is one such company that has reverse engineered Hollywood and has become a huge business success in this fickle and difficult market. Even the business model used by Netflix is unique and tailored to provide instant information and value to its customers (Madrigal 2014). Whilst there are other competitors to Netflix (Stan, Presto etc), it seems to have captured the hearts and minds of consumers with its business model and pricing strategy but the market is fierce and highly competitive (Morgan 2015). It seems that young people are watching less TV but digital video consumption is growing, in spite of this Nielsen still shows that TV consumption is by far the dominant consumption source for video content (Nielsen 2015). There is considerable information available from Nielsen and other trend companies about changes in viewing patterns and changes in customer preferences that you can use to understand this market and what is happening – some references have been provided to get you started here. For this case study, you have been approached by a young entrepreneur friend of yours who believes there is a market opportunity to start up in a new venture in this live streaming video market possibly in opposition to Netflix and the like or maybe exploiting other niches. He has found out you are studying your MBA and wants you to help him validate his gut feeling and put together a marketing plan that he could then take to potential investors to support him in this venture. You are to assume that ultimately sourcing appropriate funding and investment will not be an issue, but it is important to firstly identify if there is a market opportunity than can be exploited. You may determine that taking on these large video streaming giants head on is not smart and thus you may identify alternative and niche opportunities that your friend could exploit in this sector. You need to be creative and clever in your analysis and thinking around market opportunities and don’t forget that video streaming is not just about watching movies. This approach is more and more being used instead of mainstream marketing advertising and maybe there are opportunities for your friend in this part of the market?? Assessment 12 Your task is to complete these two assignments and in doing so identify whether there is a market opportunity that your friend can exploit with something new and different in this space. References to get you started The shifting landscape of digital video consumption: http://digiday.com/publishers/shifting-state-digital-video-consumption-5-charts/ Madrigal, A, 2014, How Netflix Reverse Engineered Hollywood, The Atlantic, January 2, http://www.theatlantic.com/technology/archive/2014/01/how-netflix-reverseengineered-hollywood/282679/ Morgan, S, 2015, Competition forces Netflix to spend $1.5B on content this year, New York Post, March 17 http://nypost.com/2015/03/17/competition-forces-netflix-to-spend- 1-5b-on-content-this-year/ Trautman, e, 2015, 5 online video trends to look for in 2015, Forbes Magazine, {http://www.forbes.com/sites/groupthink/2014/12/08/5-online-video-trends-to-look-forin-2015/} Comparison with Netflix, Stan and Presto. http://www.abc.net.au/technology/articles/2015/03/24/4203945.htm Nielsen data: http://www.marketingcharts.com/television/are-young-people-watchingless-tv-24817/ Assessment 13 Marking criteria for assignment 1 MKT5000 Criteria Does not meet minimum standard required (fail). 0 – 19 marks Work is of minimum standard (pass) 20 – 26 marks Exceeds Minimum standards (distinction) 27 – 33 marks Work is of a high achievement standard. 34 – 40 marks Learning objective 1 – problem solving and analysis. The audit has shown understanding of the internal and external factors relevant to the organisation that will impact the development of a marketing strategy. It has demonstrated clear problem solving and critical thinking in the analysis and choice of theory. Total Mark /40 Students who are awarded a mark in this section have done one or more of the following: Discussion of key points and themes has failed to demonstrate a clear understanding of theory and the characteristics of the target market chosen. The marketing issues (either internal or external or both) relevant to the product and the company have not been adequately identified and included in the analysis. The tools for analysis have not been correctly used and the results have been incorporated into the conclusions in a manner that shows logical integration of theory and other sources of information. Students who are awarded a mark in this section have done one or more of the following: The discussion of key points and themes which has demonstrated an adequate understanding of theory and the characteristics of the product. More detailed and deeper analysis would have resulted in a better score for these criteria. The marketing issues relevant to the product and the company have been adequately identified and included in the analysis The tools for analysis have been correctly used and whilst the results have been incorporated into the conclusions there are some inconsistencies with the integration of theory and other sources of information. Students who are awarded a mark in this section have done one or more of the following: The discussion of key points and themes has demonstrated a solid understanding of theory and the characteristics of the product. Analysis was clear and wellconstructed with some questions and inconsistencies. The marketing issues relevant to the product and the company, clearly identified and included in the analysis. The tools for analysis have been correctly used and results have been incorporated into the conclusions. Some inconsistencies exist with integration of theory and other sources of information. Further information and analysis would have improved the work. Students who are awarded a mark in this section have done one or more of the following: The discussion of key points and themes which has demonstrated a superior understanding of theory and the characteristics of the product. Analysis was detailed and included appropriate additional sources of information. The marketing issues relevant to the product and the company have been clearly and thoroughly identifi
