OnePlus: The Chinese Smartphone Start-up Targets India

Case Code: BSTR508 Case Length: 14 Pages Period: 2014-2016 Pub Date: 2017 Teaching Note: Available

Price: Rs.600 Organization: OnePlus Industry: Smartphone Industry Countries: India Themes: Business Strategy, International Management, International Marketing

Abstract Case Intro 1 Case Intro 2 Excerpts

Introduction

OnePlus, a Shenzhen, China-based technology start-up whose sleek smartphones with their killer price tags and by-invite exclusivity made a splash in 35 countries globally in late 2013, had trained its sights on India, the world’s fastest-growing smartphone market. In India, OnePlus positioned itself to appeal to users of high-end phones and undercut rival products on price, despite closely matching them on specifications. The company, which was launched in India in December 2014, had sold close to one million smartphones in the country by the end of 2015. Going forward, it planned an aggressive expansion in India, considered to be one of its biggest markets.....

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