Designing a Marketing Strategy for Xiaomi Mobile Phones Based on Market Share Analysis Using Markov Chainin Indonesia

Herowati, Evy and Wahyudi, Rahman Dwi and Akbar, Muhammad Syahrul (2025) Designing a Marketing Strategy for Xiaomi Mobile Phones Based on Market Share Analysis Using Markov Chainin Indonesia. PROZIMA (Productivity, Optimization and Manufacturing System Engineering), 9 (1). pp. 34-42. ISSN 2541-5115

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Abstract

In this study, a marketing strategy for Xiaomi mobile phones in Indonesia was designed based on market share analysis using the Markov Chain method and SWOT analysis. The mobile phone market is very competitive, so to maintain and increase market share, itis necessary to understand the dynamics of consumer movement between brands. The Markov Chain method is used to model the possibility of customer movement from one brand to another based on historical market share data of several major brands, including Xiaomi, iPhone, Samsung, Oppo, Asus, and Vivo. After the Markov Chain, it is continued with SWOT Analysis and Marketing Strategy Design. Some strategies that Xiaomi can use include creating a user-friendly Xiaomi image, actively advertising and promoting both electronic and non-electronic media, using public figures as brand ambassadors, creating recycling movements, and creating a campaign. This strategy successfully increased consumers' probability of choosing Xiaomi as their main choice.

Item Type:	Article
Uncontrolled Keywords:	Markov Chain, SWOT analysis, Handphone marketing strategy
Subjects:	T Technology > TA Engineering (General). Civil engineering (General)
Divisions:	Faculty of Engineering > Department of Industrial Engineering
Depositing User:	RAHMAN DWI WAHYUDI
Date Deposited:	28 Jul 2025 01:28
Last Modified:	28 Jul 2025 01:28
URI:	http://repository.ubaya.ac.id/id/eprint/49140

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