ed and included in the analysis. The tools for analysis have been correctly used and the results have been incorporated into the conclusions. There are no inconsistencies with the integration of theory and other sources of information. Assessment 14 Criteria Does not meet minimum standard required (fail). 0 – 9 marks Work is of minimum standard (pass) 10 – 13 marks Exceeds Minimum standards (distinction) 14 – 16 marks Work is of a high achievement standard. 17 – 20 marks Learning objective 2 – Professional Communication and academic literacy The work is well written, uses language and style appropriate for a professional marketer. The work is appropriately supported with relevant theory and referencing style reflects academic and professional requirements. Total mark /20 Students who are awarded a mark in this section have done one or more of the following: Failed to correctly cite relevant sources of information to support their conclusions and discussions Failed to use correct Harvard AGPS referencing style. Failed to submit the assessment in the required report format Submission has grammatical and/or spelling errors. Have failed to use the required analysis tools (SWOT, TOWS, PESTEL, customer, stakeholder analysis, and competitor analysis) and/or have provided only cursory analysis with limited understanding of the tools used and the context of the analysis. Failed to provide a report that shows logical presentation of information and synthesis of material is shallow and superficial in its analysis of information and largely lacks coherence for conclusions. Students who are awarded a mark in this section have done one or more of the following: Generally cited relevant sources of information to support their conclusions and discussions using the correct Harvard AGPS referencing style and in report format. Many analysis tools (SWOT, TOWS, PESTEL, customer, stakeholder analysis, and competitor analysis) used – not all, but largely failed to conduct a deep and meaningful analysis with limited understanding of the tools used. Have provided a report that shows some attempt to provide a logical presentation of information and synthesis of material. Analysis is somewhat superficial and there are some problems in terms of the coherence of discussion and conclusions. Students who are awarded a mark in this section have done one or more of the following: Consistently cited relevant sources of information to support conclusions and discussions using Harvard AGPS referencing style and in the required report format. Have consistently utilised the appropriate analysis tools and have conducted a deep and meaningful analysis which shows a good understanding of the tools used and context for the analysis. Report shows logical presentation of information and synthesis of material, demonstrating a sound understanding of the analysis of information and a coherence of discussion and conclusions. Students who are awarded a mark in this section have done one or more of the following: Provided exemplary referenced support for their work correctly cited using Harvard AGPS referencing style and in the required report format. Have utilised the required analysis tools and have included information and/or analysis that exceeds the requirements for this assessment task. Have conducted a detailed and thorough analysis of the information using referenced evidence and other sources to demonstrate a deep understanding of the tools used and have presented a synthesis and analysis of material that shows considerable coherence and depth of discussion and conclusions. Assessment 15 Criteria Does not meet minimum standard required (fail). 0 – 19 marks Work is of minimum standard (pass) 20 – 26 marks Exceeds Minimum standards (distinction) 27 – 33 marks Work is of a high achievement standard. 34 – 40 marks Learning objective 3 The work shows an understanding of the environmental and contextual issues in marketing and provides a creative presentation of conclusions. Total Mark /40. Students who are awarded a mark in this section have done one or more of the following: Incorrectly identified or failed to identify the key environmental and contextual issues relevant for the product and target market of their choice. The assignment lacks a demonstrated understanding of marketing strategy. There is an inadequate analysis and consideration of competitors and market opportunities Conclusions do not link logically to the discussion and analysis Students who are awarded a mark in this section have done one or more of the following: The key environmental and contextual issues relevant for the product and market chosen have generally been identified in the report. The proposal shows a superficial understanding of marketing strategy The analysis and consideration of competitors and market opportunities is adequate but would benefit from a greater understanding of theory and work collecting data. Conclusions link logically to the discussion and analysis but are somewhat superficial in nature. Students who are awarded a mark in this section have done one or more of the following: The key environmental and contextual issues relevant for the product and market chosen have been clearly identified in the report. The proposal shows a sound understanding of marketing strategy The analysis and consideration of competitors and market opportunities is sound but would benefit from a more incorporation of theory and other data. Conclusions link logically to the discussion and analysis. Students who are awarded a mark in this section have done one or more of the following: The key environmental and contextual issues relevant for the product and market chosen have been clearly and thoroughly identified in the report. The proposal shows a detailed and well-reasoned understanding of marketing strategy The analysis and consideration of competitors and market opportunities is thorough and demonstrates a detailed understanding of theory and data. Conclusions link logically and consistently to the discussion and analysis and show a solid understanding of the material covered. Final mark /100 Final Comments: Assessment 16 Assignment 2 – The strategic marketing plan Description Marks out of Wtg(%) Due date Strategic marketing plan (modules 5 – 8) 100 50 26 October 2015 Maximum word count 3,000 words General overview This assignment leads on from assignment 1. Essentially you are required to establish a marketing plan to grow the market and sales for the organisation you have chosen in the target market you have focused on and given the situational analysis you have conducted in assignment 1. This assignment should commence with an overall summary (about one page) of the context that you established in assignment 1. This will allow the marker to come up to speed on your analysis and thinking as the baseline