Abstract

The case, “OPPO AND Vivo – ‘Offline Retail Strategy’ Pays Off,” discusses how the Chinese brands, OPPO and Vivo, became among the largest smartphone vendors in the world. The case starts out by providing background information on the parent company BBK Electronics Corporation. It then delves into the successful ‘offline retail strategy’ adopted by the two brands in China in a bid to differentiate themselves and cater to customer needs better. The success of the two brands in replicating the particular strategy in various overseas markets is also touched upon. The case also provides an insight into the various initiatives undertaken by the two brands to design innovative products. It ends with a look into the strategies that the two brands were undertaking to ensure continuous growth, especially considering the saturation in the Chinese smartphone market.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Analyze the differentiation strategy adopted by a company in a highly competitive market
• Assess the international market entry strategy of a strong market player
• Scrutinize the role played by high product quality and innovation in consolidating market position

Keywords

OPPO,VIVO,Differentiation,Mobile,China,Innovation,Quality Control,India,OnePlus,Retail,Advertising,International Market Entry,Red Ocean,Design,Price