大综合2完整修改整合版.doc

Planning
Section 1 Brief
1.1 title of the project
"Marketing strategy of MIUI Company in China" is the topic of my research. We all know that millet company was formally established in April 2010, is a focus on smart phones independent research and development of mobile Internet company, located in high-performance mobile fever. MIUI mobile phone chat, beautiful MIUI, rice communication is MIUI Company’s three core business. "Born to fever" is a product of millet. MIUI Company pioneered the mobile phone operating system developed on the Internet mode, enthusiasts to participate in the development of improved model. Millet mobile phone has now become much young fashion choice.

1.2 Objective of the project
For this project, I have been instructed to come up with an existing marketing strategy of the company. I choose the millet company mobile phone market in newborns, broad based on the Chinese mobile phone market space; this report discusses the marketing strategy of MIUI Company and why it will be successful. Therefore, the following these objectives that will guide the direction of my investigation.
·Investigating the marketing mix which has affected the MIUI Company.
·Exploring the product of the brand position and market segmentation.
·Discuss the pricing strategy to be used in laptop computer market for MIUI Company.
·Investigating the promotional methods of MIUI Company.
·Discuss the market share among the mobile phone markets for MIUI in China.
·Analysis the financial statements of MIUI in China.
·Research the attitudes of customer to the mobile phone of MIUI.

1.3 Statement of issues to be investigated
What things must to be investigated when we have chose the objective of research. Therefore, to discuss the customer’s satisfaction for the MIUI Company’s products is very necessary. Thus, it usually concludes the marketing strategies in the China market, especially the product mix and “4P” (product, promotion, price, place) model for MIUI. To a good marketing, this is one of the most important aspects to ensure provide product or service and to satisfy your target consumption group’s need. If the quality‘s degree of your products and services is quite higher than other congener product, it means you could have more time to set your customer and brand loyalty, even to develop the new products. In the other word, we will explore how to make a strong brand for MIUI and how to set a well distribution of products to meet customer’s requirement.

1.4 Reasons for the choice of issue and how this issue directly relates to topic
The entire research problem is closely related to the topic. Due to the Chinese market is one of the world's largest markets for MIUI, so MIUI in the mobile research, development, innovation, purchasing and production play an important role. Face the future of the brand strategy, the customer has a very deep impression. According to the different levels of consumer groups, MIUI mobile phone has a different segment and level of mobile phones. Therefore, MIUI in China has a larger market share, at the same time also get higher customer satisfaction. So, I think this is closely related with MIUI Company's marketing strategy.

1.5 Covered as part of the group award
Several subjects are involves in my investigation:
·Marketing: An Introduction
In this report, there are many knowledge relates to marketing, because the main idea is the market mix—4Ps model, brand position and market segmentation, these topic are significant to the success of MIUI in China. But these key words are related to Marketing: An Introduction
·Business Accounting
In this investigation report, we will provide some financial statements of MIUI Company to reader, and we will analysis a good marketing strategy could how to effect the financial situation of company. So Business Accounting is a need subject.
·Business Culture and Strategy
MIUI computer have the large market share in China, because the company use the localization strategy to design and produce they products, in the other hand, the company create a culture of customer care. These topics involve culture and strategy about MIUI. So Business Culture and Strategy is a need subject

1.6 Justification for choice of business(es)
Why MIUI company success in China, I think the most important factors is that they use a successful marketing strategy. This means that the marketing strategy of MIUI is very suitable for the Chinese market. On the other hand, the price is lower than many mobile phone brands, there are some function was other smart phone not, at the same time, the MIUI is an international brand, it has a good after-sales service, millet mobile focus on research and development and innovation, so the MIUI also leads the mobile trend. MIUI advertising is also very good to attract the people want to buy their products.
Due to these reasons, I think MIUI Company is suited this topic.

1.7 Explanation of sources of information to be used and the reasons for their selection
There are two different ways to research information. One is the primary source and the other is secondary source. Appropriately identify, I collect and use primary and secondary data that is relevant to the marketing strategy of MIUI.
Primary research involves the data collection that not exist, the most types of primary sources could be involves some questionnaires and other ways. Using the questionnaire, you could gain information through a wide people. Therefore, we can gain the opinion of people from the questionnaire; the primary research can make me gain the information that I need more directly and typically. So, I choose the primary research to gain information.
The another ways to source of information is secondary research, the secondary research is a document or recording that relates or discusses information originally presented elsewhere and it is a best way to make a clear analysis of the external influences affecting the development of a marketing strategy. The secondary research are included many types, such as internet, newspapers, magazines, textbook, brochures and directories.

1.8 Explanation of methods of investigation to be used and reasons for their selection
The first we will use the interview to complete my investigation, we will interview some staff who worked in the MIUI Company, because they are worked in the MIUI Company, so, they are clearly knows some things that we do not know. In the other word, interview is cheaper than other types of surveys in some side. Interview the staff of different department could be used to carry out whether customer likes the products or services. The interview method can help me to obtain the correlative information of customer needs and expectation. This is also anticipating future trends and forecasting for future sales. So, interview is the useful ways to get information from organization that we need.
The second, we will use the internet to gain some information that I need, the internet involve many information what we need for investigation, for example, the profit of MIUI Company, whether the product meets the customer’s requirement.
In additional, I also gain information from books in the library of school, these information involve international marketing, business culture and strategy and cultural of business.
The reason why use the internet and books are they are easy to gain, the internet will gain information that we need in anytime and anywhere, the book will give us some information that the internet could not have.