for your recommendations in this assignment (it is unlikely that you will have the same marker for both pieces of assessment so consider this in what you present). You DO NOT need to include the full assignment 1 here but you may wish to replicate some of the analysis tables in appendices to this assignment if they are relevant – if you do this, make sure you refer to them in your summary and highlight the key features that a reader needs to note from these tables and analysis summaries. You may make adjustments to your original analysis and conclusions here based on the marking feedback you received in the first assignment. This assignment should then commence with a specific statement of the marketing objective/s that will guide this plan based on the context you have set from assignment one. You will then show how each of the marketing mix elements (the 4 Ps) will contribute to the achievement of this objective in your plan. Each of the elements of the marketing mix are to be considered (product, place, price and promotion) and for each you will need to discuss the strategy you will adopt (with appropriate justification from theory and other sour
ces), and the tactics you would recommend. Finally, you will conclude with consideration of a timeline for this plan indicating the ordering of your tactical elements which will result in the achievement of the overall Assessment 17 objectives of the plan. You also need to present a contingency plan which would consider any threats or potential reactions from competitors that you identified in assignment one as potentially having a negative impact on your plan and how you would propose these be dealt with if and when they arise. There is no requirement in this plan to focus on or prepare and defend a budget. Be sure to attach all pertinent documents to your report such as any relevant tables and analysis from assignment one, to support your recommendations. Before submitting your plan, ask yourself the question, “Does this contain all of the information that would be needed for someone else to make a decision in my favour and adopt the recommendations I have made?” If not, revise your work. Assignment format This assignment needs to be written as a formal report (refer to chapter 3 of the Communications Skills Handbook for all the required elements) and would include the following sections: 1. An executive summary (no more than 1 page) 2. An introduction which will be the overview or summary of assignment one – no longer than one page (this will not be included in the word count for this assignment), the summary should briefly summarise the analysis work conducted including information about the target market you selected and the summary of the issues identified in assignment one about the product offering, the target market’s decision making process and any other psychological factors that are relevant, competitor analysis and the overall marketing objectives you suggested be adopted in the development of the marketing plan. Include any relevant tables and analysis you provided in assignment one as evidence to support your recommendations here in assignment two. These can be included either as appendices to the assignment or they can be incorporated into the body of assignment two as you deem relevant. Regardless of which approach you take, it is important that it is clear that these are the tables and analysis from assignment one. 3. The Marketing plan: This represents the body of your report and would include the following sections: a. Marketing objectives: The marketing plan then needs to begin with a statement of the specific marketing objective/s for your target market. Assessment 18 Make these objectives realistic, achievable and measurable (SMART objectives). In writing your objectives be specific and avoid generic terms such as “increase,” “decrease,” implement as soon as possible”, and other non-specific and non-analytical language. Your objectives should align with the context established in assignment one and consider and be directed to the target market, in the location you have identified in that assignment. You also need to ensure that you have restated the value proposition you posed in assignment 1 here. b. Shaping the market offerings, delivering and communicating value: -The marketing objectives for this campaign will then need to be translated into specific strategies and tactics for each element of the marketing mix (the 4 Ps). Whilst you need to be reasonably specific here remember you are constrained by a word limit and we are really looking for evidence that you have considered each of the elements and that you know how and why each suggestion fits with your overall objectives and goals for this campaign and how the elements fit with and complement each other (justification is essential and use the analysis you conducted in assignment 1). You need to provide enough detail to ensure we can see your thinking. Use tables here to assist with the word count (tables are not counted in the word count but if used need to be accompanied by discussion in the text – see the Communications Skills A 4. An implementation plan: Next consider the order or sequencing of activities with a marketing timeline related to your marketing tactics (i.e. what needs to occur first etc.). 5. Contingencies: after you have developed your plan you then need to consider marketing contingencies, or what are the risky parts of your plan and are there any actions that need to be considered or prepared to counter these if they were to occur. 6. Conclusion: Finally, provide an overall conclusion for your work (about 1 para) that brings it all together and re-enforces your case for this plan to be accepted/adopted. Assessment 19 Marking criteria for assignment 2 – MKT5000 Criteria Does not meet minimum standard required (fail). 0 – 19 marks Work is of minimum standard (pass) 20 – 26 marks Exceeds Minimum standards (distinction) 27 – 33 marks Work is of a high achievement standard. 