The document provides an analysis of OnePlus' value chain and business model. It discusses:
- OnePlus' primary activities including inbound logistics through suppliers in China, manufacturing operations focusing on quick production and shipping, exclusive distribution through Amazon for outbound logistics, and marketing through an invite-only model and promotions on Amazon.
- Support activities including infrastructure through investment from Oppo, human resources focusing on engineering hires, research and development in areas like AI, and procurement directly from suppliers to lower costs.
- A SWOT analysis identifying strengths in affordable technology, weaknesses in limited production, opportunities in new channels, and threats from competition.
The analysis examines how OnePlus' direct-to-consumer
A detailed report on ONE PLUS (more specifically One Plus 3, and how it was a game changer for them). This report covers from their start till recent developments on One Plus 6, analyzing various aspects of research and development. The report consists of the following sections: Initial Marketing Strategy used, Macro Analysis, Legal Analysis, Economic Analysis, Socia-Cultural Analysis, Technological Analysis, Environmental Analysis, Micro Analysis, Target Market, Distribution Channel, Suppliers, Competitors, Customers, Current Target & Marketing Mix, SWOT analysis and Recommendations.
The document contains a detailed analysis of Company OnePlus. The topics covered are Instruction to OnePlus.
History of OnePlus, Products manufactured by OnePlus, Competitive Set of OnePlus, Pricing Strategy, Marketing Strategy, OnePlus turning its gaze towards India, Product availability of OnePlus, Issues Plaguing OnePlus, OnePlus Switching From Cyanogen to Oxygen OS, Competing With a Plethora of Smartphone Brands, Making the Jump to an Omnichannel Retailing Experience, 2017, OnePlus 5 Launch, And Making India the Core Focus, 2017 Is India-Focused.
The OnePlus Core Vision: Breaking Down ‘Never Settle’, Demand, Forecasting & Product Success, Sales Strategy, Annual Report, SWOT Analysis.
Marketing Mix of OnePlus from a User's PespectiveAks19852012
Oneplus (1+) just had a Mathematical connotation before it became - 'THE OnePlus'. Presenting my interesting take on Marketing Mix of OnePlus from a User's perspective in an unorthodox way.
A detailed report on ONE PLUS (more specifically One Plus 3, and how it was a game changer for them). This report covers from their start till recent developments on One Plus 6, analyzing various aspects of research and development. The report consists of the following sections: Initial Marketing Strategy used, Macro Analysis, Legal Analysis, Economic Analysis, Socia-Cultural Analysis, Technological Analysis, Environmental Analysis, Micro Analysis, Target Market, Distribution Channel, Suppliers, Competitors, Customers, Current Target & Marketing Mix, SWOT analysis and Recommendations.
The document contains a detailed analysis of Company OnePlus. The topics covered are Instruction to OnePlus.
History of OnePlus, Products manufactured by OnePlus, Competitive Set of OnePlus, Pricing Strategy, Marketing Strategy, OnePlus turning its gaze towards India, Product availability of OnePlus, Issues Plaguing OnePlus, OnePlus Switching From Cyanogen to Oxygen OS, Competing With a Plethora of Smartphone Brands, Making the Jump to an Omnichannel Retailing Experience, 2017, OnePlus 5 Launch, And Making India the Core Focus, 2017 Is India-Focused.
The OnePlus Core Vision: Breaking Down ‘Never Settle’, Demand, Forecasting & Product Success, Sales Strategy, Annual Report, SWOT Analysis.
Marketing Mix of OnePlus from a User's PespectiveAks19852012
Oneplus (1+) just had a Mathematical connotation before it became - 'THE OnePlus'. Presenting my interesting take on Marketing Mix of OnePlus from a User's perspective in an unorthodox way.
A powerpoint presentation on One Plus focusing on it's non-conventional marketing strategy and a study of it's positioning and re-positioning over time.
Xiaomi company information, challenges faced by xiaomi in India, xiaomi expansion in India, Market share of Xiaomi in india, Case study on xiaomi, Best business practice of Xiaomi in india.
The Presentation is about Oppo Camera Phone's establishment and core marketing strategies in India. I have put 6 main Marketing Mix strategy that made Oppo a well known Mobile Brand Name in Indian household.
