THE MARKETING STRATEGY OF OPPO AND XIAOMI SMARTPHONE DURING COVID-19 PANDEMIC (Case Study March-July 2020)

YOLOAN, MICHAELLA and Timbuleng, Johannes A. and Korompis, Merry Jeanned' Arc (2020) THE MARKETING STRATEGY OF OPPO AND XIAOMI SMARTPHONE DURING COVID-19 PANDEMIC (Case Study March-July 2020). Skripsi thesis, UNIVERSITAS KATOLIK DE LA SALLE.

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Abstract

This study examined The Marketing Strategy of Oppo and Xiaomi Smartphone during Covid-19 Pandemic by using case study research method. It, firstly, identified and compared the marketing strategies of both companies. Secondly, the study identified the marketing strategies of OPPO and XIAOMI during the Covid-19 Pandemic. Thirdly, the study then examined the most effective marketing strategies of the two companies.
It was found that both companies using the standard marketing strategies approaches which were product, price, place and promotion (4P). They also used segmentation, targeting and positioning (STP) as consideration in their marketing strategies. In the other hand, both the 4P and STP provided the evident about the differences of marketing strategies of the two smartphone companies. This study then examined the most effective marketing strategies of both companies by using Porter’s Five Forces Model and SWOT analysis methods. It was found that both companies have their own strength, weakness, opportunities and threats. However, it was also found that OPPO could use its strength to overcome weakness and threats as well as in maximizing opportunities while XIAOMI will be extremely hard to do the same thing. This research found that XIAOMI’s marketing strategy are poorly designed in Indonesian Market because it is not yet serious about working and competing on the Indonesian market. The last data on market share of OPPO and XIAOMI shows that Oppo was 20.65% while Xiaomi was 20.21%. This can also be used to argue that that Oppo's marketing strategy during the Covid-19 Pandemic is more effective than Xiaomi.

Keywords: Oppo smartphone; Xiaomi smartphone; marketing strategies; Covid-19 Pandemic

Item Type:

Thesis (Skripsi)

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