34 – 40 marks Learning objective 1 – critical thinking, analysis and problem solving skills The work shows evidence of the student’s ability to analyse information and formulate this into a coherent and relevant strategy addressing the contextual issues identified. /80 Goals, tactics and contingencies are not integrated, or not evident. Little or no evidence of analysis of data and information used to support recommendations. No logical argument and presentation of findings, conclusions and recommendations. Synthesis of theory and other evidence is shallow and superficial and/or is not related to the marketing plan for the product/market. Limited or no evidence of problem solving skills in the recommendations Marketing strategies have not been adequately identified and included in the analysis. The plan lacks any creativity and originality, is generally vague and has insufficient detail in the strategies. May not have provided contingency plans or timelines. Goals, tactics and contingencies are evident though integration could be better and some recommendations supported. Argument and presentation of findings, conclusions and recommendations shows logical progression and adequate application of problem solving skills. Acceptable analysis and integration of data and some attempt at integration of theory The plan shows elements of creativity and originality but needs to be more specific and detailed in some areas and some application of marketing theory is shown. Marketing strategies relevant to the product and the company, are adequately identified and included in the analysis. Recommendations could be more specific & better supported with evidence. Contingency plans and/or timelines not well developed. Goals, tactics and contingencies are evident and integration is sound and all recommendations supported. Argument and presentation of findings, conclusions and recommendations shows logical progression and a sound application of problem solving skills. Good evidence of analysis of data collected to support recommendations. The plan shows creativity and originality though questions raised in some areas and generally good application of marketing theory and practice. Marketing strategies relevant to the product and the company have been generally identified and included in the analysis. Contingency plans attempted and a time-line provided, though maybe a little generic. Goals, tactics and contingencies are evident, well integrated and all recommendations are well supported. Argument and presentation of findings, conclusions and recommendations shows logical progression and an excellent application of problem solving skills and analysis. Deep and meaningful analysis which shows a good integration of theory, data from assignment one and appropriately contextualised. The plan shows creativity and originality and excellent application of marketing theory and practice. Marketing strategies relevant to the product and the company have been clearly identified and included in the analysis. Recommendations are sound with good support and contingency plans and time-lines provided and well developed. Assessment 20 Criteria Does not meet minimum
standard required (fail). 0 – 9 marks Work is of minimum standard (pass) 10 – 13 marks Exceeds Minimum standards (distinction) 14 – 16 marks Work is of a high achievement standard. 17 – 20 marks Learning objective 2 – Professional communication and structure Professional and academic standard achieved and in the required format Total mark /10 Failed to submit the assessment in the required report format. Many grammatical and/or spelling errors. Have failed to provide information in a logical manner and sequence. Failed to provide information from assignment one as evidence for this assignment to support recommendations. Not all requirement elements of the assignment have been included. Assignment format correct and most marketing plan elements accounted for (some may be more comprehensive than others). Logical presentation of information. Appropriate elements of Assignment one included. All required elements of the assignment included although some not in sufficient detail. Assignment format correct and almost all elements of the marketing plan have been addressed in sufficient detail. Appropriate components of assignment one have been included and support most of the recommendations. Report shows logical presentation of information and synthesis of material and recommendations are a sound. Assignment format is correct and all elements of the marketing plan have been addressed in sufficient detail with all elements present and well integrated with relevant information from assignment one. Report shows logical presentation of information and synthesis of material and recommendations are creative and well supported. Learning Objective 3 – Information literacy and academic integrity Work is appropriately referenced and relevant and timely information is used. /10 Limited or no application of marketing theory and little or no evidence of ability to source and integrate information and theory. Discussion of key strategies largely missing and the report fails to demonstrate a clear understanding of theory and the characteristics of the product and market chosen. Failed to correctly cite using Harvard AGPS to support their conclusions and discussions. Discussion of key strategies adequately supported by theory and related to the characteristics of the product/market chosen. Student showed evidence of an emerging understanding of key marketing principles and thinking to present a plan that is sound and implementable Generally cited relevant sources of information to support conclusions. Correct Harvard AGPS referencing style adopted. Discussion of key strategies well supported by theory and related to the characteristics of the product/market chosen. Student showed evidence of an established understanding of key marketing principles and thinking in their proposed plans. Consistently cited relevant sources of information to support conclusions and discussions using Harvard AGPS referencing style and in the required format. Discussion of key strategies excellently supported by theory and closely related to the characteristics of the product/market chosen. Student provided evidence of their high level understanding of key marketing principles and thinking in their presentation of their plan. Provided exemplary referenced support for their work correctly cited using Harvard AGPS in the required format. All strategies are appropriately contextualised and well supported with theory and other evidence. Final mark /100 Final Comments:
Rapid growth brand, ‘Xiaomi’
MKT5000
Lecturer: Bruce McKenzie
Student ID: 0061078696
NAME: Soojin Beak
Executive Summary
In the China smart phone market, the interesting brand entered, Xiaomi. The name of the brand has the meaning of ‘little rice’. It has taken the lead over Samsung, Apple and Renovo last year, 2014. This report on Xiaomi presents logical and persuasive arguments on the marketing strategies, internal and external analysis.