A powerpoint presentation on One Plus focusing on it's non-conventional marketing strategy and a study of it's positioning and re-positioning over time.
Xiaomi company information, challenges faced by xiaomi in India, xiaomi expansion in India, Market share of Xiaomi in india, Case study on xiaomi, Best business practice of Xiaomi in india.
The Presentation is about Oppo Camera Phone's establishment and core marketing strategies in India. I have put 6 main Marketing Mix strategy that made Oppo a well known Mobile Brand Name in Indian household.
Comprehensive report on One Plus Brand which includes detailed website audit, social media benchmarking, value proposition, customer journey, POEM framework, target customers, buyer persona and KPI's used to track campaigns of One Plus brand
The marketing mix, also known as the 4Ps of marketing, refers to a set of tactical marketing tools that a business combines to achieve its marketing objectives. The 4Ps consist of product, price, place, and promotion. Let's explore each element in more detail:
Product: This refers to the goods or services that a business offers to its target market. It involves decisions related to product design, features, quality, packaging, branding, and customer experience. The product should meet the needs and desires of the target audience.
Price: Price represents the monetary value that customers pay in exchange for the product or service. Pricing decisions should consider factors such as production costs, competition, target market's price sensitivity, and desired profit margins. Pricing strategies can include cost-based pricing, value-based pricing, penetration pricing, or skimming pricing.
Place: Place refers to the channels and distribution methods used to make the product available to the target market. It involves decisions related to distribution channels, logistics, inventory management, and physical or online presence. The goal is to ensure that the product is accessible and convenient for customers to purchase.
Promotion: Promotion involves activities aimed at communicating and promoting the product to the target market. It includes advertising, public relations, sales promotions, personal selling, and digital marketing efforts. The purpose is to create awareness, generate interest, and persuade customers to purchase the product.
By carefully managing and balancing these elements, businesses can create a well-rounded marketing strategy that effectively reaches and satisfies their target audience, leading to increased sales and customer satisfaction.
OnePlus Crossing the Chasm in the Smartphone MarketIn Febru.docxvannagoforth
OnePlus: Crossing the Chasm in the Smartphone Market
In February 2016, OnePlus co-founders Pete Lau and Carl Pei were considering how the firm could build on its early success to become a mainstream player in the global smartphone market. During the three years it had been operating, OnePlus had grown rapidly in the U.S., European, and Indian markets. Its beautifully designed and aggressively priced phones had been embraced by technology-savvy customers. The company now needed to broaden its appeal to mainstream customers to grow and scale its business.
Lau and Pei knew that OnePlus faced a difficult task in finding a way to the mainstream customer’s heart—and wallet. Specifically, they needed to address three challenges facing their company: First, how could OnePlus sustain competitive differentiation as its advantage on price and performance narrowed over time? Second, how could OnePlus “cross the chasm”1 that separated its technology-savvy early adopters from more mainstream customers? Third, how could OnePlus transition from its social-media intensive “guerrilla” marketing strategy to a more mainstream marketing strategy, given its limited financial resources? Forming a growth strategy that met these three challenges would be essential for the continued success of OnePlus in the brutally competitive smartphone market.
1 The metaphor of crossing the chasm comes from Geoffrey Moore’s influential book Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers (New York: HarperBusiness, 1991). Moore argued that there is a chasm between the early adopters of a technology product (the technology enthusiasts and visionaries) and the early majority (the pragmatists) because these two groups have very different expectations. To grow beyond early adopters, technology companies need to adapt their product and marketing strategy.
O n e P l u s
Company Background
OnePlus, based in Shenzhen, China, was founded in December 2013 by Pete Lau and Carl Pei. Lau had previously worked as vice president at Oppo Mobile, which shared common investors with OnePlus. Even though the smartphone market was crowded, the founders saw an opportunity for a new entrant. They believed most smartphones had flaws, including bloatware, cheap plastic hardware, unattractive designs, and high prices. According to co-founder Carl Pei, “Available devices were just not good enough. People are only focused on adding features, not making good products.”2
From the outset, the company was clear about its intentions: making high-end, user-friendly devices that delivered a better experience at a lower price than any other device in the market. According to Lau, “We wanted to produce a phone that has good build, nice software, and trustworthy quality—a phone that ‘never settles.’”3 At Oppo, Lau had been working on a Blu-ray DVD for the global market but realized it was a niche product. “Smartphones, on the other hand, were a good entry point, especially ...
