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Product cover image for Xiaomi: Entering the New Energy Vehicle Industry

Xiaomi: Entering the New Energy Vehicle Industry

Xiaoqian Jiang, Su Liu, Chenxi Yi

Product #:W32633
Supplier:Ivey
Discipline:Strategy
Setting:China, 2022
Details:Case (PDF) • 15 pages • 2023-05-09

Subjects:

Market entryMarketingStrategy

Industries:

Fabrication and manufacturing

Geography:

AsiaChina
Your Price:$9.71

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Xiaomi was a famous Chinese consumer electronics and intelligent manufacturing business group. Since Xiaomi announced its entry into the intelligent electric vehicle industry on March 30, 2021, the topic of its boundary-spanning car manufacturing had attracted wide attention. Could Xiaomi seize the cusp of new energy vehicle development and grab a piece of the pie in this fiercely competitive market? Compared with other players with different backgrounds and strengths in this industry, had Xiaomi missed the best time window to enter? In order to become a top seller, how should Xiaomi position its new energy vehicles and design its competitive strategy? Could Xiaomi easily transfer its existing advantages and resources to its new business?

Learning Objectives

This case is appropriate for undergraduate- and graduate-level courses on strategy and marketing. In a strategic management course, the case introduces students to platform strategy. After working through the case and assignment questions, students will be able to
  • illustrate Xiaomi’s motives to develop new energy vehicles and its potential strengths and competitive assets;
  • identify the strategic opportunities and threats in the new energy vehicle industry;
  • assess Xiaomi’s new energy vehicle market entry timing and its competitive strategy options;
  • compare and analyze Xiaomi’s possible new energy market entry modes; and
  • summarize key points for customers’ new energy vehicle purchasing considerations.
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Case Study: Xiaomi: Entering the New Energy Vehicle Industry (English version) | Ivey Publishing