Contents
Introduction ——————————————————————– p.4
Brand value ——————————————————————— p.4
Performance ——————————————————————– p.4-5
Competitors analysis ———————————————————– p.5-6
Internal analysis —————————————————————– p.6Technological Development ————————————————-p.6
External analysis
6.1 Political/legal —————————————————————- p.6-7
6.2 social marketing ————————————————————–p.7
Technological ——————————————————————p.7-8
SWOT analysis ——————————————————————–p. 8-10
Conclusion ————————————————————————-p.10-11
List of Reference
Introduction
Over the past four decades China has grown up to be one of the world’s the most successful locations for manufacturing (Stuart 2014). Therefore, the china market to the global business such as Samsung, take this part of planet as the important value as much as USA and UK. The expansion of the Samsung products to enter the china market drove them taking advantage of victory. However, the product I am presenting is Beijing based company Xiaomi. Xiaomi launched MI series and its first product released in August in 2011. They took 3years to lead over Samsung in China and also ranked as a third biggest trendy brand in worldwide market (Kan 2014). The results Xiaomi drew on the last few years seem to be a one of very impact and remarkable to global Smartphone industry. Therefore, I will be discussing on the secret to their success is the Xiaomi MI note release in reasonable market price by conserve in components manufacturing and presenting various smart marketing strategies.
Brand value
The driving force of Xiaomi growth is based on three core concepts: believing in them the vision of future to be always something wonderful will happen, giving mission to bear of what customers concern in general and continuously push themselves to go for innovate more than expectation on their products. Those concepts of Xiaomi are showing their will to give more attention from customers’ perspective while Samsung has valued on efforts and invest for innovations and talented people managements.
Performance
There is various core brand value marketing on Xiaomi. First of all, the products of Xiaomi have inbound logistics with high specification as much as highly priced models from Samsung and Apple. If we look at the components supply distributors where provides to Xiaomi are the display screen from LG and Sharp, CPU from Qualcomm and camera from Sony. They used big and global firms’ merchandise. Also, as other companies are putting their suppliers as their business secret information, Xiaomi publish all the pieces origin contributed which develop the trusts to help the brand’s speedy growth. The consumers start to have a faith in the newborn brand, called Xiaomi, and receiving love call from all other distributors willing to be placed a part of their vendors. This definitely brought big effects to raw material supply industry.
Secondly, the operational strategy regards to Xiaomi contracted the outsourcing production in low rate with Foxconn where the biggest electronic productions and well known as Apple factory. By way of consignment production and assembling with them supported in reducing operating cost.
Thirdly, the key marketing on sales is tightly concerned with networking. Xiaomi founders do not leave out to mention on ‘no cost on marketing’. In other words, they do focus on buzz marketing only through SNS and satisfied Xiaomi customers. They induce users to participate for their opinions on their experience through SNS and forum which are applied for OS update constantly to meet the most of acceptable suggestions. This presents loyalty and response feeling to each one of users.
In addition, Hunger marketing is added as the unpredicted market price offers with limited stocks in limited periods brings ripple effect. As well as they aim for online sales. The offline sales are holed to strongly by existing brands therefore, it is too hard to enter the market. Also, the perspective of the prime costs is higher than online sales to handle for newborn company. Moreover, it is easy and quick for willing customers to check on online reviews to help their understanding of the products to save their time advantage effects by viral marketing.