We've had a couple of our clients recently request information on key differences between Emerging and Developed Markets. Given that we operate across a range of such markets, we've shared some insights of such differences.
Here we have synthesized four important trends in mobile for 2016:
1.) Mobile Screens Are Now The Primary Screens
2.) Retail Shifts to Mobile
3.) Internet of Things (IoT) Is A Mobile Sales Bonanza
4.) Ad-Blocking Moves to Mobile
2. INTRODUCTION
• OnePlus was founded on 16 December 2013 by
former Oppo vice-president Pete Lau and Carl
Pei.
• The company's main goal was to design a
smartphone that would balance high-end quality
with a lower price than other phones in its class.
• OnePlus entered into an exclusive licensing
agreement with Cyanogen Inc. to base its
products' Android distribution upon a variant of
the popular custom ROM Cyanogen Mod and use
its trademarks outside of China.
3. VALUE CHAIN ANALYSIS- PRIMARY
ACTIVITIES
INBOUND LOGISTICS
• Most of the inbound logistics such as obtaining
components and parts is done by outsourced by
FoxConn, world’s largest electronics manufacturer.
They are done in Shenzhen, China.
• The Manufacturing in India is done by Oppo India
Pvt. Ltd and soon, One Plus is also going to start its
operations in India with their upcoming launches.
• Infineon, Panasonic corporation,
Siemens, Cypress semiconductor
corp. are some of the suppliers of
OnePlus mobiles. OnePlus works closely
with the suppliers to check on the
fluctuating demands of their products.
4. OPERATIONS
• The most commonly cited reason for their success is they
offer more value than their rivals.
• One Plus has an innovated unique supply-chains that have
forgone the warehousing-and-inventory-accumulation
model, and replaced it with a direct-from-manufacturing-
to-shipping model.
• Reviews and analyses often point to limited stock /
unavailability as shortcomings of this brands, when in fact,
it’s the very basis for their success.
• In an industry where the latest-and-greatest has a
maximum shelf-life of twelve months, One Plus has built
scalable businesses that reach the future faster (and
cheaper).
• One Plus’s main contribution to the Smartphone Wars has
been to cut out warehousing time altogether, bringing
smartphones to market as soon as they are assembled, in
whatever minimum order quantity is available.
• This model is somewhat unstable, and doesn’t deliver a
uniform customer experience like Apple. It reaches ahead as
5. OUTBOUND LOGISTICS
• OnePlus has exclusive distribution channel only with Amazon and Amazon
remains the major supplier of outbound logistics partner of OnePlus
• OnePlus is partnering with Servify, a Mumbai-based tech startup founded in late
2015, to provide pickup and logistics for after-sales services of its smartphones.
• The company has also launched the OnePlus Care app to enable customers to
self-diagnose their smartphones and avail free pickup-drop service from their
home or office, in case of a need to repair their OnePlus devices.
• The free pickup-drop service will be available across Bengaluru, Chennai,
Kolkata, New Delhi and Mumbai. OnePlus’s business model is built around
ecommerce—and getting them shipped to India, bearing the customs duty and
shipping charges themselves.
6. MARKETING AND
SALES
• One plus adopts a Market Focus Strategy.
• Triple threat three-pronged marketing strategy.
• The phone is cheap, but without compromising quality. It’s
relatively low priced with a high specification ratio.
• It’s invite-only. This has been the driving force in creating the
craze behind the phone, as the manufacturers are appealing to
basic human nature.
• 3 million ‘Notify Me’ registrations were made prior to the launch of
OnePlus 6 making it one of the most awaited smartphones of the
year.
• It’s a niche product. OnePlus has the reputation of being the
phone for tech geeks.
• Have gone for strong Promotional alliance with Amazon in India,
initially creating a huge buzz with Invite only model & then
opening it up for all.
• Online-Only Sales Strategy if followed by OnePlus.
