Group No : 1Successful Entity: Xiaomi Redmi seriesFailure
Entity: Samsung series*Group 1: Mobile Handsets
Group 1: Mobile Handsets
Right AssumptionsXiomi Flipkart partnership is the best strategy
for marketing & sales of Xiomi phonesThe best target segment in
India is in the budget mobile segment [under Rs.10000/-]
Needs-based positioningCost effectiveness in operations,
advertising (social media marketing) & Distribution (Flash
sales online) is an effective Productivity Frontier for this
segment/model
Targeted Non-Customers: YES*Group 1: Mobile Handsets
Group 1: Mobile Handsets
Wrong AssumptionsBeing the largest smart-phone vendor also means
they are market leaders in every sub-segmentHaving large product
portfolio drives large sales Samsung has way too many products at
similar price points and their product life cycle is also very
long.Variety-based positioning works under all circumstances
Samsung took its initial success for granted Most of its initial
operational efficiency & points-of-difference have been
replicated by other mobile manufacturers nullifying Samsungs
competitive advantage.
Targeted Non-Customers: NO*Group 1: Mobile Handsets