Competitors analysis
Samsung was founded just before World War II as a small company trading in groceries and other goods. By the second half of the twentieth century, Samsung was at the forefront of Korea’s transformation from a poor and underdeveloped nation to an economic success story (Song, 2014 #9). They valued on talented people and the great technology for producing the high quality of services and products. Whereas they managed to be the top class organization with 4000billion sale made in IT industry. The pursuing value system is compacting in ‘capable people’ and ‘innovation’. Those two core words impetus for the business to grow. Samsung’s growth strategies enabled the company to catch up in technology and product development. Specifically, it focuses on Samsung’s strategic choices with respect to product development, technology, manufacturing scale and scope, and export marketing (Yu, 1998 #13).
Internal analysis
Xiaomi is established in 2010 with 8 partners gathered. There are founders of private funds Temasek Holding in Singapore,, IDG Capital in China and American Qualcomm where develop the chip set of mobile(‘Xiaomi leads financing of Segway buyer Ninebot’ 2015). Xiaomi launched their first model in 2011, Mi1 after established the company which took them for a year and four months’ time.
5.1 Technological Development
The products of Xiaomi as it is and the organized presentation on new release were very lookalike with Steve jobs who created Apple which lead company to be known in public as Apple alike. Even the style of Lei jun who is representative of the Xiaomi at presentation issued as he wore a black t-shirt with jeans which automatically brings up the image of Steve jobs. Xiaomi started the line of its brand as an imitation of Apple. It leaded to be successfully isolating the brand making and developing its own company technology.
External analysis
6.1 Political/legal
Even though Xiaomi is highly succeed in China over Samsung and Apple. According to the Delhi High Court ordered Xiaomi and its local sales partner Flipkart to stop importing and selling the devices in India until, when the court is scheduled to hear Ericsson’s patent infringement claims against the budget handset maker, according to Reuters (Angela 2014). Sweden firm, Ericsson issued against Xiaomi are patent relates to communication technology as automatic remote metering system (AMR) and wideband code division multiple access (WCDMA). The politics and legality are blocking a way of broaden the business globally.
6.2 social marketing
Xiaomi has subdivided targets compare to what Samsung pursue for omnidirectional strategy. Samsung target large range of income level with various lines of series. Xiaomi merely targeted low-middle class in there 20’s and 30’s. Moreover, they aim for people who live near in developed city areas with lifestyles are very sensitive with the trends and IT as their products to be the must have items to satisfy the trendy and fancy life. Well use of their young generated segmented is the one of the main marketing to have the Xiaomi as a business is a huge fandom, called Mi-fan. To gratify their opinions, reviews and requests, Xiaomi does not to be neglectful to response. Xiaomi created accounts with its own blog and MIUI forum for purpose of socializing and sharing with user. When canvass and updated soft wares happened according to what the public wants on their system by supports the requested opinions. They do announce or reply to those people to supply actual ideas of your needs are applied. Which the trust and satisfactions are formed slowly but surely by communicating with customers. From those processes, they are grabbing .ardent users to participate more and strongly construct the Mi-fans. For extra supports, they built contact services as 24hours 7days wen chat.
6.3 Technological
The growing company, Xiaomi is software based company which gives differentiate to Samsung and Apple. Xiaomi’s MIUI Operating system is also applicable to Samsung, Apple and the other Smart phones. Regards to CEO of the company, Lei Jun is well known in the software development field as he engaged for more than 20 years of his life. Therefore, the very first released version of the device used Xiaomi as own operating system named, MIUI. The most of employees used to engage at the Motorola Company and also more than a half of research and development group are participated in Motorola, Microsoft ware and Google before. MIUI operating system is functioned in 26 different languages which offer the OS update on every Friday.
SWOT analysis
The SWOT analysis is effective industrial strategy planning for the machine tool industry can be carried out by applying the proposed method (H. Shinnoa, 2006). It directs and giving idea of suggestions on the potential possibility ways to develop by based on historical points.
Strength: Xiaomi notifies the new release through the way of social network service. Also differentiated the distribute system by setting up an online shopping mall on third biggest B2C online trade website called, xiaomi.com. The products selling only on the online shop and delivery system occurs which lead them for a possibility of 30% cheaper on market price.
According to Levy stated, recent trends are wen technologies and make profitable use of social media is at the top of the agenda for many organization (2009). The approach of using commerce site for operate joint purchase and ‘limited special stock sales’ conducts which draws great sales promotion and rapid response from most of generations. Those selling points measures and inform the ideas on the demands for further products and likewise support the organization’s the one of the strongest strength, low market price and less marginal cost policy.