7. MARKETING AND
SALES• Amazon India is the exclusive ecommerce
channel partner of OnePlus for the last four
years. The device went on sale on May 21
(exclusively for Amazon Prime members) and
OnePlus reported more than ₹100 crore in
sales in less than 10 minutes of launch.
• Despite being a premium brand, the
company’s penetration into tier 2 and tier 3
markets has increased from 28 percent in
2016 to over 50 percent in 2018.
• One in two customers for OnePlus choose to
trade in their old phones for a new OnePlus
phone and 40 percent of customers choose
the ‘No cost EMI’ option, a sales strategy that
helped OnePlus expand its customer base in
India.
8. SERVICE
• OnePlus Care is your personal device assistant
and has been powered by Servify. As a smart
device ownership platform, Servify enables
OnePlus device owners to connect with the
Brand Authorised Service Centres. Through the
OnePlus Care App, customers can self-diagnose
their smartphones and also avail free pickup-
drop service from their home or office in case
of a need to repair their OnePlus devices.
• Also, they have collaborated with Zendesk for
after sales customer service which is located in
10 different corners of the globe and has the
following support channels:
• Phone
• Live Chat
• Forums
• Social Media
• To provide service effectively and efficiently,
9. VALUE CHAIN ANALYSIS-
SUPPORT ACTIVITIES
FIRM INFRASTRUCTURE
• Oppo electronics is a major financial investor for one
plus.
• Shenzhen is the best place for making hardware, so its
positioning is good in China.
• Entry into the IPO to expand the business publically
• OnePlus has made India its second headquarters and is
hiring a lot of executives and government support in
campaigning ‘Make In India’ drive.
10. HUMAN
RESOURCES
MANAGEMENT
• Focus on high skill employees
in Engineering, IT and
management areas.
• Investing more in research
part.
• Survey through Focus Group.
• Improving training either for
local employees or global
employees.
11. RESEARCH, TECHNOLOGY & SYSTEMS
DEVELOPMENT
• Leading in AI ( Artificial Intelligence)
• Designed using the world’s most advanced in-cell IPS LCD and ultra-bright
LED technologies.
• Pixel density of 401 PPI.
• Expansion in Europe, USA and Indonesia.
12. PROCUREMENT
• The procurement in OnePlus facilities is
done via various suppliers based on the
availability and demand
• Most of the procurement of components
is done through suppliers such as
Mitsumi Corp, Cypress Corp. These
suppliers are also major suppliers to a
lot of the companies
• OnePlus purposefully manufactures
limited amounts of devices at a time and
sells directly to consumers to lower
costs.
• Direct purchasing policies to ensure all
items are purchased and delivered
within budget and time constraints.
13. VRIO FRAMEWORK
Resources/
Capability
Valuable Rare Inimitable Organized Competitive Implications
Quality of Service
Yes No
Competitive Parity
Product
Distribution Yes No
Competitive Parity
Products
Yes Yes No
Temporary Competitive Advantage
Marketing
Strategy Yes Yes No
Temporary Competitive Advantage
Technological
Expertise Yes Yes Yes Yes
Long Term competitive Advantage
Brand Value
Yes Yes Yes Yes
Long Term competitive Advantage
14. SWOT ANALYSIS
STRENGTH
Fastest growing smartphone company
having exclusive partnership with Amazon.
Low cost smartphones with latest
technology and high specifications.
Special platform android OS, which sets
OnePlus apart from other smartphones.
Due to its affordable price, OnePlus sold
30,000 units of its second version OnePlus
2 in just 60 seconds.
WEAKNESS
• OnePlus has a limited production capacity
as compared to other smartphone
companies.
• OnePlus with a limited marketing budget
will face issues in the smartphone market.
• OnePlus is restricting itself with online
communication i.e. amazon which is
benefitting for the early adopters who are
comfortable making online purchase. This
step may affect the reach of customers
who still prefer offline purchase.
15. SWOT ANALYSIS
OPPORTUNITIES
OnePlus can use different marketing
channels.
OnePlus can target different customer
segments.
THREATS
New entrant OnePlus will face lot of
difficulties in the smartphone industry
which is highly dominated by other
companies.
Oneplus has to spend huge money on
the marketing of the product, to increase
the brand awareness in the market.
Oneplus will face competition for the
established smartphone companies like
apple, samsung, xiaomi, Lg