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Worship-worthy study

A case study by Cambridge MBA graduate Siling Tan (MBA 2017) on Chinese mobile phone maker Xiaomi’s marketing strategy in India wins a Worshipful Company of Marketors Award.

Suspension bridge at night in Mumbai.
Siling Tan (MBA 2017).
Siling Tan (MBA 2017)

Siling Tan, a Cambridge MBA graduate from Cambridge Judge Business School (MBA 2017), won a Worshipful Company of Marketors Award for a case study on how Chinese mobile phone maker Xiaomi entered and expanded into the India market.

The 2018 award for outstanding performance in marketing at the master’s level carries a £1,000 cash prize from the London-based Worshipful Company of Marketors, with the award to be presented at a dinner later this year.

The case study on Xiaomi has been taught on the Cambridge MBA programme by Siling Tan and Cambridge Judge Professor of Marketing, Jaideep Prabhu, where it has been warmly received by students.

Professor Jaideep Prabhu
Professor Jaideep Prabhu

Xiaomi, the number one smartphone brand in India today, entered the emerging market in 2014, and initially used word-of-mouth marketing on social media to grow market share rather than rely on costly billboard and other advertising used by rivals more established in the Indian market.

The case study focuses specifically on a pivotal mid-year Xiaomi review in 2016 to determine the most optimal growth strategy for India, which was the company’s largest and fastest-growing market outside of China.