Secondly Xiaomi definite strong strength is the similar specifications with premium models of global brands with more than a half of their retail prices. From the perspective of the hardware specifications, the launched Xiaomi models pulled the top class level cost effeteness in the worldwide. Moreover, the general and reasonable price of model, HongMi was released which installed 4.7inch, HD display and 1.5GHz quad processor. It priced only USA $130. The impetus of the price compare to high quality performance is coming from the developers’ capabilities. Regards to CEO of the company, Lei Jun is the representative person in the software development field as he engaged for more than 20 years of his life. Therefore, the very first released version of the device used Xiaomi as own operating system named, MIUI. No other exceptional than hardware technique skills hold newborn firm to be recognized and produce the HongMi series in success are constant invests and have excellent man power. The most of the hardware develop team members are worked for the Motorola company and lineup with more than a half rates of the whole manpower of research and development are have experienced in Motorola, Microsoft ware and Google.
Another point of strength is the strong and powerful distribution system. Through the promotion Xiaomi hold, ‘MI FAN Festival Crazy Sale’, they managed to deliver 1.3 million orders in 5days time which the promotion opened only for a day. In those case is influenced by other global leading company such as Dell used strategy ‘Builds to order’. It is the way to get order in advanced for productions. Whereas the Xiaomi applied only the key idea as to promote the new release on their social networking service line to forecast the demands then produce. It is epoch-making strategy of Xiaomi enforced. Meanwhile, for the supply cost reduction, the gathering supplement components of the instruments from different countries to Hong Kong harbor which lead process to assemble together occurs at the factory in place of the nearby where the collection happen. After all, for more the storage built in the factory neighborhood where gives shortcut to manage delivering system the orders.
Weakness: There are number of investors who judge the company hard to be recognized as succeed with only result of such a short period. Therefore, the rapid growth of the firm is only able by relying on the huge development of the domestic market, not yet to be known as ‘success global firm’. Practically, the number of hit products are shot and struggling with cultivate a market as worldwide.
Opportunity: The trend and wants from world market of smart phone is more focusing on low-middle priced products. Especially, the low-middle priced market is firmly taking a lead by China. This is analyzed as increase in Chinese substance consumers. Xiaomi pointed and assumed this flow perfectly and motivated only on those category, low-middle priced range. It linked straight to increase sales and sales volumes.
Threat: According to the Delhi High Court ordered Xiaomi and its local sales partner Flipkart to stop importing and selling the devices in India until, when the court is scheduled to hear Ericsson’s patent infringement claims against the budget handset maker, according to Reuters (Angela 2014). Sweden firm, Ericsson issued against Xiaomi are patent relates to communication technology as automatic remote metering system (AMR) and wideband code division multiple access (WCDMA). India is the continent of where the third biggest succeed market ranked just below China and USA. However, Xiaomi is checked not only from Ericsson where there are a lot of global organizations took an action against infringement of their own patents. Even though, Xiaomi gained the history of ranking first and worldwide third in the smartphone bazaar, they do not maintain their own technologies and patents. The claims on infringement of its patents are already formed and seem to be a number of more will come. The solution plan is needed in urgent for them.
conclusion
By reducing and cutting on prime cost and marginal coast, Xiaomi offers qualified Smartphones in low market price where shows rapid growth. Even though, they built appropriate environment and have capability for great production, they are on fragile states of business own technical patent parts. Which those point blocks to expand to other countries. Also, as Xiaomi started its product of copying Apple which gave the ideas to Chinese local newborn company where imitates Xiaomi with more cheaper priced. Not yet, that imitation brand does not affect the growth of Xiaomi. It is not an issue to walk away from.
Therefore, the use of their Opportunities and strengths are to differentiate and develop the firms from any other firms in Smart phone industry. The one of the strongest point of their company is having a big fandom and great harmony of communicating with them. The attitude of Xiaomi hearing and concentrate on the words from people which reflects the users’ sentiments carefully built the worth for them to differentiate from any other company. It gathers the ideas, trends and provides the possibilities to expand Xiaomi’s strategies.
Eventually, through the progress of facing weakness of lacking own technology, the treats from new born local brands enter the market with low priced will be the key turning points develop for Xiaomi to be more better and more valued organization with more strong bonds in fandom or the one of the brand business that disappears and fade.
