The Strategy of the Smartphone Industry. A Comparative Analysis of Apple, Sony and Xiaomi

Seminar paper from the year 2015 in the subject Business economics - Business Management, Corporate Governance, grade: 1,7, University of applied sciences, Munich (Wirtschaft - MBA), course: Strategic Management, language: English, abstract: Mobile phones have become an everyday necessity in peoples’ lives and the Smartphone market attracts a lot of companies and has become a highly competitive environment. Apple, Sony and Xiaomi apply different strategies to sell smartphones, as this essay demonstrates. This assignment begins with a basic understanding of the mobile phone industry. It gives an overview of the market size, market share and the future growth projections. The following chapters use common strategic management tools to analyze the smartphone industry and its driving forces. This work also provides current data about business units with respect to sales, revenue and market shares for the core products of Apple, Sony and Xiaomi. The similarities, differences, advantages and disadvantages of each strategy are discussed in chapter three. Apple, Sony and Xiaomi apply different strategies in their smartphone business units. The three competitors achieve different numbers in sales or profitability. Some brands seem to be more attractive for customers than others. Their disadvantages and advantages are discussed and compared here.