1.9 Statement of criteria to be used to asses implications of the issue and reasons for their selection
We all know the MIUI is the best mobile phone seller in the China. MIUI must keep ahead of the market by running successful marketing strategies. Therefore, devise some criteria which we can use to assess the implications is very necessary
The first is the marketing mix, it refers to the combination of elements within a company’s marketing strategy and these are designed to give the customer what they want and in the long term are designed to maximize profits. The marketing maximize is based around the idea of 4P (product, price, place and promotion).
The second is use PEST analysis method, this method stands for Political, Economic, Social and Technological and it describes a framework of macro-environmental factors used in the environmental scanning component of strategic management.
The last, we will use the SWOT analysis methods. SWOT analysis is also another way of deciding on a successful marketing scheme, we must pay attention to Strength, Weakness, Opportunity and Threat. SWOT analysis affects the external factors on the development of MIUI marketing schemes.

Section 2 Plan
2.1 Timescales for conducting the investigation

Stage1
Planning
2014/2/7 to 2014/2/28
Preparing the brief and plan for the investigation and complete the draft
2014/2/29 to 2014/3/7
Modifying and completing the brief and plan

Stage 2
Developing
2014/3/7 to 2014/3/8
Collecting secondary information
2014/3/9 to 2014/3/10
Collecting primary information and search some information in the library
2014/3/10 to 2014/3/11
Analyzing the data that we collected by research.
2014/3/12 to 2014/3/17
writing up the final report

2014/3/18 to 2014/4/7
modifying the final report and prepare the reference or sources of report

Stage 3
Evaluation
2014/4/8 to 2014/4/18

2014/4/18 to 2014/4/25
2014/4/25 to 2014/4/28
Evaluating the report and offering the findings
Modifying the final report
Completing and submitting the report
2.2 Identification of the resources including time needed to carry out the investigation
There are some resources including time needed to carry out the investigation, for collecting and data ( market share, financial report, profit etc ) that is relevant to the successful marketing strategy of Lenovo from January 25th to 31st. investigating the marketing mix which has affects the MIUI from 1st February to 3rd, however, using PEST analysis and SWOT analysis to evaluate the marketing strategy used by MIUI will from 5th February to 9th, from 25th February to 7th April, we will do my best to finish my draft report and then we also rewrite some section to meet tutor’s requirement, it means we will do my best to make the report is perfect. In the last, before 28th April, we will finish my final report and provide the reference or sources of my final report.

Developing
Section 1 How the issue affects your chosen business or businesses
1.1The MIUI’s marketing strategy in China
1.1.1 MIUI’s branding strategy
I interviewed a department manager to obtain information about the brand strategy is the main source of MIUI.
MIUI as a new mobile phone manufacturers, it has been steadily is committed to the management of the enterprise brand and consumer awareness in the past few years. Its efforts have paid off, because now many consumers by millet, effectively to achieve the market share. MIUI through a variety of unique way of starting their own brands, such as online buying. It does not create any brands, all managers’ focus on quality and innovation of enterprise brand and the mobile phone. MIUI in the few years the rapid growth of China's high-end smart phone manufacturers; this is the power of the enterprise brand.
MIUI is successful; every mobile phone brands emerge in endlessly, why MIUI was successful? I think the focus is on customer relationships, MIUI and customer relationship is like a trusted friend. To establish friendship and trust is the most important thing millet to build their own brands.
MIUI as a high quality, fashion, high-end, these are reflected in the large number of sales. High quality products due to MIUI production technology, they have a very complete production process and testing system, can guarantee each down from production line of mobile phone are of high quality products.

1.1.2 The MIUI’s market segmentation strategy
We can from the perspective of the market segmentation of millet 2 millet mobile phone market segmentation is how specific operation.
Geography is the most basic factor for market segmentation. Soil and water keep a so-called party. Geographic factors contained in the variable mainly include: geographic location, population density, urban scale and climatic conditions, etc. In the case of the mobile phone with the Chinese market in foreign countries, MIUI 2 began to break the situation clearly, MIUI 2 mobile phones because of its low price, suitable for most parts of China, but also to take different strategies in different areas.
Population is the most basic factors constitute the market. Contains the main variables: age, gender, family structure, income, education and career, etc. For MIUI 2, MIUI 2 still located in mobile phone enthusiasts, MIUI 2 has higher configuration function, meet the requirements of male and female on the phone, and mobile phone appearance design to get the favor of young people. In terms of gender, men and women can use, male customers of mobile phone function, configuration, the demand is higher, for the MIUI 2 brand mobile phone is more pay attention to and understand, most of the male customers prefer the MIUI 2 quad-core cpus, more pay attention to individual be fond of, if like, also most can choose just listed. Women customers quality, appearance style of mobile phone demand is higher, for understanding the MIUI 2 brand mobile phone is low, most women prefer the MIUI 2 before 2 million pixels and after 8 million megapixel camera and 4.3 -inch 1280 * 720 screen, the price is relatively sensitive, most will choose price reduction to buy.
MIUI 2 with its price lower than 2000, income is not too low for groups, are acceptable. Because of its suitable for young people, in general higher educational level workers and students will choose MIUI 2. Because of the career, and accepted the education of different caused by different consumer demand. Farmers, workers' income is not high, the education level is relatively low, so the farmers and workers to buy mobile phones preferences in practical, the appearance of the mobile phone and the color also not much, important is mobile phone quality is better, easy to use, the price is reasonable. And the student to the mobile phone brand, function, appearance and color have larger pursuit, they were better than the pursuit of fashion, the brand, so for the requirement of the mobile phone is more big, think mobile phones can represent a person's taste. Teachers have a fixed income, the high level of education, the demand for mobile phone is different also, and preference on the function of the mobile phone, the appearance, the price will not have too many requirements. Average worker based on income, not too much to pursue the fashion, the mobile phone function is all r