List of Reference
Angela, M 2014, ‘Patent Dispute Forces Xiaomi to Suspend Sales in India’, PCmag.com, <http://usq.summon.serialssolutions.com/2.0.0/link/0/eLvHCXMw3V09T8MwELVQJya-oUAlTyxVpDgfbjx0gKpVkToUJUgVS-WPuIrUJtCm_5-zk5IA4g8wJhkSPcd3755P9xDCoSkqCNVQenElhTBDo0jElPQY11IYPXf2QpMFnT0F08Yhq7n3H1Z5DlQxL80MTePN0J8UW9Nhtch4sckMrYz3O2Ny248hD9jO1-dcZbzNSOejDV8dvqgSBFbpmsNm30moo429bVsZIHb-IGmUgbdMa8fOKrCHPvx7ZyVEl8iJwspy9sfIaSBl5jhvEJEHM4B8ozJZDtPceY0h1xFCTSQZx4tWmVEHBSts-UBi3HrCavWKX3nOJu_kFHUhIasUtxRK_FhBeYaO0vwcnRy8LXAd6i4QrZDFNbK4QhZXyOKywDWy2CKLsxxbZC9RMhkno6lTe0w47_CbOoFkA8-TwmUubKkgCgMhNIeYy3woxGjIUh8YrGkYI4yTgAhGFKdKcaI0XHn-FerkRZ7eIMwDEWmmpZRQNEvOIq2I62rqKR9Ise92Ue8AwpILo2PJcrcEOhwCgwYW1UXXX8_Ver1sFuH2zyd36LhZ-HvUKbf7tGfMaz4-AerZFjs>
Kan, M 2014, ‘Xiaomi maintains its lead over Samsung in China’s smartphone market’, Good Gear Guide, pp. 1-1, <http://ezproxy.usq.edu.au/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=anh&AN=99279103&site=ehost-live>
Stuart, CS 2014, ‘The Consumer Market in New China’, Journal of Global Business Issues, vol. 8, no. 2, p. 9, <http://usq.summon.serialssolutions.com/2.0.0/link/0/eLvHCXMwY2BQSDFJNUlJNDcGNV2NTVPTzFIskk3S0hKNzYFloQn4gCSfQLOQCDMfJxMPxKkeCLHhEsvO0F2U4H03qeAj_0GrFuE3Y2Npe0JO-keseofcwQcfbSkBrfTUBi0BKwJv0EIeGjA0gS8ygxbbRBkLKfcsjQ2BxTH49hp4wWiBFP9GSIWcJaLugK_oMza1AOZ0E2ARoQY6szw3JTO5xDY1Tzc0mBnYIbYAd5GdQmF1JLDRBr4PB24tRk0Irt5DBBn4oZ5QcIQEsRADU2qeMAMHzCciDArAkFaAhbQCJKQVMvMUgCGtAA5pUQY5N9cQZw9dmA3xKTk58QgHG4sxsOTl56VKMCgYpBmZAZOquVkSsOliZpBsaZxsDOqyAhNuSoq5pYUkgzgOQ6RwykgzcCHiRoaBpaSoNFUWdMFMIQBi4P34>
‘Xiaomi leads financing of Segway buyer Ninebot’, 2015, Xinhua News Agency U6 – ctx_ver=Z39.88-2004&ctx_enc=info%3Aofi%2Fenc%3AUTF-8&rfr_id=info:sid/summon.serialssolutions.com&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=article&rft.atitle=Xiaomi+leads+financing+of+Segway+buyer+Ninebot&rft.jtitle=Xinhua+News+Agency&rft.date=2015-04-15&rft.pub=COMTEX+News+Network%2C+Inc&rft.externalDBID=2%7ES&rft.externalDocID=409687216¶mdict=en-US U7 – Newspaper Article U8 – FETCH-LOGICAL-g461-5b8e5680c7d475eea84df0565d8e0b06010b8656e38eb7e5a462dbe4dc03c6a93, <http://usq.summon.serialssolutions.com/2.0.0/link/0/eLvHCXMw3V27TsMwFLUQE1sR74fkBZYqKI0d2xkYCirqUIpQg5Qt8rNEapNSWqH-PXYc-hj6A6xJHMXHlu-Jfe85AECFNVacIkddUawNUUxiYziidi3EtUDS4J2kGRk84f7GsGRz7T-Mclbwalo47wf13TZePcOnMY_0-Iev2mK5cmW9lkuKamcbPivKzyWvF7l2ty7A3N4A6MTuLMOXQPo8nLfXtJf5x4c-dXw7jXJHYTq6ow3H3NWYtj95hDkZn3snOD5VhVw86jL4GNnYZimjS5UbOnOt5nTGspRoXwir43LaAi33QTM-03PY9egcgwNdnoAHjwyskYFrZGBloEcG1sjABplTkL700ud-0HhDBGNMOkEsmI4JCyVVmMZac4aVsVwuVkyHwmnMhIJZqqoR04LqmGMSKWGnpQyRJDxBZ-CwrEp9AaDB2L4miiNBDeZKcp1QGSWYIkExIdElOHcdzd1UWMy5zNdg2Tt_fc_VZJIj4sgoTljnam-ba3C0GcMbcLiYL_Wts5v5-gVr7f66>
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